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New research from Omnicom Media Intelligence and Spotify shows that podcasts provide a powerful environment for healthcare brands to build trust, relevance and action with engaged audiences.
The Podcast Prescription: Evaluating Podcast Advertising for Healthcare Brands, a Partner Intelligence study from Omnicom Media Intelligence and Spotify, explores how different podcast advertising formats can help healthcare brands connect with listeners across the consumer journey. The study finds that Voice Talent Audio Ads can drive strong ad recall, while Host Read Ads strengthen brand relevance and trust. Sponsored Podcast placements paired with Host Read Ads can also increase search and purchase intent, demonstrating how the right mix of podcast formats can help healthcare brands expand reach, build credibility and inspire action.
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