Use Case

How Pharma Brands Can Utilize Podcasts to Enhance Trust and Build Awarenesss

Last updated on: 
July 7, 2023

In this use case, we explore how pharmaceutical marketers can leverage branded podcasts to connect with their target audience and build trust. We also discuss strategies for creating a successful branded podcast and a case study of a successful podcast in the medical industry.

As a marketer in the pharmaceutical industry, it can be challenging to find new and effective ways to build consumer trust and connect with your target audience. 

Branded podcasts present a unique opportunity for pharma brands to create authentic connections with their audience, enhance brand recognition and reputation, and stand out from their competitors.

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 

How branded podcasts can increase consumer trust in the pharma industry

Pharma companies face unique challenges in marketing their products including strict regulations and complex B2B2C (Business to Business to Customer) markets. Building consumer trust is essential to succeeding in this industry, and branded podcasts offer an effective way to do so.

Through branded podcasts, pharma brands can showcase their values, share their story, and build credibility with their audience. Additionally, branded podcasts allow brands to engage with their audience on a more personal level, which can help create a sense of trust and loyalty.

Benefits of branded podcasts for pharmaceutical marketers

In this section, we'll explore the benefits that branded podcasts can offer for pharmaceutical marketers, including increased brand awareness, targeted reach, enhanced patient education, thought leadership, and improved engagement. 

By leveraging these benefits, pharma brands can create a strong presence in the industry, connect with their audience, and establish themselves as credible sources of information. Branded podcasts offer several benefits for pharmaceutical marketers, including:

  1. Increased brand awareness: Branded podcasts can create a strong presence for pharmaceutical brands. By providing valuable information and engaging content, pharma marketers can establish their brand as a credible source of information, building trust with their target audience.
  2. Targeted reach: Podcasts can be tailored to specific demographics and interests, allowing pharma marketers to connect with their target audience more effectively. By selecting topics that resonate with their audience, marketers can deliver content that is both relevant and impactful.
  3. Enhanced patient education: Branded podcasts allow pharma marketers to communicate complex medical information in a simple and digestible format. This can help patients better understand their condition and treatment options, leading to improved adherence and outcomes.
  4. Thought leadership: By sharing insights and expertise, pharma marketers can position their brand as an industry leader. This can help to build credibility and trust among healthcare professionals, patients, and caregivers.
  5. Improved engagement: Podcasts offer an interactive and engaging format for pharma marketers to connect with their audience. Listeners can consume content at their own pace, and marketers can create opportunities for interaction through Q&A sessions, interviews, and more.

Strategies for leveraging podcasts to build trust and awareness

With a clear concept, a focus on storytelling, and strategic promotion, pharma brands can create a successful branded podcast that connects with their audience and enhances recognition. To create a successful branded podcast, marketers should consider the following strategies:

  1. ​​Develop a clear concept and target audience: Marketers should have a clear idea of what their branded podcast will be about and who their target audience is. This will help ensure that the podcast is engaging and resonates with the intended audience. The concept should be tailored to the specific needs and interests of the target audience to ensure that it provides value and relevance.
  2. Focus on storytelling: Aim to tell a compelling story that resonates with your audience. By using storytelling techniques, brands can create an emotional connection with their listeners. This can help to build trust and loyalty among audiences, as they feel connected to the brand and its values.
  3. Provide valuable and relevant information: Branded podcasts should provide valuable and relevant information that helps to educate the target audience. By providing educational content, pharma marketers can establish themselves as credible source of information and build trust with their audience. The information provided should be accurate, informative, and relevant to the needs and interests of the target audience.
  4. Invite guest experts: Inviting guest experts to participate in the podcast can provide additional value and perspective to the audience. This can help to establish the brand as a thought leader in the industry and build credibility among the target audience.
  5. Promote the podcast: To ensure that the podcast reaches a wide audience, marketers should promote it across various channels, including social media, email newsletters, and their website. Promoting the podcast can help to increase its visibility and reach, and can help to build awareness and recognition for the brand.
  6. Engage with the audience: Branded podcasts offer a unique opportunity for pharma marketers to engage with their audience. Marketers can create opportunities for interaction through Q&A sessions, interviews, and more. Engaging with the audience can help build trust and loyalty and provide valuable insights into the needs and interests of the target audience.

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. 

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

Take your brand's marketing strategy to the next level.

Branded podcast FAQs for pharmaceutical marketers

Q: What is a branded podcast?

A: A branded podcast is a type of podcast that is created and produced by a brand to enhance brand awareness, recognition, and reputation. Branded podcasts typically focus on topics related to the brand's industry or area of expertise, and they aim to engage and educate their target audience.

Q: How can a branded podcast benefit my pharma brand?

A: Branded podcasts can benefit pharma brands in several ways, including increasing brand recognition and awareness, providing targeted reach to specific demographics, enhancing patient education, establishing thought leadership, and improving engagement with the target audience.

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

A: Some best practices for creating a successful branded podcast include developing a clear concept and target audience, focusing on storytelling, promoting the podcast across multiple channels, and ensuring high-quality production values.

Q: How do I measure the success of my branded podcast?

A: The success of a branded podcast can be measured through metrics such as downloads, listens, engagement rates, and social media shares. It is important to set specific goals and key performance indicators (KPIs) to track the podcast's success over time.

Q: How do I get started with creating a branded podcast for my pharma brand?

A: To get started with creating a branded podcast, pharma brands can work with a full-service agency that specializes in podcast production and promotion. The agency can help with everything from developing a concept and content plan to recording and editing the podcast and promoting it across various channels.

Case study: SickKids VS

SickKids VS is a podcast produced by SickKids and Quill that focuses on the discoveries and innovations in child healthcare. 

During the COVID-19 pandemic, SickKids VS had to adapt and find new ways to produce content remotely. With the help of Quill, they were able to produce season two and all following seasons remotely while maintaining high-quality standards. 

The podcast quickly became the #1 ranked podcast in Canada in Medicine and has received numerous awards and recognition for its quality content. Additionally, it was featured in Apple's new and noteworthy section, and its success continues to grow.

How pharmaceutical companies can get started with branded podcasts

In conclusion, branded podcasts offer a unique opportunity for pharmaceutical brands to connect with their audience, build trust, and enhance their reputation. By following the strategies outlined in this use case, your brand can build an effective audio strategy. 

Getting started with branded podcasts can be a daunting and time-consuming task for busy pharmaceutical marketers. However, working with a full-service agency like Quill can help make the process much smoother. 

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



  • Easy to use
  • Automatically distributes your podcast to major platforms.
  • Embed media player.
  • Great if podcasting is a
    side hobby
  • Very basic editing
  • Since it’s a free tool, you don’t have full control over the monetization of your podcast.
  • Not the right platform for people taking podcasting seriously

Free for 2 hours of content per month

$12 for 3 hours per month

$18+ for 6 hours and up

  • Very user-friendly
  • Caters to both long term and beginner podcasters
  • Advanced analytics
  • Easy distribution of your episodes
  • They measure their size requirements to hours not megabytes
  • Bonus: get a free $20 Amazon gift card when you sign up for any paid hosting plan!
  • Advanced features like dynamic ad insertion need some work

$5/month for Monthly Storage 50mb

  • Oldest podcast hosting site.
  • Easy distribution to major platforms and great for scaling once your podcast gets bigger.
  • Hosted over 35,000 podcasts.
  • An iTunes Podcast partner.
  • Allows you to publish your podcast to specific directories.
  • Embed media player.
  • Price is based on storage
  • 50mb storage for $5 won’t be enough if you are publishing weekly so you’ll end up with a higher price point

Unlimited audio package: $9/month

Storage space:


  • Great support & customer service features
  • Unlimited audio.
  • Pages are easy to customize
  • Can schedule podcast release dates.
  • Easy to use.
  • Uploads and changes to podcast titles and/or descriptions are automatic to Spotify.
  • Embed media player.
  • Simple Analytics
  • Analytics aren’t as advanced as other platforms
  • Upload and changes to podcast titles and/or descriptions take a day to change on iTunes.
  • Not an iTunes podcast partner.
  • The process to send a podcast to iTunes is more tedious. But, you will still be able to get on the platform.



Monthly Storage


  • Podcast Wordpress plugin and management.
  • If you want to record a new introduction or conclusion, add in a sponsored ad or upload a new version of a podcast, it doesn't count towards your storage usage per month.
  • Blubrry allows a 25% storage overage each month
  • Prices are based on storage.
  • Usability is okay.

Starting: $15/month

Recommendation: $35/month

Monthly Storage: Unlimited

  • Hosts your audio files no matter what the size!
  • Dynamic insertion for podcast ads or edits.
  • Incredibly detailed analytics including number of episodes completed and listener location tracking.
  • Embed media player.
  • Easy to use.
  • Great distribution! Easy access to all major podcast platforms.
  • Customizable podcast
  • Prices are slightly higher than other platforms, but well worth it especially if you have a branded company podcast!

Looking to generate reach, leads, and measurable results?

Chat with our experts about your podcast

chat with ouR team

Related Posts