053 | Why HealthTech Companies Should Start Podcasting | Peter Birch, MetaOptima Technology | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

from 2021-05-28T14:00

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Is HealthTech Podcasting Worth The Investment?

Should your company start a podcast or not? If so, how much will it cost, how much time it will take, and what can you expect from it?

According to Podcast Industry Insights, there are 2.1 million podcasts, but only 36.5%—or 773,258—have released an episode in the last 90 days. Only about 423,000 have released more than ten episodes. Those numbers may seem daunting, but consider the number of blogs in existence—more than 800 million. Would you ever advise a company not to have a blog?

Peter Birch, Company Director (Asia Pacific) for MetaOptima Technology and the creator of the "Talking HealthTech" podcast and community, joins us to talk about his podcasting journey and how he's advising HealthTech companies to investigate podcasting.

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Show Notes

Starting a podcast isn't a matter of deciding you want to and hitting record. There's a lot to consider before you even nail down a topic for episode 01. Here's everything you need to ask yourself:

How do you know if you're ready to start a podcast?

If you've got something to share and questions to ask, you're ready to start a podcast. If you're looking to make a lot of money or expect an immediate stream of new leads, you're only going to waste your time and money.

Who is your audience?

At the end of every episode of Studio CMO, we remind you to "understand your buyer's problems, lead with an empathetic understanding, and make your buyer the hero." Our three core tenets assume that you know who your audience is. To carefully define your audience is more defining a persona in the way marketers have been instructed for years. A persona isn't deep enough. Work through our Buyer Matrix process and consider what our producer had to say in this video presentation. (Note: Special offers and weblinks mentioned only pertained to conference attendees.)

What's your vision? What's your message?

Starting a company podcast depends on a clear understanding of your vision and nailing down your messaging. What do you want to communicate to your listeners week after week? Who are your core listeners? Who are the perfect guests your listeners want to hear from? Who's on your podcast team? Next, you need to consider the team who will produce your podcast. Who will host it? Who will edit and produce, book guests, promote new episodes? Will you rely on your internal team or hire an outside organization? What does the time commitment look like?

What are your time and resource commitments?

Plan on spending between 10 and 15 hours per episode. Remember there are expenses associated with the people involved, production, distribution, and promotion. There are many resources online about how to do a podcast as cheaply as possible, however, you will save time and frustration by setting aside a budget and spending strategically—microphone(s) and software first. Mark Whitlock, our producer, wrote an informal memo about these issues to address a few questions from others. You can read his thoughts here.

Where will you host your podcast?

There are many hosting platforms, the web service that distributes your podcast to all of the services including Apple. We highly recommend Libsyn and PodBean.

Podcasts Talked About on This Episode

About Our Guest

Peter Birch serves as the Company Director (Asia Pacific) for MetaOptima Technology in Sydney, Australia. A career-long veteran of the healthcare industry in Australia, Peter’s voice will be instantly recognized by many of you as the host of "Talking HealthTech," a podcast focused on technology companies, specifically in Australia, but listened to around the world. He hasn’t just built a podcast, but a community of technologists, practitioners, developers, and others in the HealthTech space.

Our Theme

Our theme is created by some of Nashville's greatest musicians. Bigger Story Music is born out of a longtime friendship, a deep, talented community, and a real love for what we do. Whatever story you’re trying to tell, we have the perfect music to make it better. Really. Check out their production library and explore their custom options at biggerstorymusic.com.

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