Why Healthcare Brands Should Have Their Own Healthcare Podcast

THE MOST POWERFUL CHANNEL

The jury is no longer out. Podcasting has been embraced by the public across all demographics, has proven itself to be superior for engagement and information retention, and has established itself as a core marketing and communications channel, be it for external or internal communication. And it’s no different for a healthcare podcast. 

It is the most powerful, most cost-effective, most consistent medium for brands to build an audience of stakeholders, keep the brand top of mind, and establish it as a go-to thought leader in the industry.

For healthcare brands, starting a healthcare podcast can be particularly beneficial. There are several vital reasons a healthcare brand should launch its own podcast (numerous healthcare brands already have), as well as examples of how it can be used to increase awareness and deepen relationships with partners and patients.

1. bUILDING TRUST AND CREDIBILITY

Trust is everything in healthcare. Everything. Patients and partners need to feel confident in the information and services provided. A podcast allows healthcare brands to showcase their expertise and share valuable insights directly from professionals, in their own voices.

For instance, a podcast featuring interviews with doctors, nurses, researchers, medical equipment suppliers, and other healthcare professionals can give listeners reliable information on numerous health topics. You build trust, and also position your brand as a credible source of information that should be turned to first. This is especially critical at a time when search has become more complicated, competitive, and expensive.

Example: A healthcare brand could produce a series on managing chronic illnesses, featuring expert advice from specialists. This would help patients feel more informed and supported, fostering a deeper trust in the brand. It’s also a chance to form an active and supportive community around the show.

2. INCREASING BRAND AWARENESS

Podcasts can reach a wide audience, including those who may not be familiar with your brand. By creating engaging and informative content, healthcare brands can attract new listeners and increase their visibility.

A healthcare podcast can be shared across not just all the major podcast platforms, but also via other existing brand-owned platforms such as your website, blog, email list, and social media channels. Plus, every single episode can be repurposed to generate additional content for your other marketing channels, which can be a tremendously efficient component of your content creation and marketing strategy.

Example: A healthcare brand could launch a podcast series on preventive healthcare, discussing topics like nutrition, exercise, and mental health. By promoting the podcast on social media and collaborating with influencers, the brand can attract a broader audience and raise awareness about its services.

3. ENHACING PATIENT ENGAGEMENT

The people you seek to serve are listening. Are you saying anything?

Podcasts offer a unique way to engage with patients on a more personal level. Podcast listening is done one-to-one. Audio is an intimate medium. And the audience can listen when and where they please, even as they’re doing other things…something that isn’t possible with video, which demands they keep eyes on a screen.

By listening to your show, patients and the general public will hear experts addressing their concerns and come away feeling seen, supported, and given a renewed sense of hope. Your brand has become their partner, their ally, their friend. This can lead to stronger patient engagement, increased patient satisfaction, and raving fans more than willing to tell others how your brand helped in their recovery.

Example: A healthcare brand could create a podcast where patients can submit their questions about specific health conditions. Each episode could feature a healthcare professional answering these questions, providing personalized advice and support. This interactive approach can make patients feel heard and valued.

4. STRENGTHENING PARTNERSHIPS

Podcasts can also be a valuable tool for strengthening relationships with partners.

By featuring interviews with partners, discussing collaborative projects, and highlighting joint successes, healthcare brands can reinforce their commitment to these partnerships and shine a spotlight on the value of those partners. And more times than not, guests will promote their appearance on your show across their own network, further increasing your visibility.

Example: A healthcare brand could produce a podcast series focusing on innovative healthcare solutions, featuring interviews with partners who are developing new technologies or treatments. This showcases the brand’s collaborative efforts and makes your brand a more valuable partner in the process.

5. EDUCATIONAL OPPORTUNITIES

Healthcare is constantly evolving, and staying informed about the latest developments is crucial.

Podcasts can serve as an educational resource for both patients and healthcare professionals. By providing up-to-date information on medical advancements, treatments, and best practices, healthcare brands can contribute to the ongoing education of their audience.

This is powered by the flexibility of podcast production. A video can take months to make. A podcast episode can react to current items of interest with rapid turnaround. And podcasting gives you a greater volume of content with episodes published (on average for brands) every couple of weeks.

Example: A healthcare brand could launch a podcast dedicated to the latest research in medical science, featuring interviews with researchers and discussions on new findings. This would help listeners stay informed about the latest advancements and reinforce the brand’s commitment to education.

tHE HEALTHCARE PODCAST: SILENCE IS NOT AN OPTION

Starting a podcast offers numerous benefits for healthcare brands, from building trust and increasing awareness to enhancing patient engagement and strengthening partnerships.

But the best thing about it is that as powerful and effective as leveraging the audio medium is, starting a podcast is not complex, and one of the most cost-effective marketing channels you’ll ever have. The key is having the right podcast production and management partner. Because while it’s true podcasts are easy to start, and many brands attempt to handle everything internally, they are not as easy to keep going consistently, and consistency and reliability is where the value is for the audience.

For healthcare brands, it no longer makes sense to leave this valid and effective marketing channel closed. It’s time to start talking.  

 

It’s Not Difficult With the Right People

I’ll work one on one with you in an a la carte manner to determine how much or little assist you need to get your brand podcast up and running or to revive an existing one.