December 27, 2020
Podcasts are like digital locusts these days. They're all over the place. The good part is that consumers of all stripes, including doctors, have adopted them. With that, of course, comes more competition. But there's always room for well-produced content designed for a niche audience. So, roll-up your sleeves and get ready to do your podcast homework.
Avoid the "We should do a podcast on that" syndrome. If "should" is the best you can do, then it's not valuable enough to sustain over time.
Worry about the right things
Forget about microphone mixers, video cameras, editing software until you nail down an exciting concept for your podcast. Focus on ideas and fill in the technical aspects later.
Define the problem a podcast will solve
What are you trying to achieve with your podcast? Put it in writing and run it by all your stakeholders. Nothing will send a podcast into the fizzle bin faster than not having a shared purpose.
Also see Podcasts for patients and doctors
We can't stress enough the importance of establishing a workable budget before you embark on your journey. It's a reality check that will prevent you from spinning your wheels.
Budget items may include setup costs like design and editorial planning, web hosting, and any upfront investment in cameras, lighting, or audio. Also, consider costs per episode, like paid talent, scriptwriting, editing time, and an audio and video crew.
Choose a format that fits your budget. Here are a few ideas:
Interview – In each show, the host interviews a scientific, medical, or KOL guest.
Pros: Potentially a barebones production. Imagine your CEO sitting next to a fireplace talking into her iPhone.
Cons: Requires quality guests.
Wrap-ups feature news related to your category, medical device products, and internal content.
Pros: Reduces costs by using curated elements and one presenter.
Cons: The potential for monotony.
The Show – This program is put together on a clock like news shows.
Pros: The show is fast-paced, can cover multiple topics, and delivers big chunks of information in a short amount of time.
Cons: Requires a written script and more production.
Audio, or audio and video?
Do you have fantastic images and O.R. video to show? Is your presenter or host charismatic or well known? If not, stick with audio. It's easier to edit, less expensive, and you don't have to worry about locations, meaning someone's kitchen looks.
We're noticing that some podcasters are producing programs that feature a set number of episodes. And that might be a great place to start, for example, a six-part series for an orthopedic medical device manufacturer that features your KOLs weighing in with their pearls, case studies, and techniques.
- Don't spend too much time on concepts you can't afford to build.
- If you're a podcast newbie, start small with a limited number of episodes and scale when you have more confidence.
- Ensure your podcast has legs by specifying content for the second, third, and fourth episodes.