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In 2024, U.S. healthcare and pharma ad spending will top $30 billion—but how much of it actually drives results? In this episode, Chris Boyer and Reed Smith dig into the hidden inefficiencies in health system media budgets and ask a bold question: Are we investing strategically, or just fueling the machine?
They dive into:
- Why Media Waste Persists – From inherited budget models to disconnected teams and shallow KPIs, the current approach to digital spend is full of cracks.
- The Illusion of Strategy – Why having a media plan isn’t the same as having a strategy—and how vague goals and channel-first thinking lead to missed ROI.
- The Hidden Costs of Poor Alignment – From creative mismatches to lack of CRM integration, unmeasured waste is hiding beyond the dashboard.
- Agency Transparency & Trust – What health systems need to know about principal media buying, opaque reporting, and misaligned incentives.
They’re joined by Jane Crosby of True North, who shares her performance marketing playbook: how strategic bid management, integrated media planning, AI tools, and smarter collaboration are turning wasteful spend into efficient, results-driven campaigns. It’s time to stop asking if media is being wasted—and start asking how to turn it into a high-yield investment.
Mentions from the show:
- Healthcare and pharma marketers go digital, but traditional media stays relevant
- Eliminate waste and complexity in your digital advertising budget – the Proxima Group
- Brands threw away $6 billion in wasted digital ad spend
- WG Content
- How AI search ranks healthcare content: A ChatGPT vs. Google experiment
- Diane Hammons on LinkedIn
- Reed Smith on LinkedIn
- Chris Boyer on LinkedIn
- Chris Boyer website
- Chris Boyer on BlueSky
- Reed Smith on BlueSky
