Health Podcast Show

Ep16: The Biggest Paid Media Mistakes Health Podcasters Make — and What to Do Instead

What's the difference between a paid media strategy that wastes your budget and one that actually builds a loyal audience? Chase Hattie and Safa Shahkhalili from mowPod — the largest driver of engaged listeners to top podcasts across the US, Canada, and the UK — break down the most common mistakes healthcare podcasters make with paid media, and what the smartest ones do differently. From confusing awareness with engagement, to underestimating how much marketing investment a podcast actually needs, Chase and Safa cut through the noise with practical guidance that applies whether your show is three episodes old or three seasons in. They also explain why running Facebook and Instagram ads rarely converts listeners, why a multi-touchpoint strategy is essential, and how retargeting can turn a casual sample into a habitual listener. Key Takeaways * Awareness and engagement are not the same thing. Getting someone to scroll past your ad is not the same as getting them to press play. * Social media ads (Meta, LinkedIn) ask a lot — they want a cold audience to immediately dedicate 20–30 minutes to your show. That's a big ask from a single impression. * Multiple touchpoints matter. People need to encounter your podcast in several places, over time, before they commit to becoming regular listeners. * Retargeting is central to building habitual listenership — don't stop once someone has sampled the show. * Podcasting is a marathon. Plan for where you want the show to be in a year, then work backwards. * Budget reality check: plan to spend at minimum 50% of your production budget on marketing — and in some industries, that ratio is closer to 2:1. Connect with Our Guests * Chase Hattie, Chief Revenue Officer, mowPod: https://www.linkedin.com/in/chasehattie/ [https://www.linkedin.com/in/chasehattie/] * Safa Shahkhalili, Business Development Manager, mowPod: https://www.linkedin.com/in/suddenlysafa/ [https://www.linkedin.com/in/suddenlysafa/] * Learn more at: https://www.mowpod.com [https://www.mowpod.com/] Download the Resource Guide Key takeaways from this episode are available as a free PDF here: https://canva.link/tiy0ngdu6wymcuf [https://canva.link/tiy0ngdu6wymcuf] Connect with Dan Kendall * LinkedIn: https://linkedin.com/in/dankendall [https://linkedin.com/in/dankendall] * Instagram: https://instagram.com/healthtechdan [https://instagram.com/healthtechdan] Connect with HealthPodcast.Org [http://HealthPodcast.Org/] * Sign up for our Newsletter: https://healthpodcast.org/newsletter [https://healthpodcast.org/newsletter] * LinkedIn: https://www.linkedin.com/company/healthpodcastorg/ [https://www.linkedin.com/company/healthpodcastorg/] * Instagram: https://instagram.com/healthpodcastorg [https://instagram.com/healthpodcastorg] * YouTube: https://www.youtube.com/@HealthPodcastOrg [https://www.youtube.com/@HealthPodcastOrg] Health Content Integrity Pledge: https://healthpodcast.org/health-content-integrity-pledge [https://healthpodcast.org/health-content-integrity-pledge] Health Podcast Show [https://healthpodcastshow.com/] is part of HealthPodcast.Org [http://HealthPodcast.Org/] // Brought to you by Mission Based Media

Ep15: Why Your Podcast Is the Ultimate Business Development and Content Marketing Engine

What if your podcast could create 52 high-value conversations each year with people who would never take your sales call? Greg Wasserman, Head of Relationships at RSS.com, argues that healthcare organizations need to stop chasing downloads and start building relationships through podcasting. Drawing from his experience across media sales and podcast hosting, Greg reveals that the real value isn't sponsorship revenue—it's transforming cold prospects into warm connections through the power of being a podcast host. He challenges healthcare professionals to shift from "give me your attention" content to "take me with you" audio that fits into busy lives, emphasizing that smart packaging and compelling titles matter more than expensive studio equipment. With 30% of podcast listening happening outside Apple and Spotify, Greg advocates for broad distribution strategies that prioritize relationship-building over vanity metrics. This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: ⁠⁠⁠⁠healthpodcastsummit.com⁠⁠ [http://healthpodcastsummit.com/] Resources Mentioned * Connect with Greg Wasserman on LinkedIn: https://www.linkedin.com/in/gregwasserman/ [https://www.linkedin.com/in/gregwasserman/] * If you have an existing podcast, you can switch to RSS.com and get 6 months free: https://rss.com/switch-to-rss [https://rss.com/switch-to-rss] * If you don’t have a podcast and want to start one,go to RSS.com [https://rsscom.pxf.io/DyNaZq]. It’s free to sign up, no credit card required, and you can use promo code RSSSTARTNOW for one month free. Connect with Dan Kendall • LinkedIn: ⁠⁠https://linkedin.com/in/dankendall⁠⁠ [https://linkedin.com/in/dankendall] • Instagram: ⁠⁠https://instagram.com/healthtechdan⁠⁠ [https://instagram.com/healthtechdan] Connect with HealthPodcast.Org • Sign up for our Newsletter: ⁠⁠https://healthpodcast.org/newsletter⁠⁠ [https://healthpodcast.org/newsletter%E2%81%A0] • LinkedIn: ⁠⁠https://www.linkedin.com/company/healthpodcastorg/⁠⁠ [https://www.linkedin.com/company/healthpodcastorg/] • Instagram: ⁠⁠https://instagram.com/healthpodcastorg⁠⁠ [https://instagram.com/healthpodcastorg] • YouTube: ⁠⁠https://www.youtube.com/@HealthPodcastOrg⁠⁠ [https://www.youtube.com/@HealthPodcastOrg] Visit our other resources and sites to learn more about Health Podcasting: • Health Podcast Show - ⁠⁠https://HealthPodcastShow.com⁠⁠ [https://HealthPodcastShow.com] • Health Podcast Awards - ⁠⁠https://HealthPodcastAwards.com⁠⁠ [https://HealthPodcastAwards.com] • Health Podcast Library - ⁠⁠https://HealthPodcastLibrary.com⁠⁠ [https://HealthPodcastLibrary.com] • Health Podcast Summit - ⁠⁠https://HealthPodcastSummit.com⁠⁠ [https://HealthPodcastSummit.com] Health Content Integrity Pledge • ⁠⁠https://healthpodcast.org/health-content-integrity-pledge⁠⁠ [https://healthpodcast.org/health-content-integrity-pledge] ⁠⁠Health Podcast Show⁠⁠ [https://healthpodcastshow.com] is part of ⁠⁠HealthPodcast.Org⁠⁠ [https://healthpodcast.org] // Brought to you by Mission Based Media

Ep14: How this Hospital Uses Podcasts to Advance Pediatric Healthcare

How do you go from recording in borrowed conference rooms with equipment in a shopping bag to one of the top five pediatric podcasts in the world? Jessie Cohen and Melanie Douglass from Children's Hospital Colorado did exactly that, building a homegrown podcast experiment into a show with over 2 million downloads across 187 countries. Now operating from a dedicated studio, they reach primary care providers across their seven-state region and beyond by applying journalistic storytelling techniques that create deeper trust and engagement than traditional medical education formats. Cohen, a former national correspondent, encourages doctors to go beyond the white coat and share the human experiences that shape their practice. In this session, they'll share how they turned grassroots passion into global impact. This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: ⁠⁠⁠healthpodcastsummit.com⁠⁠ [http://healthpodcastsummit.com/] Chapters 00:00 Intro  02:03 Meet the Team and Charting Pediatrics  04:47 Top Five Pediatric Podcast Worldwide  06:18 Why Podcasting for Physician Relations  08:27 Target Audience and Secondary Listeners  11:23 Spanish Language Podcast Launch  16:08 Evolution from Part-Time to Dedicated Resources  18:52 Jesse's Journalism Background and Transition  21:47 Dedicated Personnel and Equipment Challenges  23:42 Building the Studio  25:17 Live Events Strategy  27:38 Strong Storytelling Beyond the White Coat  30:04 Dr. Lori Sherlock's Vulnerable Story  32:51 Trusted Education and Hospital Reputation  35:12 Heart Institute Promotion Campaign  37:54 Recording and Editing Advertisements  39:08 Dynamic Ad Insertion Discussion  42:11 Listener Testimonial from Auburn Student  46:04 ROI and Strategic Planning  48:37 How to Get Started Advice  51:06 Where to Find Charting Pediatrics Resources Mentioned * Connect with Jessie Cohen on LinkedIn: ⁠https://www.linkedin.com/in/jessie-cohen-ba9b30b1/⁠ [https://www.linkedin.com/in/jessie-cohen-ba9b30b1/] * Connect with Melanie Douglass on LinkedIn: ⁠https://www.linkedin.com/in/melanie-douglass-mba-72916843/⁠ [https://www.linkedin.com/in/melanie-douglass-mba-72916843/] * ⁠Charting Pediatrics podcast⁠ [https://www.childrenscolorado.org/health-professionals/professional-resources/charting-pediatrics-podcast/] (all platforms) * ⁠Pediatrics en Línea⁠ [https://www.childrenscolorado.org/health-professionals/professional-resources/pediatras-en-linea-podcast/] - Spanish language sister podcast * ⁠2024 Podcast Hype video [https://vimeo.com/1043017998/5e0c2ec78a?share=copy] Connect with Dan Kendall • LinkedIn: ⁠⁠https://linkedin.com/in/dankendall⁠⁠ [https://linkedin.com/in/dankendall] • Instagram: ⁠⁠https://instagram.com/healthtechdan⁠⁠ [https://instagram.com/healthtechdan] Connect with HealthPodcast.Org • Sign up for our Newsletter: ⁠⁠https://healthpodcast.org/newsletter⁠⁠ [https://healthpodcast.org/newsletter%E2%81%A0] • LinkedIn: ⁠⁠https://www.linkedin.com/company/healthpodcastorg/⁠⁠ [https://www.linkedin.com/company/healthpodcastorg/] • Instagram: ⁠⁠https://instagram.com/healthpodcastorg⁠⁠ [https://instagram.com/healthpodcastorg] • YouTube: ⁠⁠https://www.youtube.com/@HealthPodcastOrg⁠⁠ [https://www.youtube.com/@HealthPodcastOrg] Visit our other resources and sites to learn more about Health Podcasting: • Health Podcast Show - ⁠⁠https://HealthPodcastShow.com⁠⁠ [https://HealthPodcastShow.com] • Health Podcast Awards - ⁠⁠https://HealthPodcastAwards.com⁠⁠ [https://HealthPodcastAwards.com] • Health Podcast Library - ⁠⁠https://HealthPodcastLibrary.com⁠⁠ [https://HealthPodcastLibrary.com] • Health Podcast Summit - ⁠⁠https://HealthPodcastSummit.com⁠⁠ [https://HealthPodcastSummit.com] Health Content Integrity Pledge • ⁠⁠https://healthpodcast.org/health-content-integrity-pledge⁠⁠ [https://healthpodcast.org/health-content-integrity-pledge] ⁠⁠Health Podcast Show⁠⁠ [https://healthpodcastshow.com] is part of ⁠⁠HealthPodcast.Org⁠⁠ [https://healthpodcast.org] // Brought to you by Mission Based Media

Ep13: How this Pharma Company Engaged Remote Teams with Podcasts

How do you connect distributed field staff with leadership when they're on the road between appointments? Kristen Griffiths, Associate Director of Communications & Patient Advocacy at Incyte, found the answer with an internal podcast called "The Connection Lab." After survey data showed employees wanted more leadership visibility, Griffiths developed what she calls "culture on demand"—an audio-first solution that lets field representatives connect with executives during drive time. The podcast features leaders sharing personal stories that create authentic connections written communications never could, like an executive revealing how a family member's chronic illness inspired her pharmaceutical career. In this session, Griffiths reveals how she transformed employee engagement through the simple power of human storytelling. This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: ⁠⁠⁠⁠healthpodcastsummit.com⁠⁠⁠ [http://healthpodcastsummit.com/] Chapters 00:00 - Intro 04:57 - Authentic Leadership Connections 06:35 - Early Marketing to Modern Podcasting 12:46 - Inspiring Stories Building Connections 14:07 - Internal Podcast Drives Sales Connection 17:53 - Private Podcasting for Pharmaceuticals 21:56 - Use Cases for Podcasts 23:45 - Kristen Shares Podcast Insights Resources Mentioned * Connect with Kristen Griffiths on LinkedIn: ⁠https://www.linkedin.com/in/kristen-griffiths-19b8ba3/⁠ [https://www.linkedin.com/in/kristen-griffiths-19b8ba3/] * Learn more about Incyte:⁠ https://www.incyte.com [https://www.incyte.com] Connect with Dan Kendall • LinkedIn: ⁠⁠https://linkedin.com/in/dankendall⁠⁠ [https://linkedin.com/in/dankendall] • Instagram: ⁠⁠https://instagram.com/healthtechdan⁠⁠ [https://instagram.com/healthtechdan] Connect with HealthPodcast.Org • Sign up for our Newsletter: ⁠⁠https://healthpodcast.org/newsletter⁠⁠ [https://healthpodcast.org/newsletter%E2%81%A0] • LinkedIn: ⁠⁠https://www.linkedin.com/company/healthpodcastorg/⁠⁠ [https://www.linkedin.com/company/healthpodcastorg/] • Instagram: ⁠⁠https://instagram.com/healthpodcastorg⁠⁠ [https://instagram.com/healthpodcastorg] • YouTube: ⁠⁠https://www.youtube.com/@HealthPodcastOrg⁠⁠ [https://www.youtube.com/@HealthPodcastOrg] Visit our other resources and sites to learn more about Health Podcasting: • Health Podcast Show - ⁠⁠https://HealthPodcastShow.com⁠⁠ [https://HealthPodcastShow.com] • Health Podcast Awards - ⁠⁠https://HealthPodcastAwards.com⁠⁠ [https://HealthPodcastAwards.com] • Health Podcast Library - ⁠⁠https://HealthPodcastLibrary.com⁠⁠ [https://HealthPodcastLibrary.com] • Health Podcast Summit - ⁠⁠https://HealthPodcastSummit.com⁠⁠ [https://HealthPodcastSummit.com] Health Content Integrity Pledge • ⁠⁠https://healthpodcast.org/health-content-integrity-pledge⁠⁠ [https://healthpodcast.org/health-content-integrity-pledge] ⁠⁠Health Podcast Show⁠⁠ [https://healthpodcastshow.com] is part of ⁠⁠HealthPodcast.Org⁠⁠ [https://healthpodcast.org] // Brought to you by Mission Based Media

Ep12: How this Medical Device Company Reaches Users with Podcasts

What if the best place to launch a healthcare podcast was a coffee table at a trade show? That's exactly what Dan Cottrell (The Podcast Guys) and Sejal Patel (Insulet) did with "Beyond the Bolus," growing it from a makeshift recording space at ADA's New Orleans conference to over 100,000 downloads in four years. Sejal reveals how she convinced skeptical stakeholders to invest in untested audio content for HCPs, while Dan explains the strategic advantage of capturing thought leaders at conferences where they're already gathered. With medical team members present during recordings to flag compliance concerns in real-time, they've built a model that's both compliant and creative - opening doors to KOL conversations that wouldn't happen otherwise. This session reveals how to turn a tiny corner of a trade show booth into a powerful channel for thought leadership. This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: ⁠⁠⁠healthpodcastsummit.com⁠⁠ [http://healthpodcastsummit.com/] Chapters 00:00 Intro 02:30 Why Start a Podcast for HCPs? 05:45 Finding the Right Production Partner 08:30 Dan's Perspective on Working with Insulet 11:15 Defining the Target Audience 14:00 Selling the Podcast Internally 17:30 Recording at Conferences Strategy 21:45 MLR Process and Medical Team Involvement 25:00 Launch Strategy and Promotion 29:15 Sales Rep Integration and Leave Behinds 33:00 Distribution and Marketing Clips 37:00 On-Site Recording Benefits 41:30 Creating Theater at Conference Booths 45:00 Investment and ROI Discussion 49:30 Long-Term Strategy and Brand Affinity 53:00 Reaching 100K Downloads 56:00 Advice for Starting a Healthcare Podcast Resources Mentioned * The Podcast Guys [http://thepodcastguys.co.uk] * Beyond the Bolus Podcast [https://www.omnipod.com/hcp/clinical-resources/podcast] - Insulet's HCP-focused podcast (100,000+ downloads) * Connect with Dan Cottrell on LinkedIn: https://www.linkedin.com/in/dancottrelluk/ [https://www.linkedin.com/in/dancottrelluk/] * Connect with Sejal Patel on LinkedIn: https://www.linkedin.com/in/sejal-shah-/  [https://www.linkedin.com/in/sejal-shah-/] Connect with Dan Kendall • LinkedIn: ⁠⁠https://linkedin.com/in/dankendall⁠⁠ [https://linkedin.com/in/dankendall] • Instagram: ⁠⁠https://instagram.com/healthtechdan⁠⁠ [https://instagram.com/healthtechdan] Connect with HealthPodcast.Org • Sign up for our Newsletter: ⁠⁠https://healthpodcast.org/newsletter⁠⁠ [https://healthpodcast.org/newsletter%E2%81%A0] • LinkedIn: ⁠⁠https://www.linkedin.com/company/healthpodcastorg/⁠⁠ [https://www.linkedin.com/company/healthpodcastorg/] • Instagram: ⁠⁠https://instagram.com/healthpodcastorg⁠⁠ [https://instagram.com/healthpodcastorg] • YouTube: ⁠⁠https://www.youtube.com/@HealthPodcastOrg⁠⁠ [https://www.youtube.com/@HealthPodcastOrg] Visit our other resources and sites to learn more about Health Podcasting: • Health Podcast Show - ⁠⁠https://HealthPodcastShow.com⁠⁠ [https://HealthPodcastShow.com] • Health Podcast Awards - ⁠⁠https://HealthPodcastAwards.com⁠⁠ [https://HealthPodcastAwards.com] • Health Podcast Library - ⁠⁠https://HealthPodcastLibrary.com⁠⁠ [https://HealthPodcastLibrary.com] • Health Podcast Summit - ⁠⁠https://HealthPodcastSummit.com⁠⁠ [https://HealthPodcastSummit.com] Health Content Integrity Pledge • ⁠⁠https://healthpodcast.org/health-content-integrity-pledge⁠⁠ [https://healthpodcast.org/health-content-integrity-pledge] ⁠⁠Health Podcast Show⁠⁠ [https://healthpodcastshow.com] is part of ⁠⁠HealthPodcast.Org⁠⁠ [https://healthpodcast.org] // Brought to you by Mission Based Media