Pfizer Science Will Win Podcast – Season 2

About Project

Pfizer’s Science Will Win podcast takes listeners under the microscope of some of the most promising medical innovations, exploring therapies which have the potential to shape the future of healthcare and offer new hope to patients around the world. Through conversations with a diverse line-up of guests, including scientists and experts, patient advocates and, most importantly, patients themselves, each mini-series focuses on a unique healthcare challenge, diving into the fascinating science, policy challenges and potential to transform patients’ lives for the better. Science Will Win is hosted by geneticist, author, broadcaster and University College London lecturer Adam Rutherford, who is often featured on BBC radio and television as well as a scientific consultant on movies and television shows.

To bring forward the narrative around oncology treatments, specifically within breast cancer, we explored different channels and formats that would be compelling and encourage high engagement across target audiences. More than 62% of U.S. consumers listen to podcasts and over 68% listen to the whole episode, demonstrating that streaming audio – and podcasts in particular – is an increasingly popular digital platform among people of all ages. The familiarity of the medium and its ability to personalize narratives through distinct voices brings patient experiences to life. The intimate nature of podcasting uniquely positions the Science Will Win series to more powerfully tell impactful and compelling stories.

Over two episodes, Pfizer’s second season of the Science Will Win podcast explores the advancements of cancer treatments, as well as the challenges associated with treatments keeping pace with cancer, specifically breast cancer. The podcast features a mix of voices – scientists, oncologists, patients, and patient advocates – uniquely combining the human, emotional experience of battling cancer with background on how Pfizer approaches the research and development of innovative medicines that have had transformative benefit. In addition to distributing on all podcast platforms and the Pfizer website, the content for this series was amplified via paid and organic tactics including social, digital and out of home channels during Breast Cancer Awareness Month to reach the general public at a time when audiences are highly engaged in breast cancer conversation. The podcast was also the lead feature in Beth Snyder Bulik’s Endpoints News MarketingRx roundup (October 25).

Season 2 of Science Will Win debuted in the top 1% of podcasts globally and is currently in the top 2.5% of podcasts globally. Season 2 had a 44% increase in downloads compared to the previous season and social posts promoting the show have a nearly 19% engagement rate across channels. These strong results were a combination of paid media, activating a multi-channel amplification approach, and leveraging research and insights to guide our strategy and channel usage.

As of December 31, 2022, Science Will Win topped the Apple Podcasts: United States of America: Life Sciences chart in the top 20 at #15. The results indicate that podcasting was an ideal way to reach the public on a high-science topic, which paves the way for future/upcoming Science Will Win episodes.

Results
• Increase in downloads (Season 1 to Season 2): 44%
• Engagement Rate: 18.53%
• Impressions: 15.8M+
• Engagements: 2.6M+
• Clicks: 3.7M+