Can a podcast episode change how we think about health? Dive into the world of audio content that’s setting new trends in healthcare communication.
In our digital-first world, healthcare brands increasingly recognize podcasts as essential tools for engaging audiences. With health remaining a top priority and the aftermath of COVID-19 driving more people to seek reliable information online, podcasts offer a platform where complex topics can be discussed in ways that are accessible, brand-safe, and engaging.
Why Healthcare Brands Are Embracing Podcasts
For healthcare entities—from global pharmaceutical giants to community health services—podcasts are emerging as a vital communication tool to discuss new treatments and healthcare advancements directly with patients and their families. Examples like Mayo Clinic’s Mayo Clinic Kids, or Kaiser Permanente’s various podcast series are just the beginning. This medium excels at breaking down complex medical information into understandable segments, significantly enhancing patient understanding and engagement. At JAR Audio, we are proud to produce impactful health series like Look Again: Mental Health Re-examined by the BC Schizophrenia Society and Where You Are by Kelty Youth Mental Health Centre at the BC Children’s Hospital. These podcasts are more than just shows; they are lifelines to families navigating the complexities of specific mental health challenges, offering them insights, support, and real stories that resonate with their experiences.
Influencing Health Choices: The Power of Targeted Health Podcasts
Of course, there are more widely-targeted shows in the health space. Skinquiries, sponsored by worldwide biotechnology pioneer Amgen and produced by iHeart’s Ruby, is a prime example of an accessible B2C podcast. This show delves into dermatological health with precision and care, and above all – attention to great storytelling. Hosted by wellness influencer Nicole Berrie, the podcast brings listeners into the world of skin health through expert advice and engaging stories of lived experience. Nicole’s approachable style, curiosity, and deep dives into topics like skincare routines, dermatological innovations, and holistic approaches to skin health make this podcast a must-listen for anyone looking to enhance their skincare knowledge. Podcasts like Skinquiries are a great illustration of how tailored content and captivating storytelling can guide health decisions and shape consumer behaviors, proving to be invaluable tools for healthcare brands aiming to reach a wider audience and influence their habits.
For healthcare entities—from pharmaceutical companies to local health services—podcasts provide a dynamic way to discuss treatments and healthcare advancements with patients and their families. This medium is particularly effective in demystifying medical care and enhancing patient understanding.
Engagement Trends and Audience Insights
Women On-The-Go!
Recent data shows significant podcast growth, with 47% of the U.S. population listening monthly. This surge is particularly pronounced among women, with 45% regularly tuning in. The increase underscores the role of podcasts as trusted sources of health information. It also gels with research from the Pew Internet Project, which has consistently shown that women are more active than men in searching online for health-related information. This includes seeking out details on diseases, treatments, healthcare providers, and wellness practices.
A survey by HealthyWomen found that a vast majority of women believe taking an active role in their own healthcare is crucial, with 87% of respondents agreeing or strongly agreeing that this proactive stance is key to their health. This survey also showed that women are confident in their ability to understand and handle medical information, with a strong preference for engaging with health content through digital platforms, particularly websites and podcasts.
These findings suggest that healthcare marketers and content creators should consider women as a key audience for health-related information, especially through accessible online formats that facilitate easy consumption and understanding, such as podcasts and mobile-optimized health websites.
The majority of podcast consumption occurs on mobile devices. The preference for mobile platforms can largely be attributed to the convenience and immediacy with which users can access information, making it crucial for health content to be optimized for mobile consumption to meet the needs of a highly mobile and informed female audience.
B2C Health Podcasts: Educating and Engaging Patients
B2C (Business-to-Consumer) health podcasts primarily focus on educating the general public. These podcasts often cover a wide range of topics like nutrition, mental wellness, preventive care, and chronic disease management. They aim to make health information accessible and understandable to all, helping individuals make informed decisions about their health. Shows like Amgen’s Skinquiries, or Where You Are from Kelty Youth Mental Health Centre exemplify this approach by addressing general wellness topics and specific health issues in a format that resonates with everyday listeners.
B2B Health Podcasts: A Resource for Healthcare Professionals
On the other hand, B2B (Business-to-Business) health podcasts are designed for healthcare professionals and industry insiders. They provide more technical content, including the latest research findings, advanced medical techniques, and industry trends. These podcasts are invaluable for professionals looking to stay updated with the fast-paced developments in healthcare sectors, discuss case studies, or delve into niche medical specialties. An example might be a podcast that discusses innovations in medical technology or a series that offers continuing medical education (CME) credits to its listeners.
Dual-Use Podcasts: Combining B2C and B2B Elements
Some health podcasts effectively bridge the gap between B2C and B2B audiences by incorporating elements appealing to both groups. RQI Partners is currently developing a podcast with JAR Audio that combines first-person nursing stories from the floor with more systemic insights into nurse education, technology, and training. These types of podcasts might feature deeper dives into the science behind common treatments or health policies affecting both patients and professionals.
Podcasts as Tools for Patient Engagement and Brand Loyalty
Investing in podcasts allows healthcare brands to reach and engage their audience on a deeper level. This medium offers an opportunity to discuss health trends and treatments in a format that promotes listener retention and trust, turning casual listeners into loyal followers and enhancing brand visibility.
Beyond Information: Building Connections and Trust
Health podcasts do more than disseminate information; they forge communities around topics that often carry stigma or complexity, such as mental health or chronic illness. By bringing together individuals who share similar health experiences—from schizophrenia to skincare—podcasts provide a platform for connection and understanding. They offer not just specific advice but also a sense of solidarity, making listeners feel seen and supported in their health journeys.
These digital gatherings are invaluable for healthcare brands looking to deepen their engagement with audiences. Through the intimate medium of podcasts, where hosts converse directly into the ears of listeners, brands can develop trust and loyalty. This close interaction helps people dealing with health issues feel less isolated, transforming the podcast from a mere source of information into a supportive companion.
As the podcast landscape evolves, podcast platforms continue to empower audiences with the knowledge and tools necessary for informed health decisions. In this way, health podcasts serve as more than educational resources; they are vital components of a listener’s healthcare support system, offering both information and community support.
Launch a Healthcare Podcast That Makes a Real Health Impact
For health brands looking to deepen consumer relationships and enhance communication strategies, podcasts represent a dynamic and effective solution. Want to explore the potential of health podcasting to see how your brand can benefit from this powerful medium? JAR has lots of experience in the healthcare podcast space. Give us a shout!
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
