AE March/April 2018 Vol 27 No 2 - 36

RUNNING THE PRACTICE // MARKETING MINUTE

"

We could
talk forever
about eye
diseases
and eye
conditions.
The perfect
marketing
campaign
was born.

36

WHAT IS A PODCAST?
Podcast may be the hottest word in the world of digital
audio. It's the new blogging, or storytelling, that is distributed as an audio or video program, like a radio talk
show, by posting it to the Internet for you to download
or stream, and listen to "on demand" at a time that fits
your schedule.
A podcast channel is often a series of audio episodes
that focus on a particular topic. The topic can be just
about anything you can imagine. People make podcasts
about anything they are passionate about including
sports, health, politics, science, and cars. There's a
podcast for just about everything, including love for
a certain TV show, knowledge about technology, or
just personality and humor. And they're a great way to
reach a large audience.
BASIC ANATOMY OF A PODCAST
Anyone can produce a podcast, but the most important
thing is to create something worth listening to. There's
no formal education required. If you have an internet
connection and audio equipment1, you can make a
podcast. Your imagination is your only limitation.
But don't be fooled; it's not as easy as it sounds.
You have to be dedicated if your podcast is going to
high-quality. There's a lot of writing, recording, and
editing that goes into a single episode. You must be
committed and focused.
The topic is the most important consideration
when making a podcast. What do you want to share
with others? What's important to you? What would
be helpful to others? Are you skilled or knowledgeable about this topic?
Once you have your topic, what details do you
want your audience to know? Some people produce
full, detailed scripts, while others improvise and talk
candidly. There is no right or wrong way. It's your way
that matters.
There's no magic number for how long or how short
your podcast should be. (Most podcasts are about 30
minutes.2) Consider how much time your audience wants
to spend listening to your podcast in a single setting.
Ensure that you offer quality content (rather than
focusing on how many podcasts you're producing).
Edit meticulously: Don't have a lot of dead time when
nothing is being said. Don't use the "uh" word often.
Everything should sound professional.
And before you upload and make it available to
the public, have some friends listen to it and give

AE // Mar/Apr 18

you honest feedback. It's easier to fix the issues
before you upload it to the internet and make it
accessible to the public.
HOW DO I FIND AND LISTEN TO A PODCAST?
Podcasts are found all over the internet. ASOA, for
example, offers EyeTalksRadio.org. Podcasts on this
channel are designed specifically for those who run the
business side of ophthalmology and feature content
from existing ASOA resources as well as periodic interviews with experienced ophthalmic practice administrators and subject matter experts.
The easiest way to listen to a podcast is to listen
through a website (this is called streaming) or to download the podcast to your computer, phone, or tablet.
You can listen anytime you want, wherever you are.
You can subscribe to podcasts. If you subscribe,
that simply means that the most recent episode will
be downloaded to your listening device. While you
are subscribed, new episodes will download automatically as soon as they are available.
Podcasts are available from around the world and
at no charge. They're a great way to be educated and
entertained.
PODCAST AND TRAINING
Podcasts can be educational and used for convenient
and informative training purposes. One example is to
use a podcast as a means of helping the team resolve
issues and find better ways of performing certain tasks.
Another example is the ASOA series of podcasts on
EyeTalksRadio.org that explain MIPS / MACRA so
perfectly that it has been presented to physicians and
team members during Lunch & Learn sessions.
For accountability purposes, consider directing
a short Q&A session following the podcast, to
verify each attendee's knowledge and understanding of the topic. Typically an entire session can be
completed within 45 minutes to 1 hour. It's the
perfect substitute for the traditionally long, boring,
everyday staff meeting.
PODCASTS AND MARKETING
As podcasts gain in popularity, finding a way to advertise your practice is challenging. Consequently some
practices are including podcasts in their marketing
strategies. Podcasts typically don't have commercial
breaks so the practice information must become part
of the episode's content. The host simply presents the


http://www.EyeTalksRadio.org http://www.EyeTalksRadio.org

Table of Contents for the Digital Edition of AE March/April 2018 Vol 27 No 2

How We Can Successfully Lead
Advanced Administration: Administrator Success Factors—Needing a Tune-Up Is Expected
Advice for New Administrators: Introducing the Administrator Beginners Circle—The Go-To Resource for New Administrators
Business Operations: Some Things to Know About Professional Liability Insurance
Customer Care: Making a Diffi cult Journey A Little Easier
Fast Practice: Breaking Down Practice Cliques
Human Resources: Recruiting Strategies for Ophthalmology—Where to Search for New Physicians
InfoTech: Cloud Computing— Storms or Blue Skies?
Reimbursement: Embracing Change to Thrive in an Evolving Reimbursement World
Technicians: Creating a “Feeder Program” to Staff Your Clinic
Washington Watch: MIPS in 2018—Key Changes for Ophthalmic Practices
Taking Your Practice to the Top
Use Podcasts to Increase Practice Visibility—and Thrive
Trailblazing— How to Implement Career Pathing in Your Practice
Ocular Surface Disease: Reimbursement Considerations for the Evaluation and Management of Dry Eye
Retina: Should Retinal Specialists Be Integrated Into a Multispecialty Practice?
Asked and Answered
ASOA News
Bookshelf: Off Balance On Purpose: Embrace Uncertainty and Create a Life You Love
COE Corner: Preparing for the COE Exam – Keep Your Eye on the Prize
Focus on a Practice: Ohio Valley Eye Physicians & Surgeons, PLLC, on Operating a Practice in Two States
Gamechanger: Karen Bachman, COE, COMT, OCS, ROUB
Advertisers’ Index
Peer to Peer: What’s Your Favorite Technique for Holding a Productive Staff Meeting?
AE March/April 2018 Vol 27 No 2 - Cover1
AE March/April 2018 Vol 27 No 2 - Cover2
AE March/April 2018 Vol 27 No 2 - 1
AE March/April 2018 Vol 27 No 2 - 2
AE March/April 2018 Vol 27 No 2 - 3
AE March/April 2018 Vol 27 No 2 - 4
AE March/April 2018 Vol 27 No 2 - How We Can Successfully Lead
AE March/April 2018 Vol 27 No 2 - Advanced Administration: Administrator Success Factors—Needing a Tune-Up Is Expected
AE March/April 2018 Vol 27 No 2 - 7
AE March/April 2018 Vol 27 No 2 - Advice for New Administrators: Introducing the Administrator Beginners Circle—The Go-To Resource for New Administrators
AE March/April 2018 Vol 27 No 2 - 9
AE March/April 2018 Vol 27 No 2 - Business Operations: Some Things to Know About Professional Liability Insurance
AE March/April 2018 Vol 27 No 2 - 11
AE March/April 2018 Vol 27 No 2 - Customer Care: Making a Diffi cult Journey A Little Easier
AE March/April 2018 Vol 27 No 2 - 13
AE March/April 2018 Vol 27 No 2 - Fast Practice: Breaking Down Practice Cliques
AE March/April 2018 Vol 27 No 2 - 15
AE March/April 2018 Vol 27 No 2 - Human Resources: Recruiting Strategies for Ophthalmology—Where to Search for New Physicians
AE March/April 2018 Vol 27 No 2 - 17
AE March/April 2018 Vol 27 No 2 - InfoTech: Cloud Computing— Storms or Blue Skies?
AE March/April 2018 Vol 27 No 2 - 19
AE March/April 2018 Vol 27 No 2 - Reimbursement: Embracing Change to Thrive in an Evolving Reimbursement World
AE March/April 2018 Vol 27 No 2 - 21
AE March/April 2018 Vol 27 No 2 - Technicians: Creating a “Feeder Program” to Staff Your Clinic
AE March/April 2018 Vol 27 No 2 - 23
AE March/April 2018 Vol 27 No 2 - Washington Watch: MIPS in 2018—Key Changes for Ophthalmic Practices
AE March/April 2018 Vol 27 No 2 - 25
AE March/April 2018 Vol 27 No 2 - Taking Your Practice to the Top
AE March/April 2018 Vol 27 No 2 - 27
AE March/April 2018 Vol 27 No 2 - 28
AE March/April 2018 Vol 27 No 2 - 29
AE March/April 2018 Vol 27 No 2 - 30
AE March/April 2018 Vol 27 No 2 - 31
AE March/April 2018 Vol 27 No 2 - 32
AE March/April 2018 Vol 27 No 2 - 33
AE March/April 2018 Vol 27 No 2 - Use Podcasts to Increase Practice Visibility—and Thrive
AE March/April 2018 Vol 27 No 2 - 35
AE March/April 2018 Vol 27 No 2 - 36
AE March/April 2018 Vol 27 No 2 - 37
AE March/April 2018 Vol 27 No 2 - Trailblazing— How to Implement Career Pathing in Your Practice
AE March/April 2018 Vol 27 No 2 - 39
AE March/April 2018 Vol 27 No 2 - 40
AE March/April 2018 Vol 27 No 2 - 41
AE March/April 2018 Vol 27 No 2 - Ocular Surface Disease: Reimbursement Considerations for the Evaluation and Management of Dry Eye
AE March/April 2018 Vol 27 No 2 - 43
AE March/April 2018 Vol 27 No 2 - Retina: Should Retinal Specialists Be Integrated Into a Multispecialty Practice?
AE March/April 2018 Vol 27 No 2 - 45
AE March/April 2018 Vol 27 No 2 - Asked and Answered
AE March/April 2018 Vol 27 No 2 - 47
AE March/April 2018 Vol 27 No 2 - ASOA News
AE March/April 2018 Vol 27 No 2 - 49
AE March/April 2018 Vol 27 No 2 - Bookshelf: Off Balance On Purpose: Embrace Uncertainty and Create a Life You Love
AE March/April 2018 Vol 27 No 2 - 51
AE March/April 2018 Vol 27 No 2 - COE Corner: Preparing for the COE Exam – Keep Your Eye on the Prize
AE March/April 2018 Vol 27 No 2 - 53
AE March/April 2018 Vol 27 No 2 - Focus on a Practice: Ohio Valley Eye Physicians & Surgeons, PLLC, on Operating a Practice in Two States
AE March/April 2018 Vol 27 No 2 - 55
AE March/April 2018 Vol 27 No 2 - Gamechanger: Karen Bachman, COE, COMT, OCS, ROUB
AE March/April 2018 Vol 27 No 2 - 57
AE March/April 2018 Vol 27 No 2 - Advertisers’ Index
AE March/April 2018 Vol 27 No 2 - 59
AE March/April 2018 Vol 27 No 2 - Peer to Peer: What’s Your Favorite Technique for Holding a Productive Staff Meeting?
AE March/April 2018 Vol 27 No 2 - Cover3
AE March/April 2018 Vol 27 No 2 - Cover4
http://www.nxtbook.com/ygsreprints/ASOA/g107843_ae_julyaug19
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http://www.nxtbook.com/ygsreprints/ASOA/g104576_ae_marapr19
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http://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2015
http://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2015
http://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb15
http://www.nxtbook.com/ygsreprints/ASOA/asoa_novdec14
http://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct14_AE
http://www.nxtbook.com/ygsreprints/ASOA/asoa_julaug14
http://www.nxtbook.com/ygsreprints/ASOA/ASOA_MayJunAE
http://www.nxtbook.com/ygsreprints/ASOA/ASOA_MarAprAE
http://www.nxtbook.com/ygsreprints/ASOA/ASOA_JanFebAE
http://www.nxtbook.com/ygsreprints/ASOA/ASOA_no4eZine
http://www.nxtbook.com/ygsreprints/ASOA/asoa_fall_2013
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