Patient choices don’t just happen in clinics, they’re shaped in digital culture. 

Podcasts (like the 1,500+ focused on diabetes alone) aren’t just stories, they’re signals of influence. Podcasters share their experiences and opinions that ripple through audiences, transferring beliefs and expectations at scale. This session shows how decoding those voices reveals the cultural currents driving patient behaviour.

Session Summary

In today’s health landscape, no patient decision happens in a vacuum. Digital culture (the shared spaces where beliefs, norms, and identities are formed) increasingly shapes how patients learn, connect, and choose. Podcasts are an emerging force in this ecosystem, offering trusted, long-form, and often peer-led perspectives that influence understanding, attitudes, and actions. This session will go beyond traditional “social listening” to show how decoding podcast content can uncover deep cultural and emotional drivers in patient journeys. We’ll explore how these insights can guide strategy, communication, and innovation in pharma.

What can you expect?

1. Introduce the concept of digital culture and its growing impact on patient choice, with a focus on podcasts as a key cultural touchpoint. 
2. Share a practical methodology for identifying, analysing, and interpreting podcast content to reveal hidden patient needs, motivations, and cultural contexts. 
3. Demonstrate how to integrate podcast-derived insights into the research process to inform upstream strategy, messaging, and engagement planning.

Outcomes

By the end of the session, participants will: 

• Understand the role of podcasts within the broader patient knowledge and support ecosystem. 
• Have a clear framework for analysing podcast content for insight. 
• Know where and how podcast insights can strengthen pharma decision-making. 

Who should attend?

This webinar is designed specifically for insight professionals who are interested in how podcasts can strengthen pharma decision making and want to gain an understanding of how to build this in their organisation.

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Speakers

This webinar will be run by Jeremy Hollow - Founder & MD and Kate Reeve - Account Director, Listen + Learn Research. To find out more about speakers experience in this area read their full profiles in the BHBIA Speaker link on the right.

Speakers supporting BHBIA Professional Development do so in order to promote Thought Leadership, discussion and innovation for the benefit of the membership. They also do this on a voluntary basis for which the BHBIA is grateful. Don't forget to provide your feedback scores for the event as these will enter the event and speakers into our annual BHBIA Professional Development Awards - recognising excellence in Thought Leadership.

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Fees and booking

Webinars are a free benefit to all BHBIA Members. Please note you must be 
logged in if you are a member or join as a registered user to book online.