How Pharma Brands Can Get Creative with Podcasts

For marketers in the pharma industry, finding new ways to increase consumer trust, target a specific audience, and drive results can be difficult. Branded podcasts represent a huge opportunity for brands and marketers to reach relevant audiences and improve brand recognition and reputation. 

Some of the most notable benefits of branded podcasts include: 

1. Reaching target audiences
2. Connect with potential clients in an authentic way
3. Build brand recognition and trust 
4. Gain a competitive edge against competitors 

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How marketers can use branded podcasts to increase consumer trust  within the pharma industry 

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One of the biggest challenges facing markers working in the pharmaceutical industry today is reaching their target audience and generating trust. As one of the few B2B2C (Business to Business to Customer) markets, pharmaceutical companies face unique challenges when it comes to marketing their products and the red tape around the industry. 

Luckily, branded podcasts can help. 

We’ve seen today’s consumers evolve, emphasizing trust, connection, and corporate responsibility now more than ever. And because of this, it’s pushed pharma brands to step out of traditional tactics and into a new creative world of marketing. 

Podcasts allow you to not only showcase brand values while increasing recognition and credibility, but they also introduce creative storytelling. Brand storytelling is challenging to do effectively but when done it, it can reap endless benefits.  

There’s currently a huge opportunity for pharmaceutical companies to move into this creative audio space and become thought leaders, as there are currently only a few branded podcasts in the industry.

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Branded podcast FAQs for pharmaceutical marketers

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Q: What is a branded podcast?

A: A branded podcast is a marketing strategy that does not promote a product, but rather increases a brand's name recognition, authority, and public image. In today's media-first marketing landscape, branded podcasts are a way for brands to break into the popular podcast space and create lasting impact and impressions. 

According to the BBC’s Audio Activated study, branded podcasts lift brand awareness by 89%, brand consideration by 57%, brand favorability by 24%, and purchase intent by 14%.

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Q: Why are branded podcasts a crucial part of a robust marketing strategy?

A: As of 2022, 62% of Americans have listened to a podcast in their lifetime, a number that only continues to grow. Podcasting gives brands access to audiences they cannot get in front of through traditional marketing channels for an extended period of time. Podcasts between the 21-30 minute mark are the top-rated branded podcasts. 

Q: How can pharmaceutical brands benefit from branded podcasts?

A: Pharmaceutical brands can benefit from branded podcasts in a variety of ways. Some of the most notable include: 

• Become a thought leader in their industry and increase name recognition 
• Increase internal culture by creating content employees want to share
• Develop and showcase brand personality and values
• Increase audience engagement on other platforms, like social media sites
• Build trust with current and potential customers

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Case study: SickKids VS

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Quill’s partnership with SickKids to produce their podcast, SickKids VS, has resulted in the creation of the #1 ranked podcast in Canada in medicine. The podcast focuses on healthcare professionals and their discoveries that have helped further the child health care industry and given hope for the future. 

Once COVID-19 hit, the team at SickKids were unable to record in person as they had done for season one. After teaming up with Quill to produce and launch season two, they experienced rapid success and were able to achieve studio level quality while remote. The podcast was featured in Apple’s new and noteworthy section and quickly gained exposure through publicity and awards. 

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How a pharmaceutical brand can get started with podcasts 

Pharmaceutical companies are full of busy people, and the prospect of starting a podcast from scratch can be daunting. Thankfully, as a full-service agency, Quill is able to help pharma brands and their marketing teams build top-quality podcasts that drive awareness and growth. 

‍Reach out to our team to discover the power of branded podcasts and how your brand can get started.