Winning Strategies for Successful Podcast Marketing

June 11, 2024

Discover insider secrets of award-winning podcasts from three top health care organizations.

// By Susan Dubuque //

Susan Dubuque, a strategist and writer specializing in health care and behavior change, was a cofounder and principal of Two Tango (formerly NDP Agency).Podcasts are a popular and well-established audio medium used by health care organizations of all sizes to share longer-form content that educates, inspires, entertains, and provides thought leadership to various audiences.

The eHealthcare Leadership Awards recognizes the best examples of digital marketing across 30 categories. In the 2023 awards show, the judges selected 10 winners from dozens of entries in the Best Healthcare Podcast category.

Representatives from the category sponsor — DoctorPodcasting — and three platinum-winning health systems came together for a Strategic Health Care Marketing Roundtable. The panelists included:

  • Bill Klaproth, director of marketing and production at DoctorPodcasting
  • Rebekah F. Owens, content marketing manager at the University of Maryland Medical System
  • Rachel Cliffe, community outreach and sponsorship manager at Siteman Cancer Center
  • Sydney Kishimoto, marketing specialist, Department of Psychiatry, Weill Cornell Medicine
  • Daniel Knoepflmacher, M.D., vice chair of education, Department of Psychiatry, Weill Cornell Medicine

These experts shared their objectives, production processes, and critical success factors that characterize their podcasts — valuable information for both aspiring podcasters and seasoned producers.

Read on for practical tips to make podcasting a vital component of your overall marketing strategy.

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