Podcasting Made Easy: You Don't Have to Start From Scratch
Learn how Henry Mayo Newhall Hospital launched a successful podcast, and how it keeps the content pipeline filled.
A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists
Presented April 6, 2022
Sponsored by DoctorPodcasting by RadioMD
This event is free to attend thanks to our sponsor.
Podcasts have quickly become a mainstream marketing tool — more than half of Americans are now listening to podcasts!
So how can you, as a healthcare marketer, tap into the power of podcasts?
This webinar is a good place to start. You’ll hear from Patrick J. Moody, Director of Marketing, and Public and Community Relations at Henry Mayo Newhall Hospital, as he shares how his organization started using — and benefiting from — podcast marketing.
We’ll also discuss how surprisingly easy it is to start turnkey-podcasting. All the scheduling, recording, editing, and publishing is done for you — you just decide which topics and which doctors to feature. From there, you'll have a steady stream of compelling content to fill all of your marketing channels.
Why you should watch:
Consumers want to hear directly from their local hospitals and physicians. Marketers like you are under pressure to fill the content pipeline. Hospital podcasting is an ideal solution for both, giving you an easy way to create and share original content direct from your doctors.
Patrick Moody and DoctorPodcasting’s Bill Klaproth will share how easy it is to launch your own successful podcast.
Watch this free webinar, and you’ll learn:
- Why podcasting is a valuable marketing platform
- How to get physician buy-in and participation
- How to determine the right audience — consumers, referring physicians, or internal staff
- Which topics to choose — and why
- How to promote your podcast
- Best practices for maximum growth, and how to measure success
Director of Marketing, Public Relations
Henry Mayo Newhall Hospital
Patrick Moody is Director of Marketing, Public and Community Relations at Henry Mayo Newhall Hospital a 238-bed, not-for-profit community hospital and trauma center located in the Santa Clarita Valley, about 30 miles north of Los Angeles.
Patrick’s specialties include domestic and multinational marketing including strategic and tactical planning and execution; acquisition and retention marketing leveraging a range of tactics including digital and legacy media and direct mail; business development and large account management; digital advertising sales; internal and external corporate communications.
Patrick is a Certified Digital Marketing Professional. He is a graduate of Whitman College and the UCLA Anderson School of Management. Patrick gives back to the industry as a member of the Digital Engagement Task Force for the Society for Healthcare Strategy and Market Development (SHSMD).
Director of Marketing / Pod Talk Host
DoctorPodcasting by RadioMD
Bill Klaproth is Director of Marketing and a Pod Talk Host for DoctorPodcasting by RadioMD. He is a former radio program director/air-talent, having worked at various radio stations, including infamous stations WLS and ‘The LOOP’ WLUP, both in Chicago.
Bill is also the pod-personality and host of the SHSMD Marketing Podcast, “Rapid Insights,” for healthcare strategy professionals.
Welcome to today's webinar, Podcasting Made Easy: You Don't Have To Start From Scratch.
I'm Jane Brubaker, Executive Editor of Plain English Healthcare.
We are the publishers of strategic healthcare marketing and e-Healthcare Strategy and Trends and producers or the Healthcare Leadership Awards.
Podcasting is the gift that keeps on giving you, the marketer are the recipient of the gift.
The content you create for your podcast fills the pipeline for all of your other channels from your website, blog, and social media to E newsletters, print publications, and internal communications.
Today, we'll hear how you can get started and keep moving with this powerful and popular medium.
Now I'd like to briefly introduce our speakers for today's presentation, and you can read their full bios on our website.
Patrick Moody is Director of Marketing Public and Community Relations at Henry Mayo Newhall Hospital in Santa Clarita Valley about 30 miles north of Los Angeles.
Patrick specializes in domestic and multinational marketing, acquisition and retention marketing, business development and large account management, digital advertising sales in internal and external corporate communications.
And Bill Klaproth is director of Marketing and a pod talk host for doctor Podcasting by Radio MD.
He is a former radio program director in air talent having worked at various radio stations including infamous stations WLS in ‘The LOOP’ WLUP both in Chicago.
Bill is also the pod personality and host of the Schmid Marketing Podcast, Rapid Insight for Healthcare Strategy Professionals.
Today's presentation, we've about 40 minutes, followed by a 10 to 15 minute Q&A.
We'll hold your questions until the end, but feel free to submit them anytime during the presentation.
Right after today's webinar, we will send out a PDF of the presentation slides, and in a couple days, you'll receive the link to the recording.
And now we'd like to turn it over to our first presenter, Bill Klaproth. Bill, please, go ahead.
Thank you, Jane. We appreciate it, and thank you to E health strategy and trends, and thank you for joining us today.
So if you love podcasts and want to start your own hospital podcast or if you're looking for a content building solution to fill your content pipeline, or if you just can't get enough of Patrick Moody from Henry Mayo newhall Hospital. You are in the right place, we are here for you today.
So podcasting made easy, you don't have to start from scratch. So here's what we're gonna cover today. We're gonna cover common challenges, Hospital marketing directors face, the burden of building content, and keeping the pipeline's filled how you can tap into the power of podcasts to solve your content, needs examples for consumer, peer, and internal audiences. And then we're gonna have a sit down fireside chat with Patrick, Moody of Henry Mayo Newhall Hospital.
So marketers, like you, were under pressure, right? You've got a lack of resources, whether that be financial or personnel, the difficulty of tracking effectiveness of efforts, right? The bosses are always like Roy, what's working? What's not working?
I want to see the numbers competition across the street and if you're in a smaller market leakage to the bigger markets, and you're being asked for more, more revenue, more service line growth, more new patient acquisition.
Stop me if you've heard this one before, more loyalty and return visits, more awareness, more engagement, and how do we get that engagement, right? We all deal with it in marketing. It's the big C word. How do we get that engagement while you're being asked for more?
How about How well is the answer? That's the big seaward, it's Cow Bell, no more content.
Content is the answer.
That's what people are looking for.
So without content, you have nothing for your social media outlets. Without content, you have nothing for your website.
Nothing for your blogs, nothing for your YouTube channel, nothing for your newsletters, obligation, et cetera.
You have nothing.
So how do you keep the pipeline filled? So let's look at this, right? You've got your website pipeline. You've got social media.
You've got blogs, you've got newsletters.
You've got YouTube radio and Pandora advertising.
Many of you still do print publications.
You've got mobile, and then of course, there's physician relations and internal communications.
You've got a lot on your plate so how do you keep the pipeline filled and he answers? Can we see a show of hands, any answers? Here we go. Oh, that's Patrick Moody is a little kid. By the way, here's the answer.
Podcasts, podcasts are the answer podcasts, are the secret weapon for forward thinking marketing directors?
Like you, as podcasts, give your doctors of voice and a steady stream of compelling content, to fill all of your marketing channels, such as your website.
Imagine having a library of podcasts from your physicians on your website like this.
Here's a few more, and on the right you can see Henry Mayo New Hall and their podcasts. And of course more coming up with Patrick Moody. With podcasts, you can add audio anywhere on your website. Think of the right or left rail. This is prime real estate to reach new consumers. We talked about building that awareness. Building engagement, tucking audio around your website is very important. Think of it as content on the spot. And there's one thing we've learned.
If you put a play button in front of someone, they're gonna listen. So this example is from a page on stroke, with a useful podcast on stroke, tucked right into the left rail.
So it's content on the spot in your doctor's voice with podcasts.
And think about user experience. You know we go to all these marketing conferences, and there's usually 1 or 2 panels on user experience.
Podcasts really amped, that up.
And with podcasts, you can create many libraries around your website such as, service line pages. I talked about, service line growth. People are on your website because they are looking for solutions to their problems.
I'm going to say that again, People don't pay attention to you until you offer a solution to their problem.
So, if they're on a service line page, they have a problem they're trying to solve.
Providing a library of podcasts from your physicians, and topics directly related to solving their problems, can be the difference between them making an appointment and moving on to the other guys across the street.
And podcasts make a great addition to your physician byo pages.
As you know, physician bio pages are one of the most common entry points for patients, and a crucial part of any physician marketing strategy. So let your consumers here, your physicians, by placing your doctors podcast, on their physician bio page, like in this example.
Again, I like to call it a tip, and this could be the tip in between them making an appointment and not making an appointment.
So let's talk about repurposing your podcasts into a blog and dropping your podcast audio along with it. Many of you are struggling with written content. I'm going to write this blog. Oh, my God.
I gotta get these blogs out, we can help you with that. Take your podcast on colon cancer screening. You've got all the content direct from your doctors right here so it's easy to turn it into a blog by transcribing your podcast.
The heavy lifting has already been done.
You can easily write a blog from that with quotes from your doctor throughout. Podcasting makes it easy as you're not starting from scratch. You're just repurposing the content from the podcast. This makes it easy. Let's go to social media fish where the fish are. You've all got Facebook pages, right? You've got Instagrams. You've got LinkedIn.
How to keep that pipeline filled? Podcasts make it easy. It all starts with the podcast.
So here's your podcast on the difference between seasonal allergies, and Coburn 19, turned into a great post on social media.
Now in real-time you would see the waveform balancing.
So what is happening here, you can convert audio to video for posting where people can listen to your podcast, right from their social media feed, really powerful stuff, being able to have your podcast heard, and consumed, right from your consumers, new news feed. We talk about building revenue and growth in awareness and engagement. This is the key to it.
Here's another great example of a post without the video conversion so you're seeing a pattern here. The podcast interview with your adapter is filling your content pipeline.
And here's an example on Twitter.
Imagine hearing your doctors in his or her own voice, his or her own voice, on your social media, and now you can add podcasts to Facebook.
Say what? You can do, what, Yes. you can now add your podcast to Facebook, display your whole library, and give consumers the ability to listen right from their phone, pretty cool stuff.
So how do you do this? It's easy, all you have to do is upload your RSS feed, They'll send you a verification code, You verify it, and you're done. Then, every time an episode is published, it gets added automatically, plus the user gets a notification that a new podcast has been published, and that person can simply click and listen right from their home.
So, mobile content is very, very important. We just talked about Facebook.
But your podcast library lives in your consumer phones, such as on these examples taken right from our clients websites, and you're seeing what it looks like on their phones. In fact, Henry Mayo new Halls is on the right. Think about all this unique content from your doctors living in the thing. We all carry around with us in our pockets.
Enterprises, love hounds.
And that's directly from the website.
And on the popular podcast platforms, like Apple, Spotify, I hire Google and more so as you can see here, this screenshot of Henry Mayo newhall. This is from their Apple podcasts.
So let's talk about publications, many of you still put together printed pieces or quarterly or yearly magazine, podcasts are an easy way to generate content for the publication and a great place to promote your podcasts. So more pipeline selling, going on here.
So here's your publication with your podcast on Bariatric Surgery, Creating the Content for this page, so Podcast can easily help you fill the content Pipeline. Let's talk about e-mail, newsletters. Here it is with a link back to the podcast. Pretty straightforward, here's one. Here's another example. It can simply be a button at the bottom of the page.
You need content for your e-mail, newsletters, podcasts, can help you with that.
OK, promise, we talk about physician relations. So here it is, physician Relations in your pure podcasts. Those podcasts directed at a medical audience. So as you're trying to cultivate a stronger relationship with referring physicians in the community, so they refer back to you, podcasts can help fill this pipeline to. So you're seeing a pattern here. It all starts with the podcast, 115 minute podcast with your, with your physician, feels all of your content needs. So we all know how tough it is to create content.
This creates multiple content for all of your marketing pipeline, so here it is, again, here's your podcast, Your Pure Podcast and here it is in your e-mail newsletter that you'll send to your referring physicians, so now you've got e-mail content which also gets promoted on Facebook, even though this is a pure podcast, UAV is fine with the general public listening to it.
So they promoted on all of their social channels, including Facebook, Twitter, Instagram, LinkedIn, all of those places.
And here's your content for YouTube as well.
And don't forget, I talked about distribution to the major podcast, aggregators like Spotify, Apple podcasts, Google Podcast, I-heart, and more.
This is all stemming from one podcast you did with a physician, consider that pipeline filled. And as far as your physician liaisons, the podcasts can help generate content.
So when they visit the doctors' offices, they have leave behind promoting the podcast. So this is a two sided card that we're showing you both sides. So you get the idea. Again, if you need to create content for your Physician Relations Pipeline, here you go! done!
So let's talk about internal communications. I said we would talk about that, as well. This is a growing segment of podcasts. Think of it as a Talking Newsletter from your top leadership to your staff and employees. This is a quick and easy way to produce podcasts that will reach your employees, and they can listen on the go.
So during the pandemic, this hospital developed a daily series of podcasts for their employees.
They then put together this special covert 19 podcast page, so that their employees could easily listen daily.
They also sent this out through internal communications as well, just another way to create content, to help fill the pipeline. This is an internal Podcast from UM upper Chesapeake Health. Topics, focused on their transition to Epic Portfolio. Plus updates on a large, campus construction project, that they needed to keep the employees and staff updated on.
Imagine reaching your employees and staff with podcasts.
It's very easy to do, and we can help you with that.
And lastly, think about the thought leadership pipeline, the perfect place to promote your CEOs and top admins.
So you can easily see the applications for consumer, peer and internal audiences, and how one podcast can fill many pipelines.
And a special shout out to, let's not forget, podcast. And voice activated devices go hand in hand, You can easily call up a podcast, right, from your living room, kitchen, wherever in your home. So now you can order toilet paper and listen to your podcast at the very same time.
Nothing any of you have ever done that before. I'm not judging. So, if you listen very closely, can hear it.
You can hear it.
You're gonna hear the march of podcasts into the hearts and minds of consumers as podcasts, fuel, and remarkable growth since they started tracking podcasts, listenership in 2006. As you can see here, growing year, over year, as now, 62% of the population, 12 plus, saying they've listened to a podcast. That is strong with no signs of stopping.
With over half of podcasts, listening, coming from the 35 plus demo.
And then look at the growth in 55 plus.
The perfect demo when health issues and conditions start to creep in, podcasts are well positioned to help you reach this very, very valuable audience.
So as I said earlier, podcasts are the engine for filling all of your content pipelines and podcasts. Are the hottest thing going right now.
Though, podcasting made easy, you don't have to start from scratch and do it all yourself.
You can join the many hospitals and health care organizations that have turned to doctor Podcasting, for their podcast and content needs. People like Children's Health in Dallas, Penn Medicine, a Meta Health, North Western Medicine, Weill Cornell, University of Maryland's, here at Tucson, Bradley Hospital, UA, EMS, Salinas Valley, North Shore in North America, and North Western Medicine Peer.
And of course, Henry Mayo, New Hall Hospital, and many more equaling about 120 hospitals and healthcare organizations and growing. So we're here to help you with your podcast needs. So what do we do for you quickly? I'll just go over this. We become your Podcast and Content creation partner.
First off, you get a complete client portal for managing your podcast, which includes sharing tools.
Yes, scheduling support. And analytics. So, let's talk about this. Guest scheduling, we do all the guest scheduling. You don't have to worry and do any of that. All you have to do is submit against through our portal, Gives us the name of the physician, the contact information. You can even leave us questions.
You want us to ask your physician, as we can provide you a host, or you can self hosted if you life, Then we go to work, and we schedule that interview. You don't have to do any of that work. We provide you with a suite of sharing tools. Many of which you've seen on this webinar, and we provide you with analytics as well.
We do all the recording.
We do all the editing.
We do all the publishing to your website and distribution to the major podcast platforms, which I've been talking about, Apple, Spotify, Google, i-heart, and more.
We provide you with an easy embeddable i-frame for your website to showcase your podcast library, many of which you saw.
In this webinar, we have a content buffet to help you build additional content. We have writers on staff that will write your blogs for you.
We have social media players will create for you. We can create a radio spot for you, we have on hold messaging, when someone calls in to make an appointment and they're put on hold, we can create that message for you, promoting your podcast. If you're looking to showcase a brand new physician, you can do a physician bio page, is beta.
A bio pod is basically them talking about their career in audio form, which lives right on their physician bio page.
It's really cool, and many more ways we can help you build content, and all of our services are available in Spanish As well. It's very powerful. It's very turnkey.
If you have any questions, or you want a quick demo, you can e-mail me Bill Klaproth or Bill at doctor podcasting dotcom.
So podcasting made easy. You don't have to start from scratch. We covered common challenges, hospital marketing directors face, the burden of building content and keeping the pipeline filled, how you can tap into the power of podcasts to solve all of your content needs, examples for consumer, peer and internal audiences.
And now we're going to have a sit down with Patrick Moody of Henry Mayo newhall Hospital. We're going to ask him about his podcast and what podcasting has done for him, so I'm going to bring him on.
If I can do this, there he is Patrick. How are you?
I'm fine below though. I feel like this presentation is upside down.
I should have been the warmup Act. And you should have been the main act.
So know, you are. The main was a great introduction. I am the Warmup Act for you, my friend. So thank you so much for being with me today, I kinda like this fireside chat format, what do you think?
I like it as well. It's I think I could get used to it.
I know we're adding a new twist, the webinars. We are, we're trailblazers, that's what we do.
What can I say? So, if you could first tell us a little bit about yourself and, then, I've got a whole bunch of questions to ask you. So, go ahead and tell us a little bit about yourself, please.
So, I'm the Director of Marketing, Public Relations, and Community Engagement for Henry Mail, New Hospital.
We're an independent non-profit hospital, located about 30 miles north of downtown Los Angeles.
I think you have a slide with statistics about our hospital, know, that.
Um, and so rather than going through those statistics, the viewers can see that for themselves.
I just say that we've been around for nearly 50 years.
That's, that's a long time. So you've got a lot going on there, that's, for sure. So let's talk about Henry Mayo and doctor podcasting. If we could do that quickly. So, Patrick, why podcasts? What attracted you to podcasts? What was your thinking? You've been with us since 20 16? So you're an early adopter. What, what was your thought process for turning to podcasts as a tool in your tool belt, if you will?
So, so you're right.
We've been a doctor podcasting client for about six years now and podcasting was really and about six years ago is really an emerging medium o'dell according to the slide, you showed, they've been around a lot longer than then I can recall. But it seemed there to really be gaining a lot of traction around that time.
And it made sense to us to use it as another communication channel to reach members of our community with important health related messages.
And I actually, we're, we're just sort of, sort of, were kind of thinking about this.
And the way I believe it happened is at Shishmaref, we kinda stumbled upon the, at that time radio and the booth, and so we had a conversation with you, and you made it sound like this.
And we'll talk about that a little bit later, and so we signed up, and since then, we've done, we've released 140 podcasts, we release them on a schedule of every every two weeks and at this point it's really in our mindset. What are the lynchpin communication channels that we use here at the hospital?
So it's really enhanced your marketing communication than it sounds like.
It really has And also it's I would just say it's fundamental.
Like, it's a it's a tactic that we That we we consistently deploy it.
And because it's such an important tool, when we have to get an important message out to, to the community, we almost always Deploy podcasts as one of the communication channels.
Like you said, that fundamental putting the fun and fundamental podcast so I'm glad to hear you say its fundamentals. So it really has become Really integrated into what you do at Henry May.
Yeah, it's it's That's it's fully integrated into any of our communication plans.
Wow. That is really cool. I like that. So, as you said, clients, since 2016, you've published about 140 podcasts, and you release a new podcast every other Friday, so that's really excellent. So now, let's talk about a topic generation, how you come up with topics. one of the questions we get a lot of, I don't know, a couple of topics, but topics should I do? So tell us about topic generation and how you go about it?
So we've developed a process here.
We have a standing Buckley meeting that we use to to brainstorm topic ideas.
There are about 5 or 6 of us in the meeting.
We have physician relations, community engagement, marketing.
Many ages and demographic groups are represented in that meeting, which is helpful.
And we just just brainstorm topics. What's, you know, what are you hearing, what's topical for for you?
And we come up with a list and then we keep an ongoing spreadsheet of those, those topics taken from there. That's one way.
The other way is, if, if, if somebody's, it's really high R is really topical than we generally, we tried to do something mark, but we don't wait until that.
That by a meeting to do something with that.
Cobo, it's obviously a great example.
When the vaccine came out, we moved quickly to get our head of pharmacy on air with a podcast to describe the vaccine, what it was, what it? You know, how it worked, and that kind of thing.
There actually, there is a story in the LA Times, just, this is a good example of just two days ago, headliners Valley fever quickly spreading in LA due to climate change.
So, I immediately e-mailed our Chief medical officer to say, We need a physician who can talk about this.
We'd like to do a podcast, so that's a, that's another example have If something topical, it comes up. We try to jump on it right away.
And then the third way is that doctor Podcasting portal has a section that is called Suggested Categories and Topics.
So, it doesn't really happen very often, but if we do feel like we're sort of like, like right now, that of ideas that the wealth was kind of drive, we turned to that end.
Then that pretty much solves that problem.
Yeah, That is a nice resource for our clients.
So I love how you said. it basically sounds like you, when you do these brainstorming sessions, you're listening to the community. Since you're getting feedback from everybody, I heard this, I'm feeling that I had a patient say this, I read this. So you're really listening to the community when it comes time to generate topics.
Yeah, and, and we also listen to the community through our social media channels, and the community newspaper, the community radio station, so there's, I'd say there's a wide variety of inputs when we are trying to generate topic ideas. Yeah, that Valley fever example is excellent and how quickly you can turnaround content with podcasts. Like you said, you called up the medical director. I need somebody to talk about Valley fever. Get that podcast promoted.
And then while it's top of mind in your community, your, they're addressing it, right? So somebody has a question, or a concern, or you feel you need to educate the community.
You can do that with an expert, right, from your hospital. And people are looking for that content and communication from their local hospitals, so that's a great example. That Valley fever, and I hope you don't get it. I hope you're protected. Hope you're protecting your patron. Well, thank you.
So good stuff. And we do provide suggestions, suggestions for content on our and your client portal, which I talked about earlier. There's over 250 potential topics in that thing for you to choose from.
So if you're looking for thoughts, there's that's great idea. So Patrick talked about the standing Monthly Meeting to brainstorm topics, other topics, which are more urgent like coven. And, of course, we are providing suggestions for that. So let's talk about what works and what doesn't work. Patrick, first of all, what works for you when it comes to topics?
So, anything topical, not to, to actually use the term.
But that's fairly obvious.
So, Valley favorite example, I just gave as one, if if, if a celebrity has announced that he or she has some certain condition or that, that kind of thing, often, we'll try to find a physician who can talk about that.
If there's something particular in our community, I don't know if there's an outbreak of some particular strain of flu or something like that.
So that's an that's an obvious subject area.
If there's something topical, either locally or nationally, Anything to do with code, But of course, last last couple of years has been, there's been a lot of interest around that.
We found that almost anything having, like, we don't have a pediatric unit in our hospital, but almost any topic having to do with kids. We do treat a lot of kids at our Emergency Department.
We did a podcast on bullying some time ago, and we actually had principal from a local school as the guests, so it doesn't have to be a hospital person as the guest, at least.
And by our way of thinking, occasionally, we'll have a community member like that.
And that was one of our most popular podcasts, and we found that any top, by the way, about 70 to 75% of our listeners are female.
So that may have something to do with it, but any topic, having to do with children like kids and vaccines was another popular one.
If we happen to have a guest and doesn't happen that often, but when we're, when we're lucky enough to have this happen, a guest who has a large social media following at his or her own, that's always helpful.
We have one physician here who's actually, a couple of physicians are quite active on social media, Have a large following, Some raised on their podcast perform quite well.
So that is, yeah, and then thanks, that have sort of a built-in cross promotion.
I can talk about that a little bit later, but if something like as being covered locally, or is covered someplace else, and our podcast, I said, Those do well, those also do well.
Yeah, that's really That's, I'm looking forward to having you talk about that coming up.
So those are really good examples for coming up with topics and what works.
So, you talked about topical subjects. You just mentioned the Valley Fever, or things that are top of mind that everybody seems to be talking about, It's great to tap into those things. Anything coven, and, of course, there's going to be variants. Then, we're going to be dealing with, hopefully, this thing is behind us. But there will be variants that we're going to have to talk about and deal with. So obviously those things work, because people are interested in that. Anything to do with kids. I guess, who has a large social media following, leveraging their audience is really important. I'm so happy you brought that up. If they've got, If you've got a physician that's got a really big social media following, make sure you send him a link to that podcast. We have that as part of our service. You can send them an easy link that they can share and their social media, which will take them directly to that specific podcast. You're leveraging their big audience.
So that's such a great point, I'm glad you brought that up, Patrick, and, of course, topics that have built-in promotion as well.
So, let's talk about what doesn't work. So you gave us what works. Give us your thoughts on topics that quite don't work for you.
So, unfortunately, we do have some expertise in that area.
So, I would say a couple of things.
one is, as, as viewers that this, as many of this bears know, there's in health care, a lot of times, there's this sort of sense of, we have to let the community know about this.
And, so, like, I don't know, we, we just painted the cafeteria, we have to let the community know. Are.
we just, um, instituted a new procedure of which we do three a year, something like that.
Um, if, it's what I call, sort of, push, push coq 10, of which we may have an interest, internally, but there really isn't evidence that there's interests are and that topic outside the community.
So, you just have to be care for about those kinds of things.
And when I mentioned that, podcasts are, one of the linchpins are fundamental tactics we use in our communication plans, it also means that it comes up all the time, or we need to do a podcast about this.
We need to a podcast about that.
So, you just start we just sort of have to tread is tread carefully and and try to discern whether there's really an interest in the community about that rather than just in an interest internally.
And then the second thing I would say is it can be pretty easy to say, oh, it's this particular week, or it's national, toenail clipping Month, or in our health care.
There's there's a lot of months and weeks that are sort of these recognition weeks.
And there, can, it sort of been easy. Well, let's just do a podcast about that.
And now there are some mice that have a large, like kind of national presence. There's a lot of promotion behind them.
Breast Cancer, Awareness Month, being wide Heart Health Month. We do do podcasts in those months related to those topics.
But, um, early on in our topic generated meetings. There be some, there'd be some folks that have any who would say, OK. Let's, let's, oh, it's, uh.
It's sheep sharing month.
Or, you know, whatever it is. We should do a podcast about that.
And, we kinda try that a little bit.
And, again, if there's not a sort of built-in brand equity in that particular recognition, or if there's not interest in the community, those don't really work for us.
Know, I happen to be fond of toe nail clipping awareness Month. I don't know why he had this point, that one out. Is there anything wrong with their sheep sharing? Come on, who doesn't like sheep sharing month?
Don't we all do that? Come on now, goodness, saying, hey, we should combine the 2 into 1.
Thank you, Both above clipping.
Wait a minute, what are we going to do?
We're, it's, it's a good day, toenail clipping of the sheep.
Maybe we just started a new month, Patric, oh my goodness, OK? So topics that don't work, things that probably aren't very relatable to the community. Or they're not very interested in as you called it. Pushing push content that doesn't really work. And things that are tied to a month outside of the bigger things, as you mentioned, like Breast Cancer Awareness Month or heart Month or things like that. So again, thank you for sharing that because that's that's always useful to know kind of what works and what doesn't work. So how about recruiting guess? Sometimes we have people say to us, I don't know if I can get my doctors to be interested in this, how do I do that, so, tell us what you do to recruit guess your physicians and admins and nurses, and all the people we can interview, tell us about that process.
So, I've heard that before as well, and I don't. It's been so long since we started. I get recovered.
I've heard that, this concern about, how, how am I going to be able to to recruit guests And I just have to say, from our experience, it's, that has not been an issue at all.
I would say, nine times out of 10, when we approach a physician, there's not always a physician, Could be. a service line director.
As I mentioned, sometimes, we have a member of the community. They're eager to do it. They're excited.
They think it's, you know, it's like they have a chance to be on the radio, especially physicians, that they have an opportunity to talk about their area of expertise. They generally want to do it.
So at least our experience has been that it's really easy, too.
Recruit Chris to recruit guests, and especially once they've done it once, then it's super easy to recruit them because they find out how easy it is.
Um, the recording, only, it usually takes 15 minutes or less.
What we do is we come up with a topic, we contact the physician. We say, Hey, would you like to talk about this on a podcast? They say, yes.
We fill out the form on the doctor podcasting pardot, it usually takes maybe 3 or 4 minutes, submit that, and then we're done.
Um, I would like to give a little bit of a shout out here to, to Brittany Brown of your firm, because she, she just takes it from there and we'd have to do anything. She really stays on top of it. Schedule those guests.
Then, Melani Core does what you do. I believe.
you would think that your interview, she does, is like the only interview she's going to do with her whole life, and it means the world to her.
She just, she brings this unbelievable enthusiasm to each one.
So, um, it's, you know, it's, it's easy from our, our standpoint.
I will say that maybe, one out of twenty guests like, don't work out. Like, there are there are some guests who, like, they want to know the exact questions that are going to be asked. And so, they really script their answers.
It doesn't sound that good, but we always kind of explain to them that it doesn't work that way.
And so, I guess, I would say we sort of like, weeded out those guys. Yes.
Because we just say, this probably isn't the right format for you.
Because there's someone who really needs to know in advance, what they're going to be asking, what they're going to say.
So, just to summarize, it's, it's been easier for us to recruit because they liked to do it and you're, your company makes it easy.
Well, thank you for that. I mentioned we do all editing as well so we make your doctors sound good. We cut out all the, the bigger comes in us, and things like that, and we send it back to you for approval.
First, you get to review before it gets and you can.
Hey, can you take out between 105 and 133 that phrase? We can cut all that out so you get full approval review of it and approval before it goes out?
Yeah, so that's really interesting.
And I think most people, if you get a physician that's really eager to do podcasts, which you mentioned a lot are and then the other physicians here, that physicians are, like, oh, hey. I want to do that, too. How can I get on this podcast? So it kind of snowballs after that point so some really good thoughts there, Patrick. So generally, guests are eager.
The podcasts only take about 15 minutes, so like I mentioned in the presentation, therein, we interview on their back out on the floor, practicing medicine, medicine, or medicine, whatever you like. Thank you for the shout out to Brittany Brown. one of our content production managers and Melanie call our elite host. Their excellent to work with, and just a lot of fun and very passionate. And like you said, it, very small percentages of guests don't workout. So, thank you for that. OK, so let's talk about promotion on people. Always have questions about promotions, how do you promote your packets?
So, we have several promotional tactics we deploy when we publish a podcast.
We, we have an all staff e-mail that goes out on Monday mornings. It's called this week.
We have a new podcast, we have a little little snippet, and a link to it there. We publish, or the social media.
We use the technique that you described in your introduction.
We have a snippet that we post on Facebook or Instagram with a clip.
We have a key community magazine.
We only publish twice a year now but we try to tie in a podcast to the feature story in that magazine.
And that's that's sort of the grand slam for us because that magazine has has a circulation of anywhere between 25 and 30,000.
So, you know, to, We'll have a patient, profile the magazine.
And then why, we'll have a little separate at the end, to hear Frank Smith tell his story, and his own words, tune into his podcast. You can find it here.
So, um, and then, if, as I mentioned, I mentioned earlier, if the guest has has a large social media following him or herself.
So especially if we have, I know in the magazine, and a physician, or a guest with a large social media following, that's really that the that's only two. So it can't be a grand slam. It's a basis clearing double for for us as fars.
As far as promotion.
Hey, runs or runs, man, You know, I'm sayin I think that didn't come out, right, Nevermind.
For sticking to a base hit, any way, you can get it here, to say, Hey, I love that.
Oh, that's good. So, as I mentioned, I talked about publications in the presentation. So you said, that's kinda the grant, the bases clearing double. Which you can clear bases on double people might think you might not be able to. And a shout out to Major League Baseball, starting up what, tomorrow, I think.
So we're speaking about doubles in grand slam, so the grand slam tactic is your community magazine, I think you said it goes out to about 25 or 30,000 people, and right, there is exactly what I was talking about in the presentation. So, it really is a great way to build content for your publications, and then in the publication, promote back to the podcast, OK? You were going to share some other promotion tactics with us as well.
Yeah. So, I, I mentioned that, we, that, we use our social media channels.
two post it snippet of the podcast and that, uh, link to it.
Then, that the, the weekly, our staff e-mail, because we have 2000 employees and about 500 members of our medical staff, so, even if we just have a handful of those lists and then share that, that's it.
Yeah, I shouldn't say it sounds like you're kind of using it as an internal podcast as well.
Yeah, I mean, we, we want our employees to know that we're doing, that's often the topics are of interest to them.
It also helps to sort of, know, spread the word, that we're doing. Podcasts for potential guests.
Oh, I see you have a podcast, but doctor Smith and doctor Jones see that, and then he may, he or she may have more of an interest in becoming a guest are, again.
one of our Medical directors are Managers are weak or you know, who knows what?
Yeah, so that's really good. So, I like what you said there. You mentioned the weekly all staff meeting the social media with snippet, you're seeing some examples on your screen right now. So those are all best practices by doing those things. You know, I talked about building, awareness, building engagement, Well, how do you do that with content? And, as you can see on your screen, that's it. So, these are all best practices. With doing that, I talked about one of the other things, you know, challenges facing marketing directors, as yourself, You know, the bosses want to see ROI, right. So, what are the metrics, so, how do you look at metrics, how does that fit into this for you?
So, the doctor podcasting customer portal has a metrics section that has all kinds of information.
We review it monthly, it really helps us, especially in that, that topic generation, and then that, what I spoke about earlier, about topics that work and don't work. You can really see it in those numbers.
So, it tells you like how many plays, how many downloads that gives you demographic information.
So we, we look at that to see how we're performing, what works and doesn't work.
And it's, it helps to guide us as, again, as work, as we're generating new podcast ideas.
I, like how you said, then, it helps to guide you. So it kinda gives, you, know, the 30,000 foot overview of, overall, how your podcasts are being received, right? And then with this, you can drill down by month. So you can see how they're trending month by month, and then individual episodes. Right?
So it kinda just gives you that roadmap. That guide is you said to how things are performing, which is really nice. Yes.
And on this system that we provide, I like to say it's three main buckets of listening. We give you websites streams those people hitting a play button on your website.
Aggregator downloads, So those people that are listening on Apple, podcasts, Spotify, Google podcasts, etcetera, and then website downloads, you might think who's actually downloading an MP three to their device nowadays? You would be surprised how many people still do that, So it captures all of those analytics and shows you one big, overall listening total. Which I like to say instead of R O, Why I call it R rho E, Return on engagement? Because you're engaging with your audience, they're hearing your physicians speak, So it is really a nice 30,000 foot overview of how your podcasts are performing. And compared to some of the other marketing, which you can get analytics from, it really is nice to see how this is, again, podcasts, I call it a tool in your toolbox. It's really nice to see how that tool is performing for you.
So that's a really good, really good stuff. Here's an example right now, of the metrics page. So, yeah, and that's just a small section of it. Though, it's kinda cool what you can do here.
And you can download all of these numbers to a spreadsheet as well.
We have clients who like to keep their own spreadsheets, and then they can add their Facebook totals in their YouTube totals in all of that stuff to come up with one, to come up with one big number as well.
What else on metrics or analytics Patrick, that we should know about? Or do you look at or are important to you?
So for us, if we have 500 interactions, that's a hit for us.
Now, obviously, we're not talking about serial production kinds of numbers as C R I, a L, by the way.
The way we look at this, if we were to have a physician give a talk to a community group, or create a at a talk, talk here on campus, we would probably send out direct mail. We might advertize. It costs, who knows how much.
And if we got 75 people there, that would be fantastic.
So, this is so easy and so seamless.
So if we can reach 500 people with this tactic that is, that's, I needed, I needed. that's, I'm gonna say a slam dunk since I already use of baseball metaphor, I use a basketball in this time. And then next time maybe I use touchdown or something. But, anyway, that's fantastic for us. In the last year, we've had over 14,000 downloads.
Are some kind of interactions for our podcast that back kinda reach, we, we couldn't afford to do, there's no way we could do it in a physical sense.
So, for us to use this channel, to do that, really extends our reach and our ability to convey messages to our community.
Yeah, I think that's really important. So, 500 interactions, you said is basically, you know, a slam dunk, I want to use the right, Right, sports metaphor, there, slam dunk, and Nearly 14,000 downloads, or plays over the last year, that is really terrific. We have a client that likes to say, You know, we spend this much money with you, and I had as many hits or engagements or download. So for me, it's a dollar Alyson dollar, a lead. As she put it, she said that's really effective marketing for me. If I can get a lead for a dollar that I'm gonna go back to base, well that's all I'm gonna go to football. That's a touchdown for us even though we have hockey left. Let's see if we can fit hockey into this somewhere.
So let's talk about best practices before we wrap up. Give us your thoughts on best practices for podcasts.
Well, I think you always have to have to start with the subject matter, So that topic is important. It's the most important thing. You need something that is of interest to your audience and not just an interest to you.
Uh, and then the next thing would be promotion.
Both internal and external promotion.
So, you know, we do have people who subscribe to our podcast, which is great. But.
Any, it's really driven by what's, what the subject matter is and whether people know about it.
So, after the topic.
Consistent promotion and then also to publish them consistently we publish every other Friday.
Um, there were a couple of times I think during the pandemic where we fell short on that when we're running around. But we, we've been pretty consistent in the six years. I've always publishing every other Friday. I think that's really important.
For those of you who do search for our subscribers or those who, ARR, you know, who are looking for us to have a consistent way of pushing out that content, Um, there are some things that, that we can do better.
We tend to, I wish that we could sort of smooth out the supply curve better way. What I mean by that is, sometimes we have a whole bunch of ideas and we'll put it and we'll submit like 100 guests. I don't know why doctor podcasting doesn't tell us to stop. But we do 100 guests as an exaggeration. And then there'll be a time or something like, one gets the month that we have so many kind of in the camp.
So if we have six podcasts and the pay in the cans that are ready to be published. Published every every two weeks. just to show you how good I am at math here. That's 12 weeks.
So, so that one podcast at the end is sort of been sitting in the can't quite awhile and we can.
And so we we need to do a better job of kind of smoothing out that know how consistently we fail the buck.
And, um, I don't exactly know what we can do to promote better or more effectively. But I know that we can promote better or more effectively.
And that's just a common sort of goal of ours to find out how we can do it better.
And if anyone out it's listening, has great ideas, I would love to hear them, because I just feel like we have this, this great asset. It's such a short list, and it's so bite sized. That makes it really easy.
If someone has a really short commute, they can listen to the whole podcast as opposed to, no, being cut off net podcast or whatever.
We have a great product, and I feel like we can do a better job of promoting better, although I'm not exactly sure what we should be doing. Well, I think we, as marketing directors, always are looking for, How can we do better, how can we make it better? I think it's just built built inside of us speaking.
Yeah, What do we need to do that power play of, of promotion?
There it is, there's the hockey reference, there it is. I got it there.
You got it in, I love it, and submitting all those guests, you're taking a lot of shots on goal. If I might say yes, OK, so we got hockey there. So Patrick, thank you very much. We're gonna get to Q and A Any quick final thoughts before we get to the Q&A?
I would just say if someone is thinking about deploying this tactic, I would just really encourage them to do it so easy. And then it also, like I said, it becomes a fundamental part of your of your communications arsenal.
Absolutely, well, thank you so much, Patrick, this event, so enjoyable to me. Hopefully, our listening audience has found this helpful, as, well, this is the slides are gonna go out, You're going to be able to get things. You can contact me, bill, at doctor podcasting dot com. I think Patrick's e-mail will be in there. Jane will bring you back on and if people want to contact Patrick as well. So thank you very much, Anne.
Do I need to give you back controls, Jane?
I have controls. You she has kept role. She has assumed you can hear me, we're good to go. You can see me. OK, we're good to go. So, I would have to say that the, I like the power play. There's a penalty Black box is not where you want to be, The power play is definitely. good.
Right, the next, the next. OK, so we do have a bunch of questions. And Patrick, first I just wanted to say thank you for all the really great information. one of the things that you said that really stuck out to me was, You know how you really have to craft this around your listeners. And not, you know, the, whatever. the month through the paint that, We just did our cafeteria. That latest machine, but it's really about what's going to be effective for listeners. What are they going to be caring about?
And, I think keeping in mind the audiences of Chris key to this whole thing. So, let's get to some questions now. How does, how long does a person have to listen to the podcast in order for it to be considered A hit?
Well, as soon as they turn it on and listen, it counts as a download. So, the podcasts industry is working on standardizing there.
Listening, measurement, the consumption of the podcast, we don't have that yet because there's so many different places you can listen to a podcast on so many different pod catchers in so many different ways which is the beauty of podcasts. It also makes it difficult to capture exactly how long they're consuming a podcast, so, And in different aggregators have different ways. They count things as well. So, generally, once somebody starts listening, it counts as a download.
But we'd like to stay on topic based podcasts, like Patrick was talking about putting together relatable podcast, If somebody is suffering from diabetes and they're trying to learn about diabetes because they just got diagnosed or one of their family members.
With these types of podcasts, they're gonna listen. They have a vested interest. I need to learn something. Like I said earlier. They have a problem, They need solved. I have diabetes. What do I do now? I want to hear from the physician and what I have to do. Am I going to die from this? I'm gonna lose my leg, What's going on here? They have a vested interest in that podcast.
So with these types of podcasts, we feel people are basically, mainly listening throughout the whole thing, because it's really valuable information to them. It could be life or death.
When I first read the question, I was thinking in a different way that it was Hit Liquor, number-one Song. The podcast become a hit. It's coming up the charts. It sounds like your podcast is definitely hit.
Next question. How many podcasts do you feel makes sense to roll out per week, per month?
This consistency and D, are time released, important, in your opinion.
Other Patric, take that one?
Well, we, we let you know, that's a good question, because I, I wish I could give you a really intelligent answer on how we landed on every two weeks, and other than it just sort of felt right, And that's something that we can manage.
Um, we also, we were concerned about pushing out too many, like, asking, asking too much of our audience, so Bill may have a better answer on what a good rule of thumb, is that, just something that we came up with.
We on the doctor podcasting port, are you specify a date that you want the podcast to be published?
And though I actually don't know the time, I don't know if it always comes out at the same time, I just look at my phone on that date and it's there.
Which I'm grateful for, but I don't know if there's a specific or Best time.
Yeah, we release them overnight, so by the time they populate, it's there during the day. But there's not really, Mondays and Tuesdays are kinda crowded Wednesdays or a Good Day Fridays or a good day. People like to checkout podcasts on the weekends as well. As you said before, Patrick consistency is really important.
So you let your community know, every Thursday, there's going to be a podcast. That podcast may not speak to them. If you don't have diabetes, you might not have much interest in the podcast, but chances are you're going to hit on something they're interested in. And it's good for them to understand that there is a podcast and they can search your library of podcasts for something that is that does pertain to them if they do have a health question or health concerns. So, consistency is, the key, more, of course, is better than less. I mean, you know, one a week, or once every other week is better than 1 every 3 months. So, that's just kinda common sense when it comes to releasing podcasts.
So, their question has to do with the engagement. You mentioned the engagement, you have Ears six. How long did it take you to build to that level?
Another good question, And I have a great answer. I don't know.
I know, I, I'm sure. it's. You know, it's been six years.
And the thing I remember is when we first started, we were, sort of floundering around, we didn't come up with, with, to release, every two weeks, right away. It's something that developed over time.
I would just say that it was sort of an iterative, no process, we just kinda jumped in, without really a great, great plan, be perfectly honest.
So, over time, we came up with the practice set of publishing wine every two weeks.
This way of promoting social media internally.
I don't I don't recall that it took like a lot of time for us to do that, get speed, but it's not something that we get right out of the gate.
We're not smart enough or are organized enough to have a rail ever have had a real iron clad plan. When we first started.
It's more something that we developed, but it wasn't three years than it took before this happened.
It would be more of a matter of months.
I guess if it was three years, you, maybe wouldn't have continued, So, it sounds great, right? Out. the gate three months is not a long time on how build this equation for you. How widespread or podcasts in hospitals and health systems.
Good question. Growing steadily.
So, I mean, that's a tough question to answer. Like I said, we've got about 120 clients and growing.
And there are hundreds of hospitals that do do their own podcast, so, that's a really tough question to answer. I'm not, I'm not quite sure. I know there's a lot of hospitals out there. So, we feel that in time, not just hospitals and healthcare systems, but any business will have an audio component to their website, like we provide for our health care clients.
It's just a great way to communicate what you can do for a client, how you can help solve people's problems. Healthcare, obviously, is a home run for this back to baseball, but we feel that more and more and more are going to be catching up, not just in healthcare, but across any business, are going to have podcasts on their website to help them. Again, answer their potential clients, problems, and build that engagement, and awareness that will hopefully lead to a sale. So that's kind of, that's kind of the process of it, but, like I said, before, are forward thinking, Marketing directors are seeing the power of podcasts and turning to podcasts and, like, Patrick said, it's become a linchpin in these marketing.
So all right.
OK, well, I think we're about ready to close it off.
So thank you for all the questions in her audience, and Patrick and Bill, thank you for the great presentation, and thank you, doctor Podcasting, are grateful for you sponsoring today's webinars, everybody content.
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