News and Insights

Breaking Through the Noise: Rethinking Media Strategy in a Changing Healthcare Landscape

June 5, 2025

The two-day FINN Global Health Earned Media Summit brought together healthcare communicators worldwide to focus on the impact of earned media. Day 1 covered building trust, crafting strong pitches, and media best practices, while Day 2 looked at how to break through in a shifting media landscape, with sessions on digital trends, misinformation, and journalist relationships. It was a mix of learning, real-world insights, and shared strategies to help elevate storytelling globally. After the summit, I walked away with renewed clarity about what it means to lead media strategy in today’s world, particularly in healthcare.

The media landscape is no longer just evolving—it’s actively reshaping itself. As someone who works at the intersection of media strategy and intelligence, I find these shifts both challenging and exciting. Here are a few takeaways that are shaping how I think about earned media going forward:

1. People Trust People

There’s a clear rise in personality-driven journalism. Whether it’s a popular doctor on TikTok, a niche Substack newsletter, or a long-trusted health journalist, audiences today gravitate toward individuals rather than just institutions.

That doesn’t mean traditional media is losing relevance. However, independent voices are gaining influence, often providing greater intimacy, specialised knowledge, and increased trust. In strategic terms, it’s not about “which outlet” anymore—it’s about who’s behind the byline.

2. Accuracy Over Speed—Always

As highlighted in one of the sessions, the pressure to be fast shouldn’t come at the expense of accuracy. In healthcare, a small error can have a significant impact. AI is already reshaping how information is created, and misinformation is pervasive.

That means credibility is our currency, and we must protect it. As media strategists, our role isn’t just to push news out but ensure it’s accurate, context-rich, and valuable.

3. Good Headlines Aren’t Enough

Users should leave with valuable insights or tools to ask more informed questions.

Attracting traffic through attention-grabbing strategies can be appealing. However, a strategic approach requires a balance: optimising visibility should not be at the expense of clarity or credibility.

4. One Size Doesn’t Fit All—Especially Globally

A common thread? Health stories resonate differently depending on local realities.

If you work in global communications, translating a message is not enough; you must localise it. This means understanding what matters in each region, how journalists prefer to engage, and where the audience’s trust truly lies.

5. “No Coverage” Isn’t the End of the Road

Clients frequently desire prominent names such as the NYT, WSJ, and BBC. However, a wise strategy involves focusing beyond just vanity metrics. It’s our job to guide the ask. Sometimes, we reframe it, and sometimes, we redirect it. But we always anchor it, which builds long-term trust.

6. Social Media Strategy Needs Substance, Not Just Speed

Social media cannot be treated as an afterthought; it must be treated as a means to build trust and drive influence.

• Engage in the conversation, not just when you seek coverage.
• Select platforms thoughtfully and acknowledge journalists’ and influencers’ preferences for engagement.
• Prioritise accuracy in all that you post, share, or amplify.
• Localise content while remaining aligned with a broader brand narrative.
• And most importantly, don’t chase reach—chase relevance. A smaller, loyal audience often yields more meaningful engagement than a larger but passive one.

Final Thought

Media strategy today isn’t about chasing headlines; it’s about earning relevance. It involves anticipating trends, building meaningful relationships, and ensuring our shared stories are heard and remembered. It’s no longer just about being present; it’s about showing up with purpose and knowing when to lead, when to listen, and when to shift gears.