When you think of podcasts – true crime, comedy, or fictional entertainment shows probably come to mind. But digital content focused on healthcare and medicine is an equally popular genre, with thousands of podcasts devoted specifically to these topics.
According to an Edison Research report, 42% of Americans confirm having listened to a podcast in the past month. So perhaps it’s little wonder healthcare experts — from providers to vendors — are launching their own shows and appearing as guests to help educate the public and offer insights as thought leaders.
Here are the top four reasons podcasts should be part of any healthcare marketing or public relations strategy
Podcasts can simplify complicated information
Complex topics are nearly impossible to explain in a two-sentence quote or 12-second soundbite. But the format of a podcast allows for both dialogue and discussion. With an average length of 25 minutes, podcast guests have time to break down complex information and ensure the content is accessible, engaging, and understandable. KNB recently booked a client on an NPR podcast, and the length of the interview allowed our client to explain how blockchain technology is used in healthcare. Plus, the hosts were able to ask questions, which prompted additional discussion and insights that traditional print and broadcast media just can’t accommodate.
Healthcare visionaries use thought leadership via podcasts as a platform to share their insights, challenge the status quo, and make a positive impact in their respective fields. It’s one way to share personal experiences, successes, and failures, which can help to humanize the thought leader and make insights more relatable to a wider audience.
Healthcare visionaries use thought leadership via podcasts as a platform to share their insights, challenge the status quo, and make a positive impact in their respective fields.
Networking
There are several ways for networking to take place through podcasts. Hosts have the option to choose who’s on the show and develop appropriate questions, while guests have the opportunity to share valuable industry insights and news with listeners. Podcasts are also a tool for knowledge sharing, where physicians, researchers, administrators, and other professionals can discuss medical advancements, treatment options, and policy to help educate the general public.
Builds brand awareness + a way to repurpose content
To maximize the impact of your healthcare podcast and further enhance brand awareness, you can repurpose content in a variety of ways:
- Transcribe the episode into a blog or article
- Share snippets, quotes, or even top highlights from the show into social media posts
- Upload the episode to the media section of your website and drive traffic to it via social media posts, or blogs
- Add the link to company newsletters and drive traffic to the podcast’s website
Brand awareness can be achieved through podcasts by including branded segments into the episode, such as brief promotional messages or endorsements that remind listeners about your product or service. You can also optimize titles and descriptions, which help your name and company’s name show up in search results and attract organic traffic.
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