In this episode of The HealthTech Marketing Show, I am joined by Colin Hung, Editor in Chief at Sway Health, and Lea Chatham, Content and Brand Strategist at Health Launchpad, to explore the evolving landscape of thought leadership in healthcare marketing. 

We discuss how thought leadership has transformed with new mediums, the blurring lines between paid and earned media, and practical strategies for creating authentic, impactful content.

Colin shares insights from his role as a "professional conference attendee" and his experience running a healthcare marketing publication, while Lea brings 25 years of content marketing expertise to discuss how thought leadership has evolved from print newsletters to today's multi-channel approach. 

Learn how healthcare marketers can adapt their thought leadership strategies to modern channels while maintaining authenticity and building trust with their audiences.

Key Topics Covered:

• "(00:00:00) Introduction" 
• "(00:02:00) Success story: ICD-10 microsite and webinar that attracted 2,500 registrants"
• "(00:05:00) Major shifts in thought leadership: expansion of mediums and lowered barriers to entry"
• "(00:10:00) The blurring lines between earned and paid media in healthcare publications"
• "(00:20:00) Colin's perspective on AI's impact on video and podcast authenticity"
• "(00:24:00) The importance of storytelling and nuance in content creation"
• "(00:30:00) Technical tips for video content: B-roll, being video podcast ready"
• "(00:32:00) Lea on the importance of company-wide message alignment"
• "(00:35:00) Going all-in on video: lessons from COVID and practical tips"
• "(00:43:00) Using research and data in thought leadership without breaking the bank"
• "(00:49:00) AI tools for research and content creation: benefits and cautions"
• "(00:55:00) Closing advice"

Want to learn more about how thought leadership is changing? Explore this topic in greater depth in our detailed blog post.

Interested in exploring how to improve your thought leadership strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.

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