Marketing Agency Explores Healthcare Media Trends in New White Paper

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Smith & Jones Releases Free Report on Changing Healthcare Consumer Media Habits

Smith & Jones, an agency specializing in healthcare marketing, published a new white paper today titled, “The New Media Paradigm.”

“The New Media Paradigm” is free and available for download at This white paper reviews media consumption trends across the four generations, new media channels healthcare marketers can use to target key audiences, how to leverage owned and earned media to support paid media tactics, and how to adjust media budgets to reflect these new trends.

The changes in how patients seek care, compounded with the rapid advancements in technology and increasing healthcare costs, have resulted in marketers needing to find inexpensive ways to reach niche audiences and help them make informed decisions.

“There is an overarching trend to pull away from paid media, and increase efforts in owned and earned media,” said Mark Shipley, Strategy Director and Cofounder of Smith & Jones. “When applied to the digital world, owned and earned media efforts can be extremely effective because they create a consistent stream of high-quality content. These low-cost media channels are a more efficient use of media dollars because they target patients who are looking for healthcare information and position the hospital or practice as thought leaders.”

Download “The New Media Paradigm,” to learn more about how digital channels and consumer habits are changing healthcare marketing.

About Smith & Jones
Smith & Jones is a healthcare marketing agency based in Troy, NY, that specializes in marketing for hospital systems and large physician practices. Learn more at

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Caitlin Mooney

Mark Shipley
since: 07/2011
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