Podcasts are no new phenomenon, and they aren’t going away anytime soon. 62% of people in the US listen to podcasts regularly and in fact North America is classed as the centre of the podcasting world, with Latin America, China and Western Europe falling not far behind.

Podcasts offer a simple, convenient way for listeners to stay informed on their interests. With HCPs leading busy lives, it’s no wonder this form of communication is becoming increasingly popular in healthcare. Episodes can encompass a variety of engaging formats and content, such as expert interviews, case studies, and comprehensive disease education.

With regards to target audience, podcasts are no exception to the stringent compliance regulations prevalent in the pharmaceutical industry. Therefore, if your podcast requires a restricted audience, we can provide guidance on a case-by-case basis for a suitable solution.

The retention rate of auditory learning is 2x higher than reading & 4x higher than attending a lecture.

Here’s an overview of the process to get you started:

• Establish your target audience (this will determine whether the podcast will be hosted on a public or private platform)
• Explore additional deliverables to promote your podcast. For example, social media assets, HTML emails, a creative theme to ensure your podcast has a unique and recognisable identity
• Approach the Digital Engagement Team (DET) for a budget – please include what creative assets you require along with how many episodes, speakers, and your ideal duration for each episode. (If you’re not sure, no problem! The team can advise on best practice and a solution to your brief)
• Following approval of budget, the DET will work up project timelines, and schedule in recording sessions for each episode (episodes can be recorded to a high quality over zoom and are handed to an Audio Engineer for sound enhancement and editing, or can be recorded in a professional studio)

Top tips

• A duration of 25-30 mins is more likely to keep the audience’s attention
• If you opt for a discussion format, we recommend selecting an experienced host who is capable of managing the conversation and keeping it on track, whilst preserving authenticity
• Decide on a regular release schedule and clearly communicate this, whether it’s weekly, bi-weekly, or monthly. Consistency is key to building and retaining your audience
• Always track analytics and metrics to understand your audience’s preferences. Adjust your content strategy based on what’s resonating with your audience

Please get in touch with Lizzie Clarke for more information.

References: BuzzSprout here; InsiderIntelligence here; CyberCrew here; PodNews here; The learning retention pyramid here.