Seeking podcast guests, and the 3 things you need to know about podcasting right now
Why are we named “the axis”?
I get asked this a lot…
The serious answer is that in the Malcolm Gladwell book The Tipping Point, he writes about three types of people: the maven, the connector, and the salesmen. Reading this, I discovered that I’m a connector, deeply motivated by making change happen by helping others find each other.
In our work, it’s the connection between patients and good doctors. In marketing-speak, these are known as conversions and the conversion is the action that occurs in the middle of the marketing funnel.
The other answer is that I had a perceptive boyfriend many years ago who called me the “Axis of Eva” and it stuck, so it’s a bit of an Easter egg 🐣 and I get a kick out of the double meaning. There’s also an Easter egg in our logo… do you see it?
When you market your practice with a podcast, it becomes the axis upon which your marketing strategy rotates to make the rest of your marketing, content creation, and patient communication much more efficient and more impactful with prospective patients. It also raises your profile and builds credibility, speeds consultations, supports SEO efforts, and raises visibility on YouTube.
And that’s the reason for this newsletter. On the second Friday of every month, I’ll share learnings and secrets of the middle of the funnel, the conversion, that moment where a patient chooses a doctor which I am obsessed with and the reason we are doing this work.
3 things you need to know about podcasting right now
1/ YouTube is now the “most utilized podcast listening platform” in the U.S.: 29% say it is the platform they use the most, followed by Spotify (17%) and Apple (16%) - according to Cumulus Media and Signal Hill Insights, who released the Spring 2023 Podcast Download Report in May.
2/ Among 18-34s, an astonishing 68% of all personality/talk time spent occurs via podcast.
3/ Podcasts hit different for Gen Z. They started young and their appetite for the medium is growing. And 8 in 10 monthly listeners say they don’t do anything else when they’re listening—making it a great time for brands to reach them.
Who’s in Gen Z? Oh, just your future patients.
Read more here: Growing Up with Podcasts: The Gen Z Podcast Listener Report (Sirius XM Media)
Podcasts we love
David Senra obsessively reads the biographies and autobiographies of founders you’ve heard of and some that you haven’t, and identifies patterns among the most successful business leaders which I often find similar to the qualities of successful doctors.
🎧 Listen to one of my favorite episodes: The Autobiography of Estee Lauder.
Last month at ASAPS in Miami, our friend Max Baybak at Influx Marketing interviewed some of our favorite leaders in aesthetics including Tom Seery, founder and chairman of RealSelf.
🎧 Listen: Non-Linear Patient Acquisition & How AI Will Disrupt Aesthetics
BE OUR GUEST! Seeking podcast guests for upcoming opportunities
Have you tried podcasting yet?
Earlier this summer, we interviewed so many amazing NYC-area doctors through our Meet the Doctor podcast collaboration with RealSelf. We’ll be in Miami in September to do it again. But you don’t have to travel to be featured on this podcast! See how we’re clipping highlights for Instagram here, and sign up for your free Meet the Doctor recording session here. We’ll even ship you a microphone, and you’ll sound great. 🎤
