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Marketing healthcare professionals don’t always rely solely on their knowledge when it comes to formulating marketing campaigns and strategies. Sometimes they need to spend time researching and gathering information pertaining to their client’s organization, industry, and competitors in order to come up with the right marketing mix. In doing so, many marketers research information by reading blogs, articles, and even peer-reviewed academic journals.
If you’re new to marketing or don’t work in the marketing profession, these are effective ways to gain knowledge about the marketing field. However, today, there are other sources and platforms that you can utilize to gain information that can help market your medical practice. One of the most popular ways to gain marketing knowledge is through podcasts.
So, what exactly are podcasts and how do you listen to them? Glad you asked – keep reading to find out. I’ll even recommend a few good marketing podcasts that will help you with promoting your practice.
Everything There Is To Know About Podcasts
Podcasts are free audio programs that are all over the Internet. The word “podcast” is a portmanteau, a combination of the words “pod” and “broadcast.” Pod refers to the iPod devices which are portable media players and multi-purpose pocket computers. On the other hand, a broadcast is inspired by the medium of radio that transmits a program or some information. Any particular podcast will be centered around a particular topic, which a person or a group of people talk about it. Podcasts can cover a range of topics, from sports and travel to business and health.
You can easily download and listen to podcasts whenever you want. You can think of a podcast as a radio show on the Internet. The difference is that podcasts are recorded, unlike radio shows where they are broadcasted live. Most podcasts release a new episode weekly, but some offer episodes daily. According to a 2019 study published last April by Edison Research, the audience for podcasting significantly grew in the past year. Today, 51 percent of Americans who are 12 years old and above have listened to a podcast, with 32 percent having listened in the past month, and 22 percent in the past week. Those are pretty impressive numbers considering that podcasting is relatively new. The term “podcast” was first used in the mid-2000s and it is continuously getting popular.
There are numerous podcast listening applications that are available online for both iOS and Android. Some applications are free while others have a monthly subscription. A few popular applications you can use to listen to podcast includes RadioPublic, Pocket Casts, Castbox, Podbean, and Spotify.
The Use of Podcasts in Marketing
Because of its popularity, there are a lot of people who use podcasting to communicate their knowledge on a certain topic—even in marketing. As a healthcare professionals, you may not have the time to read long journals or articles on how to market your medical practice. Your time is likely consumed by tasks related to caring for your patients. This is why podcasts are the perfect medium to use for healthcare professionals who don’t have the time to learn the latest marketing trends and best practices. You can just listen to a podcast while driving or whenever you have free time. Now, that’s convenient.
To help you get started, here are some of the top marketing podcasts that you should be listening to:
HBR Idea Cast is a weekly podcast that features leading thought leaders in business and management from the Harvard Business Review. Anything that is related to running a business, from fixing your hiring process to understanding the use of digital marketing strategies, the HBR Ideacast podcast covers. This is helpful in keeping up with the general trends in business and media. You can expect a lot of people from different positions—CEOs, Project Managers, Professors—to be present in this podcast. If you find it hard to manage the business side of your medical practice, you should definitely listen to HBR Ideacast.
This podcast covers different digital marketing topics from strategy and planning to execution, measurement, and optimization. Listen to this podcast for inspiring and actionable conversations with brilliant minds in digital marketing. This podcast releases new episodes every week that feature marketing directors, managers, and thought-leaders who are good at driving innovation and growth. If you want to learn some tips and tricks about pay-per-click advertising, social media marketing, conversion rate optimization, and any digital marketing topic, Call to Action is the podcast for you.
Copyblogger FM is a weekly, short-form broadcast. Experts in content marketing, copywriting, email marketing, and conversion optimization appear in this podcast. It offers actionable recommendations along with an analysis of current marketing news. It brings you the best tips, tactics, and strategies in the ever-evolving digital marketing landscape. Furthermore, they deliver eye-opening insight and advice that will help your medical practice.
This podcast features John Wall and Christopher Penn, and this podcast provides listeners with a weekly discussion of what’s new and trending in the marketing world. Rather than focusing on a specific topic, Marketing Over Coffee is news-based. Everything there is to know about the newest trends in marketing, this podcast provides relevant information that will help you make informed decisions.
Perpetual Traffic is a weekly podcast by Ralph Burns and Molly Pittman. The two hosts share cutting-edge strategies in obtaining qualified leads for your medical practice through paid traffic. This podcast analyzes social media ads, remarketing, and other tactics that help you build good relationships with leads and customers (in your case, your patients). Perpetual Traffic is brimming with actionable strategies that you can use right away.
Listening to podcasts is one of the most convenient ways of learning the ins and outs of marketing. On top of that, there’s just so much you can learn from them. You can start by listening to the podcasts listed above. Those podcasts will help you formulate marketing strategies to help increase your brand recognition. In addition, those podcasts will improve your social media presence and formulate specific marketing campaigns. These are all in an effort to increase your revenue. If you need a little more hands on help, consider teaming up with a marketing agency such as Website4MD. At Website4MD, we’re a medical marketing company that can help you attract more patients and gain a competitive advantage. From establishing a prominent web presence to enhancing your search rankings, we can do it for you. Give us a quick call and we’ll help you get started.