Healthcare advertising requires brands to communicate complex information while building trust with audiences making deeply personal decisions. New Partner Intelligence research from Omnicom Media Intelligence and Spotify shows podcasts can create the right environment to do both.
The Podcast Prescription: Evaluating Podcast Advertising for Healthcare Brands found that 79% of weekly podcast listeners are open to hearing from healthcare brands.
Building trust through trusted voices
Endemic Host Read Ads increased brand relevance by 8 points and brand trust by 6 points, showing the value of delivering healthcare messages through voices listeners already know and trust.
Driving awareness and action
Non-endemic Voice Talent Audio Ads drove a 31-point lift in unaided ad recall, while Sponsored Podcast placements paired with Host Read Ads increased search intent by 7 points and purchase intent by 6 points.
The findings show how the right mix of podcast formats can help healthcare brands build credibility, strengthen awareness and inspire action.
Explore the full findings in The Podcast Prescription: Evaluating Podcast Advertising for Healthcare Brands.