How to Build Pipeline With Podcasts

I have wanted to do this episode for a long time. One of the questions I often hear most healthtech marketers is whether starting a podcast is actually worth it. And if you already have one, are you thinking about it the right way?

I brought on two guests who have built one of the most distinctive shows in healthtech together: Ed Gaudet, CEO and Founder of Censinet, and his brother Mark Gaudet, Director of Market Development at Censinet and the host of their podcast, Risk Never Sleeps, which just hit 200 episodes.

This conversation gets past the usual "build your brand" rationale for podcasting and into the real, honest story of what it actually takes and what it actually delivers. Ed and Mark talk about the grind of those first six months, why most podcasts never make it past 25 episodes, and how Risk Never Sleeps has become a genuine source of pipeline for Censinet. I share my own experience too, including how syndication 5X'd our reach and how listeners have turned into real business conversations.

There is also a moment in this episode where Ed shares a story about a message he received from the wife of a guest who had passed away. I will let him tell it, but it is a reminder of why this work matters beyond the metrics.

If you are weighing whether to start a podcast or wondering why your current one is not quite working yet, this episode is for you.

Key Topics:

• "(00:00:00)" Introduction
• "(00:03:00)" Background on Censinet
• "(00:04:30)" How Risk Never Sleeps got started
• "(00:05:45)" The philosophy behind the show
• "(00:06:15)" Guest mix on Risk Never Sleeps
• "(00:07:45)" The business value of podcasting for Censinet
• "(00:09:00)" Nearly quitting the HealthTech Marketing Show multiple times
• "(00:10:00)" How syndication with Healthcare Now Radio 5X'd the show's reach
• "(00:11:00)" Ed shares a story about a message from a listener's widow
• "(00:13:30)" Where Risk Never Sleeps is headed next
• "(00:14:00)" Improving show quality
• "(00:16:45)" Health Launchpad sponsor message
• "(00:17:15)" Advice for anyone considering starting a podcast
• "(00:18:30)" Learning the craft of interviewing
• "(00:19:00)" Four key takeaways

If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.

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