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Should Pharma attempt producing their own podcasts?

 

Changing times also brings a need to adapt and be creative. That is why podcasting can be an excellent source of content for pharm.

question 1: what basic things does pharma need to know about podcasting?

 there are many benefits to podcasts:
  • a podcast is relatively easy to produce
  • it allows the audience to listen while doing other things, alias multitasking
  • podcasts allow for easy listening instead of reading content all the time
  • it can be a powerful marketing tool

but also need to make sure you have:

  • the right equipment to record quality podcasts
  • distribute on multiple channels in order to reach a broader audience

question 2: how can podcasting add to pharma’s traditional marketing plan?

  • podcasts allow for easy listening instead of reading content all the time
  • it can be an alternative to video
  • podcasts can help you reach new audiences
  • podcasts can be added to a traditional email campaign
  • podcasts can be highly engaging
  • podcasts can be listened to on demand, while in the car, working out, in an airplane
  • podcasts provides a format for sharing your expertise in your industry
  • podcasts helps you to stand out in the super-competitive online market

question 3: what topics would work well for pharma in podcasting?

 sharing information about:
  • clinical trials
  • disease awareness
  • policy issues
  • industry research
  • drug mechanisms
  • company information, financial and corporate
  • general information related to the industry or sector

question 4: how can pharma assure consistent followers or listeners?

consistency is critical:
  • although there are no rules, listeners like to know what to expect
  • a consistent posting schedule is super important for podcasts, think of it like a TV program certain day certain time

familiarity and structure are good:

  • have guests, which can be more interesting than just one person talking
  • have no guests
  • have more than one guest, more hosts means more ideas and content
  • get your CEO to do a podcast
  • co-host with someone that lives in another state or another country

question 5: how can pharma measure effectiveness on their podcasts?

 some basic ways of measuring effectiveness include:
  • who is downloading your podcasts
  • who is subscribing to your podcasts
  • who is sharing your podcasts
  • who is talking about your podcasts and what are they saying
  • monitoring your traffic with tracking URLs, look at visitor’s interactions with your website

here is a simple equation to measure ROI of your podcast:

revenue generated (minus) expenses (divided) by production hours = return on investment

 

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