Today, 20% of adults regularly listen to podcasts for information and entertainment. Wondering if this increasingly popular medium is right for you? Get an inside look at how to develop a successful podcasting strategy to engage patients, consumers, physicians and employees alike! Learn how podcasting can engage various audiences and get content to the right people at the right time. Explore tools and techniques for editing, producing, and distributing your podcast to gain a loyal audience.

1. Can You Hear Me Now?
Podcasting To Highlight Your Expertise
and Engage Your Audiences
Chris Boyer Reed Smith
@chrisboyer @reedsmith
#MCSMN

2. Is Podcasting Still A Thing?
● Podcasting continues to rise, with monthly listeners growing from 21 percent to 24 percent
year over year.
● The audience is largely affluent and educated, and one that is more likely to pay for ad-free
or ad-light subscription experiences.
● Podcast consumers are truly a captive audience, tending to listen to most of the episodes
they download.
#MCSMN

3. Just the Stats:
● Audience: 67 million U.S. monthly listeners
○ Since 2008, podcast listeners in the US have doubled
○ 1 in 5 adults regularly listen to podcasts for information and entertainment.
● Engagement:
○ 15% of US population listen to podcasts weekly & subscribe to 6 or more
○ 85% of listeners hear all of a podcast (regardless of length)
● Listening devices: 65% us a smartphone, tablet, or portable audio player to listen; 33
percent use a computer.
● iTunes downloads and streams: More than 10 billion in 2016, which was up from more
than 8 billion in 2015 and over 7 billion in 2014
● Advertising: More than $200 million projected for 2017
#MCSMN

4. Defining a Podcast
● Merriam Webster: a program (music, talk, video) made available in digital format for automatic
download over the Internet
○ Usually episodic
○ Available for subscription (that’s a technical term)
○ Portmanteau of "iPod" (a brand of media player) and "broadcast" (originated in 2004)
Good content + syndication > electronic device
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5. Is Audio Always a Podcast?
Characteristics of podcast
● Episodic
● Subscription-based
● Consistency
● Niche
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6. Types of Podcasts
● Interview
● Solo
● Storytelling
● Episodic
● News
● Discussion
● Late-night/Radio-style
● Knowledge Base
● Repurposed
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7. Strengths of Audio
● Direct and intimate connection with
the audience
● People can multitask while listening
● Easier to work with than video
● Can generate a lot of content in a
time-efficient manner
● A lot of natural language that Google
loves
#MCSMN

8. HealthCare Podcasts - Health/Wellness
● Typically covers a wide breadth of content
● Interviews with physicians and experts
● Larger audience segments
● Used for branding and awareness
● Includes hospitals and (many) non-hospital brands
#MCSMN

9. HealthCare Podcasts – Career Focused
● CME & CNE focused or professional development
● Thought-leadership and expertise
● Professional development
● Hosted by physician, nurse or health care professional
● Regularly published and short-length
#MCSMN

10. HealthCare Podcasts – Industry/Niche
● Focused on topics of interest to our industry
● Hosted by industry professionals
(non-clinical and mostly non-hospital)
● Wide variety of formats and styles
#MCSMN

11. Capturing Good Content
1. Turn off all distractions
2. Good audio at all costs
3. Keep answers in context
4. Get to know who you are interviewing
5. Don’t wait to start recording
6. Get audio b-roll
7. Have a structure but also improvise
8. Have fun!
#MCSMN

12. Editing
● Editing typically follows a 2:1 ratio
● Edit for content, not for accuracy
(“ums” and “ers” are ok)
● Have a light touch
● Create breaks
● Give credit where/when credit is due
(www.creativecommons.com)
● Coffee really helps
#MCSMN

13. Distribution
● It all starts with RSS
● Target iTunes (82% of all podcast
downloads)
● Next, target other Podcatchers
(apps that distribute and
play podcasts)
○ Overcast
○ Stitcher*
○ Podcast Addict
○ TuneIn*
○ Google Play*
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14. Measuring Success
1. Podbean Analytics
2. iTunes Analytics
3. Website Traffic
4. Sponsors
5. Rating & Reviews
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15. Building Your Audience
● Create Once, Publish Everywhere (COPE)
● Leverage guest’s audience
● Promote through all channels
● Use relevant hashtags
● Make your audio bingeable
● Convert audio to video (and use YouTube)
● Transcribe your audio
● Encourage audience participation
● Be a guest on other podcasts
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16. Case Study
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17. Breadth of Shows
● The Health Minute
● Healthy Kids Zone with Dr. Cindy Gellner
● The Specialists with Dr. Tom Miller
● Science and Research Show with Julie Kiefer
● Bundle of Hers
● Health & Wellness
● 7 Domains of Women’s Health with Dr. Kirtly Jones
● From the Frontlines with Dr. Troy Madsen
● Health Care Insider
● Talking Admissions & Med Student Life
#MCSMN

18. How They Use Audio Content
● TheScopeRadio.com
● Physician’s Page
● Service-line Pages
● Sub-specialty Pages
● Social Media
● iTunes
● Weekly Email
● Press Releases
● Radio
● Advertising
● Blog Posts
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19. What are Audiograms?
Audiograms allow native upload of audio to
social media by creating a video file.
The BBC and WYNC use them along with
various other organizations and individuals
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20. How They Measure Success
● 4.36 million sessions in 2017
● 118% growth from 2016
● Traffic from organic search 92%
● Average time on page: 5:12
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22. Other Podcasting Benefits
● Radio as a low stakes media training tool
● Radio as a “press release”
● Radio as a tool to engage VIP visitors
● Alternative content format often resonates
with media
● Radio as a patient education tool
● Offers live community outreach opportunities
● Repurposing of content (blogs, infographics)
#MCSMN

23. Content Creation Tips
● Come up with topics
● Contact the Doctor & schedule interview
● Conduct interview (30 min = 2 interviews)
● Edit/assemble
● Transcripts
● Post to web
● Add images
● Interview goes live
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24. Topic Planning
● Editorial Meeting
● Working 1-2 months out, brainstorm on how podcast content can be
developed that is topical and timely
● Consider health observations and marketing priorities
● What are people doing right now, relating to health
● What interesting research/innovations are happening
#MCSMN

25. Getting Started (the 5-minute Podcast Plan)
● What problem do you want audio to solve?
● What are your goals?
● What is your approach?
● Where are you going to do it?
● Who is going to do it?
● Where will the audio live?
● How will you promote it?
#MCSMN

26. The Technology Required
● Hardware - “The only required hardware is a microphone”
○ Microphone
■ Desktop
● Low end: Logitech ClearChat USB Headset (~$26)
● Mid range: Blue Yeti USB Microphone (~$90)
● High end: HeilPR 40 ($300 - and requires a mixer)
■ Mobile
● Shure MV88 iOS Mic (~$130)
● Portable Audio Recorder
○ Headphones
● Software
○ Recording: Zencastr, Skype, Google Hangouts, Zoom, etc.
○ Editing: Garageband, Audacity, Levelator, etc.
○ Hosting: Libsyn, PodBean, Buzzsprout, Blubrry, SoundCloud, Podomatic, Spreaker, BlogTalkRadio
○ Syndication/Distribution:iTunes, Google Play, Stitcher, iHeartRadio, Airtime, etc.
#MCSMN

27. Our Setup
1. Macbook Pro
2. Blue Yeti USB Mic
3. Shure MV88 iOS Mic
4. Earbuds/Headphones
5. Garageband
6. Podbean
7. Wordpress
8. Zencastr
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28. Game Time!
Podcast or Not a Podcast
#MCSMN

29. “The Exam Room”
The ultimate vegan podcast with a physician host (who is a real-life rock star)
motivates and inspires the vegan-curious and those who have been plant-
powered for life. Learn what eating just one hamburger can do to your body!
Podcast? Or not a podcast?
#MCSMN

30. Answer: PODCAST
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31. “Dr. House Is In the House”
Two first-year medical students that are super fans of the show House
engage in play-by-play commentary on the medical accuracy of the show, and
share ideas on real-life examples that would make good plot-lines.
Podcast? Or not a podcast?
#MCSMN

32. Answer: NOT A PODCAST
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33. “Sawbones: A Marital Tour of Misguided Medicine”
Dr. Sydnee McElroy and her husband Justin welcome you to Sawbones: A
Marital Tour of Misguided Medicine. Every Friday, they dig through the
annals of medical history to uncover all the odd, weird, wrong, dumb and just
gross ways we've tried to fix people over the years.
Podcast? Or not a podcast?
#MCSMN

34. Answer: PODCAST
#MCSMN

35. “The Hospital Finance Podcast”
If you’re concerned about revenue at your hospital, then The Hospital
Finance podcast is your go-to source for information and insights that can
help you protect and enhance the revenue your hospital has earned. From
regulatory changes to revenue cycle optimization, readmissions to bundled
payments, you’ll get important perspectives, news and strategies from
leading experts in healthcare finance.
Podcast? Or not a podcast?
#MCSMN

36. Answer: PODCAST
#MCSMN

37. “What’s Up Your Butt?”
Gastroenterologists Mike Bleem and Eldridge Cleaver share the latest trends
and research on GI health and science, and which diet crazes you should
avoid to maintain the best intestinal strength.
Podcast? Or not a podcast?
#MCSMN

38. Answer: NOT A PODCAST
#MCSMN

39. “Fink Beats the Stomach”
Your bi-weekly helping of all things competitive eating! We talk news,
results, history, stomach health and more. Two guys, lots of booze, and the
greatest stomach centric sport in the world.
Podcast? Or not a podcast?
#MCSMN

40. Answer: PODCAST
#MCSMN

41. “Looking Out For Number 2”
Let’s face it: babies don’t do much. So when we want to know how a baby is
feeling, we look at how they are eating, sleeping, and pooping. But baby
digestion is complicated. In this show, Dr. Vartabedian draws on more than
twenty years of experience as a doctor and father to present an insightful yet
irreverent guide to newborn digestive health: what goes in, what comes out,
and what it all means.
Podcast? Or not a podcast?
#MCSMN

42. Answer: NOT A PODCAST
#MCSMN

43. It’s actually a book (but it could be a podcast)
#MCSMN

44. touchpoint.health
@TPMnetwork
hello@touchpoint.health