WHITEPAPERS AND REPORTS

Doctor’s Orders: How Healthcare Companies Can Leverage Branded Podcasts

Discover how your healthcare brand can leverage branded podcasts to increase reach, engage stakeholders, and prove ROI. Today’s consumers crave authenticity and value-driven content that not only informs but also entertains and connects on a deeper level. 

For savvy healthcare marketers looking to leverage branded podcasts, this whitepaper dives into industry-specific challenges, applications, and expert strategies to maximize impact.

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We dive into key information for healthcare
brands about the podcast landscape, including:

22% of Americans 12+ have listened to a podcast about health and wellness in the past month

75% of listeners believe that hosts are experts and more trustworthy than social media

36% of Healthcare professionals listened to a podcast within the past month

US Podcast listenership has grown by 68% in the past five years

In this report, we discuss:

1

The impact of branded podcasts by the numbers

2

Challenges healthcare brands face and how branded podcasts can help

3

Branded podcast analytics, measurement, and ROI

4

The branded podcast production process and how to build a robust podcast marketing strategy

See how a branded podcast
fits into your marketing strategy

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Branded Podcast FAQs for Marketers:

What is a branded podcast?

A branded podcast is a type of podcast that is created by a company or brand as a marketing and storytelling tool. The goal of a branded podcast is not explicitly focused on promoting or selling products or services.

Instead, it aims to create meaningful and valuable content that fosters a connection with listeners and builds brand affinity. By providing entertaining, informative, or thought-provoking content, the brand can engage with its audience in a more personal and intimate way compared to traditional advertising methods.

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How can a branded podcast fit into my marketing strategy?

Branded podcasts have emerged as a crucial component of a robust marketing strategy for several compelling reasons. 

Firstly, they provide an avenue for brands to establish thought leadership and expertise in their respective industries. By creating high-quality, informative, and engaging podcast content, brands can position themselves as trusted authorities and build credibility among their target audience. This helps to foster brand loyalty and increase customer trust, ultimately leading to long-term relationships and repeat business.

Moreover, branded podcasts offer a unique opportunity for brands to connect with their audience on a deeper, more personal level. Unlike traditional advertising methods, podcasts allow for a more intimate and conversational approach, where brands can share stories, insights, and experiences in a relatable and authentic manner. That is why podcasts generate up to 4.4x better brand recall than widely-used forms of digital advertising.

By leveraging this growing medium, brands can effectively differentiate themselves, build customer trust, and drive long-term business growth.

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Is a branded podcast a worthwhile investment for my company?

As of 2022, 62% of Americans have listened to a podcast in their lifetime and that number is only projected to increase. Valued at 25.85 billion in 2023, the podcasting industry is rapidly growing and has the potential to engage audiences that are largely inaccessible through other marketing channels or for an extended period. For instance,Videos under two-minutes in length get the most engagement; whereas, 43-minute podcasts are the sweet spot for listeners.

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Additional reports to explore:

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