Healthcare finally has a level playing field in podcasting, but most organizations are still sitting on the sidelines. Bryan Barletta, newly appointed President of the combined Sounds Profitable and Podcast Movement organization, reveals why waiting for other industries to perfect the model is the wrong strategy. His key insight shifts how you measure success: treat podcasting as the "deepest aspect of your funnel" for true ROI. Barletta settles the video-versus-audio debate with one example. Taylor Swift called a YouTube livestream a podcast and audiences agreed with her. The format doesn't matter anymore. His research uncovers a massive opportunity: 40% of people who've ever listened to podcasts aren't monthly consumers yet. Learn why taking calculated risks in podcasting actually matters now and how to structure your strategy around funnel depth instead of vanity metrics. 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 04:42 - Amplifying Industry Through Acquisition 07:58 - Making Events Free and Accessible 10:04 - Repurposing Content for Marketing 14:17 - Accelerating Research Accessibility 16:57 - Companion Podcasts: Brand and Community 22:16 - Podcasting's Open Distribution Future 24:20 - Podcasting Tips for Beginners & Veterans 30:06 - Challenges of Marketing Risks 32:23 - Collaborating for Creator-Centric Events 34:57 - Health Podcast Festival & Awards Resources Mentioned Sounds Profitable website and newsletter  Podcast Movement events  Quarterly Research reports - Free access to advertising perception and listener consumption studies Connect with Bryan Barletta on LinkedIn: https://www.linkedin.com/in/bryanbarletta/ 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