Prefer to listen to a conversation over reading?
The 2024 election cycle underscored the profound shift in how Americans consume information. As traditional media channels took a backseat, new voices on new platforms emerged as powerful forces in shaping public discourse. This transformation isn’t just about politics – it signals a broader change in how people seek and engage with all types of information, including healthcare content.
The media network effect in health care
What election analysts have dubbed the “media network effect” – where individuals curate personalized information ecosystems – has significant implications for health care communication. People are no longer passive consumers of health information; they actively seek out voices they trust across diverse platforms. A 16-year-old boy wading into a conversation about IUD insertion pain on his local congresswoman’s Reels might sound quirky, but it perfectly illustrates how modern audiences discover and engage with content in unexpected ways.
Three platforms we’re watching reshape health care communication right now
Bluesky: The promise of decentralized health discourse
Bluesky represents a radical departure from traditional social media platforms, offering health care organizations unprecedented control over their digital presence through its decentralized structure. This data sovereignty means organizations can maintain direct ownership of their content and audience relationships, free from the algorithmic control that often buried important health content on other platforms.
Academics, scientists and health care decision-makers are taking notice and engaging in vibrant conversations that resemble the quality of scientific exchange often reserved for medical meetings. However, despite the post-election user surge, Bluesky’s current limited reach presents a significant challenge—so proceed carefully with resource allocation.
Substack: Deep engagement through long-form content
Emerging as a powerful platform for health care communication, Substack offers a unique combination of editorial independence and sustainable monetization. Health care professionals (like Eric Topol and Your Local Epidemiologist) are leveraging the platform to build loyal audiences through paid subscriptions while maintaining complete control over their content and messaging.
This independence is particularly crucial in health care, where nuanced explanations and careful context are essential. The platform’s emphasis on long-form content enables comprehensive coverage of complex health topics, while its direct-to-reader model fosters trust and credibility. Furthermore, Substack’s community features facilitate meaningful discussions around health topics, creating engaged communities that can support and amplify accurate health information.
Podcasting: The intimate health conversations
While not a new platform, the medium’s power lies in its ability to transform complex medical discussions–from breakthrough treatments to public health challenges–into intimate, accessible conversations that feel more like advice from a trusted friend than institutional messaging. This shift presents both unprecedented opportunities and serious challenges for health care organizations. While podcasts offer a powerful platform to share credible information and build authentic connections with audiences, organizations must carefully navigate a landscape where entertainment value often trumps medical expertise and where the line between personal experience and scientific evidence frequently blurs.
The most powerful moments often come when health topics surface organically in unexpected places – whether it’s Dax Shepard discussing addiction treatment or Chris Olsen candidly addressing STI stigma on Doctor Mike’s podcast. Or two comedians ranting about PrEP packaging. The stakes are particularly high when deciding which platforms to engage with, as health care voices must balance the opportunity to reach new audiences against the risk of legitimizing shows that may have spread health misinformation. Despite these challenges, podcasting’s ability to spark cultural conversations about serious health topics through trusted voices makes it an increasingly essential channel for modern health communication.
While these platforms may be trending, the shift isn’t just a trend – it’s the new normal for all communications – and health care communication is no different. Success in this landscape requires understanding that trusted voices can emerge from unexpected places. By embracing these new platforms while maintaining high standards for accuracy and quality, health care communicators can build stronger connections with their audiences and ensure reliable health information remains accessible and engaging in our evolving media landscape.
The future of health care communication isn’t about choosing between traditional and new media – it’s about understanding how to effectively harness both to create meaningful connections with audiences who increasingly define their own media experience.
If you’re interested in how these platforms could benefit your organization or brand, reach out for a POV!
Choosing to challenge,
Sarah & Jenn