The Power of the Podcast: HCPs Are Tuning In

Written by: Jeffrey Freedman, Executive Vice President at blulava.

People often ask me why podcasts are an effective medium for medical education. Simply put, podcasts fit the current lifestyle of HCPs now.  

The pandemic has forced many professional fields to pivot and develop innovative, digital ways to reach their audiences. These virtual pathways have become especially essential—critical—within the medical professional world. Mobile med ed is now one of the leading pathways in disseminating new learnings and therapeutic data to HCPs. 

The genius of podcasts is their ability to educate in entertaining, “on-the-go” ways. And since HCPs today are on-the-go workers AND learners, podcasts really allow them to digest the material on their own terms and time. So whether a HCP is listening on a run, in the gym, in the car, or café, content is being delivered in “bite-sized” ways. So here at blulava, we’re making content “snackable.” 

Recently, one of our branded podcasts airing on ReachMD reached 35,000 HCP listeners. So, we know they’re listening–and enjoying–this type of activity. Podcasts work particularly well for disease ed content, and we’ve had great success placing the content across a wide array of different podcast channels, from Spotify to Apple to Google podcasts or any sort of website. For some of the branded podcasts, especially those that have a black box warning label, we’ve distributed those podcasts across HCP-only channels, like ReachMD and other congress-affiliated websites.  

The bottom line is podcasts work well across all types of content, and numerous statistics across the board support this. In fact, ReachMD conducted a series of preference surveys to their users, and 60% of physicians reported that they plan to listen to more podcasts over the next year. Another insight from Kantar Media reports that over 75% of current HCPs are using smartphones to listen to podcasts. So, what this shows us is that these podcasts are being listened to on the go, on the move, and when HCPs have the time to tune in.  

The exciting thing about med ed podcasts is that they’re just the beginning of a whole new digital movement within the medical, healthcare, and pharmaceutical world…one that has traditionally been slow to adopt technology and innovation due to its regulatory categorization and oversight. And here at blulava, we’re getting ready to the lead the change.   


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Vice President, Digital Strategy and Customer Engagement

Scott is fortunate to bring 25 years of digital expertise to the blulava team. Scott has broad global executive leadership experience ranging from serving as the Executive Creative Director for the world’s largest digital agency to Managing Director of a Microsoft and Accenture joint venture focused on advanced analytics and artificial intelligence solutions for global clients. He has also worked with experimental media artists and creative technologists to bring to life immersive entertainment experiences. Scott has been awarded numerous patents for his analytical technology inventions. He has also been recognized widely for his creative work including Webbys, Cannes Lion, Clio, MM&M, DTC Awards and many others.

When not working to build creative technology solutions for clients, Scott is typically found in the company of musicians, artists and athletes. A highly avid skier, Scott is former PSIA ski coach in Winter Park Colorado. He is a former completive distance runner and triathlete. Any given night you may find Scott in various rock venues or music festivals.

Carl Napolitano

Vice President, Creative Director

Carl is an award-winning creative director with a distinguished career in healthcare communications, design, and marketing. Over the past 20 years, Carl has cultivated a seasoned intuition for compelling creative by showcasing the nuances of a brand’s value proposition. His artistic energy supports both the brands he develops as well as the team he leads.

From innovative digital tactics to integrated media campaigns to corporate identity branding, Carl’s creative work and dynamic leadership have been recognized with industry awards from the RX Club and the OMNI Awards.

When not at work, you can find Carl on the golf course with his son or at the beach with his family.


Group Account Director, Digital Solutions

Beth is a successful marketing veteran with 20 years driving groundbreaking omnichannel programs for Fortune 500 companies. She loves to uncover the deeply felt customer insights that bring your brand from ideas to actions. Beth has won multiple industry awards, from Best Website at DTC Pharma Awards to Most Innovative Programs at the Webby Awards.

In her free time, Beth loves to spend time with her niece and nephews, and tries to stay balanced between the gym, the beach and the runway.


Vice President, Technology and Software Development

Jon is responsible for all aspects of product delivery and technology development at blulava. Over the past 25 years, he has built best-in-class, innovative technology solutions for global brands within in the medical communications industry. Jon’s visionary leadership is driven by his passion for helping clients understand their particular business needs.

In his free time, Jon loves exploring different cuisines, listening to music, and traveling. He also enjoys gardening and working on home improvement projects.


Vice President, Digital Strategy and Customer Engagement

Scott brings 25 years of digital expertise to the blulava team. His executive leadership experience ranges from serving as the Executive Creative Director for one of the world’s largest digital agencies to Managing Director of a Microsoft/Accenture advanced analytics venture, focusing on AI solutions for global clients. Scott’s work has spanned industries from entertainment, retail, financial services with a heavy dose of pharmaceutical experience.

Scott has been granted numerous patents for his analytical technology inventions. He has been recognized widely for his creative work, winning awards at the Webbys, Cannes Lion, CLIO, and the MM&M Awards, to name a few.

When not working, Scott can usually be found in the company of musicians, artists, and athletes.


Chief Operating Officer,
Chief Medical Officer

Leo is an award-winning industry leader, twice recognized as one of PharmaVOICE’s 100 most inspiring people in the life-sciences industry. His driving focus is to frame science in a context that creates meaning and relevance for healthcare professionals and their patients across all aspects of therapeutic commercialization.

Leo is a skilled communicator and visionary, operationally robust in translating scientific ideas into organizational value. He is a consummate team worker, customer-focused, organizationally agile, and committed to improving patient care.


Executive Vice President

Jeff is an insights−driven marketing and communications strategist dedicated to helping companies grow, build brands, and deliver differentiated, multichannel customer experiences. He has served 15+ years on agency leadership teams, where he has headed up communications, strategy, technology, creative, and analytics groups. As a digital marketing veteran, he has helped brands navigate the fascinating and rapid convergence of omnichannel communications and technology.

To unplug, Jeff loves to cook and entertain for family and friends, as well as listen to and live music and travel to concerts.

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