Humanizing Pharmaceutical Research through Storytelling
Cutting through the noise with a human-centered podcast
So much goes into developing life-changing medicines — from drug targets and clinical trials to market launch and beyond. Share that exciting progress publicly, though, and it can get lost in the vast sea of news headlines. Our client, a major pharmaceutical company, wanted to position itself as a credible voice and cut through the clutter with trustworthy, engaging content.
Our solution? A podcast. Podcasts offer an ideal platform to reach an engaged (and even niche) audience and provide a space to explore complex topics in a relatable way. Together with the client, we developed a podcast that not only educated listeners but also humanized the research process, helping to build a deeper connection between the science and its real-world impact.
Recognizing that many people trust social media for health info, we tapped into its potential to spread the word. While producing the podcast, we developed branded promotional assets to ensure it reached the targeted listeners. We ran ad campaigns on Spotify and created organic social media content for LinkedIn and Facebook to engage new audiences.
Our process
Humanizing science through personal stories
The podcast’s success would hinge on two things: the scientific stories we told and the people we chose to tell them. Our nearly 15-year partnership with the client meant we approached this project with a deep understanding of their brand and mission, so we moved right to the key differentiator: highlighting the passionate people behind the scenes.
Researchers, patients, and advocates all shared their stories. The podcast’s first season included 12 episodes that explored diverse topics, such as genetic medicine, clinical trials, and racial inequity in breast cancer. Each episode brought together hosts and guest experts to make the science accessible, while patient stories added emotional depth and made the research feel relatable.
Our work
Shaping impact with podcast power
Throughout four seasons, we grew the podcast's following and established it as a trusted healthcare resource. As word spread throughout the medical community, researchers proactively requested to appear as guests, recognizing the podcast’s impact in showcasing their work. This strengthened both the company’s internal culture and its external reputation.
Outcomes
A podcast that touched hearts and minds
The podcast not only educated listeners but also sparked meaningful "pod-versations" across the healthcare community. With its human-centered storytelling and thoughtful production, it built a loyal audience and cemented the client’s reputation as a pioneer in the pharmaceutical space.
-
impressions after 6 months
- 14 Million
-
plays within 6 months
- 23,300
-
lifetime plays
- 66,348
-
average listening time
- 32 Minutes
Summary
Moving forward: Let us help you break through
We combine the right medium with your message to position your brand as a thought leader.
Ready to inspire curiosity and connect with your audience? Let’s explore how we can help you.
