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How Healthcare Organizations Can Use Clinical Expertise in Health Media

2024-12-03

Healthcare organizations hold a significant, yet untapped, opportunity to leverage their clinical expertise and reputation in the realm of health media. This includes serving medically validated and contextually relevant content, along with advertising, to engage, support, and educate consumers. The health media trend is on the rise, concurrent with healthcare organizations' efforts to enhance digital engagement with consumers during their care journey. For instance, through a more sophisticated digital front door and personalized marketing.

Harnessing Healthcare's Clinical Expertise for Health Media Success

Healthcare's Clinical Expertise in Health Media

Healthcare organizations, especially health systems, possess a vast reservoir of clinical knowledge. They can utilize this to create and serve a wide range of health media content. Cleveland Clinic, with its extensive library of disease-specific content published alongside ads on its website, is a prime example. Kaiser Permanente enables members to download self-care apps evaluated by clinicians. Mayo Clinic sells over-the-counter health products and offers advertising-supported content on various topics. These initiatives showcase how healthcare organizations can integrate advertising into their health media offerings without compromising ethical integrity.

Northwell Health's announcement to launch a studio to develop scripted and nonscripted content further emphasizes the growing trend. By doing so, they can provide consumers with valuable information and engage them in a meaningful way. This not only benefits consumers by offering them accessible health information but also creates a diversified revenue stream for healthcare organizations.

Consumer Trust and the Importance of Quality Content

Health and wellness content plays a crucial role in building awareness and retention. A 2024 consumer survey revealed that 75 percent of respondents connect with health and wellness content at least once a week across different channels. However, issues such as lack of trust and misinformation persist. Approximately 60 percent of US adults watch health-related videos online, but only about 40 percent trust the information. About 30 to 40 percent of social media posts about diseases contain misinformation.

Despite this, savvy consumers still gravitate towards trusted sources. For example, 77 percent of respondents look for clinician-reviewed health and wellness content. This highlights the significance of quality content in attracting and retaining consumers. Increasing engagement with content can lead to consumer loyalty, which is becoming more important as price transparency and out-of-pocket expenses rise. In a 2023 survey, 89 percent of respondents were willing to shop for care in at least one medical service category.

Expanding Consumer Access to Information and Care

A significant portion of consumers already use health and wellness content to find care. About one-third of consumers under 45 used content to find a doctor in the past two years. The percentage of payer members valuing information from payer websites increased from 14 percent in 2020 to 29 percent in 2022. This indicates a substantial opportunity for healthcare organizations to differentiate themselves through content marketing.

For example, creating a best-practice digital front door with informative content, online scheduling, and preappointment engagement can drive growth. In a 2024 survey, 42 percent of respondents were more likely to schedule an appointment with a healthcare system if it offered relevant content. This shows that consumers want healthcare organizations to focus on clinically valid content in addition to core clinical operations.

Unlocking a Diversified Revenue Stream through Advertising

Contextual advertising embedded in healthcare content can create a "win-win-win" situation. For consumers, it can stitch together the services they need. Up to 77 percent of surveyed consumers found sponsored content helpful. Advertisements can be relevant based on consumers' healthcare journeys. Consumers are most receptive to information when managing their health at home.

Healthcare organizations can use this as an opportunity to diversify their revenue. In a 2024 survey of healthcare organization executives, 34 percent wanted to diversify revenue. However, it poses challenges. They need to adopt a structured approach, drive consumers to their digital properties, engage them with relevant content, build a 360-degree view of consumers, and serve relevant ads. Advertisers also see value in partnering with healthcare organizations to reach specific health-related consumer segments.

Five Steps for Getting Started in Health Media

An effective approach to health media involves five steps. Firstly, develop a health media strategy and build the business case to capture consumer growth. Consider each step of the consumer healthcare journey and where content and advertising can be most beneficial. Establish guardrails to guide the strategy, such as identifying advertising partners and choosing appropriate media channels. Align on creating the minimum viable experience for consumers. Finally, review the organization's current state of consumer-centric capabilities and identify gaps.

By following these steps, healthcare organizations can serve the needs of consumers and advertisers, fuel consumer growth, and diversify into a new revenue source. A carefully considered and executed consumer-centric health media strategy can improve consumer experience, brand loyalty, and lead to better outcomes for all.

Las Vegas, a city known for its vibrant tourism and bustling streets, is currently facing a significant challenge with numerous road construction projects. These projects have not only led to increased traffic congestion but have also been linked to a rise in road rage incidents. In this in-depth exploration, we will delve into the details of these construction projects, their impact on the community, and the efforts being made to manage and mitigate the issues.

Unraveling the Road Construction Conundrum in Las Vegas

Section 1: The Extent of Road Construction

If you've driven through the valley roads of Las Vegas, you can't help but notice the dozens of active road construction projects. As shown on the RTC of Southern Nevada's map, the orange markings indicate the various stretches of roadway that are either currently under construction, will soon be, or have already been part of a current project. This extensive network of construction has left many locals and tourists alike frustrated with the increased traffic and disrupted commutes.Local resident Sajan Patel, who tries to avoid driving around these projects, was surprised by the sheer number of Clark County roads affected. He mentioned, "It's not easily accessible, and you end up spending a lot of time in traffic. We've been walking more places just to avoid the hassle."Alex Gonzalez, who traveled from Houston, also expressed his surprise at the amount of construction listed on the site. He said, "In Houston, it's not the same. Here, I see more of it, and the traffic congestion is much worse."

Section 2: The Link between Construction and Road Rage

Metro Homicide Lt. Jason Johansson has pointed out that the increase in road rage incidents could be related to the ongoing construction. He stated, "Look, there's a lot of road construction going on in the valley right now. We're starting to see a slight increase in some of these road rage incident type of shootings and a couple of murders. None of it's worth their life."This deadly road rage shooting on Las Vegas Boulevard on Nov. 25 serves as a stark reminder of the potential dangers associated with construction-induced traffic stress. While Johansson believes construction is only a part of the puzzle, it clearly plays a significant role in the rise of such incidents.

Section 3: Efforts to Coordinate and Manage Construction

Clark County is working closely with all local municipalities to better coordinate road construction and limit disruption to the community. The RTC of Southern Nevada is also playing a crucial role by convening stakeholders through its Executive Advisory Committee and Operations Subcommittee.David Swallow, the CEO of RTC of Southern Nevada, sent a statement addressing the road construction projects. He explained that while the RTC works closely with various agencies to plan hundreds of projects, factors like funding, permitting, approvals, and weather can impact project timelines.The RTC has developed tools like the Seeing Orange website (SeeingOrangeNV.com) to help travelers plan their trips and navigate around construction. It provides real-time traffic alerts, rider alerts, detours, and information on upcoming construction and special event impacts.The City of North Las Vegas states that road construction selection is based on needs and available funding as part of the city's capital improvement plan. Some projects are initiated by staff, while others come from citizen concerns.In conclusion, the road construction situation in Las Vegas is a complex issue that requires the collaboration of multiple entities. By working together, they can strive to minimize the impact on traffic and road rage, making the city's roads safer and more accessible for everyone.

Starting from Monday, construction on the 605 Freeway will lead to a week's worth of overnight closures on both sides. This is set to cause significant disruptions for early-morning commuters and potentially result in a traffic nightmare. The closures began on Monday evening and will continue through the morning each day until Saturday, December 7.

Project Details and Closure Schedule

According to the California Department of Transportation, the scheduled construction encompasses various activities such as concrete work, asphalt paving, k-rail placement, striping, guardrail work, sign removal, and drainage work. The closures are subject to change if weather conditions do not permit the work to be completed. The full schedule is as follows:On Monday, December 2 through Thursday, December 5, the northbound I-605 between Del Amo Boulevard and I-105 will be closed from 10 p.m. to 5 a.m., and the southbound I-605 from I-105 to north of Katella Avenue will also be closed during the same time. In each instance, up to three lanes will be closed.From Monday, December 2 through Friday, December 6, both directions of the I-605 between I-10 and Telegraph Road will be closed from 9 p.m. to 5 a.m., with up to four lanes being closed.All corresponding on- and off-ramps will be closed sequentially as the work progresses, and no two consecutive ramps will be closed at the same time. Caltrans officials have urged people to use detours, which include either I-710 or I-5, and have installed signs to guide drivers.There will also be a number of lane and ramp closures through the slated closures, lasting through Saturday evening. These closures include (between 8 p.m. and 6 a.m.):Northbound and southbound I-605 up to two lanes scheduled to be closed from I-10 to I-210.The eastbound I-10 connector to northbound I-605 scheduled to be closed.The westbound I-10 connector to northbound and southbound I-605 closed.The Mount Olive Drive off-ramp from eastbound I-210 scheduled to be closed.The Mount Olive Drive off-ramp from eastbound I-210 scheduled to be closed again (repeated for emphasis).The northbound I-605 connector to westbound I-210 scheduled to be closed.The Ramona Boulevard, Lower Azusa Road, and Live Oak Avenue off-ramps from northbound I-605 scheduled to be closed.The Ramona Boulevard, Lower Azusa Road, Arrow Highway, and Huntington Drive on-ramps to northbound I-605 scheduled to be closed.The Ramona Boulevard, Lower Azusa Road, and Arrow Highway off-ramps from southbound I-605 scheduled to be closed.

Project Background and Funding

The construction is a part of the “Super 605” corridor project, which aims to rehabilitate the freeway from Long Beach to the San Gabriel Valley. A total of $250 million in construction costs is funded. Of this, $238 million comes from the federal Infrastructure Investment and Jobs Act, and more than $20.6 million is from Senate Bill 1, the Road Repair and Accountability Act of 2017.

Impact on Commuters and Alternate Routes

These closures will have a substantial impact on commuters, especially those traveling during the early morning hours. The traffic disruptions are expected to cause delays and congestion not only on the 605 Freeway but also in the surrounding areas. Caltrans officials have emphasized the importance of using detour routes such as I-710 or I-5 to minimize the impact on their daily commutes. The installation of signs to guide drivers is a helpful measure in ensuring a smoother transition through the construction zones.

Comparison with Other Freeway Closures

This is not the only major freeway closure going into effect on Monday. A major portion of SR-91 is also scheduled to undergo weeks worth of overnight closures for a different project in Riverside County. This highlights the significance of these construction activities and the need for commuters to plan their routes carefully and allow extra time for their journeys.