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What is Paid, Owned, Earned, and Rented Media?

Published By: Uli Iserloh
Date: January 12, 2021

A good practice marketing strategy should have a good mix of marketing media... and using this POERM framework is a great way to map out your strategy.

POERM stands for paid, owned, earned, and rented media - and in this video blog, I share why it's so important to have a balance between the four.

This past week has certainly shown the danger of running your marketing solely on rented platforms – so make sure you always build a marketing channel you own... so nobody can tell you what you can (and cannot) post.

But let's take a step back.

A good practice marketing strategy can be split into two: the content and the distribution. The content you create and then how you market (or distribute) that content. Knowing how to work these two pillars will determine if you will have a successful marketing strategy.


OWNED Media is any media channel that you fully own - this can be your email list, list of SMS/cell phone numbers, and your website.

EARNED Media is any mention on other people's media channels - this refers to your podcast interviews, summit talks, reviews, content shares that help build your credibility from your prospective patient's perspective.

PAID Media refers to any media placement that you paid for... think paid advertising like Facebook Ads, Google PPC and any sponsorships.

RENTED Media refers to your media placement on free online platforms like Instagram, Facebook, Pinterest, Twitter or Linkedin - you don't pay for exposure on these media channel syet you are subject to the rules of the platform owner.

Why use these four? Because when you use these four strategically, your marketing efforts have a better chance of being noticed and engaged by your target prospects.

Next Steps

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Uli Iserloh
As one of the leading marketing strategists in the integrative/functional medicine space, Uli Iserloh has been advising many of today’s leaders on marketing strategy and marketing technology for over 23 years — helping health practitioners increase new patient enrollment predictably… even if they cringe at selling, hate to be on social media 24/7 or have never run paid ads. Uli Iserloh is on a mission to equip health & wellness professionals to consistently pre-educate prospects into patients… largely on autopilot. After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency serving many of today’s Functional & Integrative Medicine leaders. He’s the host of the Getting To YES podcast as well as the co-creator of the Evolution of Medicine Practice Accelerator.


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