Let’s face it – getting on camera can be intimidating. Lighting, backgrounds, video editing… it’s enough to make anyone hesitate. But what if you knew a way to share your expertise without worrying about all of that? Paul Sallaway would like you to consider audio podcasting – a simpler, no-fuss way to intimately connect with your audience of patients.
To produce a podcast, you don’t need expensive equipment. All that’s required is a microphone, your voice, and knowledge to share. It’s as simple as talking directly to your patients – no cameras, no awkward angles, just you and your expertise.
Plus, podcasting is the medium of the moment. With busy, multitasking lifestyles, more people every year are tuning in while driving, cooking, or even working out. Whether it’s a deep dive into LASIK eye procedures or quick tips on choosing prescription sports goggles, podcasts let you speak directly to an audience with niche interests, all while they go about their day.
If you’ve been looking for a low-pressure, low-cost way to stand out in the competitive world of eye care, podcasting might just be your next big move. Let’s explore how you can make it work for your practice.
Before you record a single word, have a clear plan…
The Growth of Podcasting in Australia
Podcasting is increasingly replacing the role that free-to-air radio used to occupy. It presents a fresh opportunity for small business owners in Australia to connectnwith an ever-growing and engaged audience.
- Listener base: Over 8.2 million Australians listen to podcasts monthly, with two million tuning in daily.1
- Growth: Podcast audiences in Australia have surged, with a 16% year-on-year growth in 2024.2
- Demographics: Millennials and Gen Z make up 70% of podcast listeners.3
- Motivation: Nearly 36% of podcast listeners in Australia tune in to be informed or educated, making this an ideal medium for healthcare professionals to share expertise, answer common patient questions, and debunk health myths.2
- Engagement: Health and wellness podcasts rank among the top genres in Australia, with 24% of listeners engaging with this type of content monthly.1
- Referral mentions: 54% of podcast listeners have said they would recommend their favourite podcast to someone else.1
How Podcasting Can Benefit Eye Care Professionals
Who wouldn’t want to connect with patients on a deeper level while showcasing the unique strengths of their health practice? Podcasting allows you to do just that. It’s a platform where you can communicate in a way that’s personal, approachable, and valuable.
When listeners tune in to hear your thoughts on common eye concerns or advances in eye care, they start associating your practice with expertise and trust. Storytelling can be a powerful tool here, letting you highlight patient success stories or put a spotlight on how your practice is connected to the local community.
Last, but not least, podcasting is an incredible way to expand your network of professional contacts. By inviting other health professionals, local business owners, and experts as podcast guests, you can quickly expand your referral network and build local online visibility for your brand.
Preparing To Record
How do you get started with podcasting when the idea feels both exciting and overwhelming? It’s simpler than you might think. The key is to approach it step by step, starting with a strong foundation.
First, think about the theme for your podcast. What topics do you want to cover? For eye care professionals, the possibilities are endless. Addressing common concerns about vision, such as digital eye strain or contact lens care, can draw in a broad local audience. Alternatively, narrowing your focus to a specific area, like advanced treatments for dry eye, can establish your expertise in a niche and set your podcast apart.
Once you’ve defined your theme, it’s time to gear up. The good news? You don’t need a high-tech studio. A solid microphone (I use a brand called Blue Yeti), some reliable headphones, and user-friendly audio editing software such as Audacity will do the job. Good audio quality is essential – it’s what keeps listeners engaged. Skimping here could mean losing your audience before you’ve even started.
Next, decide on the format. Do you want a solo podcast where you share tips and insights, or would you prefer to host guest interviews? Panel discussions can also bring a dynamic, conversational energy that appeals to a wide audience.
For recording multiple speaker episodes, I’ve used Zoom (the audio recording file) without many issues, although I’ve also heard good things about ZenCastr. The key is to make sure that both you and your guest/s have a stable and adequate internet connection and a recording environment that is free of background interruptions.
Organising Your Episodes
What keeps listeners coming back to your podcast? It helps if you have episodes that feel polished, engaging, and purposeful. Before you record a single word, have a clear plan of what you are going to talk about.
Start by deciding on a general episode outline that will keep you focussed and ensure your content flows naturally. Begin with a hook – a statement or question that grabs the listener’s attention right away. Think of it as the headline that makes someone want to tune in. Follow this with a brief introduction, laying out what the episode will cover. Then, dive into the main content, breaking it into digestible sections.
If you’re featuring a guest, share the outline with them ahead of time. This allows them to make a well-thought-out contribution to the discussion and ensures your conversation stays on track. Before recording, have a quick chat about the format to avoid surprises. And don’t forget to give a little background about your guest when you introduce them.
Music can also play a role in creating a professional feel. A short intro and outro tune can set the tone for your podcast and make it more memorable. Just make sure it’s consistent with your branding and doesn’t overpower the content.
Don’t forget your call to action. Whether it’s booking an appointment, following your social media, or subscribing to the podcast, let listeners know what you want them to do. You can also include links in the episode description to direct them to special offers or resources.
For some frequently repeated parts of your recordings, like the call to action, there’s no shame in reading a prepared script so that you don’t miss out or mess up important details. But in general, your podcast should feel organic and conversational.
Building Awareness
How do you make sure your podcast doesn’t get lost in the sea of content out there? How do you make sure your episodes reach the right pairs of ears?
Embed podcast episodes into your website or blog, complete with transcripts, to make them searchable and accessible. I’ve used Happy Scribe to automate the process of generating text versions of my recording. Optimise your podcast titles and descriptions with keywords such as ‘optometrist’, ‘ophthalmologist’, and ‘eye care’.
Leverage the platforms your audience already uses. Social media is a powerful tool. Share links to your podcast player on your Facebook Business Page and include the link in your Instagram profile.
If you have an email marketing list, use it. Send regular updates when new episodes go live, including a brief summary of the topic to entice newsletter subscribers to click ‘play’.
Syndication platforms like Podcast.co are a must. They allow you to efficiently push your episodes to major services like Spotify, Apple Podcasts, YouTube Podcasts, and Amazon Music, ensuring your content is available wherever your audience prefers to listen.
Engaging Your Audience and Building Community
How do you turn listeners into loyal followers who look forward to every new episode? The answer lies in creating a sense of community around your podcast.
Consistency is the cornerstone of engagement. Stick to a regular publishing schedule so your audience knows when to expect new content. Use polls and surveys to discover the topics they’re eager to hear about. This not only gives you fresh ideas but also makes your listeners feel involved.
Special events are another fantastic way to connect. If there’s a significant occasion like World Keratoconus Day or the launch of a new service at your practice, build an episode around it. Highlighting these moments shows your audience you’re tuned in to their interests and needs.
Don’t overlook analytics either. Most podcast syndication platforms offer tools to track listener engagement. Understanding what works – and what doesn’t – helps you refine your content and format.
Conclusion
In today’s fast-paced digital world, podcasting offers an incredible opportunity to connect with new and existing patients. The impact isn’t limited to sharing information – although that’s part of it – it’s an opportunity to build brand awareness, trust, and position yourself as a ‘go-to expert’ in local eye care.
With podcasts, you can dive deeper into topics that matter most to your patients, from managing cataracts to finding the perfect eyewear. You can even highlight the stories behind your practice, making your eye care practice feel personal and relatable.
Starting a podcast doesn’t have to be overwhelming or expensive. With a clear plan, some basic equipment, and the right topics, you can create content that resonates with your community. Each episode can fuel your content marketing, social media, and email campaigns.
So, if you’re ready to grow your practice and engage with an audience in a fresh, exciting way, why not give podcasting a try? You have the expertise – let your voice carry it. Patients are listening, and your story is one they want to hear. Let’s make it happen!
Paul Sallaway is the founder, owner, and web strategist behind Optics Digital Marketing. His agency specialises in assisting business growth for optometry practices through data driven marketing.
For a free consultation, visit: opticsdigital.net.
References
- Sounds Profitable, Australia: two million podcast fans listen daily. (webpage) available at: soundsprofitable.com/press-release/australia-two-million-podcast-fans-listen-daily [accessed Dec 2024].
- Nielsen. Nielsen data shows podcasts more popular than ever with Australian audiences as number of older listeners jumps 49% in just 12 months (web page) available at: nielsen.com/news-center/2024/nielsen-data-shows-podcasts-more-popular-than-ever-with-australian-audiences-as-number-of-older-listeners-jumps-49-in-just-12-months/ [accessed Dec 2024].
- Podcast Services Australia. The latest Australian podcast statistics you need to know for 2023–2024 (webpage) available at: podcastservices.com.au/the-latest-australian-podcast-statistics-you-need-to-know-for-2023-2024/ [accessed Dec 2024].
