If you’ve tuned into a podcast lately, chances are you’ve noticed that advertising formats have changed a little bit. Maybe you listened to the host give a heartfelt update about needing new revenue streams to keep the show going. Or maybe you noticed a few more ads than usual – some of which weren’t even read by the host at all.
That’s because the podcasting industry is going through a bit of a growth spurt. Hosts and publishers are diversifying their income, and one of the biggest players stepping onto the stage? Programmatic audio advertising.
And now you’re probably wondering: “Should healthcare advertisers jump on this bandwagon?” We think so, but don’t take our word for it. A lot of research backs this up. Keep reading to discover more.
The Power of Podcast Advertising for Healthcare Marketing
Precision Targeting: Reaching Your Healthcare Audience Through Podcast
Podcasts are uniquely positioned to offer highly targeted reach. Many shows serve niche audiences – whether it’s listeners interested in mental health, fitness or chronic disease management – which allows healthcare marketers to reach relevant consumers or professionals with far greater precision than traditional channels.
According to a recent Sounds Profitable study, 62% of respondents said that advertising on podcasts is one of the most effective ways to reach them.
High Engagement & Recall: Making Your Healthcare Ads Resonate on Podcasts
One of the most compelling reasons to consider podcast advertising is how well it sticks. 76% of podcast listeners can recall at least one product, service or organization they’ve heard advertised. This is especially relevant in the crowded healthcare space where every impression counts, especially considering that so many other digital ad formats can easily be ignored or blocked.
Podcast listeners actively choose the podcasts they listen to, which means they’re more likely to be fully engaged with the content – as well as giving advertisements greater attention.
Since people tend to listen to full episodes, they’re more likely to hear (and retain) your message. And podcasts sneak into daily life in a way few other media can – listeners often tune in while they’re commuting, exercising or working.
This level of engagement is ideal for healthcare brands, which need to deliver educational and nuanced messages to their target audiences.
Building Trust: Leveraging Podcast Authenticity in Healthcare Campaigns
One of the biggest benefits of podcasts is that listeners trust their hosts. So when hosts read ads, it feels like a friend making a recommendation. However, research shows that even non-host-read ads can benefit from the trust listeners have for the podcast overall.
In one survey, 71% of respondents said they were more likely to consider a product or service after hearing about it on a podcast – and 44% of listeners have no preference over who reads the ad. That opens the door for programmatic campaigns to achieve meaningful results – while allowing for more flexibility and scale.
Connecting with HCPs: The Untapped Potential of Podcast Advertising
It’s not just patients and consumers who are tuning in. Healthcare professionals are increasingly turning to podcasts as a source of education and industry insights. In a study by CMI Media Group and Compas, 21% of HCPs said that podcasts are a very or extremely important resource for staying current on treatment options. In short, podcasts are a great way to reach HCPs in an informative and non-intrusive way.
Programmatic Podcast Advertising: The Future of Healthcare Marketing
Enhanced Efficiency: How Programmatic Streamlines Healthcare Podcast Ads
Programmatic podcast advertising removes many of the traditional barriers to entry. You don’t need to negotiate with individual networks, and campaigns can be optimized and adjusted with the same level of precision as digital display or video ads.
Capabilities include:
- Dynamic ad insertion, which allows you to update creative even after an episode has aired
- Geotargeting, audience segmentation, device targeting, and even time-of-day ads – just like digital
- Brand safety controls to ensure alignment with your messaging and compliance needs
- Budget flexibility with scaled test campaigns before full rollout
There’s also a common misconception that podcast advertising is prohibitively expensive. In reality, programmatic buying allows marketers to start small and scale based on performance.
Ready to Integrate Podcast Advertising into Your Healthcare Strategy?
Whether you’ve been dabbling in podcasts for some time or haven’t even considered them (yet), there’s real opportunity here – especially with the precision and efficiency that programmatic offers.
HCPs, patients and caregivers are listening. Are you speaking their language?
If you’re curious about how to make podcast advertising work for your brand, we’ve got the tools, the data and the know-how to help you do it right.
Let’s get your message heard. Contact us today.