Amplifying Science: A Guide to Developing Impactful Podcasts

Peggy Robinet, PharmD, PhD, ISMPP CMPP™, Parexel, USA; Simon Foulcer, PhD, ISMPP CMPP™, AstraZeneca, UK; Kamely Hayes, Parexel, USA

---

In the ever-evolving landscape of medical communications, podcasts have emerged as a useful tool for disseminating medical information. These on-demand audio programs offer a unique blend of accessibility and conversational engagement, making them a beneficial medium for reaching healthcare professionals (HCPs), researchers, and patients. This article provides insights on developing podcasts published by scientific journals as a complement to an article (ie, as a publication extender), or as a standalone piece of scientific communication in its own right.

Why Podcasts are Unique: Benefits and Impact

Podcasts offer unique advantages that make them a powerful tool in medical communications, particularly for journal publications (Figure 1). By leveraging the advantages of podcasts shown in the figure below, medical journals and researchers can extend the reach of their publications, increase engagement with their medical content, and provide value to their audience in new and innovative ways.

Figure 1. The Podcast Advantage in Medical Communications

In contrast to podcasts, other means of communication can be bound to a specific schedule (eg, meetings, conferences, live webinars) or require that the audience focus on a single task (eg, journal article, conference). Conversely, podcasts can be listened to multiple times, similar to other forms of enduring communications that can be consulted more than once (eg, websites, seminar recordings), and allow the audience to multitask or listen on-the-go.

Planning Your Podcast

Podcasts that engage listeners and deliver valuable information require thoughtful strategic planning and execution.

Defining the podcast’s objectives

Before recording the podcast, it is important to clearly define its purpose, as this will influence the target journal, the type of content, and who is invited to participate. The objectives can be wide-ranging and combine multiple topics; for example, they may:

• Provide a deep dive into study results^1,2
• Offer practical clinical insights³
• Make research accessible to non-clinicians^1,4
• Explore patient perspectives^5-7
• Discuss broader implications of the research⁸
• Provide an overview of current treatment landscape^9,10

The value of the podcast as a standalone communication is especially suited to secondary clinical study publications or narrative review articles, whereby the audible medium can serve as a channel for more in-depth and contextualized discussion. A traditional manuscript remains the preferred form for communicating primary study results and when detailed data visualizations are required.

Determining the audience

It is important to determine the target audience to ensure content is effectively tailored to their needs. Potential audiences for a medical podcast include:

• HCPs
• Medical students
• Patients and caregivers
• Biomedical researchers
• Policy makers

Quick Tip: For a podcast intended as a standalone publication replacing a traditional manuscript, it is important to choose a journal that also publishes a transcript of the podcast.^3,11 The podcast should also be peer-reviewed, have an assigned DOI, and be indexed in a database such as PubMed.

Identifying the primary audience will influence the choice of topics, the level of technical detail, and the overall tone of the podcast. The target audience along with the specific therapeutic area discussed will also guide the journal selection for the publication of the podcast as a standalone publication or as an extender of a published manuscript.

Selecting key podcast speakers

For podcasts reporting on clinical studies, all authors should be selected per ICMJE criteria.¹² However, speakers can be selected based on the factors aligned below.

For podcasts expanding on clinical study results that are already published or for review-type podcasts, collaboration enriches content and credibility. Consider partnering with:

• Thought Leaders: Expert insights and broader reach
• HCPs: Real-world clinical perspectives
• Patient Advocacy Groups and Patients: Patient journey narratives and lived experiences

When selecting a podcast panel of discussants, several factors should be considered and may include:

• Expertise in the subject matter—are they well regarded and extensively published in the peer-reviewed literature?
• Communication skills—have you seen them present and listened to them speak?
• Diverse perspectives—what views/ideas will they bring?
• Potential to attract a wider audience—do they have a strong following on social media channels, or are they well-known in their field?

Quick Tip: Featuring well-known experts in the field or discussing practice-changing data can attract a broader audience.¹³ Medical podcast listeners reported that when assessing the quality of a podcast, they focused on the accuracy of the presented data, the participants’ qualifications, and whether a clear distinction was made between fact-reporting and participants’ opinions.¹⁴

Production and format

There are several podcast formats to choose from, each with its advantages (Figure 2).

Figure 2. Podcast formats

Regardless of the specific format, podcasts should have a consistent structure to help create a professional and familiar listening experience. As a guide, the following is suggested:

1. Introduction (30-60 seconds): Episode topic and guest introduction
2. Overview Summary (1-2 minutes): Highlight key conclusions
3. Main Content (10-20 minutes): In-depth discussion or presentation that is broken into smaller segments with clear transitions between topics
4. Key Takeaways (2-3 minutes): Summarize main points
5. Next Steps and Engagement (30 seconds): Direct listeners to additional resources or next steps

Quick Tip: Aim for episodes under 30 minutes to maintain audience engagement and fit into busy schedules.^15-18 Also, podcasts should have good sound quality¹⁷; when publishing podcasts in journals, the journal will often provide some level of support.

Podcast Accessibility

Ensuring awareness and visibility of the podcast will help increase engagement. Depending on the intended objective of the podcast, different approaches can be adopted:

• Social media platforms can be used to promote podcasts, either from the authors’ social media accounts or by working with the journal or podcast publisher
• For podcasts published as standalone pieces, authors could consider expanding on the podcast, such as behind-the-scenes content, infographics, and options to interact with the podcast audience
• Podcasts should be easily discoverable:
  • When publishing in journals, standalone publications should be indexed, have an assigned DOI, and also be discoverable in PubMed
  • When the podcast is published as an enhancer, it would be important for it, as part of the supplemental materials, to be clearly listed along with the publication on the journal website

Quick Tip: Match the podcast format to the content and audience. For example, use interviews for expert insights and narrative formats for patient stories.

Legal and Ethical Compliance Considerations

Legal and ethical compliance are paramount. Podcasts, as with other forms of publication or publication extenders, are no different from written publications; therefore, podcasts must adhere to Good Publication Practice (GPP)¹⁹ and all relevant guidelines.

When preparing podcasts for publications, it is important to consider the sponsor company’s compliance processes to ensure that the content is fit for publication. Also, a review process similar to that used for publications should be in place to ensure the podcast script, interview questions, and final product have been reviewed and approved by the publication authors and company stakeholders before publication. Authors should also disclose any conflict of interest. Involving medical writers to create podcast content would be an additional safeguard to ensure medical publication and communication policies are followed.¹⁷

Key considerations include:

• Transparency: Disclose all sponsorships and potential conflicts of interest clearly
• GPP Guidelines: Follow GPP guidelines for company-sponsored research, including disclosure of financial relationships¹⁹
• Regulatory Body Guidelines: Promotional content for pharmaceutical products must be truthful, balanced, evidence-based, and aligned with product labeling. Avoid off-label promotion based on country-specific guidance; for example, in the United States, the Food and Drug Administration’s guidance on Scientific Information on Unapproved Uses²⁰
• Region-Specific Content: Acknowledge geographical variations in guidelines and practices when relevant due to the global reach of podcasts¹⁷

Quick Tip: Develop a comprehensive compliance checklist specific to podcast content. Include items such as disclosure statements, fair balance of information, and region-specific regulatory requirements.

Measuring Impact and Success

Measuring the impact and success of a podcast is critical to understanding its effectiveness and can be insightful for the development of future content and strategy for podcasts. Key considerations include:

• Listener Statistics: Monitor downloads over time to assess reach and growth. Strategies to increase the awareness of podcasts among HCPs can lead to increased uptake or drive greater engagement
• Listener Feedback: Collect via surveys, messages, and comments. This will help understand audience satisfaction and areas for improvement
• Ratings and Reviews: Monitor platform ratings (eg, Apple Podcasts, Spotify, Google Podcasts) for qualitative insights. Positive reviews can enhance credibility and attract new listeners, while constructive criticism can highlight areas needing improvement
• Social Media Interactions: Track likes, shares, comments, and mentions to gauge real-time audience response. Social media interactions provide a real-time pulse on how the content is resonating with the audience
• Assessing Impact on Knowledge, Attitudes, and Behaviors: Use pre- and post-listening surveys, focus groups, or interviews to evaluate changes in understanding and practice. Questions should aim to determine how the podcast has influenced the audience’s understanding of topics, changed their attitudes toward certain issues, or impacted their professional practices

Conclusion

Podcasts represent a dynamic and accessible medium for medical communications, complementing traditional journal publication. This article provides some insights and tips on how to create engaging audio experiences that enhance scientific discourse and extend the reach of publications.

---

Acknowledgments

Editorial assistance was provided by Joanna Bellhouse of Parexel.

Disclaimer

Opinions expressed in this article are those of the authors and do not necessarily represent those of their employers.

There is no funding to declare for this article.

Declaration of financial/other relationships

PR and KH report employment with Parexel; SF reports employment with AstraZeneca.

---

References

1. Brufsky A, Gallagher C. P-REALITY X: a real-world analysis of palbociclib plus an aromatase inhibitor in HR+/HER2- metastatic breast cancer – a podcast. Target Oncol. 2023;18(3):321-326. doi: 10.1007/s11523-023-00968-4.
2. Zhang J, Chi P, Shi L, et al. Neoadjuvant modified infusional fluorouracil, leucovorin, and oxaliplatin with or without radiation versus fluorouracil plus radiation for locally advanced rectal cancer: updated results of the FOWARC study after a median follow-up of 10 years. J Clin Oncol. 2025;43(6):633-640. doi: 10.1200/jco-24-01676.
3. Lieu CH. Podcast article: biomarker testing in colorectal cancer. Future Oncol. 2023;19(10):679-682. doi: 10.2217/fon-2022-1293.
4. Petrić Howe N, Bates E. Why breast cancer treatments might work best just after your period. Nature. 2024. doi: 10.1038/d41586-024-03986-y.
5. Clements J, Fleischman A, Lerner V, Ruiz C. The beginning: diagnosis and selecting your doctor. Future Oncol. 2023;19(17):1209. doi: 10.2217/fon-2023-0402.
6. Clements J, Fleischman A, Lerner V, Ruiz C. Podcast 2. The journey: staying on top of your cancer. Future Oncol. 2023;19(17):1211. doi: 10.2217/fon-2023-0403.
7. Clements J, Fleischman A, Lerner V, Ruiz C. Podcast 3. Lessons learned: managing financial costs and where you can go for more information. Future Oncol. 2023;19(17):1213. doi: 10.2217/fon-2023-0404.
8. Bardia A, Viale G. HER2-low breast cancer-diagnostic challenges and opportunities for insights from ongoing studies: a podcast. Target Oncol. 2023;18(3):313-319. doi: 10.1007/s11523-023-00964-8.
9. Gupta S, Moon HH, Sridhar SS. A podcast on platinum eligibility and treatment sequencing in platinum-eligible patients with locally advanced or metastatic urothelial carcinoma.Target Oncol. 2024;19(4):483-494. doi: 10.1007/s11523-024-01074-9.
10. Bestvina CM, Kim C, Daaboul N. Driving best practices throughout the treatment journey for patients with NSCLC with actionable alterations: a podcast discussion.Adv Ther. 2025;42(8):3591-3605. doi: 10.1007/s12325-025-03195-7.
11. Menzies AM, Davies MA. POLARIS: encorafenib plus binimetinib for people with BRAF V600-mutant melanoma with brain metastasis. Future Oncol. 2025;21(16):1961-1963. doi: 10.1080/14796694.2025.2514426.
12. International Committee of Medical Journal Editors. Recommendations for the Conduct, Reporting, Editing and Publication of Scholarly Work in Medical Journals. Accessed December 18, 2025. Available from: http://www.ICMJE.org.
13. Robins B, Delaney T, Maher C, Singh B. Podcasts as a tool for promoting health-related behaviours: a scoping review. Digit Health. 2024;10:20552076241288630. doi: 10.1177/20552076241288630.
14. Lee C, Zhou MS, Wang ER, Huber M, Lockwood KK, Parga J. Health care professional and caregiver attitudes toward and usage of medical podcasting: questionnaire study. JMIR Pediatr Parent. 2022;5(1):e29857. doi: 10.2196/29857.
15. Kelly JM, Perseghin A, Dow AW, Trivedi SP, Rodman A, Berk J. Learning through listening: a scoping review of podcast use in medical education. Acad Med. 2022;97(7):1079-1085. doi: 10.1097/acm.0000000000004565.
16. Kiernan MA, Mitchell BG, Russo PL. The power of podcasts: exploring the endless possibilities of audio education and information in medicine, healthcare epidemiology, and antimicrobial stewardship. Antimicrob Steward Healthc Epidemiol. 2023;3(1):e98. doi: 10.1017/ash.2023.178.
17. Newman J, Liew A, Bowles J, Soady K, Inglis S. Podcasts for the delivery of medical education and remote learning. J Med Internet Res. 2021;23(8):e29168. doi: 10.2196/29168.
18. Rehman N, Edkins V, Ogrinc N. Using podcasts to bridge the gap between science communication and specialized scientific fields: a case study of mass spectrometry. Front Commun. 2024;9:1384389. doi: 10.3389/fcomm.2024.1384389.
19. DeTora LM, Toroser D, Sykes A, et al. Good Publication Practice (GPP) guidelines for company-sponsored biomedical research: 2022 update. Ann Intern Med. 2022;175(9):1298-1304. doi: 10.7326/m22-1460.
20. Communications From Firms to Health Care Providers Regarding Scientific Information on Unapproved Uses of Approved/Cleared Medical Products: Questions and Answers. Guidance for Industry. January 2025. Available at: FDA Guidance Document.