Community Health Media (CHM) is positioning community physicians and key opinion leaders as the central figures in a new model of medical content creation and distribution.
The company, known as a medical education and insights firm, blends market research with high-quality content to bring what CEO Seth Laderman describes as “credible medical expertise” to healthcare audiences.
CHM uses peer-to-peer interviews, multiple podcast series, live events and other formats to distribute physician perspectives on clinical trials, therapies and treatment options.
Laderman himself came to health communications after a lengthy career in entertainment, including reality television production and an EVP role at Lionsgate.
He co-founded CHM alongside entrepreneur and marketing executive Hugo Cubias and Marcus Allen, who is known for co-founding the Washington, D.C.-based R&B music festival Broccoli City.
Together, the founders brought their production and entertainment experience into the healthcare space, where physicians are treated as “the talent.”
“If we can make these physicians feel a little bit more comfortable in their surroundings, if we can make them feel better with how they look and how they feel when they’re having these conversations, we’re going to get better conversations,” Laderman said.
CHM’s content model centres on 45-minute open conversations with doctors covering new clinical data and emerging treatments, which are then edited down into shorter clips and promotional sizzle reels.
Those shorter segments are designed to funnel viewers back toward the full-length conversations, distributed across social media channels used by community oncologists rather than requiring audiences to seek the content out themselves.
“I don’t think we’re really reinventing a wheel,” Laderman said. “We’re just bringing a model that’s been done in other industries more into this industry right now, with the ultimate goal to educate and capture as much data as we possibly can.”
Community oncologists, who treat a wide array of patients daily rather than focusing on specific cancer types, are a key target audience, as they may have fewer opportunities to stay current on disease-specific emerging therapies.
Specialised oncologists who participate in CHM content have shown eagerness to share their “breadth of knowledge” with colleagues, according to Laderman, helping to bridge gaps in awareness across the oncology community.
The broader vision for CHM extends beyond serving life sciences companies, offering busy oncologists a practical and accessible route to stay informed about rapidly evolving treatment options.
“Things are changing and moving so fast, and these therapies that these companies are creating are giving months, years to people’s lives,” Laderman said, adding that even a single physician learning something from their content and applying it to patient care “just feels amazing.”
CHM’s approach aligns with wider industry trends, as a March report from Assembled Intelligence and inVibe found that healthcare practitioners increasingly cite social media and streaming content as key channels for discovering new treatments.