Houston, they had a problem
We set to work on that mission. How do you capture the attention of busy doctors? How do you convey to them that you’re not trying to push products, but rather share stories? And how do you infuse warmth and humanity into that somewhat impersonal medical world? Well, we know how.
Chase-ing solutions
We quickly realized that human connection had to be at the heart of our strategy. That there had to be room for authentic, personal conversations—not about the latest pharmaceuticals, but about the things doctors care about every day, from work-life balance to running a practice. Time is valuable, and doctors and healthcare workers are always busy. The decision to launch a podcast was therefore made quickly. It’s a medium full of possibilities. It gives them the chance to connect in a more casual way outside their work environment, in their spare time.
Together with our community of creators, we brainstormed a format. For example, we deliberately chose not to use a presenter, but a doctor as the host. By letting the target audience speak for themselves, we automatically create an authentic, relatable, and familiar atmosphere for listeners. And to further enhance the impact of the podcast, we created a broader campaign around it. Video adds an extra dimension—and a more personal touch—and provides teasers and snippets to share on the channels where the target audience spends time and is most active. Not only on social media, but also while browsing the internet.
We were able to reuse quotes from the conversations in posts and stories, on the website, and in print. And thanks to our data, we were able to keep refining our approach to maximize engagement. Ah, the power of numbers.
A striking result
“Does a doctor come to the doctor” is an 8-part podcast that addresses common requests for help with general well-being and practice management in a profound and personal way. Experienced physician Charlotte Goemaere speaks with fellow physicians Marieke Geijsels, Ellen Vlaeyen, and Thomas Pattyn. Together, they discuss their daily challenges, their strategies for finding happiness, and their approaches to practice management. Each episode explores a new main topic, which has been carefully selected in advance.
The result? Fascinating, timeless stories and discussions about the still waters of the heart and mind. By doctors, for doctors. For Viatris, this also means evergreen content that will continue to be listened to and visited for years to come. And that, in turn, is an ideal way to connect with their target audience, earn their trust, and build a community. In the long run. Less pharma, more karma. Because what really matters to Viatris is adding value to listeners’ lives.
Credits
- Strategy: Jan D'hont
- Production: Hanne Penninck, Hanne van Vlaenderen
- Editors: Hanne Penninck, Hanne van Vlaenderen, Pieter Blomme
- Story coach: Pieter Blomme
- Video: Rune Nollet
- Recording & mixing: Wederik de Backer
- Host: Charlotte Goemaere
- Research & Expertise: Thomas Pattyn, Marieke Geijsels, Ellen Vlaeyen
