12 minute read

Why Podcast

One reason I started my podcast, The Melanin Initiative, was because, “In healthcare, there is often too much information and not enough time.” Podcasts allow us to reclaim the time lost during the patient visit. It provides a platform to address myths, trends, and FAQs. We can breakdown complex studies, showcase talent, and provide representation. We can also explore our creativity, bring humanity back into healthcare, and engage with the public in a variety of ways not always possible in a clinic or academic setting. It’s like the news on your own terms.

Where to Start

Start with patience. The podcast industry is crowded and while popular, there is still a large percentage of people who haven’t listened to a show and don’t know how to find one. It will also take a number of episodes before you start gaining traction (depending on your marketing strategy, of course). Nevertheless, there is still room for you, especially if you’ve identified a knowledge gap in the market.

When it comes to dermatology, there are a number of podcasts shows from dermatologists, nurse practitioners, estheticians, med-spa owners, and peer-review journals. Some of my favorite shows focus strictly on medical dermatology, target early-career providers, talk about trends in aesthetics, present conference presentations, or discuss the current practices in integrative dermatology. Some hosts have been creating content for years, while others sadly have stopped producing new episodes, especially after the pandemic subsided and clinical demands increased. So, when it comes to dermatology-related content, there’s still plenty of room!

It’s All About the Audio

Invest as you go along, instead of buying everything upfront. Audiences love to grow with content creators. Analytics show that people get invested in who you are before they will consider buying whatever you’re selling, even when you’re selling a free podcast show. Plenty of people have started off simply using their cell phone or laptop. My plan is to invest in a new/different piece of equipment each season of the show. So far, I’ve brought a microphone kit (season 1) and lighting (season 2). In season 3, I will likely upgrade to microphone stands for filming wide shots and multiple people in one shot; and purchase items to design a “set”.

My Recommendation: Invest in a microphone, consider using headphones to block out the sound of guests, and remember it’s all about the audio. Any headphones will do as long as they block out ambient sounds. I purchased a microphone kit from Amazon after watching a few videos. It screws into a table, includes a screen to block out breath sounds, and it plugs into my laptop with the use of an extension. One of the most highly rated microphones is the Rode. It’s on my list for season 4. Test out different rooms in your location as bigger spaces often create echoes. I use Buzzsprout which has a Magic Mastering feature which enhances the audio and removes background noise. We record using StreamYard which allows me to download a separate file for each person (including audio and video), audio and video separately, and audio and video for Shorts and Reels for social media. The audio is downloaded to Apple Music and then I upload it to Buzzsprout which distributes the audio to all the participating podcasts apps, including Apple, Spotify, iHeart Radio, Google, etc. with the push of one button. I pay for StreamYard and Buzzsprout. You can start monetizing after you reach a certain number of downloads.

Why YouTube

Remember when I said, it’s all about the audio? Well, there’s an exception. Several years ago, podcasts hosts started getting requests from their audience to be seen on camera. Now, it’s not unusual for podcasts to be available on podcasts apps like Apple and Spotify, as well as on YouTube, Instagram, Facebook, and TikTok. Some people go all out and create a set for filming, while others keep it minimal, because remember, it’s all about the audio. YouTube is free and easy to use. You can start monetizing after you reach a certain number of views.

My Recommendation: Do both. Each aforementioned platform attracts a different target market. It will increase your chances of being found and allow you to grow your audience at a faster rate. To make it simple and avoid analysis paralysis, you can always start with just audio or just video and give yourself time to learn the other platforms while you get your show off the ground.

Podcasts Management

I co-host The Melanin Initiative Podcast with two former colleagues and dear friends, Alisha Brown, MSN, RN, CMSRN and Geraldine Fleurimond, MSN, FNP-C. We spent the first three months of 2023 planning the show, to include:

-The title

-Logo

-Brand colors (color meanings)

-Mission and Vision

-Defining our target audience

-Developing our One Sheet

-Filming schedule

-Content schedule

-Setting up email

-Setting up social media accounts

-Setting up Google Docs for shared documents and show notes

-Setting up a calendar

The title. Make it easy for people to know what your show is about. Search the internet to see if your name is already taken. Use this time to see if your desired email name is also available, or pretty close to it. For example, themelanininitiative@gmail.com was taken, so instead, we have tmi.melanin@gmail.com. Fortunately, The Melanin Initiative was available on every social media platform. Depending on your goals for the show, you may also want to see if the domain is available for a website and with your Secretary of State if you decide to establish a legal entity like a LLC or limited liability company.

Logo. I use Canva to create everything. I initially started off using the free features, but eventually subscribed to access more options including background remover, better looking graphics, and adding team members. This is strictly optional. You can certainly create great content for a long time using the free features. Keep in mind two things when creating a logo: 1) It’s not a money generating task, don’t spend too much time on it. 2) Your logo is brand recognition, be mindful of what you select and keep it simple in case you ever want to offer merchandise. White backgrounds offer the most flexibility.

Brand Colors. I love the schema below because it helps you see how different colors can help to get your message across and identify themes in your branding and marketing. Again, don’t overthink it. If you ever decide to sell merchandise, remember really unique colors and combinations may not always be readily available or the most economical.

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Mission and Vision. I don’t know that everyone who has a podcast show crafts a mission and vision, but certainly business owners do. It helps you structure your messaging if you know the ultimate goal and direction of the show. It also helps shape your pitch whenever you promote the show, invite guests, and if you ever sell the show.

Defining your target audience. This is marketing 101. The most seasoned entrepreneurs and visionaries will tell you, you can’t reach everyone with the same message. Not everyone is going to be interested in what you have to say or sell. You will be more effective with targeted messaging and when you identify your target audience: age, ethnicity, geographic location, interests, etc. Truthfully, you can and will start the show with an idea in mind. Data analytics will let you know which direction to go based on what people tell you is more popular. If you want to create a show the people want to listen to or watch, then you too must listen to the people’s ratings, comments, views, saves, likes, and subscriptions.

Develop your One Sheet. In the podcast world, people create a One Sheet which summarizes the show and tells potential partners what to expect. It’s exactly as it sounds: everything you want people to know about your show on an 8 x 11 sheet. I have a digital version which I share with potential guests to give them an idea of what to expect from us. On it, I’ve included our mission, vision, moto, picture, and social media links. Update it as you see fit. Even though I said everything, I don’t mean EVERYTHING. The One Sheet is the written version of your 30-second pitch.

Filming schedule. You can film as much or as little as you want, just be consistent. The most common publishing schedule is weekly, but I’ve seen creators only release a new show 1-2 times per month. Your audience will come to expect whatever expectations you set. We agreed to film for three months on (12 episodes) and three months off. It helps reduce burnout, keeps us motivated, and it’s how I got Alisha and Geraldine to agree to co-hosts the show!

Content schedule. We meet for 60-minutes (timed) and discuss which topics we want to present for the 12 episodes. Then we use Google calendar to schedule our meetings and when each show will air. Very simple. When I come up with new ideas, I add them to a Google Doc for a future season. We’re currently in season 2, but I already have a list of ideas for season 4!

Set up email & social media accounts. I think this is self-explanatory. I recommend creating a separate email and social media account to keep things separate and simple. It also protects you from spam and marketers, which you should expect to hear from.

Google. Setting up Google Docs for shared documents and show notes: You can use whichever software you chose; I use Google for the interoperability: Folders, Word documents, Power Points, Google Meets, the Google Meets' White Board feature/app, email, and calendar. Google has a plethora of project management apps like Excel and Gantt Charts. You can use AI Labs to create narrative content, Blogger to create a blog, or Forms to create surveys. It makes it easy to share resources, to update in real-time when working remotely, and it’s accessible anywhere there’s internet.

Show notes are simply your outline of the talking points during the show. Create a template of an introduction, disclaimer, and outro. The only thing that will change from show to show are the actual talking points and list of resources you share with the audience. The show notes are typically shared amongst me, Alisha and Geraldine only. But we’ve partnered with Virginia-based, trauma therapist Kelsey Wilson, LCSW who is a featured, reoccurring guest every season and I grant her access to the show notes for her episodes because those shows are a collaboration. Google makes sharing easy and seamless. If there was ever a reason, I no longer wanted to share a document, I could just make that change.

Setting up a calendar. I just recently adopted a new system for arranging meetings. Google now has an Appointment Schedule feature that is similar to Calendly where you can set the days and times you’re available, share the link with prospects, and then they can book an appointment with you – for free. Changed my life! I no longer spend time going back and forth via email finding a date and time that works for everyone. When I’m no longer available on a particular day, I just go in a mark that day as unavailable. I’ve linked all my calendars which are also linked to my email addresses which are linked to meeting and events, so no one is allowed to book when I have something scheduled.

Social media management. I currently use Meta Business Suites to schedule and post content to Instagram and Facebook. Automating any area of your life and business will free you to do other things. There are several popular social media management tools which I am currently reviewing so I can simultaneously schedule posts and videos to TikTok, Instagram, and Facebook. I create short videos on StreamYard that I post on Instagram and Facebook. I'm considering posting them to YouTube as well. Stay tuned! If there is any advice I recommend taking, find a way to automate your marketing, it's worth the investment so you can continue being creative, have time for yourself, and not get burned out or loose your competitive edge.

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-BuzzSprout: Use my referral code. $20 for me. $20 for you! Be sure to share your code with as many people as possible once you create your show! https://www.buzzsprout.com/?referrer_id=2163492. Check out their blog for free and helpful information designed to help fast track your success.

-StreamYard: Use my referral code to receive $10 in credit. I will receive $25 in credit once you spend $25.

-Canva: Check out YouTube channel, Design with Canva to learn all the tricks of the trade. No need to figure it out or struggle in silence.

-How to start a podcast from veterans in the game: Pat Flynn, Social Proof, and Think Media.

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The Business of Relationships

When I decided to start TMI, Wendy Garvin Mayo, APRN, ANP-BC of the Stress Blueprint and DNPs of Color, was kind enough to meet with me and share her personal step-by-step process. I am so grateful to her for sharing her expertise and extending an invitation to be a guest on her show, Wellness with Wendy. If you think you'd make a great guest on her show, just reach out to her directly and tell her I sent you! I gained so much from her and I'm hoping to do the same for you. If you have any questions, want to discuss a potential collaboration, or have helpful information to share, just let me know.

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Kimberly Madison, DNP, AGPCNP-BC

Kimberly Madison is a new nurse practitioner with a passion for writing, entrepreneurship, financial literacy, and mentorship. I created this blog to share my journey as I become a dermatology nurse practitioner and entrepreneur. Most importantly, I’m looking forward to helping nurse practitioners and aspiring students to better understand the business of dermatology and their role in improving access to care, providing culturally competent care, and advancing education.