Resources

 

 

 

2025 Backstage Pass Website

Webinars

Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.

 

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The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.

Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.

Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.

 

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The Latest Hospital Digital Marketing Articles

 GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

What Does “Watching TV” Mean in 2025?

When consumers sit down to watch TV, they have increasing numbers of options. It’s not just watching the latest drama or sitcom on CBS, NBC, or CBS. Cable channels, streaming platforms, short form videos, social content are all part of the programming being consumed by today’s viewers.  photo of a retro orange TV with rabbit ear antennas

The Digital Media Trends Report Fall 2025 edition from Deloitte Consulting found that 41% of consumers say that “watching TV” includes watching social videos and streaming services.

This shift is important for marketers to understand. According to Deloitte, campaigns can no longer be just linear, just digital, or just a combination of these two. Social must be included.

Additional data from the report included:

  • 35% of consumers spend more time viewing social media videos than they do streaming platforms. The younger the consumer, the greater the time difference, with 44% social viewing time for millennials and 58% for Gen Z.
  • Micro series, also known as micro dramas, have increased in popularity with social media viewers.
    • 45% of survey respondents were aware of micro series.
    • 45% of millennials and Gen Z say they are watching more of this type of content than they were a year ago.
    • Many consumers would like to see micro series offered on subscription VOD platforms (SVOD), including 49% of millennials and 44% of Gen Z.
    • The vertical format for micro series is preferred by both millennials and Gen Z.
  • The demand for advertising-based VOD (AVOD) continues to grow.
    • 66% of SVOD subscribers use at least one AVOD platform.
    • Older subscribers seem to prefer AVOD: 70% of millennials, 74% of Gen X, and 71% of boomers subscribe, while only 42% of Gen Z subscribe.
What does all this data mean for marketers? Marketers need to reconsider what “TV” is and plan their strategies accordingly. All platforms should be considered as one overall platform. Campaigns will need to be effective across these various platforms. Marketers can no longer silo TV or digital media strategies – social video and short-form content need to be integrated into streaming and broadcast strategies.


 

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