Ep04: How to Earn Attention in Healthcare with Audio-Forward Content

Season 1 • Episode 4

Ep04: How to Earn Attention in Healthcare with Audio-Forward Content

Dec 15, 2025

41:47

Episode Description

What if healthcare's biggest marketing problem isn't budget or distribution, but a fundamental refusal to earn attention? Steve Pratt, author of "Earn It: Unconventional Strategies for Brave Marketers," reveals how healthcare organizations must abandon interruption-based marketing and embrace creative bravery (making content worth recommending even if you weren't involved) to compete with misinformation.

Drawing from years helping major brands create successful health podcasts, Steve demonstrates why exceptional episodes beat constant mediocre content and why marketing deserves equal resources to production. He challenges healthcare communicators to use the same storytelling techniques that make misinformation compelling, arguing that storytelling is "the sugar that makes the medicine go down."

This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: ⁠healthpodcastsummit.com

Chapters

00:00 - Intro

03:55 - Health, Podcasts, and Purpose

06:58 - Jobs-to-Be-Done in Podcasting

12:23 - Be Authentic, Own Your Format

14:21 - Crafting Engaging Podcast Openings

20:04 - Podcast Strategy Essentials

22:33 - Podcast Strategy Beyond Ads

26:33 - Starting Small with Podcasts

29:12 - Podcasting Builds Deep Engagement

32:04 - Identifying Your Podcast Audience

34:39 - Maximize Podcast Audience Reach

37:49 - Medical Media vs Misinformation

41:24 - Earn It: Steve's Journey

Resources Mentioned

Connect with Steve Pratt on LinkedIn: linkedin.com/in/steveprattca/" target="_blank" rel="noopener noreferrer">https://www.linkedin.com/in/steveprattca/

Book: "Earn It: Unconventional Strategies for Brave Marketers" by Steve Pratt

Download or listen to the first chapter of Earn It: stevepratt.com/earnit-email" target="_blank" rel="noopener noreferrer">https://www.stevepratt.com/earnit-email

Website: stevepratt.com

The Midlife Field Guide - New experimental project

Connect with Dan Kendall

• LinkedIn: ⁠⁠https://linkedin.com/in/dankendall

• Instagram: ⁠⁠https://instagram.com/healthtechdan

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