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5 methods entrepreneurs can have interaction nurses utilizing skilled podcasts and movies

Healthcare entrepreneurs should undertake new greatest practices for leveraging skilled healthcare podcasts and movies to have interaction nursing professionals efficiently.

The demand for skilled podcasts and on-line movies that debate matters of curiosity of their fields is rising amongst nurses. In response to a current research by Wolters Kluwer, practically one-quarter of nurses (24.6%) now use podcasts to maintain themselves updated on the most recent analysis and details about their specialties.

Conventional skilled assets—together with peer-reviewed journals, case research, and society web sites—proceed to be probably the most influential and trusted sources amongst nurses. Nevertheless, these new digital media fill a “content material hole” amongst nurses as a result of they wrestle to search out time to devour content material between their skilled and private actions.

Though advert placement alternatives differ from one video or podcast channel to the subsequent, healthcare entrepreneurs who want to have interaction nurses successfully should take into account these new channels in the event that they hope to stay aggressive. On this article, we focus on the rising development of nursing podcasts and movies. We additionally present suggestions for entrepreneurs about how they’ll leverage these channels efficiently.

Why nurses discover podcasts and searchable movies interesting

The friction between nurses’ skilled and private lives is altering the best way they devour skilled content material. Podcasts present a constant approach for nurses to remain knowledgeable about developments of their fields with out spending a considerable quantity of their treasured time.

Podcasts and movies are accessible just about anyplace and on any gadget. This makes them handy options for nurses who usually have solely unscheduled “discovered time” to dedicate to non-immediate issues (eg, private tasks, affected person care). Podcasts and movies are additionally accessible throughout actions and in places the place conventional assets will not be: throughout a exercise or whereas using public transportation, for instance.

In the meantime, there are particular qualities of podcasts that nurses could discover interesting when they aren’t capable of entry trusted conventional sources:


Nurses are pressed for time: 71.1% of nurses declare they don’t have sufficient time to learn the whole lot they need. Podcasts and movies allow nurses to find out about new matters rapidly when journals and different supplies will not be accessible. However nurses nonetheless need podcasts and video content material to be related and aligned with different, extra established skilled assets.

For instance, amongst these nurses who declare they don’t have sufficient time to learn the whole lot they need, 84% are desirous about an article abstract authored by a thought chief that highlights the article’s details and discusses applicability. When requested which format they would like for the article abstract, 33.8% of nurses recognized podcasts, and 37.6% of nurses recognized movies. By accessing podcasts and movies for this goal, nurses guarantee they entry solely reliable content material, instantly aligned with peer-reviewed and different vetted supplies.


Podcasts and movies provide a degree of curation and immediacy when nurses lack the time for conventional content material. A video or podcast episode can ship the principle level of a written article rapidly; the video or podcast can cite the written article as a supply to help its claims.

Some great benefits of this strategy are twofold. First, nurses can guarantee they’re accessing precisely the subject that pursuits them, even when the podcasts or video references an article that features a number of different matters. Second, nurses can seize skilled insights with the arrogance there are peer-reviewed or scientific assets that help them.


It may be tough to go looking inside conventional nursing publications for current articles on particular matters of curiosity, particularly on brief discover. Normally, on-line assets make it simpler to house in on key articles. This particularly applies to on-line podcasts and movies.

For instance, nursing journals, nursing societies, and different skilled assets could publish video or podcast content material—searchable inside their web sites by way of devoted search options, and even by way of exterior Google search when these options aren’t accessible. In the meantime, reliable skilled publishers could have channels on mainstream publishers’ websites, reminiscent of YouTube. Nurses with the wherewithal to go looking these assets can rapidly discover a wealth of nursing-specific content material.

High quality and trustworthiness matter

As codecs, podcasts and movies could lack the examined and accepted formalities of conventional print and on-line journals. Data flows extra rapidly by way of audio and video, whereas written texts are extra readily topic to established strategies of vetting and scrutiny earlier than they attain their audiences.

However the credibility of podcast and video content material sources nonetheless issues to nurses. Nurses are much less more likely to entry podcasts from mainstream podcast sources utilized by most of the people, together with Spotify, iTunes, or Google Podcasts. In the meantime, greater than half of nurses who use podcasts entry them by way of YouTube, the place mainstream medical publishers have verified channels for his or her content material, and over one-third (34.9%) who use podcasts entry them instantly from their supply web sites, ie the web sites {of professional} publishers themselves.

5 methods entrepreneurs can leverage podcasts and movies to have interaction nurses

Entrepreneurs can leverage these channels efficiently to succeed in this essential viewers. However they should be as essential of podcast and video content material because the nurses in search of to entry reliable assets by way of these channels. Listed below are 5 methods healthcare entrepreneurs can establish after which leverage these digital channels efficiently.

1. Establish the video and podcast channels greatest suited in your message.

This will embody conventional nursing publications with verified channels on YouTube or different mainstream publishers, in addition to nursing society websites, nursing journals, and different skilled assets that provide podcasts and movies alongside their written content material.

2. Decide the appropriateness of promoting by way of these channels.

Some nursing channels could have tips round promoting or restrict the kind of content material that may be promoted by way of their movies and podcasts. For instance, nursing journals could prohibit advertising to peer-reviewed or scientific content material solely. Be certain that to evaluate these tips earlier than creating your advert content material for nursing podcasts and movies.

3. Decide the most effective promoting format for these channels.

Movies on YouTube could warrant transient video advertisements at the start of every recording. It could higher serve advertisers’ functions to make use of a static advert on the web page as a substitute. And within the case of podcasts, it could be prudent for entrepreneurs to create a quick advert as a part of the podcast content material itself, which might then be highlighted within the audio introduction.

4. Align these promoting efforts along with your efforts in different skilled publications.

Nurses who search skilled nursing content material on podcasts and movies may learn nursing-specific journals and different publications related to these channels. Take into account aligning your podcast and video promoting along with your present efforts inside these publications to have interaction nurses extra constantly.

5. Create a multichannel advertising plan with inside stakeholders.

Participating nursing podcasts and movies could also be a helpful a part of your total advertising plan, however it shouldn’t be the one aspect. Take into account partnering with nursing organizations and societies by way of co-branding actions or collaborating with nursing associations to develop instructional content material for nursing podcasts and movies.

Protecting tempo with evolving digital content material

Nursing movies and podcasts will solely improve in quantity, with new and more practical methods to substantiate their validity and trustworthiness. As new digital codecs emerge and develop in attraction amongst nurses, entrepreneurs should be ready to adapt their campaigns accordingly. However finally, nursing podcasts and movies needs to be one a part of a broader advertising plan that features different respected channels and initiatives.

Join with the viewers engagement consultants at Lippincott® HCP Entry. We assist healthcare entrepreneurs develop holistic and efficient methods to have interaction their goal practitioner audiences. This consists of fashionable nurses in search of a wide range of skilled content material varieties.

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