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Executive Report - By Thomas Baekdal - June 2021

Health publishing is about to change in a very dramatic way. Here is how

Health publishing is going through a very big change. In fact, when we look at this from a trend perspective, what publishers generally do today is looking to become the least valuable form of health publishing in the future. And it's all based on the trend that a big part of health is moving out of the doctors' offices or the hospitals and into people's homes.

So, in this 26-page article, I'm going to talk about what this change is. What it means for you as a publisher, and why this is a bigger problem than just a simple change in journalistic focus.

Note: This article is not about the COVID pandemic. While the pandemic has accelerated these trends, everything here started 10-15 years ago and has been growing ever since. The first time I wrote about this was back in 2013.

What is health publishing?

Health publishing is obviously many different things, but let's talk about how this has changed.

Here is a question: Where do you get health information?

Well, in the old days, the answer to this was almost entirely external. If you needed to have any information about your personal health, you either went to your doctor or the local hospitals, who would then do the examinations and tests needed.

The reason for this was that, at home, you had no ability to define your health. At best, you could place a finger on your wrist and then count how many times you could feel your pulse, but that was it.

In the press, we approached this the same way. Because health itself was externalized, we focused our coverage on those places. So we would report about what the hospitals, the doctors, the health authorities and other health organizations were doing. And, in almost every single case, this would have a mass-market focus.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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