Should your chiropractic practice start a podcast?

In the last few decades, the world of podcasting has expanded dramatically. Though podcasting has been on the rise for years, the real renaissance of podcasting began at the height of the COVID-19 pandemic.  

According to market growth data, there are more than 400 million global podcast listeners. About 100 million of those listeners are American.  

With an audience of this size, many businesses, niche entrepreneurs and even healthcare providers have joined the podcasting movement in order to foster connections, drive traffic to their endeavors and create a space for direct-to-consumer communication. This article explores the potential benefits, downsides and must-consider details of starting a doctor of chiropractic podcast.  

What DCs should consider before starting a podcast

With an ever-growing audience that’s who’s clearly receptive to niche topics within the format, the idea of starting your own DC podcast might be tempting. But what do you need to know about the potential of a DC podcast?  

To start, podcasting can provide marketing and communication benefits. It might help you increase your website traffic, connect with potential patients, educate fellow DCs and even generate foot traffic and qualified leads into your clinic.  

The pros of starting a chiropractic podcast

It could be an effective and strategic marketing tool 

Podcasting empowers you to expand your reach beyond your current forms of marketing. As your audience listens and shares your episodes through a variety of channels, you’re reaping the benefits of cross-platform marketing tactics without having to implement them yourself. This has the potential to drive traffic to your site and your other digital channels, boosting visibility and helping you improve your ranking in search engine results.  

It’s a great way to connect with DCs and other healthcare professionals

If you’re looking for a way to build a network of medical professionals, a podcast could be a seamless way to do so. Podcasts offer people the opportunity not just to subscribe and listen but to interact. With a DC podcast, you could inspire other DCs, increase trust within your network and offer helpful advice to DCs who might be struggling with the same challenges you are.  

You can interact directly with an audience  

Podcasts are easily accessible, they’re free, seamless and anyone can listen to them. They have the potential of providing direct communication with your audience at a low price point and minimal barrier to entry. If you plan to keep your costs low, you’ll likely just need to invest in a microphone. Other forms of direct communication with an audience have the potential to be much more expensive.  

It’s an opportunity to lead  

Podcasting serves as a way to build bonds with people such as patients, interested listeners and fellow DCs. Those bonds, over time, help you become an authority in your space, and with that authority comes an opportunity for leadership. If you’d like to share your knowledge, educate and lead others within the chiropractic world, a podcast could be the way to do it.  

The cons of starting a chiropractic podcast

You’ll likely need to be directly involved  

Yes, there are elements of podcasting that can be outsourced. You aren’t required to record, edit and market your own show; that’s something a third party could help you with.  

That being said, it’s impossible to be entirely hands-off if you’re planning to be the host — –or at least a recurring voice — –on the podcast.  

If you don’t have time to record, interview guests or come up with engaging commentary on relevant topics, a podcast likely isn’t the right choice for you or your practice.  

They can get expensive  

Though podcasts can start and even remain relatively affordable, it can be tempting to spend a portion of your marketing budget on your show, especially if it gains popularity. The tools and equipment needed to record, edit and market your podcast aren’t cheap, and the higher quality you want your show to be, the more expensive these tools are likely to be.  

It’s a saturated market 

Though it’s a good thing the world of podcasting has expanded over the last few years, it also means that there’s been an influx of shows available in every kind of niche. There are more than two million independent podcasts out there, with upward of tens of millions of episodes among them. Does this mean there’s no room for your unique take on chiropractic? Absolutely not. It does mean that making a name for yourself in the market might take time, effort and patience.  

Final thoughts

Ultimately, the decision of whether or not you should create a DC podcast is up to you, your practice and what your goals are. For more insight, the latest news and advice on DC marketing strategies, subscribe to Chiropractic Economics magazine.