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. 

Most teams still meet social data at the end of an RFP: a quick scan, a brand-monitoring safeguard, something that feels peripheral. But when we step back, it becomes clear that digital culture isn’t peripheral at all. It’s often the first place patients turn to make sense of uncertainty, identity shifts, and the emotional weight of illness.

Podcasts sit at the heart of that environment. They offer trusted, long-form, and often peer-led perspectives that influence understanding, attitudes, and actions - shaping expectations long before and well after a clinical conversation happens.

By treating podcasts as a source of primary insight, not simply background noise, we can uncover deeper cultural and emotional drivers that traditional research rarely reaches.

This session will go beyond conventional “social listening” to show how decoding podcast content reveals what truly shapes patient experience and patient choice. We’ll explore how these insights can support strategy, communication, and innovation across pharma, especially for teams looking to better understand the lived realities behind the data.

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.