Build a Better Healthcare Podcast

Learn from the Pros how to Create, Promote, and Distribute Your Podcast for Maximum Reach to Consumer, Peer, and Internal Audiences

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Presented October 27, 2021

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Your Presenters:
Ashley Schroeder, Events and Marketing Specialist, Bryan Health
Bill Klaproth, Director of Marketing and Production, DoctorPodcasting by RadioMD


Sponsored by DoctorPodcasting by RadioMD
This event is free to attend thanks to our sponsor.

Podcasts have been on a steady march into the hearts, minds, and ears of consumers. And healthcare consumers have shown that they want to hear directly from their local hospitals and physicians.

As hospital marketers search for more communication channels to reach and influence consumers, podcasts for hospitals have become an exciting new way to educate, inform, and reassure consumers — directly from their providers.

But how do you do it well? And how can you make sure your healthcare podcast meets your business objectives?

Producing a great-sounding podcast and promoting it properly is not easy, as many people are finding out. Even leading marketers who have adopted podcasts are searching for the right way to market, promote, and leverage their podcasts for maximum growth.

Find out why podcasts are so powerful, how you can build a better podcast, and best practices for creation, promotion, and distribution. Plus, you’ll hear how Bryan Health achieved success with its podcast.

Sign up today for this free webinar, and you’ll learn:

  • How you can leverage this powerful medium to reach consumer, peer, and internal audiences
  • How to select the best topics for your audience and formulate questions
  • How to measure engagement and success
  • How to promote your healthcare podcast for maximum exposure
  • How Bryan Health uses podcasts to cut through and reach consumers with important health topics and messages.

Your Presenters

Ashley Schroeder
Events and Marketing Specialist
Bryan Health

Ashley Schroeder is an Events and Marketing Specialist at Bryan Health in Lincoln, Nebraska. In her role she supports various hospital service lines with their public relations and marketing needs as well as coordinates community health events. Ashley received her Bachelor of Arts from Nebraska Wesleyan University and holds a graduate certificate in public relations and social media from the University of Nebraska-Lincoln. Ashley enjoys traveling, any activity that will get her outdoors and competing in endurance triathlon events with her husband, Zach. She most recently competed in the Ironman 70.3 World Championship in St. George, Utah.


Bill Klaproth
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.

Bill Klaproth


Welcome to today's webinar, Build a Better Healthcare Podcast, Learn from the pros: How to Create, Promote, and Distribute Your Podcast for Maximum Rates to Consumer Peer, an internal audiences.
I'm Marlene Kurban of Plain English Healthcare, were the publishers of the eHealth Care Strategy and Trends, and Strategic
Health Care Marketing, and producers of the eHealthcare Leadership Awards.
Podcasts for hospitals have become an exciting new way to educate, inform, and re-assure consumers.
But how do you do it?
Well, as many people are finding out, producing a great sounding podcast and promoting it properly is not easy, You'll learn today from our presenters how you can build a better podcast and implement best practices for creation promotion and distribution.
Plus, you'll hear how Bryan Health achieve success with his podcasts.
So let me briefly introduce our panelists.
Ashley Schroeder is an Events and Marketing Specialist at Bryan Health in Lincoln, Nebraska.
Her role she supports various hospital service lines with their public relations and marketing needs and co-ordinates community health events.
Ashley received her Bachelor of Arts from Nebraska Wesleyan University, and holds a Graduate Certificate in Public Relations and Social Media from the University of Nebraska Lincoln.
Bill Klaproth is Director of Marketing and a part-time host for doctor Podcasting by Radio MD.
Is a former radio program director and 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 ... Marketing Podcast Rapid Insights for Healthcare Strategy Professionals.
Today's presentation will be approximately 15 minutes, followed by a 10 minute Q&A.
To submit your questions, type them into the Control Panel and hit Send.
We'll hold your questions until the end. but feel free to submit them at any time.
After the webinar, we'll send attendees an e-mail with a link to the presentation slides. And you'll receive a second e-mail with a link to access the recording as soon as it's been processed and is available for viewing.
Now, I'll turn it over to Build Klaproth.
Bill, please go ahead.
Well, thank you, Marlene. I appreciate that and thank you for joining us today. If you already have a podcast or if you're thinking about starting your own podcast or if you're addicted to webinars on podcasting, you are in the right place. So we will go over this for you, how to start, and how to build a better podcast.
So what we're gonna learn today, how to come up with topics, questions, and podcasts, length, How to promote your podcast through a multi channel approach, physician relations and internal promotion, how to measure for engagement and success. And we're going to hear from Ashley Schrader from Bryan Health and how she builds a better podcast. So let's start with topics first. And this is really important to remember. No one pays attention to you until you offer a solution to their problems. So your consumer has a task to complete a problem. They want to solve information on a health issue that is concerning to them.
They're not just surfing your website just for the fun of it, they need something from you. They are looking for information or education, They are looking for a solution to their problem.
So when it comes to formulating topics, what are the top health concerns of your community? Well do the research to really understand what the problems are and then formulate topics from there.
So, your mission is to answer those concerns, questions, and problems. So, how do we know what the problems are at a local level? Well, one way is to look at local disease incidence and prevalence by using the CDC tracker, where you can search a variety of health outcomes by county, with such things as asthma, arthritis, high blood pressure, cancer, kidney disease, heart disease, diabetes, mental health, stroke, etcetera. If your community has a high incidence of high blood pressure, it would be good to know that. So, topics based around taking care of high blood pressure would be very well received.
Another good tool is Google Trends to see what people are searching for, so if you were to type in new replacement.
It will show you the top states searching for this plus related topics and related queries. So let's take a closer look. Under related topics, you'll see this is a great place to mine for additional content or even questions to answer in the podcast. And then under Related Queries, you can really drill down on this to answer your listeners, questions, speak to their concerns and offer solutions to their problems. This is exactly what they are searching for. So I will quickly use this tool to dial in every topic in question list for your podcasts.
Of course, you can also develop topics that support your business plan. If you have a new medical procedure, do you have a new medical device or if one of your objectives is increasing service line volumes? So say your goal is to increase the volume of colonoscopies. You can come up with topics related to that. You can also think about creating a mini series and colonoscopy and answer all of those questions. Someone may have through the podcast, more on many libraries coming up.
Another tactic is to answer frequently asked questions.
In general, what questions do you get asked the most around your hospital or health system? That's a great way to come up with topics. You can do a quick survey of your physicians to find out what they get asked the most. Maybe it's an insurance question that everybody get asked that, that might be a great topic for a podcast, will take a few hours and walk around and ask. You might be surprised at what you find and build topics around those.
Then lastly, be aware of timely and trending topics such as news on someone famous.
Think about Chadwick Bozeman who unfortunately died of colon cancer at a very early age.
In the days following there was a lot of talk about colon cancer and the importance of getting a colonoscopy well, that's the perfect time. To release a podcast on colon cancer and colon escapades while everyone is talking about that.
Or has a new study just come out that needs explanation or clarification. Again, another great place to come up with topics.
OK, so let's move on to formulating questions once you have your topics created.
So use questions that start with why or how, and end your podcast with anything else you'd like to add.
So let's talk about why questions to kick off the interview and the most compelling way, grabbed the listener with a why question, such as why as knee replacement surgery become commonplace? Why is lung cancer known is the silent killer? Why has diabetes become an epidemic?
Why should everyone over the age of 45 get a colonoscopy?
And don't forget about how questions, which can be as compelling as Y questions, How long is the normal recovery time for knee replacement surgery? How do you choose which type of bariatric surgery is right for you. How do you surgically repair Carpal Tunnel Syndrome?
How do you treat blood clots and lastly try to end with is there anything else you'd like to add?
Generally you'll find some really great the answers here. This gives the guests an opportunity to speak about anything they might have missed or something straight from the heart, which can be compelling, emotional, persuasive, or insightful.
This is why you see reporters shouting at the end of press conferences. Is there anything else you want to add? That's exactly why they do this because some of the best stuff comes out of that question.
So, remember, ask that question at the end of the interview.
And even if it's not very good or not a great, compelling answer, you can always edit it out.
So when it comes to topics and questions, you may also want to check out the health literacy data map, so individuals living in communities with low literacy estimates may be more likely to have problems understanding basic health information. This is another great tracker to help you understand what's happening at a local level. The more you know, the better your podcast will be received. So I would spend a lot of time on this, but I would check this map just to see where your community faults, and then, knowing this, check your language when formulating questions or writing episode descriptions for your podcast. A pro tip on this is checking your language through the CDC, Everyday Words for Public Health Communication Page, where you can search jargon, words or phrases, and then find the plain language alternative. So you really, really want to get your language down to their level, You don't want to be over jargon, a nice types of podcasts.
So we get this question all the time. How long should my podcast be?
Well, industry analysis says about the time of an average commute, which is about 20 minutes.
We feel the sweet spot for Consumer podcast, it's about 10 to 15 minutes. And for a pure podcast, with a deeper medical dive, those podcasts can be 20 to 30 minutes long. That would be considered fairly normal, as well. So just keep that in mind, when you're wondering about how long your podcast should be.
So you've got your podcast recorded.
You've got a great topic, excellent questions, and it sounds great.
So now what, now, what do you do with it? How do you promote for maximum exposure?
Well, remember, each podcast is its own marketing asset to be promoted and deployed, to engage with your community, on your website.
Social media, your blog, through newsletters, through publications. And let's not forget about physician relations all through direct promotion or repurposing of your podcasts, which is very important.
So let's start with your website. This is the first place you want to promote your podcast. And it seems simple, but many. Or should I say, most don't spreads their content around their website properly. So let's start with your podcast page, and, yes, you need a dedicated podcast page on your website to display your library of health podcasts. You want that library. You want that archive from all of your physicians sitting there, something that looks like this.
Or even like this, they can come in many shapes or forms or even looking like this.
Here's a few more examples, and you'll be hearing more about brain health coming up. That's the Brian Health podcast page, on the right.
And then from your homepage, you want to link to it and promote it, like this dedicated section on each of these homepages, or up in a rotator box. many of you, I'm sure, have rotator boxes a great place to promote your podcast.
Or even something like this that links to the podcast right from the front Page, and in your drop-down. From the homepage. Make sure you include a link you have to help people find your podcasts through what we call these different access points.
Then, promote from interior pages like right here, coming up, with what looks like banner ads that link to your main podcast page or specific episodes.
Think of the right or left rail. This is prime real estate to promote your podcast. And think about creating many podcast libraries around your website or on service line pages. As I said earlier, people are on your site because they're looking for solutions to their problems when they are on a service line page. Providing a library of podcasts from your physicians on topics directly on what they're searching for is a win, and we always talk about user experience. This really amps of user experience by providing a library of podcasts, right on a service line page when they're looking for solutions to their problems.
You can also create full mini libraries on their own landing pages. This is a cardiovascular landing podcast page.
So for someone who is concerned, researching, learning, trying to understand more about cardiovascular health, this is a wonderful resource of podcasts that a consumer can choose from.
You can draw a body on landing pages to also increase user experience.
As you see on this landing page, remember, audio can be your secret weapon because you can use it and drop the content in so many ways.
Again, you can also drop audio into the left and right rail. As I said earlier, This can be a valuable place to engage with your community. And if there's one thing we've learned, if you put a play button in front of someone, they will listen.
This example is from a page on stroke with a useful podcast on stroke tucked right into the left rail. Again, user experience. Bam, it's right here for you. And this is from the Bryan Health website. And more with Ashley's coming up as she talks about her podcasts.
And make sure you put the podcast, your physician appears on, on their physician bio page.
Physician bios are one of the most common entry points for patients and a crucial part of any physician marketing strategy, right? So let your consumers here, your physicians, by placing your doctors podcast on their physician bio page, like in this example.
Here's another example with the bio info on top, and underneath all the podcasts that this physician has appeared on, when someone is researching or learning about a doctor, these podcasts can be crucial. As you've heard, that old marketing adage, you buy from people you know, like, and trust. Right? You've heard that before.
Hearing that position on a podcast is that crucial first step in getting that person to know your doctor by hearing him or her on a podcast. So make sure you're putting your podcast on your Physician byo pages.
So I have this under website, because phones are basically your second website, right? These are actual screen shots of podcasts, displays, on phones, many people, probably most people, start their searches on their phones. So let's not forget about how mobile friendly podcasts are.
You can take your podcast with you, wherever you go on a walk, at home in the car everywhere to remember to promote that your podcasts are mobile friendly, and can be consumed on the go.
So let's talk about repurposing your podcasts into a blog and then dropping your podcast audio along with it. So here's a podcast on colon cancer screening. We were just talking about colonoscopies. You've got all of this great content direct from your doctor right here. So it's easy to turn it into a blog, so you should be transcribing your podcasts, using easy transcribing software.
And then you can take that transcription and easily write a blog from it, with quotes from your doctor throughout.
Podcasting makes it easy for you to create written content on your website. You are not starting from scratch. You're just repurposing the content from the podcast. Podcasting makes it easy.
And then also include a player. So someone can listen to the audio as well. Again, think user experience. You've got audio and written content together. Great user experience.
one more example. So you've got your podcast here on peripheral artery disease.
Turn it into a blog, and again, extra points for including the audio, along with the written content, giving the consumer multiple ways to consume your content.
This really drives engagement and when they consume your content, what happens?
They're more likely to pick up the phone and make a call, make that appointment for that physician, so it's all correlates together.
So let's go through social media and Eleanor multichannel approach. So again, it all starts with the podcast you get this great content, right from your doctor, so it starts right there.
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 bouncing.
So what is happening here, is you can convert audio to video for posting, where people can listen to your podcast, right from their social media feed, that is powerful, being able to have your podcast consumed, right from your consumer's new News feed. And I'm going to show you something about Facebook, which is pretty cool, new thing coming up as well.
Once again, here's your podcast on donor transplantation. And here's the post, along with the bouncing wave form, where someone can listen.
Here's a great example of a post, without the video conversion, And we suggest you make a visually appealing template like this, and then just change the individual individual elements for each podcast.
Same thing on Twitter. You can do the exact same thing.
OK, so I was telling you about this cool new thing. On Facebook.
This is just out, you can now add your podcasts to Facebook.
What you might be saying. What is he talking about, What? Yes, it's true. You can add your podcast to Facebook, display your whole library and give consumers the ability to listen right from their phone.
So how do you do this?
From your podcast page on Facebook, if you look in the left rail where they give you all of the different NAV headings, you're now going to see one that says podcasts.
What you do is you click on that, you upload your RSS feed, they're going to send you a verification code, you're going to verify it, and you're done.
Every time an episode is published, it will get added automatically, plus the user will receive a notification that a new podcast has been published and that person can simply click and listen right from their phone. So this display shows you all of it, so there's podcasts on the main page.
In the middle is the library of podcasts, and then on the right is after you click on a podcast to listen, pretty powerful if you have a podcast right after this presentation. Pull up Facebook and get this done. It's really cool.
So let's talk about publications. Many of you still put together printed pieces or quarterly or yearly magazines, and podcasts are an easy way to generate content for the publication and also a great place to promote your podcasts. So, here's a few examples of printed news magazines or newsletters.
Here's the bottom, Heder promoting the podcasts, and again, the content from the podcast creates the content on the page.
Same thing here. A podcast on bariatric surgery created the content for this page.
Same thing here, again, not only are these great places to promote your podcast, but you can see how the podcast generates content for the publication.
The info on the page was taken directly from the podcast. So we know how hard it is to consistently build content, right? You're all shaking your heads up and down, Yes, this is tough. It's hard to build content where your podcast is your easy content creating.
So, let's talk about using e-mail newsletters. Again, a great place to promote your podcasts with links to the podcast Library or a specific episode. Here's another example. I mean, this was pretty straightforward, Many of you, if not all of you, have an e-mail newsletter.
So you should do this and easily link to the main podcast page or a specific episode.
And here's one more example. It can simply be a button at the bottom of the page.
So let's talk about physician relations in pure podcasts. Those podcasts directed at a medical audience is you're trying to cultivate a stronger relationship with referring physicians in the community.
So they refer back to you. So, what you're about to see is a pure podcast example, but this will work for a consumer podcast just as well.
So let's start again with the podcast and you're seeing a theme here. It all starts with the podcast. That is your content creating engine. We all know how tough it is to create content. Will podcasting makes easy? A 10 minute conversion with a doctor. A 10 minute conversation with a doctor can feed multiple, if not all, of your content channels.
So there is the podcast again, And here it is, on your e-mail newsletter that you're sending out 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 this general with the general public listening to it.
So they promote it on all of their social channels such as: Facebook.
And of course they're going to put it up on Twitter.
And naturally you're gonna put it on LinkedIn. If you're trying to reach a pure audience, LinkedIn is a natural spot for it.
And why not Instagram? Heck, you might, as we'll cover all the bases, put it up on Instagram, as well.
And let's not forget about YouTube.
So we're going to cover every base we possibly can with the podcast. And let's not forget, this is also getting distributed to the major podcast platforms, like Spotify and Apple podcasts, and all the many others. So you're really surrounding your consumer with this great content you're developing from your physicians.
So UAB also goes a step further. They create printed pieces that they send out with the physician liaisons when they visit doctors' offices.
They drop them off. This is a two sided card that we're showing you both sides, but you get the idea. They're giving the physician liaisons material to go out to the referring physicians in the community promoting their podcasts.
They also promote the podcast with paid promotions and Twitter, is they've done surveys, and Twitter is a channel their doctors use frequently. So they promote their podcasts through Twitter, with paid promotions, and on Facebook, again, with paid promotion.
And, as you know, with organic reach of Facebook, down to almost nothing. Again, you're probably shaking your head up and down, yes. You have to consider boosting posts, or creating easy ad campaigns on Facebook. No matter what you think of Facebook, it is a very efficient economical place to reach people in your community.
So, in addition, UAB has come up with a flyer that they distributed to promote their 100th episode when they hit that. So when it comes to promoting your podcast, this is kind of a great case study. And hopefully, you've got some ideas out of this for that.
OK, Internal communications. This is a growing segment of podcasts.
Think of it as you're talking newsletter from your top leadership, to your staff and employees. This is quick and easy to produce and again, the employees can listen on the go. So for an example, 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 their employees could easily listen daily.
They also sent this out through internal communications, as well. So just another way to promote your podcast, don't forget about your internal audience. Listen, if you have a thought leadership from your CEO, think about a podcast with your CEO, or maybe your infectious disease expert, starting a podcast specifically with them, like you see right here.
This is an internal podcast from UM upper Chesapeake Health. and their topics focused on their transition to Epic portfolio, which was a massive undertaking. So they kept the staff up today, through the process of that. Plus, they provided updates on large campus construction projects that were going on and important messages.
And lastly, you think about promoting your leadership podcast on LinkedIn, the perfect place to promote your podcast, especially when it comes to thought leadership, like this example from McLaren and their leadership podcast.
So, how about an SEO tip for you? I'm giving this to you today. Take it and run with it.
So as I said earlier, you should be transcribing your podcast with Google's algorithm Change to Birch in 2019. Bert helps Google interpret natural language searches and understand context better.
Well, there's no better way to help Google find you than to have an actual conversation for them to index. This is easily accomplished by posting your transcript on a special landing page. You talk about rich keyword text. This is it. So, what do we have on this page? We've got this great H one title at the top. We've got the audio player right there, where someone can listen, that great user experience.
We've got more information in a description about inspire therapy, then information about your doctor, showcasing your physician with a link back to his or her bio page, then you embed the transcript.
This is a rich and powerful way to promote SEO. It's a, it's a powerful SEO recipe if you will. I say, cook it up, enjoy. I would even say, I would even call it delicious, if you will. It's very delicious. So, how else can you promote your podcast? Any other marketing channels? Let me think about that.
Yeah, how about this. How about creating a video from your podcast and playing it in the waiting room? Pretty cool, guerrilla marketing tactic to promote your series.
What else can we do? Waiting room, let's think about that. Oh, let's do this. You can put together an 8 by 5 card to leave in the waiting room.
And when someone checks and they can take a card promoting the podcast, what else can we do? What other ideas can we share with you today? How about this? How about setting up a mobile podcast, recording station, and record podcasts out in the open. What a great attention getter for people coming in and out of your hospital.
What else can we do? Any other thoughts? Let me think about about this. About promote your podcast at community events with a table top card like this. So there's all kinds of different ways to promote and maximize your podcast and help you build a better podcast.
So now that we've done all of that, let's see how we're doing. Let's talks about analytics.
So how do you gage success?
Good question.
So, focusing on the number of downloads, over time, reveals how people are truly engaging in your podcast series. So Downloads will give you an audio performance indicator. It's a reference point, if you will, doesn't count all of the content you'll be repurposing or building from the Podcast. But this will be listening number focusing on downloads.
So you should also look at monthly totals as well if you're releasing episodes consistently. You should see your numbers grow month over month you want to take a look at that and if there's dips, you can go back and say, well, Gosh, in February and March Why did we do?
Maybe you didn't promote any podcasts. Maybe you changed your promotion tactics.
Maybe those topics weren't as relatable, which is fine, but at least it will give you a gage as to how your podcasts are being received month over month.
You should also then look at individual episodes as well, specifically to that individual episode.
So, remember, as I said earlier, each podcast is its own marketing asset that can be utilized and deployed through many marketing channels.
So remember that when it comes to this topic, base podcasts, find their own audience.
An audience might seem small in a numerical sense, but with podcasting, it's often episodes a smaller, bit more niche, hyper targeted episodes that are considered to be more successful.
So try not to compare episode to episode.
A podcast on cancer will have a different audience. A wider Audience than a podcast on Carpal Tunnel Syndrome.
So, again, try not to compare podcast. The podcast as these are topic based and topic based podcast, we'll find their own audience. So let's talk about ROI.
Now, let's not talk about ROI.
Let's talk about R O E, return on engagement. This is a better way to think about it.
So, as we talk about maximizing podcast, through a multichannel approach, think of it this way. Money spent producing and promoting podcasts, divided by the number of downloads equals R O E. And we actually got this from a client of ours that explain this to us.
So say you just pick this number, whatever amount of money you spend promoting your producing podcasts over time. So you spent $12,000, and you get 12,000 clicks over a period of time. That is $1 CPC, which is extremely efficient, compared to the $2 in 32% of adwords. So, as you can see, why using all of this. It's a great reference point for you.
So, as you look at all of these different analytics, as I talked about earlier, your overall download numbers, month to month, and individual episode downloads, you'll get a true indication of how your podcasts are performing overall and even on a more granular basis. So, thank you very much for that. Hopefully, that will help you build a better podcasts and more to come, because I am now going to turn this over to Ashley Schrader events and marketing specialist at Bryan Health.
We're going to share her screen, if I can get my.
I can get my cursor up there, maybe, yes, maybe, there we go. Ashley, I'm gonna give it to you, and you can take it away and we will have a Q&A after this.
R right, me see here, Hopefully you guys can see my screen: Like Bill said, I'm Ashley Schrader, and I'm an event and marketing Specialist here at Bryan Health. And I've been here just over seven years, actually. So the first slide, I just wanted to share a little bit about Brian Health, and who we are.
So we're located in Lincoln, Nebraska Center, pretty much of the US. So, within our health system, we have three medical centers. So we have about 684 licensed beds.
And within that health system, we also have Brian Hart, which is 43 offices with 60 providers.
We have Brian Physician Network, and with that is family practice. We have specialty offices and clinics, all over LinkedIn, and then also a little bit of the surrounding areas. So we have 23 offices, about 147 providers. And then as far as Bryan Health, we have just over 1300 employees. And then just shy of one thousand providers on our medical staff.
So, that kinda gives you a context of how big we are.
And then just a little bit about Brian, so why, Why podcast, how did, How did we get into podcasting?
So the first two years of my job, really, one of my parts of my job was that I plan to our community seminars. So that was basically a seminar that we did every month for our community members. And it was on a different health topic every month. So that might've been Heart Health, orthopedics, Mental health, anything we kinda went over, maybe it was popular in the past, and new providers, Or maybe they would come to us and say, Hey, I have something new that I want to share with the community.
So, every month, I put together one of these community seminars, we had, we marketed it in our community calendar, and sometimes newspaper. Just a variety of methods, and then we did them here on our campus. So we would have the provider, can they bring the PowerPoint? And, you know, I personally think a big draw was the coffee and cookies that we offered. I would like to think they were coming for health topics as well. So, so we had them come here every month.
You know, when I started, we had probably 50 people, sometimes those more popular topics, if I'd have a really good one, or maybe 100 people, and in those, those two years, you know, as those months went by.
I just saw our attendance keep declining.
And less and less people would come. And sometimes I would even end up canceling one of those because there was maybe only 10 people that showed that that registered.
So, no, I just knew that this wasn't going to work for the long term, Plus in that time, and the rise of smartphones, where you could just pull up and get the information or item on your smartphone, became way more popular. Just pulling up the Internet and finding the content that you want, or answering that question that that bill was referring to. I'm about what is my health question.
And I saw, you know, my parents and my in-laws getting more comfortable with just going online or buying stuff on their smartphone and to find that content, Just becoming. Everybody was coming. Becoming more comfortable, finding their information that way. And so we saw this rise of everybody, just getting the information at their fingertips, and really not wanting to take time out of their day to come to Brian and sit through a 90 minute program.
So, actually, then, 1, 1, I was having a meeting with my director one day, and he had just been recently to a conference, and he said, Hey, what do you, what do you think about podcasts? At that time, I listened to a few different ones. I'm a big health and fitness junkie, so those are kind of my typical go tos. And I said, you know, I think they're great. I love listening to them on my way to work Or I'm on a run, things like that.
So yeah.
We kind of said, well, I maybe we should look into this podcast. Maybe that would be worth it.
So I set up a meeting with with the TIN's as I call them from doctor podcasting and just to learn a little bit more about it. What it what it was like what it would take and if this was a good fit for Brian.
And honestly I was sold pretty much right away.
And I think the thing that really sold me was how easy they made it on me.
So, probably like you guys in the health system here at Brian, our marketing and PR team, we run pretty lean, and we don't have a very big department.
So I knew if we wanted to get into podcasting, I couldn't do it myself nor could our department, we didn't have the equipment.
Frankly, we didn't have the time and we really didn't have the expertise to do that and that was what was just so refreshing. When I met with doctor podcasting because they did all of that for me. I didn't have to do that, and that was just such a big relief.
Um, So that was really and still to this day, what we really appreciate is just, I don T I have to do is find the health expert, you know, the physician, You know, whatever health expert or community member we want to feature and come up with a topic, and honestly, they'll, they'll take it from there. So still to this day, that's what kind of drew me into podcasting and what still keeps us engaged in wanting to do this.
So And also, I will say when we first started to to podcast like I said my community seminars I was lucky maybe to get 20 25 people 1 of my first podcast we hit 300 people and I go I'm never gonna. get 300 people Here to campus to go to a program who want to take time out of their day and come listen to this topic but it was super easy to do with a podcast. So that that was very exciting. We saw that success already, right way.
So, as Bill talked a lot about developing content, it, it's, it's hard.
I mean, I think there's so much out there.
And in the health industry, as you guys know, sometimes it's, it can be a little overwhelming, So we've kind of develop our content out of those ways, both, Bill is talking about, I look at past seminars that were successful, or people sometimes still, maybe come to me and go, Well, maybe we should plan community program, And in the back of my mind, I'm going, There's no way I can get people to come to that program, so why don't we turn it into a podcast and then it can get in front of so many more people?
So, we do different seminar topics that we maybe have done in the past. New providers that we want to promote. I think they'll touched on this a little bit. What, what I think is really valuable with putting your new providers on podcast. No, yes, Our website has the physician profiles where it has their picture. Maybe you know, a little bio about them.
But they really come to life when you put them in a podcast because then people can say, I really liked their personality. Or I really just felt like I related to him or her on that podcast. You know, maybe I'm looking for a new physician. I think I'm gonna go and make an appointment with them.
I think it is just Fantastic that these podcasts have been able to really bring our providers to life and were able to show their Personality in really 10 minutes or less, so that's that's Been really cool, And we also put those those podcasts on their Physician Profiles on our website as well.
We also look at trending topics and then in the media, whether that be something maybe on cancer? As we all know, Calvin was and still is, you know, a topic? So kind of just facing on What's? What's out there in the media? What has come up? What? What do we think we need to talk about maybe? Even something in our community.
That's that's a hot topic Then also service line marketing so like I said before, sometimes we have a new service or maybe one service line needs a little bit of a boost and we want to get them out there more So Just an example a couple of examples that that I thought of and Our athletic trainers came to the marketing department and said Nobody really knows about us. We'd like to how do we? How do we get the word out about us? You know, well? Probably always going to come to a seminar on that Yes, the school kids and their parents might be familiar, But I just wanted to educate the community on. Hey, Brian has athletic trainers that are doing really good things for our community But yet we also need to remember that these podcasts are more our listeners are more than that are just in our community.
So we thought, OK, how do we come up with a topic that actually more people can benefit from than just our unity members?
So we talked to the athletic trainer. I said, you know, what, what are you comfortable talking about? You know, kids sports. And we came up with a really good podcast topic that she talked about. Kind of, how much is too much, and how much is the right balance for your kids to be playing sports? And kind of that mental aspect of family. Sometimes these days can get overwhelmed with, with their kids and sport. So she kinda talked about what's a healthy relationship to have as a kid with sports, as well as a parent, and your child, and sports, and kind of at that, that middle school grade school level. So that was an excellent podcast. We got great feedback on that one. And then more recently, one of our, our physical therapy department came to us and said, you know, we have competitors in town who are also doing physical therapy, We want people to choose Brian for, for their therapy. How can we help get that out.
So, we kind of worked with them and said, OK, who do you have that would be willing to talk on that topic and what's kind of unique about what we offer?
And so we decided that they would kind of touch on that topic of physical therapy in the pool and the benefits that can offer. So just, again, I think it's great just for different service line marketing and ways that maybe wouldn't be successful with the community program.
How it really can take off with a 10 minute podcast.
So I wanted to point out just to all kinda go over various different ways of how we promoted our podcast. But we did decide to kind of create a signature in a Geographic. If you, well, I won't say logo because as you all know, we can't say logo because then every service line would want a logo for, for whatever they're doing. So, we do not call this a logo, we call this a graphic. Our podcast graphic.
We've kind of committed to, this is going to be the signature visual for our podcast. So whenever we promote something on our website, this is going to kind of be the image that people see and that hopefully then they'll connect when they see different topics like, oh yeah, that's, that's the Brian Health Podcast.
This is just an example of one of the ads that we've done.
We do like to really kind of focused on a big image that focuses on the topic for people.
So we always do the big headline for, for the title, of the podcast, along with the speaker. And then it kinda depends on the podcast. Sometimes we do a little description, sometimes we don't, Kinda depends on if we feel like if that title maybe needs a little bit more of a descriptor. But it's very short, usually no more than 2 or 3 short sentences. And then, again, that image and where they can can learn more, so we do take them to, to our website.
Here are just a couple of more examples.
Are mealtime battles keeping your heart healthy? And I will say, we, we still utilize Print for marketing these podcasts.
So, we've, we actually did a run probably about six months ago, where we kind of committed to doing a big podcast ad run in our local newspaper.
Um, you know, we, we kind of played off the topics that would relate to the aging demographic of people who are still reading our local newspaper but we did commit to, for a round of about eight weeks, that we would run one of our podcast ads into the paper and we really got a nice boost from that.
We also do different local magazines publications and then also, I don't have an example in my PowerPoint but we do have a health system magazine, it's called Journeys and we do feature stories in that and then if we have a podcast that touches on that same topic, we also promote that in, in that magazine and write up.
There we go. Another way that we promote our podcast, is we call them our, Brian have podcasts, medical minutes, so this is something that we contract with doctor Podcasting also too, to help us with. So, we buy 32nd spots on our local radio. And then what we do is take that content, like Bill said, sometimes it's, it's hard to find content. So we try to re-use that in different ways. And then what we do is just kinda pull out a little 20, 25 second kind of clip from our podcast. that gives something. That's education. Also, it provides a value for those radio listeners. But then when we do that at the end of that 32nd spot, we say, if you'd like to listen to this podcast, or see our full library of podcasts, goto brand health dot org slash podcast.
So we utilize those, those medical minutes to not only as an opportunity to educate the public, but then also drive them back to listen to the full podcast or to see what else that we have to offer.
So, this is an example, I think they'll show this this wall of our dedicated podcast page on our website. And we also have kind of a toolbar on our homepage of our website, that says, classes and podcasts, and then that kinda leads people to our dedicated page.
And I will mention, we have redesigned this over, you know, the, the years that we've been what doctor Podcasting, so they've been great. Like I said, to work with, and what's really cool is they actually, when they, they publish, publish the podcast, it automatically shows up on this webpage. So, we honestly don't have to do anything with that. So, we used to have kind of a tan color. So we redesigned it, kind of our new gray. And then we also promote there on the right side different ways that they can subscribe and listen to it or they can just search. Related topics are providers as well and play and download just right from that page.
Here are some other examples of just how we highlight those podcasts on different pages of our website. So, like you'll see, with the Cancer diagnosis, we did a podcast, just kind of explaining what our nurse navigators are, oncology nurse navigators and what they do. So that when we just kinda use that left navigation to do a call out for the podcast, with the button, then leave them to listen to the podcast.
And then we also use some of those audio clips as well down below that. We have a self care podcast that we just included the audio clip on the mental health page.
Then, orthopedics, I forget exactly what they'll call this. I wish I could remember, because I liked what he said, just kind of a mini library. I think it was a podcast that have to do with that webpage topic.
So, in this case, all of these are kind of pulling in things related to orthopedics.
We did it a website audit.
Occasionally, just to say, OK, New podcasts are coming out all the time. When one publishes, now, we kind of say, OK, well, what other additional web pages on our website, where could we put that, that makes sense?
Then, kind of moving onto social media, this, these are just different examples of how we promote our podcasts on social media.
We primarily advertize on Facebook, Twitter, and Instagram, and we kinda use those, those video, moving different pieces with our Instagram and Facebook ads as well.
Then, with Twitter, we, as you know, Twitter content just comes and goes so fast. So, sometimes it's hard to get a lot of play on Twitter. So what we did is we changed our Twitter homepage.
We changed that image banner at the top to promote our podcast just for another reminder as well, Bill mentioned blogs at Bryan Health.
We have Capital Mom, Flog, which is a mom and parenting blog, features different blog experts from the community, but exactly like Bill said, we reviews our podcast content and make them into blogs so we use that transcript.
We use it as a blog and then at the end of the blog, weep encourage them if they would rather listen. They can go to the podcast and listen.
So, again, just another way to re-use content.
What, this is an example of, it's our employee app. So, our employee app is just for those 5300 Brian employees, and it's, there's a desktop version as well as an app, the app based version on your mobile phone. And it's kinda like Facebook, is how I would describe it. So different articles pop up to the top and that kinda fall off. So we use it also is a way, Yeah, we have 5300 employees, so why not market to them as well, because we know they actually have a vested interest in. Brian.
I did want to touch on some of the lessons we've learned over the years and marketing. Our podcast, I think when you first, When we first started podcasting. You know, I was like, oh, we have all this great content content And how do we even choose what we want to push out there. So we kind of took the approach at first. She more market the podcast in general and kind of highlight different topics that we had on and we actually change it from Brian Health Radio as you see to just Brian Health Podcast. But as you can see now, when I look back on these ads, I go, Wow, they're really text heavy.
We know, people just don't read, they're used to scrolling fast. They need just little bits of content to digest at a time.
So, we actually moved away from kind of doing this general ad, or so many people in one ad, and we move it to just more of this simple platform. We just focus on one podcast at a time.
Kind of like Bill said, the podcasts are gonna whole different audiences depending on your topic, you know. So probably, this podcast and we would promote more on social media since it's more of a parenting podcast and maybe not so much in our local newspaper.
But we use, like I said, those big visuals to get people's attention. Obviously, this one has a really cute little girl on it, and we felt like this one, the topic, or the title of the podcast, pretty much said at all. We didn't do a short description with that. And again, that graphic that we've put with it and then where to go.
So, how does Brian measure success? We do set a yearly goal for how many listens and downloads that we want for our podcast and then we kind of break that down per month, so what we contract for is to podcasts a month just with our staff. I know you can do a lot more less. We found that's about the sweet spot for us, what we can manage and keep current and keep moving.
So, um, this is basically just kind of they introduced the portal.
Bill would know exactly the year. I don't remember, and we didn't have the portal when we started with them. That was kind of something new that came along. And it's, It's awesome, because you can get in at your own time, look at how your podcasts are doing it, sorted out by, year and month. We report out on our podcast, interactions monthly, and they can kind of look back to what topics did well, maybe ones that didn't, Which ones need a boost? So we really, kind of, love their portal, and just how much information that we can just pull. If somebody goes, Oh, I need that for, or, super easy to pull all of those analytics.
Then, this last slide, I just kinda thought it would be fun to share a little bit, like, I don't have, I said, we've been doing podcasts with doctor Podcasting since 2016.
So, since 2016, I'm unconfident, by the end of the year, we're gonna probably hit that 41,000 mark and which I can never get from my community summer seminars. I can never touch that many people.
So, I think that's super exciting. Our top three podcasts, official was a big one, very popular, arthritis, pain foods, an exercise to how to reduce that, and then also vertigo.
So, it's just exciting for me to see those numbers and knowing where we're actually reaching people and, hopefully giving them content that they want as far as who listens to our brand health podcast. Probably not a shock to those in health care. Women are, or females are still 74% of who lessons. We do have 26% male, and I think what's really cool, as well as the age back, when I said the first few years that I worked at, Brian, we did a lot of community seminars.
Usually the 50 plus age demographic would be, who is coming to those seminars, so it's really exciting for me to see the big 25 to 34 listenership that we are reaching with our podcast and also, we're still reaching that 55 plus audience demographics as well. So, we've just loved podcasting. It's been a really great marketing avenue for, for Brian, in ways to get our providers and our health content out there.
So with that, I will turn it back over. and I believe we're going to do some questions.
Millimeter, hmm. That's a great discussion villain Ashley, excellent tips that you're providing.
So we have a few minutes for questions and we'll get started right away.
Ashley, how often are you publishing an episode and what does your storyboard and review process look like?
This writer, it takes a long time to to determine the content and then get it reviewed and approved by all appropriate parties. How do you get around that?
Yeah, that's a really great question, and it is difficult.
So we try to publish two a month, and that's, like I said, kind of our sweet spot. I don't think we could handle any more. So, And also, sometimes, it just takes people to, Time.
To get back to, you know, These physicians are busy, so I feel like I am constantly kind of we we meet as a marketing team every other week, and that's just something on our standing agenda that we'll talk about OK, what ideas do you guys have for podcasts, presenters? Some come together fairly quickly others might kind of be out there for a little bit and Then what happens is we kind of reach out to them ask them about doing the interview. If they have any questions, sometimes we'll just come up for the questions with them and also doctor podcasting if I ever I'm like, I don't know what questions about this topic? I'll ask them. You know, Hey, you guys are the experts. What do you think? And they're great about giving us ideas, so that's super helpful.
Um, but it's a, it's a fairly quick turn turnaround time from when that interview is scheduled till when it's recorded, and then basically they'll send us the podcast to review. So, then the ball is kind of in your court. I listen to it, another person on our staff. He also listens to them as well. We'll kind of go back and forth, maybe some needs editing. Send that back to doctor podcasting.
Fairly quickly, they'll make the edits and then I'll send it, it kinda depends on who the speaker is, sometimes I kind of send it out as an FYI.
So, that way, you're not waiting on them for an approval process because we all know that takes a long time.
So, we're kind of looking at ourselves, as the marketing team to say, OK, we're gonna be the ones who are approving this, and making sure it is ready for the community, and then we just kinda send it on to that speaker, as, Hey, thank you so much, for doing your podcast, here it is. If you, if you'd love to do one again, you did so great, we'd love to have you again, let us now. And so, we've kind of tight enough that approval process a little bit.
So that way, if it isn't a lot of just waiting on the speaker to approve, so hopefully that, for your question.
Bill, is there a way to get data beyond downloads, like those we find in YouTube, such as how long people listen when they drop off the demographics of listeners?
Good question, in the podcast industry, we're all trying to come up with an easy way to get people those answers. So every aggregator kinda does things their own way. It's kinda like the Wild West out there. Apple, does it differently than Spotify. Google does it different than Stitcher. Sicher does it different than tune in I-heart, you can't even get to them. So, there's no one place that you can say, yep, for this podcast, people listen, listen, this long to it. So unfortunately, there isn't really a way to do that, to aggregate all of your listening of the specific podcasts, and kinda get an average of the duration of listening, if you will. We know that, by you, through industry analysis. Generally, people listened to 75%, if not all, of a podcast. and on topic based podcasts like this, back to answering someone's questions, salving someone's problems, If someone has just got a diagnosis of diabetes, and there's the podcast on diabetes.
And what to do about it, how to treat it, what to know about, the long term effects, chances are someone's gonna listen to the whole thing because they are interested in that subject. Silver topic based podcasts, like these, especially these medical podcast, we feel people are listening, you know, probably all the way through, so it's kind of a rule of thumb that we use.
Great, great.
And, Ashley, are there any ways to elicit feedback from your listeners? This individual would like to hear more from listeners, and they created an e-mail address if S listeners to reach out, but haven't heard from many, many strategies.
Yeah, I think that's a great idea, and that's something that we actually don't do. We kind of look more at the analytics and what has been really popular. I've Also We used to do that at our community seminars afterward. We'd ask you what other topics do you want to learn? About You?
Know, so what we we, we don't actually have any e-mail or anything like that, But I think that's a great idea. I don't know if you would almost take to social media instead. And sometimes, I feel like social media is maybe a little bit more conversational platforms rather than e-mail, and some people might be finding your page based on a search. So, they actually might have found the content that they already want.
So, they, know, maybe don't feel like they need to send an e-mail to answer any questions. So, you know, I guess my, maybe one recommendation would be, start a conversation on Facebook. You know, about a podcast or maybe even feature on a your physicians and have them chime in as well. Just because I think those platforms might be a little bit more conversational than a website.
If I could, that's excellent, actually, I think you're right on that. In your call to action, at the end of your podcast, you could provide an e-mail address for any suggestions on topics. Please e-mail us at that and we actually have a client that, on their main podcast page, they have a suggestion box where people can type in, topics that they want to hear about.
Great, great.
And, um, Bill, are social graphics better than audio to social players?
I would take the audio to the people, so get a, you know, make it as easy for them to listen by providing that audio right there in their news feed. So, I would prefer, I think, the best practices, the use the audio to social player, where people can listen right from their news feed instead of the graphic.
If your goal is to get traffic to your website, you can then provide a link back to the website. So that could be a strategy of yours if you're trying to increase website traffic. But if your goal is just to get people engaged in that podcast, I would use the audio or social player, Or if we're talking about Facebook, that tip that I gave you, just upload your RSS feed right to it and people can listen right there.
Great, thank you.
Ashley, in the top three podcasts, you use the term interactions rather than listens.
How do you define an interaction?
Yeah, great question. So that includes, and Bill correct me if I'm wrong on this, but it includes Listen, Plus downloads it, and kind of his, his Rho E that engagement. So in, in that corner, you'll kind of see downloads, and then you'll see listens, because some people from our website, if they just play it from that widget, that's just a list. And they didn't download that. Same thing, if they're just going to our website and finding that content, and maybe they didn't find it on their Apple podcasts or Spotify and didn't download it. So we're kind of grouping.
All of those basically listens downloads engagements, and that's what we're grouping as an interaction, OK? And are they enter the Episode's generally straight interview style?
Yeah. So ours are, we have a host, I think. I think they'll correct me if I'm wrong. I think some health care patients have their own host, pretty lean. So, we actually have a doctor podcasting host, Melanie ..., She's awesome as our podcast post. So, we work with her, she does the phone interview with our health care expert, and so all of ours have been in a resale. We have tried a couple of that.
Actually have been to health experts and Melanie was great about, you know, kind of addressing each one individually to answer those questions. So, yes, all of our so far have been interview format.
OK, great, great If I could just jump in. Actually was saying so, kind of a trend that's developing hospitals providing their own host. We call those self hosted that's becoming popular and doctors wanting their own podcast. So, if you have a superstar doctor or a doctor that's a thought leader in the industry and they like, podcasts, that would be the perfect person to put on a podcast to self host. Or even create a podcast for that physician, the standalone podcasts. were that physician that Absolutely. So, yeah. So, that's just add a little more insight into hosts. Alright, Thanks. one more question, how do you calculate return on engagement when you use buttons embedded in articles and social media?
When we link directly to the podcast page, we get direct downloads, counted.
But if the podcast is not linking directly, their accounts are lost or is there a way to count those? We use doctor Podcast for our podcast.
So, one of our clients, I love it, You can always a. And for anybody listening right now you can e-mail me directly bill at radio MV dot com. So, we provide these widgets that we call them. These players that you saw in the presentation that you can drop audio anywhere around your website, those actually are added in, so, those interactions that we were talking about, so we have three buckets of interaction. one is website plays, so anytime anybody listens to a piece of audio on your website, that counts as a website play or stream, if you will. So, from your main podcast player page, or the Inline Player widget, which is that small one, or building the mini podcast libraries.
So, anytime anyone hits play there, that goes into that website streams, bucket, anytime, anybody actually downloads a podcast that their device, which actually happens still, you may believe it or not, but people actually still do download the MP three into their device to listen. That's the Download button. And then the third bucket is the aggregators Spotify, Apple, podcasts, Google, podcasts, i-heart.
Those all add into the third bucket, and then all of those added together is your whole big picture of download listening.
So, to specifically answer your question, to get there the long way, when someone does hit play on a widget, it does count as a play or download in your website, what websites dream plugin.
Great. Well, thank you. And that's about all the time we have for questions.
So, I'd like to thank everyone for participating in the Q and A And we'd also like to thank our panelists, Bill and Ashley for an excellent presentation and discussion and a big thank you to doctor Podcasting by radio MD for sponsoring today's webinar.
And just a reminder that you'll receive an e-mail with a link to the presentation slides later today, and a second e-mail with a link to access the webinar recording as soon as it's been processed and available for viewing.
So, I'd like to thank everyone again for attending today's webinar, and we hope you enjoy the rest of your day.

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