11 Jun
Online content is known to be ever-evolving. There are various mediums of content being introduced every once in a while since the digitization of marketing is evolving with it. While articles and social media posts do hold quite a large margin of marketable content that online businesses earn from, healthcare podcasts are becoming the “It” online content.
It is said that 78% of U.S residents prefer to listen to podcasts. This percentage shows the amount of traffic that is looking to be catered with audio content. To reach this online traffic, medical businesses are using podcasts as a medium of content. Healthcare Podcasts are also a great way to re-use your textual medical content and turn it around for patients who are interested in an audio form.
Medical marketing for doctors is all about staying on top of every online promotional trend that comes your way and creating a podcast on your medical site will likely assist you with that. Not only do podcasts cater towards a large percentage of a specific patient crowd, but also generate new leads, and build a sense of authority around your medical site.
Why Are Healthcare Podcasts A Must-Have For A Medical Site?
With AI taking over, online content needs to evolve with it. For online medical businesses especially, their content is their building block and these blocks need to be adaptable to the online mediums and platforms.
As the online business world becomes more and more digitized, articles are expected to have an audio version to them. Podcasts are like that, but more defined and structured. A report conducted showed that 49% of potential patients like to listen to medical podcasts as a way to form their opinion about a medical business.
New Way Of Marketable Income
While creating a podcast may cost you some extra dimes in the financial department of your marketing, it earns back in golden ROI. Not only does having medical podcasts convert patients but it is a great medium for medical businesses to do sponsorships or promote their medical services. 80% of patients finish a podcast session, leaving your medical site with a low bounce-rate, as an additional benefit.
Extending Patient Crowd
Gone are the days where you could just have a couple of pages on your medical site and patients would come to you. Now that a plethora of medical businesses exists online, patients are used to receiving the finest of finest content. Having a healthcare podcast on your site reaches the margin of patients that depend on audio content. With its high shareability, patients are likely to be impressed if they see a medical business putting forth a healthcare podcast and your medical businesses will soon be the talk of the town.
Building Trust And Authority
Similar to any other medical content on your site, if not more advanced, a podcast plays a huge role in building credibility around your medical site. Patients will know that you are an expert in your field of business if you can attempt to put a healthcare podcast on your site. It builds a sense of authority around your medical services and increases your patient conversion rate (CVR).
How To Create A Healthcare Podcast Strategy?
If you already own some sort of medical content on your site, creating a strategy for a healthcare podcast is very similar to that. Here is a defined podcast strategy laid out for you:
Identifying Patient Crowd
Like creating any other content, you need to identify who it is for. With medical businesses, the target is patients, however, identifying the demographic is also necessary. Make sure that your healthcare podcast will appeal to the general age, will be more accessible and shareable, and sorted into different groups.
Sharing
You need to decide how you are going to share and present your healthcare podcast. Similar to how medical articles can be shared on your SMM platforms. Your podcasts need the same level of exposure. You can also reach out to audio platforms such as Health Podcast Network or Redox to share your podcasts on them to gain more exposure.
Timeline
Once engaged, patients will look forward to hearing more podcasts from you. Similar to an article calendar, your podcasts need to be scheduled and published on a monthly if not weekly basis.
Representation
The core objective of your healthcare podcast remains simple — represent your medical business and its services and then convert patients. It is crucial that your healthcare podcasts have a promotional section for your medical business and stay true to your business’s image and voice.
Content
The most important factor of all, the content of your healthcare podcast makes or breaks the whole idea. Try to make it as interesting and simplified as possible. It targets the majority of patients, even those who are not educated in medical issues and services as others. If you are starting out and have a limited budget, you can reuse your medical articles, edit them a bit and convert them into healthcare podcasts.
Linking
Articles have backlinks to support them, podcasts have links to audio platforms so that your patients can access your podcasts, download them or listen to them on the audio platform of their choice. Make sure to link your healthcare podcasts to either Spotify or Google Podcasts so that your patients can access them.
Mobile-Optimization
A podcast is purely content that is feasible for mobile use. Make sure your podcast page is mobile-optimized with no lagging or buffering. You can use WordPress and Squarespace for mobile optimization of your podcast page.
Monitoring
Podcasts, like all content, need to be monitored for ROI and CVR to estimate their success. That way you can see what works for you and what you need to cut down. Don’t back down if you don’t get sky-high leads after a week of doing podcasts. They need time to gain exposure and then branch out patient leads for you.
Healthcare Podcasts Are The New Marketable Content
Healthcare podcasts are changing the online medical field as days go by. It is the type of content that 98% of general online traffic looks for in a site. Besides the sponsored aspect and CVR of healthcare podcasts, the exposure they bring to a site makes them a content choice that is becoming necessary for all online medical businesses to have.
