Ep09: Why All Medical Publishers Should Have a Podcast

Season 1 • Episode 9

Ep09: Why All Medical Publishers Should Have a Podcast

Jan 8, 2026

31:09

Episode Description

What if the future of medical publishing revenue isn't in journals at all, but in the voices reading them? Chris Kohler, Vice President of Publications at the American Diabetes Association, oversees publications reaching 13 million unique visitors annually while managing four peer-reviewed journals and a growing podcast portfolio serving 144 million Americans affected by diabetes.

Twelve years after a 2013 editorial board conversation about reaching time-pressed clinicians, Chris has built four distinct podcasts—from biomedical research to patient education—that now generate sought-after sponsorship opportunities, diversifying revenue streams as traditional publishing advertising and reprints decline. With hosts recognized by voice alone at scientific sessions and a fifth podcast launching in 2026, Chris demonstrates how audio content amplifies scientific publishing's reach beyond the page.

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

03:49 - American Diabetes Publishing Overview

09:25 - Reaching Clinicians Through Podcasts

13:43 - ADA Member Spotlight and Updates

17:34 - Monetizing Diabetes Podcasts Successfully

19:46 - Adding Podcasts to Drive Impact

22:49 - Efficient Educational Brand Alignment

27:43 - Building Audience & Monetizing Content

30:19 - Exploring Diabetes Resources

Resources Mentioned