MM&M, a website and magazine that covers medical marketing and media in the pharmaceutical industry, just published an interesting infographic that examines the demographics of health podcast listeners. According to MM&M’s analysis, more than a quarter of podcast listeners (26.0 percent) say they’re interested in registering for a health-related podcast. That puts them eighth in terms of popularity list, after history and science and just ahead of the business, arts and sports formats.

“As far as the audience for these, it’s mostly female (66 percent), as opposed to the general podcast audience, which is 56 percent male. Listeners also tend to be a bit older, with 25 to 34 being health’s largest demo (27.3 percent), and employed in the healthcare and service industries. Percentage-wise, health lags a bit behind the general audience until the 45 to 54 demo, when it starts outpacing it,” according to MM&M.

The underlying data for MM&M’s analysis is derived from courtesy Nielsen Scarborough Podcast Listener Buying Power, a survey fielded in Q4 2019. For a deeper dive into the pharma podcast revolution, check out the feature on three successful pharma podcasts. If you’re looking for a good information resource for pharmacists, we recommend U.S. Pharmacist, published, like VMAIL, by Jobson Medical Information.

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