In this episode of the Medico Digital Podcast, Louis sits down with Alex and Joe to unpack a deceptively simple question: what does a paid media agency actually do?

We go behind the scenes of the day-to-day reality of running healthcare paid media campaigns, explore how performance is actually driven (spoiler: it’s not just “optimising” campaigns), and talk about what really separates good agencies from great ones.

Expect candid takes on:
- What you’re really paying for when you hire a paid media agency
- Why onboarding is a make-or-break moment
- The danger of “set and forget” campaign management
- How sector-specific insight makes all the difference in healthcare
- What we do differently at Medico, and why it matters

Whether you’re considering investing in paid media for the first time or want to sense-check your current agency partnership, this is an episode that lifts the lid.

In this emergency episode, Louis is joined by Medico Digital’s SEO lead Ben Lawrence to unpack the major updates from Google’s recent I/O conference. From the introduction of AI Mode in search, to the expansion of ads within AI Overviews, to the experimental future of agentic search, this is a must-listen for healthcare marketers trying to make sense of what’s next in search.

In this episode of the Medico Digital Podcast, host Louis Meletiou welcomes creative director Alex Wilby for an in-depth conversation about the often-overlooked power of design in healthcare marketing.

Together, they explore how user-centric thinking, intuitive layouts, and a healthy respect for white space can elevate everything from landing pages to full-scale websites.

Alex shares his process for translating vague “make it pop” requests into tangible design principles that guide patients seamlessly toward the information they need.

They also discuss the importance of collaboration across departments—from SEO and sales to branding and UX—to craft digital experiences that truly stand out. Tune in to discover why design isn’t just a final polish but a critical strategy that can transform how patients and healthcare seekers engage with your brand.