Five ways marketers can engage nurses using professional podcasts and videos – Wolters Kluwer

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Healthcare entrepreneurs should undertake new finest 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 keeping with a latest examine by Wolters Kluwer, practically one-quarter of nurses (24.6%) now use podcasts to maintain themselves updated on the newest 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. Nonetheless, these new digital media fill a “content material hole” amongst nurses as a result of they battle to seek 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 engage nurses effectively should contemplate these new channels in the event that they hope to stay aggressive. On this article, we talk about the rising development of nursing podcasts and movies. We additionally present suggestions for entrepreneurs about how they’ll leverage these channels efficiently.
The friction between nurses’ skilled and private lives is altering the way in which they devour skilled content material. Podcasts present a constant manner 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 typically have solely unscheduled “discovered time” to dedicate to non-immediate issues (e.g., private tasks, affected person care). Podcasts and movies are additionally accessible throughout actions and in places the place conventional assets are usually not: throughout a exercise or whereas driving public transportation, for instance.
In the meantime, there are particular qualities of podcasts that nurses could discover interesting when they aren’t in a position to entry trusted conventional sources:
Nurses are pressed for time: 71.1% of nurses declare they don’t have sufficient time to learn every thing they need. Podcasts and movies allow nurses to find out about new matters shortly when journals and different supplies are usually not 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 every thing they need, 84% are eager 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 with this function, nurses guarantee they entry solely reliable content material, straight aligned with peer-reviewed and different vetted supplies.
Podcasts and movies supply a stage 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 shortly; the video or podcast can cite the written article as a supply to help its claims.
The 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 medical assets that help them.
It may be tough to go looking inside conventional nursing publications for latest articles on particular matters of curiosity, particularly on quick discover. On the whole, on-line assets make it simpler to dwelling 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 through devoted search options, and even through exterior Google search when these options aren’t accessible. In the meantime, reliable skilled publishers could have channels on mainstream publishers’ websites, equivalent to YouTube. Nurses with the wherewithal to go looking these assets can shortly discover a wealth of nursing-specific content material.
As codecs, podcasts and movies could lack the examined and accepted formalities of conventional print and on-line journals. Info flows extra shortly through 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 through 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 straight from their supply web sites, i.e. the web sites {of professional} publishers themselves.
Entrepreneurs can leverage these channels efficiently to succeed in this necessary viewers. However they have to be as important of podcast and video content material because the nurses looking for to entry reliable assets through these channels. Listed here are 5 methods healthcare entrepreneurs can establish after which leverage these digital channels efficiently.
This could embrace 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 supply podcasts and movies alongside their written content material.
Some nursing channels could have tips round promoting or restrict the kind of content material that may be promoted through their movies and podcasts. For instance, nursing journals could limit advertising to peer-reviewed or medical content material solely. Ensure to evaluation these tips earlier than creating your advert content material for nursing podcasts and movies.
Movies on YouTube could warrant transient video adverts firstly of every recording. It could higher serve advertisers’ functions to make use of a static advert on the web page as an alternative. And within the case of podcasts, it might 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.
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 persistently.
Participating nursing podcasts and movies could also be a helpful a part of your total advertising plan, nevertheless it shouldn’t be the one component. Take into account partnering with nursing organizations and societies through co-branding actions or collaborating with nursing associations to develop academic content material for nursing podcasts and movies.
Nursing movies and podcasts will solely improve in quantity, with new and simpler methods to verify their validity and trustworthiness. As new digital codecs emerge and develop in attraction amongst nurses, entrepreneurs have to be ready to adapt their campaigns accordingly. However in the end, nursing podcasts and movies must 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 Access. We assist healthcare entrepreneurs develop holistic and efficient methods to have interaction their goal practitioner audiences. This consists of trendy nurses looking for a wide range of skilled content material sorts. 
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