So You Want To Be On A Podcast?

by | May 12, 2021 | Blog

There are hundreds, maybe even thousands, of healthcare podcasts available to listeners in 2021. There even are podcast networks devoted exclusively to healthcare topics. For healthcare professionals, these podcasts can provide valuable information. They also offer a platform for healthcare pros to get their messages across as podcast guests.

But how do you get on a healthcare podcast as a guest? In some cases, you may be asked. Daily and even weekly podcasts that use an interview format are always recruiting guests. It’s an endless process. Further, they are constantly looking for episode ideas. So while waiting around to be invited as a guest may pay off, you should consider pitching a topic for which you are an expert to podcasts you want to be on. Even if they say no initially, that will get you on their radar screens.

A great thing about podcasts is that almost anybody can launch one. A bad thing about podcasts is that almost anybody can launch one. And while the terrible podcasts tend to flame out quickly, there are ongoing healthcare podcasts that struggle to retain an audience through most of an episode, often because (I’m just being honest here) they’re boring.

The point is you shouldn’t jump at a guest opportunity simply because one was offered. If a podcast sounds amateurish or induces sleep, appearing as a guest will do you little good. Then there’s subject matter. If you, an oncology expert, are asked to be a guest on a podcast about the revenue cycle, you should politely decline (and the podcast should find a new producer). Make sure the podcast is a good fit relative to subject matter and overall vibe.

An easy way to determine subject matter fit is to read descriptions of past episodes. Can you imagine the audience you want to reach being interested in those topics? In terms of a show’s vibe, can you picture yourself having a stimulating conversation with the host or hosts? If the answer to both is “yes,” go ahead and book it.

Whether you’ve been recruited or successfully pitched yourself for a healthcare podcast, now that you’re going to be a healthcare podcast guest, you have to prepare. If you haven’t listened to any episodes of the podcast for which you’re booked, now’s the time. Does the host seem informed and prepared? Does conversation flow freely or are there painful silences? Understanding the dynamics of the podcast enables you to 1) visualize your own performance, and 2) develop strategies and ideas for the episode.

Once you’ve listened to a couple of episodes, all you’ve got to do now is show up and knock it out the park. Just kidding! “Winging it” frequently ends poorly, even if you are a legitimate expert or thought leader.

It is imperative that you and the podcast host/producer communicate clearly about the episode’s topic and beyond the tentative title. A good podcast team will send you a preshow form to fill out that helps align participants regarding the episode’s content. However, do not wait to be contacted. If you don’t hear from anybody within a week of the recording date, send the host/producer a list of questions you can be asked or an outline of points you want to cover. Make sure they acknowledge receiving it.

In addition to boredom, nothing chases away a podcast audience faster than bad audio. Though some podcasts will send guests a microphone prior to their appearance, I’d recommend buying your own mic and headphones – especially if you think you’ll regularly be guesting on podcasts. You don’t have to spend more than $100 on each. (Here are good guides for mics and headphones. USB mics plug into a computer and are vastly superior to laptop mics, which make you sound like you’re trapped in a box.)

When the big day arrives, you’ll be sent a link by the podcast host/producer to Zoom or another videoconferencing platform such as Riverside.fm, SquadCast, or Zencastr. Click on that link and you’ll likely be dropped into a “green room” where you can check your video and audio. (Many podcasts will use video for the recording, even if the episodes are released only in audio.)

And the show has begun! If you and the host are well-prepared, all you’ve got to do now is be your engaging, insightful self. Focus on the conversation and not the fact that you’re doing a “show.” This will help you be more relaxed and in the moment, as you naturally would be in a conversation that wasn’t being recorded.

You also need to be yourself plus. Amp it up a bit, go to 11, show some passion for your topic. You can’t get your message across if listeners are drifting away. Remember, to a large extent a podcast is a performance. Avoid monotone and project personality and humanity. That will make listeners remember you and get you booked on more podcasts.

Here are a few other quick tips:

  • If you’re asked an open-ended question, try to keep your answers relatively concise. Don’t ramble or excessively repeat yourself.
  • Use the host’s name in conversation. Write it down beforehand or make sure to note it on your computer screen.
  • Prepare a summary to use at the end of the episode that ties together your main ideas and messages.
  • Don’t talk too fast and don’t be afraid to pause for a second or two before answering. The podcast folks can cut out excessive dead air.
  • If you stumble over an answer, just say, “Let me try that again.” Then pause and give it another shot. They’ll cut out the false start.
  • Prior to the show, prepare stories that are relevant to the topic and that you know well. That way you can whip them out at the right moment. Listeners (and podcast hosts) love stories.
  • Silence any devices that could make distracting noises during the recording.

When the show is wrapping up, make sure to thank the host (by name) and listeners (and to include any calls to action.)

Once the episode is published, promote it. Podcasts love a good guest, but they love a ratings hit even more. If you or your organization has a large email list or social media following, let everyone know about your appearance on the podcast (and include a link).

The right healthcare podcasts can help promote your organization or establish yourself as a thought leader. To fully leverage these opportunities, you need to be prepared, be yourself, and be willing to promote the episode when it’s released. Do those things consistently and healthcare podcasts will be fighting to book you.

The Key to Creating Successful Podcasts for Your Business

The Key to Creating Successful Podcasts for Your Business

by | Mar 3, 2021 | Blog

Podcasting has entered the mainstream. More than one-third (37%) of Americans age 12 and over listen to podcasts at least every month and 24% listen weekly, according to Edison Research. Given that this data is from a report published last March, you can be assured the numbers today are higher.

My colleague Brandon Glenn wrote an excellent post in May 2018 offering tips to healthcare professionals who may be appearing as guests on a podcast. While that advice still stands, these days your company may be considering launching a podcast of its own.

That’s what one of Amendola’s clients recently did. And that client, the Foundation for Chiropractic Progress (F4CP), has done an outstanding job! F4CP is a non-profit organization dedicated to educating the public about the benefits of chiropractic care.

Its podcast, Adjusted Reality, debuted in late December and had 1,000 downloads in the first five days. In a world where most podcasts don’t survive past seven episodes, that’s an extremely successful launch.

So what did F4CP do right? A bunch of things.

They have an engaging, upbeat host in Dr. Sherry McAllister. They settled on a format that works for them (interview). They snagged high-profile guests for their first three episodes, including Dr. Deepak Chopra.

And they have a clever name for the podcast. (Actually, Amendola VP Tara Stultz gets credit for coming up with the title Adjusted Reality, while an F4CP intern came through with the equally clever tagline, “Trusted by the Adjusted.”)

There are other things F4CP did well, including a smart launch strategy and effective promotion. But what I want to focus on in this post is the most important element of all in ensuring your podcast can attract and build an audience: quality content.

Podcasts are no different than any other medium of communication. If you have nothing to say, or don’t know what to say, you are doomed to failure.

The good news is that your business already should know what it wants to communicate, and it also should know its target audience. Both of those will help you devise a winning content formula for a podcast.

It’s also critical to tie your podcast content strategy to your business strategy. That should be easy.

You want to raise awareness of your brand in your target audience. You want to position your company as a thought leader and trusted source of information.

And you want to establish a relationship with your target audience. All of these eventually will pay off in revenue and business growth.

Podcasts are particularly effective in helping establish relationships and positioning yourself as a thought leader because they are a very human form of communication. The voice is a powerful instrument for connecting with other people.

We’ve all been drawn in by charismatic speakers, whether we heard them in person, on the radio, or television. Podcasts also leverage the power of the human voice.

But only if that voice has something to say that resonates with your intended audience! Which gets back to your content.

Your podcast can’t be a sales pitch. All that will accomplish is to drive away listeners.

Instead you want to address their needs and concerns in a way that is helpful to them. In other words, provide value. That’s the same strategy you would use in crafting a thought-leadership piece or an op-ed.

Podcasts are a dynamic way to reach your target audience. They can be a lot of work, but there’s a real payoff when you realize you’re making a connection with people and building a reputation as a trusted authority. But it all starts with your content strategy.