Physician-focused Marketing Spotlight: Podcasts

As cancer center marketing and communication professionals, we’re tasked to stay top-of-mind with our audiences and stay ahead of trends. To meet clinicians where they are in their busy lives and to deliver content in a manageable and informative way, podcasts have become an engaging and reliable tactic to deliver timely information to busy physicians and medical staff.

Podcasts are certainly a norm and even physician-focused podcasts have quite a presence today, but that hasn’t always been the case.  For over ten years, before podcasts were so regularly and easily consumed, Penn Medicine has enjoyed a partnership with ReachMD, an award-winning medical broadcast company.  In that time Penn Medicine has built a strong national presence with their channel, Medical Breakthroughs from Penn Medicine.  Our peer-to-peer podcasts allow our physicians to discuss their clinical expertise and medical breakthroughs to their national physician peers in short, clinical, and easily digestible episodes that can be consumed when and how is most convenient to the physician – on the desktop, phone, podcast app, and other popular channels such as Spotify and Amazon Alexa.

In a recent podcast, Penn’s Drs. Kathleen O’Neill and Nawar Latif discussed uterine factor infertility and the first uterine transplant successfully performed at Penn Medicine, which allowed one woman to successfully birth a child when she didn’t think she ever would be able to.  From the Penn Medicine employees to the ReachMD producers there wasn’t a dry eye in the room, but more importantly the physicians were able to share this breakthrough that not only set Penn Medicine apart, but also shared their story in a field that is growing and allowing for much more of this type of surgery across the nation, and world. From a measurement perspective, ReachMD measures podcasts through total learner participation. For the Updates in Uterine Factor Infertility: The Promise of Transplants podcast, there have been over 5,000 total learners to date, which includes views, listens, and downloads.

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