As has been noted before, the third M in “MM+M” stands for media. While media was part of the foundation upon which MM+M was built, the brand more often than not occupied itself with the other two Ms – those would be “medical” and “marketing” — at the expense of the third.
Over the last few years, MM+M has worked hard to change that. In 2022 in particular, we found ourselves amazed (and occasionally overwhelmed) by the sheer volume of discourse in and around health media.
Here are the media stories that moved the needle.
MM+M’s annual Media Issue served up a broad state of the union on health media. Headlined by a feature on the potential of the metaverse for healthcare organizations, the presentation also included a late-pandemic autopsy on the scourge of health misinformation and a look at the renewed appreciation of QR codes among the medical-marketing set.
We identified the top physician influencers on a host of social-media platforms, including TikTok, Instagram and YouTube. We also surveyed diet and nutrition trends making the rounds on TikTok and tipped our cap to the platform’s most thoughtful self-care and wellness influencers.
Hearst debuted a pair of pharma-specific products, including content tool Vitals and ad resource WITs (wellness interest and topic segments).
A study found that just under 84% of the mental-health-themed videos on TikTok are misleading in nature.
CheckedUp received an equity investment from PE firm Rockbridge Growth Equity, an investor in digital out-of-home network Gas Station TV, in January. It put some of that funding to work in October when it acquired fellow point-of-care player Health Media Network.