Healthcare media publisher extraordinaire Scott Becker is usually the one doing the interviews, but in this episode of How It’s Done, a podcast for curious marketers hosted by our very own Kriste Goad, we turned the tables to find out how Becker turned a thought leadership platform for his fledgling legal practice into one of healthcare’s fastest-growing and most recognizable media brands: Becker’s Healthcare. Listen to their conversation here.

Since the beginning, Becker said he has sought a balance between teaching and entertaining and is always sure to keep a focus on his niche, in this case: healthcare.

He has surrounded himself with a great team: “Everything starts with great people, it’s very hard to do anything substantial without great people and a great team.”

As the media landscape continues to shift, Becker pivots with it. Becker’s Healthcare isn’t trying to be all things to all people, instead the brand focuses on its core customers and the niches those customers are in and how they want to consume their information.

A natural next step: podcasts

“Podcasts are a wonderful way to stay connected with our audience,” said Becker, who now hosts several, including the Becker Group Women’s Leadership podcast (listen to this one with Kriste), the Becker Group C-Suite Reports Business Leadership Podcast and the Becker’s Healthcare Podcast.

“It’s an absolute pleasure to engage with so many interesting people, I get to know people in a way that I otherwise wouldn’t,” said Becker. “It’s a really interesting way to communicate with people and we hope that listeners come away learning something from them, a little more motivated and a little more inspired. That’s the goal. And that’s the evolution as to where the media world is going.”

Podcasts, in fact, have earned their spot as one of the top sources of information in 2019. An estimated 51 percent of Americans have listened to a podcast and nearly a quarter (22 percent) listen to podcasts weekly, according to Edison Research. What’s more, advertising revenue from podcasts was up to $600 million in 2018, with no signs of slowing down.

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