Under the Microscope: Healthcare Communications
by Julie Crimmins | March 13, 2025
Diagnosis and Prescription for Impact
The U.S. healthcare industry is a paradox—driving groundbreaking innovations while grappling with rising costs, provider shortages, and access disparities. Effective communication demands a keen grasp of policy, business dynamics, and the shifting media landscape.
Curley Company’s proprietary research, in partnership with OWL Research Partners, diagnoses the state of healthcare media and prescribes key strategies for success.
Prescription for Thriving Healthcare Communications
- Leading with Substance, Not Controversy
Insight: There’s still room to lead the conversation in healthcare—without resorting to controversy or politics.
Predictions: Expect a focus on issues such as the health impacts of ultra-processed foods, ongoing mergers and acquisitions, innovative AI applications in health, the evolving landscape of aging and Medicare, shifts in access to care amid ACA changes, and the rising prominence of weight loss drugs.
- Having a Distinct Voice in a Crowded Field
Insight: Although the landscape is noisy, no single perspective dominates. The media craves a strong, differentiated point of view.
Predictions: As leadership shifts at key government health agencies, select healthcare system leaders will emerge to offer factual advice, counter misinformation, and position their organizations as trusted sources on critical health topics.
- Integrating Legacy and Emerging Media
Insight: Traditional media remains vital, but a cohesive, multi-channel strategy is essential for impact.
Predictions: With AI-driven content curation and a surge in online misinformation, a robust owned-content strategy—leveraging both legacy channels and newer outlets like podcasts, newsletters, and independent platforms—will be key to protecting your brand and enhancing influence with all your stakeholders.
If this research is of interest to you, let’s talk. Reach out to email hidden; JavaScript is required to schedule a full debrief on the findings and get your Healthcare Communications Check Up to refine your 2025 communications plan to maximize impact.
