What if healthcare's biggest marketing problem isn't budget or distribution, but a fundamental refusal to earn attention? Steve Pratt, author of "Earn It: Unconventional Strategies for Brave Marketers," reveals how healthcare organizations must abandon interruption-based marketing and embrace creative bravery (making content worth recommending even if you weren't involved) to compete with misinformation. Drawing from years helping major brands create successful health podcasts, Steve demonstrates why exceptional episodes beat constant mediocre content and why marketing deserves equal resources to production. He challenges healthcare communicators to use the same storytelling techniques that make misinformation compelling, arguing that storytelling is "the sugar that makes the medicine go down." This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: ⁠healthpodcastsummit.com Chapters 00:00 - Intro 03:55 - Health, Podcasts, and Purpose 06:58 - Jobs-to-Be-Done in Podcasting 12:23 - Be Authentic, Own Your Format 14:21 - Crafting Engaging Podcast Openings 20:04 - Podcast Strategy Essentials 22:33 - Podcast Strategy Beyond Ads 26:33 - Starting Small with Podcasts 29:12 - Podcasting Builds Deep Engagement 32:04 - Identifying Your Podcast Audience 34:39 - Maximize Podcast Audience Reach 37:49 - Medical Media vs Misinformation 41:24 - Earn It: Steve's Journey Resources Mentioned Connect with Steve Pratt on LinkedIn: https://www.linkedin.com/in/steveprattca/ Book: "Earn It: Unconventional Strategies for Brave Marketers" by Steve Pratt Download or listen to the first chapter of Earn It: https://www.stevepratt.com/earnit-email Website: stevepratt.com The Midlife Field Guide - New experimental project Connect with Dan Kendall • LinkedIn: ⁠⁠https://linkedin.com/in/dankendall⁠⁠ • Instagram: ⁠⁠https://instagram.com/healthtechdan⁠⁠ Connect with HealthPodcast.Org • LinkedIn: ⁠⁠https://www.linkedin.com/company/healthpodcast/⁠⁠ • Instagram: ⁠⁠https://instagram.com/healthpodcastorg⁠⁠ • YouTube: ⁠⁠https://www.youtube.com/@HealthPodcastOrg⁠⁠ Visit our other resources and sites to learn more about Health Podcasting: • Health Podcast Show - ⁠⁠HealthPodcastShow.com⁠⁠ • Health Podcast Awards - ⁠⁠HealthPodcastAwards.com⁠⁠ • Health Podcast Library - ⁠⁠HealthPodcastLibrary.com⁠⁠ • Health Podcast Community - ⁠⁠HealthPodcastCommunity.com⁠⁠ • Health Podcast Network - ⁠⁠HealthPodcastNetwork.com⁠⁠ • Health Podcast Summit - ⁠⁠HealthPodcastSummit.com⁠⁠ • Health Content Integrity Pledge - ⁠⁠https://healthpodcast.org/health-content-integrity-pledge⁠⁠ ⁠⁠⁠⁠Health Podcast Show⁠⁠⁠⁠ is part of ⁠⁠⁠HealthPodcast.Org⁠⁠⁠ // Brought to you by Mission Based Media