Podcasting for Healthcare Marketing

In this talk, Russell Goldsmith and Zuleika Burnett, Executive Director, Creative and Innovation at Havas Life Medicom, update the talk they gave at Cannes Lions in 2019 on the ‘Power of the Spoken Word and benefits of podcasting for healthcare marketing’, which they presented to the team at Havas Health & You in the US.

Power of the spoken word – Podcasting for Healthcare Marketing from Audere Communications on Vimeo.
The session features clips from two csuite podcast interviews:

  • Haiyan Zhang, who was Innovation Director, Microsoft Research at the time of the recording, talks about ‘Project Emma‘ and the wearable device initially created to help a specific person suffering from Parkinson’s, Emma Lawton, to compensate for the intentional tremors in her hands
  • Praful Akali, Founder & MD of Medulla, and Pooran Isarsingh, a terminally-ill patient from India at the time of recording, who sadly passed in 2019, discuss their campaign ‘Last Laugh’, which won a Cannes Lions award for the The Indian Association of Palliative Care.

They share updated stats on podcast listening, and crucially own research, carried out on our behalf by Yolo comms, where we look at how many UK listeners are listening to healthcare podcasts, the topics they listen to and why they listen.
They also talk about BBC’s ‘You me and the Big C’ and give their thoughts on why it’s built such a loyal community of listeners, plus share an interview with healthcare podcaster, Petra Velzeboer on why she thinks her listeners listen to her mental health podcast ‘Adversity to Advantage

The Power of The Spoken Word

I’ve taken the csuite podcast to Cannes Lions since 2016 and in that time have had the pleasure of chatting to 49 of the most inspiring speakers, judges and award winners who were at the event.  My guests have come to the festival from as far and wide as South America and India to Canada and Australia and have included agency leaders, brand owners, a social roboticist, a music producer, a spoken word artist and a body architect, with their ages ranging from Young Lions Award winners to an 86-year-old terminally-ill patient.

But what’s been consistent in all those interviews is that every single guest has had a fascinating story to tell … in their own words.
And therein lies the power of podcasting.
With no cameras filming the guests, coupled with the fact that we’re not broadcasting live, and perhaps thanks to the odd glass of rosé too, each interviewee immediately relaxes, resulting in an informal chat that allows them to be themselves, delivering authentic and engaging stories, whilst educating and hopefully entertaining the listeners at the same time.

Chatting with Zuleika Burnett (left) and Lucy McRae

Global podcast listenership has exploded since my first trip to Cannes.  Podcasts are easy to access and subscribe to on a mobile device and there are topic areas for everyone.  People listen in the car, in the gym, on the commute, out walking or running, as well as at home or at their desks of course.  And with radio stations now podcasting their programming, or creating exclusive content as a podcast, plus popular celebrities hosting their own shows too, podcasting is forming an increasing part of our daily media diet.
This has opened up a huge potential for brands to be using podcasts as a credible medium and so this year I’ll be presenting at Cannes myself alongside Zuleika Burnett, Executive Director, Creative and Innovation, Havas Life Medicom.  We’ll be looking at how the most difficult narratives can be harnessed to deliver healthcare stories as podcasts and how brands can rise above the noise of the other 500,000+ active podcasts to reach their audiences.
Russell Goldsmith & Zuleika Burnett are presenting on the Healthcare Insights Stage, Palais II on Monday 17th June, 12:45-13:15

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