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How Paid Media Enhances Earned Media for Healthcare Providers
How Paid Media Enhances Earned Media for Healthcare Providers

How Paid Media Enhances Earned Media for Healthcare Providers

In today’s media landscape, traditional advertising no longer holds the same influence. The recent election outcome—despite the Democratic ticket outspending the Republican candidate by $460 million on traditional ads¹—highlights a shift, emphasizing the need for strategies that prioritize engaging, personalized content over large budgets.

Credibility is crucial for healthcare providers, as patients seek trusted sources when it comes to their health. While earned media—such as patient testimonials, news coverage, and organic social mentions—builds essential trust, it's often unpredictable in timing and reach. Paid media offers providers a way to take control, allowing them to strategically amplify their message and reach a broader audience. Together, these strategies create a powerful synergy, enhancing visibility and reinforcing credibility.

Another effective approach is to maintain a consistent, expert-driven blog that reflects the provider’s insights and expertise. By regularly publishing articles on relevant health topics, industry trends, and common patient questions, providers can establish themselves as thought leaders and trusted authorities in their fields. This steady flow of content helps build SEO value, drawing more traffic to the provider's website and fostering patient engagement.

When this content is strategically promoted through both earned and paid media, it expands the provider's reach and visibility. Regular, insightful blog posts not only strengthen relationships with current patients but also attract new ones, enhancing overall credibility. For healthcare providers looking to stand out, combining a robust content strategy with earned and paid media can build trust, maximize reach, and consistently offer valuable health information to the community.

SoClients specializes in helping providers leverage paid media, like healthcare blogging, to amplify earned media successes. With strategic ad placements on social platforms, search engines, and healthcare-related sites, we help providers reach a wider audience and reinforce the positive narratives already in play. By combining the authenticity of earned media with the reach and targeting power of paid media, SoClients ensures that healthcare brands stay visible and relevant in today’s competitive landscape.

Our approach bridges the gap between credibility and reach, helping healthcare providers expand their influence and attract new patients with confidence.

AUTHOR:
Founder & Client Marketing Director

Holly Breen Olds has served the healthcare industry with over 20 years of expertise in healthcare marketing for physicians, hospitals, and the medical device sector across the US.

Reference:

1. https://www.adweek.com/media/trumps-media-persuasion/?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter#