THURS-113 - Linking Podcasts with Social Media to Promote Local Community-specific Health Issues: Habits by HLC

Brief Abstract Summary: As an emerging technology, it appears that podcasting has the potential to reach large numbers of people who are interested in changing health behaviors (Turner-McGrievy et al., 2009). Little research has investigated how podcasts can be partnered with social media as a tool for disseminating community-centered health information to local citizens. This analysis sought to address this potential. To assess feasibility, podcast reach and total listenership information was drawn from data provided by the website used for dissemination (habitsbyhlc.buzzsprout.com). Apart from listenership trends, we will also report audience reach, impressions, and engagement on social media through the number of downloads, shares, and reactions posted on Instagram and Facebook. This analysis establishes the feasibility of a community-driven health content library of podcasts and social media for disseminating locally-relevant health information.

Detailed abstract description: As an emerging technology, it appears that podcasting has the potential to reach large numbers of people who are interested in changing health behaviors (Turner-McGrievy et al., 2009). Per recent estimates, in the US, 47% of people aged 12 and older listen to podcasts at least once a month (Aubin, 2024). The Healthy Lifestyle Center is an interprofessional clinic where students collaborate with professionals to provide low-cost preventive health services and education to underserved communities of East-Central Indiana. In an effort to bolster awareness of the HLC and local health issues, the HLC launched its Habits by HLC podcast. Each month, the student-led podcast features interviews with faculty, community organizers, health professionals, and local citizens who discuss community-relevant health issues.
While research has suggested that podcast listenership has the ability to influence health attitudes (Nathan, 2018), reduce stigma associated with health issues (Carrotte, 2023), and change perceptions of caregivers and health professionals (Lee, 2022), little research has investigated how podcasts can be partnered with social media as a tool for disseminating community-centered health information to local citizens. This analysis sought to address this potential.
To assess feasibility, Habits reach and total listenership information was drawn from data provided by the website used for dissemination (habitsbyhlc.buzzsprout.com). Between February 2023 and November 2024, Habits was downloaded over 1,200 times, with most listeners from the regional area. The 16 Habits by HLC episodes discussed a number of community-specific needs, including maternal mental health, opioid addiction, and healthy aging. Apart from listenership trends, we will also report audience reach, impressions, and engagement on social media through the number of downloads, shares, and reactions posted on Instagram and Facebook.
This analysis establishes the feasibility of a community-driven health content library of podcasts and social media for disseminating locally-relevant health information. Podcasts may be an important tool in the dissemination of public health information as well as a promotional asset that establishes community awareness of local resources among otherwise inaccessible audiences. Future research would add to our understanding by investigating how content features, such as speaker credibility, relevancy of topics to local health issues, and novelty of information provided, may intersect and correspond with health attitudes, intentions, and health behaviors in complex ways. These features may come to influence health behavior through methods that are different from other traditional forms of media.