Podcasting is more than a trend; it’s a movement. If you examine the data from such sources as the Infinite Dial, the growth and popularity of podcasting is staggering. For example, there are currently over 1.6 million shows and 42+million episodes on Apple podcasts, compared to just 550,000 podcasts in 2018.
So, are physicians and other healthcare professionals listening to podcasts?
Based on the demographic data, the growth in content aimed at physicians, as well as our own experience at ConveyMED, the answer is a resounding YES!
PODCAST LISTENER STATS
First, let’s examine the demographic data on mobile audio. According to the Infinite Dial 2020, the longest running survey of digital media consumer behavior, we observe the following important trends in the United States:
PODCAST DEMOGRAPHICS:
YOUNG AND WELL EDUCATED
If you look more closely at key demographics, the largest growth in podcast listenership occurred with listeners between the ages of 18-54. Furthermore, the average podcast listener tends to be highly educated and well compensated, with 30% of heavy podcast consumers having a Graduate Degree. Healthcare professionals ideally line up with these demographic patterns, especially residents, fellows and young physicians who grew up with smart phone technology.
PODCASTERS LISTEN TO LEARN
Podcast consumption trends also suggest that physicians are an ideal audience for mobile audio content based on the following listener habits:
- 74% of podcast listeners tune in to learn something new
- 60% tune in to stay up to date with the latest topics.
- 64% listen in the car
- 49% listen while walking
- 40% listen at the gym
Thanks to the broad use of smartphones, wireless headphones, Bluetooth enabled car and home smart speakers, a busy professional can quickly and easily access content of interest.
GROWTH OF PHYSICIAN-DIRECTED CONTENT
Second, the growth of podcast content directed at physicians has followed the rapid growth of podcasting. Many professional associations, journal publishers, academic institutions, and individual creators have launched podcast channels meant to distribute timely clinical information to a very specific audience.
Our experience at ConveyMED demonstrates that with a commitment to releasing fresh content using a disciplined approach to planning and execution, our clients have created a dynamic podcast channel for both current and prospective members. For example, in under 6 months, the Orthopaedic Trauma Association, with a membership of around 2500, was able to achieve over 4,000 downloads per month, which puts it in the top 10% of all podcasts. When top caliber content comes from a highly trusted source, it’s clear that physicians will engage.
PODCASTING: AN UNDERUTILIZED EDUCATION MEDIUM?
Due to Covid, physicians have never been busier in their clinical practices and at home, making the convenience and accessibility of podcasting an ideal way for physicians to stay current. Physicians know they need to stay up to date on the latest clinical trends and literature, as well as to stay current with their annual educational requirements to maintain licensure.
With a robust library of podcast content on ConveyMED, a physician can download a podcast episode, listen to it in the car on the way home from the hospital, complete a short quiz in the driveway, and earn their mandatory CME without taking time away from their family or their patients. For busy physicians, that’s a game changer.
For leading associations, the ConveyMED podcast platform makes it possible to deliver this educational resource to your membership.
Learn more about how to get started creating your educational podcast channel with ConveyMED at www.conveymed.com.
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