Podcasts have been a growing content medium for years, following the same adoption curve as smartphones. The more familiar consumers are becoming to consuming content outside of traditional channels, the more likely they are to tune into podcasts to help fill their time.
There’s a podcast for almost any topic—including medicine (more than 82,000 podcasts, according to Apple February, 2020). Even though most Americans are staying put these days because of the COVID-19 crisis, podcast consumption still continue to increase. A recent survey conducted by the World Economic Forum on media consumption habits during COVID-19 lockdown, shows that millennials have increased their podcast consumption time by 25% while in lockdown; with Gen Z and Gen X tied for second place in this category.
So where does healthcare fit into this trend? As always, let the content lead the way. Podcasts are a media channel that show no signs of fading. So the question isn’t if you should dive into the podcast trend, but how? Below are general guidelines for podcasting. And if you’re interested in pursuing a podcast—whether for advertising placement or content creation, reach out to your engagement strategist for help.
In order to get started, you need to create a podcast channel and get it hosted on a platform. There are many, many options, but Buzzsprout is one of the best. It gives you the option of submitting your podcast to all of the available directories, gives you analytics on who has listened and there are options for including safety information if the channel is branded (cost is $24/month to buy a premium channel that yields up to 12 hours of podcasts a month; there are enterprise solutions as well).
Pretty simple, 3-step process;
Once you have produced at least 4 podcasts, you’re ready to submit your channel to all the directories. We mean ALL of them: Spotify, Apple Podcasts, Google Podcasts, iHeartRadio, Stitcher. When hosting your channel on Buzzsprout, the submission options are included in your subscription.
Deciding on the content calendar for your podcast series will depend on your strategic objective and audience needs. But you should have a regular cadence of when your podcasts will go live so your audience can anticipate them—so they can be weekly, biweekly or monthly. Your target user will be notified when they subscribe to your channel.
Length of the podcast is also dependent on the objective—some podcasts lend themselves to long-form content (45 minutes on average) while others would benefit from microcasts (3-5 minutes in length).
After creating the channel on a hosting platform, you will get an embed code that you can place on any website.
Promoting your podcast channel outside of owned properties should be part of your engagement plan. Depending on your reach, this engagement plan can be customized, but assume that you want to notify/tease/promote via email, banner ads, digital radio (this is an important channel to promote on if you are submitting to these directories; your podcast will be more visible in search results based on the media buy over organic search).
Also consider an influencer strategy, which is unique to this medium. Pay popular podcasters to mention your podcast on their show.
Additionally, there is a share component to podcasts, that is built into podcast platforms, so consider sharing as part of your promotional strategy.
There are scalable options, depending on budget and feasibility. But podcasts are a simple way of producing content in a post-COVID-19 world. Whether you get a microphone attachment for your iPhone or record in an at-home studio or if possible, use an audio tech.
If you can’t send an audio tech (ensures highest quality) to your target person to record, you can use third party platforms like InComm Conferencing. These platforms also allow for multiple presenters at once. We recommend the web conferencing option over phone only;
Please contact your account leads or firstname.lastname@example.org if you have any questions or would like to discuss any of the above.