Organic Reach Isn’t Dying. It’s Being Reallocated — and Healthcare Needs to Pay Attention

Healthcare communication has long relied on an implicit bargain with digital platforms: that credible, responsibly framed information would reach the audiences it was intended for. That bargain is being rewritten—and the consequences are not evenly distributed.

In my latest Substack essay, I’ve written about what the decline of “organic reach” really means for healthcare—why credibility no longer determines visibility, how attention is being redistributed, and what this means for trust, equity, and professional responsibility.

You can read it here