Podcasts: The Engine Filling Your Content Pipeline
// By Marlene Kurban //
Podcasting is a fundamental part of the communications arsenal at Henry Mayo Newhall Hospital.
Podcasts have shown remarkable growth in listenership over the past decade and have quickly become a mainstream marketing tool and an effective way to educate and connect with your target audience. The content you create for a podcast also fills the pipeline for all of your other channels.
During the recent eHealthcare Strategy & Trends webinar “Podcasting Made Easy: You Don’t Have to Start from Scratch,” Patrick Moody, director of marketing, public and community relations at Henry Mayo Newhall Hospital, and Bill Klaproth, director of marketing and a Pod Talk Host for DoctorPodcasting by RadioMD, shared their insights on how to:
- Get physician buy-in and participation
- Determine the right audience
- Choose the right topics
- Promote your podcast
Health care marketers face common challenges, from increasing customer engagement to driving revenue and service-line growth and showing return on investment.
“Content is the answer,” says Bill Klaproth. “You need it for everything: your website, social media, blogs, YouTube channel, newsletters, print publications, radio advertising, etc. Podcasts give your doctors a voice and give you compelling content to fill all of your marketing channels.”
With turnkey podcasting, it’s never been easier for health care marketers to tap into the power of this valuable marketing platform.