According to Research and Markets, the global healthcare industry is experiencing strong growth and could reach an incredible $424 billion worldwide by 2031.

As healthcare continues to evolve, healthcare brands face increasing pressure to provide patient-centered care and engage patients in their health journey. Branded podcasts offer a unique opportunity for healthcare brands to educate, inform, and engage patients in a format that is both accessible and convenient.

That's why now is the time to invest in a branded podcast. 

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What is a branded podcast and why should healthcare brands invest in them?

The healthcare industry is vast and diverse, with companies ranging from medical device manufacturers to pharmaceutical companies and everything in between. The industry is also heavily regulated, with strict guidelines around marketing and advertising. As a result, healthcare brands face unique challenges when it comes to building brand recognition and connecting with patients.

However, patients and other stakeholders are increasingly turning to digital channels to educate themselves about health and wellness. In fact, a study by the National Library of Medicine found that 86.6% of respondents used the internet for health purposes. 

This presents a unique opportunity for healthcare brands to meet patients where they are and deliver valuable, educational content that can help them make informed decisions about their health. 

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Challenges healthcare marketers face in the industry 

One of the biggest challenges facing healthcare marketers is building trust with patients and stakeholders. Audiences are often skeptical of healthcare brands and may be hesitant to engage with them. 

Healthcare marketers must also navigate the complex regulatory landscape and ensure that their marketing efforts comply with all relevant guidelines.

Another challenge is finding ways to engage patients in a format that is both accessible and convenient. Traditional marketing channels, such as print and TV advertising, are often expensive and may not reach patients where they are. Healthcare brands must find innovative ways to connect with patients in a way that is both engaging and convenient.

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Increase trust, awareness, and performance with branded podcasts

The healthcare industry is constantly evolving, and patients and other stakeholders are increasingly looking for trusted sources of information. Branded podcasts offer healthcare marketers an effective way to build trust, increase awareness, and improve performance by providing high-quality educational content that resonates with their target audience.

By producing engaging podcasts, healthcare brands can establish themselves as thought leaders in their respective fields, providing valuable insights and expertise to audiences. This can help to build brand awareness, increase loyalty, and differentiate themselves from their competitors.

Branded podcasts can also help healthcare brands to reach listeners where they are, making it a convenient format for busy individuals. Audiences can listen to podcasts while commuting, exercising, or doing household chores, enabling healthcare institutions to engage with them on a more personal level.

Moreover, branded podcasts can help healthcare brands comply with regulatory guidelines. As podcasts are an educational format, they are less likely to be viewed as promotional and may be subject to fewer regulations.

Benefits of branded podcasts for B2B healthcare brands

B2B healthcare brands can benefit from branded podcasts in several ways:

• Becoming a thought leader in their niche: Branded podcasts enable B2B healthcare brands to showcase their expertise and knowledge, positioning themselves as thought leaders in their respective fields.
• Getting in front of decision-makers at the companies they are targeting: By producing engaging content, B2B healthcare brands can capture the attention of decision-makers at target companies, improving the chances of securing partnerships and contracts.
• Differentiating themselves from other brands in the industry: Podcasts can help B2B healthcare brands to differentiate themselves from their competitors by providing valuable insights and expertise that set them apart.
• Building awareness around their brand and services: Branded podcasts can help B2B healthcare brands to build awareness and credibility by providing educational content that resonates with their target audience.

Benefits of branded podcasts for B2C healthcare brands

B2C healthcare brands can also benefit from branded podcasts in several ways:

• Broadcasting brand values and ethics: Branded podcasts enable B2C healthcare brands to communicate their brand values and ethics to their target audience, cultivating a sense of alignment and connection with their mission.
• Fostering brand personality and values: Branded podcasts provide a platform for B2C healthcare brands to showcase their personality and values, humanizing their brand and building trust with their audience.
• Building trust and transparency: By providing educational content that resonates with their target audience, B2C healthcare brands can build trust and transparency, improving the chances of retaining customers and attracting new ones.
• Educating consumers on their niche and product or service: Branded podcasts enable B2C healthcare brands to educate their target audience on their niche and product or service, helping to improve health outcomes and patient satisfaction.

Branded podcast FAQs for healthcare markers wanting to get started

Q: What is a branded podcast?

A: A branded podcast is a podcast that a healthcare brand creates as part of its marketing strategy. Branded podcasts are designed to provide value to the listener, rather than directly promoting the brand or its products. They can be used to establish the brand as a thought leader, build trust with patients and stakeholders, and increase brand awareness.

Q: How can branded podcasts benefit healthcare brands?

A: Branded podcasts offer several benefits for healthcare brands, including:

• Building trust and credibility with patients and stakeholders
• Establishing the brand as a thought leader in its field
• Providing education and valuable information to patients
• Complying with regulatory guidelines
• Reaching patients in a convenient and engaging format

Q: What kind of content should a healthcare brand include in a branded podcast?

A: Healthcare brands should focus on providing educational and informative content in their branded podcasts. This can include interviews with experts, discussions of industry trends and issues, patient stories, and other topics that are relevant to the brand's niche. It's important to keep the focus on providing value to the listener, rather than promoting the brand or its products.

‍Q: How can a healthcare brand promote its branded podcast?

A: Healthcare brands can promote their branded podcasts through various channels, including their website, social media accounts, email newsletters, and other marketing materials. It's important to have a clear promotion strategy to reach the target audience and maximize the podcast's reach.

Q: What are some best practices for creating a successful branded podcast?

A: To create a successful branded podcast, healthcare brands should:

• Define the target audience and their interests
• Create a clear concept and format for the podcast
• Invest in high-quality production and editing
• Provide valuable and informative content
• Promote the podcast through multiple channels
• Monitor and analyze listener feedback and engagement to continuously improve the podcast

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Case Study: Heart and Stroke’s The Beat

Heart and Stroke’s podcast, The Beat, produced by Quill, aims to bring awareness to the prevalence of heart disease and stroke. 

‍The Beat podcast is for everyone who is living with heart disease or stroke, is caring for someone who is, or is simply on a journey to better health. 

Featuring expert guests, inspiring personal stories, and new insights about heart and brain health, The Beat bridges cutting-edge science with the realities of living with these diseases. There’s never been a more exciting time for the intersection of modern science, health, and human connection.

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Launching your healthcare brand’s podcast

Getting started with a branded podcast can seem overwhelming, but with the right partner, it can be a seamless process. Quill, the leading branded podcast agency, helps healthcare brands create high-quality, engaging podcasts that resonate with their target audience.

Our team of experts works with teams to develop a clear concept and target audience, focusing on storytelling techniques that will make your brand stand out. From scripting and recording to promotion and measurement, we work with your healthcare brand to build a successful podcast. 

To learn more about how Quill can help your healthcare brand get started with a branded podcast, reach out to our team today.