Health | Flying Doctors

This season premiere profiles the iconic Flying Doctor podcast, a world leading example of how to reach target audiences and stand out among growing media fragmentation.Head of Communications Lana Mitchell details how she launched the podcast with the goal of educating city audiences about life in rural Australia. Through intimate storytelling of dramatic rescues, the podcast has built a loyal following while humanizing the important work of the Royal Flying Doctor Service. Lana shares the metrics proving its impact, such as quarter-million downloads and award wins. She also offers invaluable advice for marketers considering their own branded podcast, from focusing on quality storytelling to establishing a consistent release schedule.If you want to learn how to engage new audiences, this episode provides a case study you won't want to miss. It offers practical tips for any marketer exploring how the podcast medium could elevate their brand.THINGS WE SPOKE ABOUT01:31 Podcasting as a marketing solution 04:50 Convincing your team that a podcast is worthwhile 05:58 Guests in remote locations09:17 Getting help with the technical aspects 09:53 Marketing your podcast to your distinct audience 15:41 Using podcast content across other platforms16:32 What makes an award winning podcast 22:11 Storytelling within your niche QUOTES If you are starting a podcast, you need to have a long term vision, because you're building an audience over time. Then as you progress you'll find it builds and builds, and if your content is good, it will grow. - Lana Mitchell For us from the very beginning it's about brand communication. - Lana Mitchell  A podcast is a wonderful way to be able to engage with content, whether it's fiction, nonfiction, whatever it might be. It's a way of engaging with content that you wouldn't otherwise do. So I just think it brings in a new audience or a new way of reaching an audience. - Lana Mitchell  Initially, there was a little bit of disinterest. But, over time as the podcast has grown, and has been nominated twice as best branded podcast, and we're now past a quarter of a million downloads and it just continues to grow and grow. Now, there's a lot of interest. But I had to show my colleagues that it was worthwhile. - Lana Mitchell  I decided very early on that I don't need to be the jack of every single trade. Somebody else who's better at this should do it. - Lana Mitchell  I think it's working out what is sustainable. Don't try to put out something every day, work out what sort of sequence can actually be sustained over time. Then just steadily build up your bank of podcasts. - Lana Mitchell  Look for a niche, something that's not being done already. And from my perspective, I think that there's so much more room for storytelling, because this world is made up of the most amazing people who have been through the most amazing things, and you just have to ask them about it. Focus on that and you'll find that it’s easy. - Lana Mitchell  GUEST DETAILS Lana Mitchell is a brand and communications executive with extensive experience in internal and external communications across many different industries. She believes an organisation is only as successful as it can communicate to its customers, stakeholders, staff/board and industry.Linkedin: https://www.linkedin.com/in/lana-mitchell-8bb45218Podcast: https://podfollow.com/1556339665/view MORE INFORMATIONIf you would like to find out more about how a brand podcast could work for your business visit our website www.dustpod.io. You’ll find guides on how podcasts work specifically for brands, along with lots more examples of award-winning brand podcasts to inspire you. Working with us means you do all the fun stuff, and we do everything else. Find that information on our website www.dustpod.io.  KEYWORDS#royalflyingdoctor #australia #awardwinners #brand #audience