Branded podcasts They are no longer reserved for "inspirational" topics or very mainstream storytelling. Even complex, technical, or institutional themes can find their place in the ears… Provided one masters both the content and the form. at theHealth InsuranceThe podcast has established itself as a valuable tool for education, personal expression, and dialogue, both internally and externally. Digital health, the link between physical activity and health, women's health: these are demanding topics, addressed with in-depth analysis, expert insights, and genuine editorial ambition.
To understand how these podcasts were created, how they are conceived, distributed, and evaluated, the We Are COM team spoke with Guilhem Fabre, communications officer at the National Health Insurance Fund. An enlightening feedback for all communications professionals wondering if audio is really suited to their topics… And how to get started without falling into the trap of producing endless “institutional” podcasts.
Before even discussing strategy and results, let's go back to the starting point. How did the idea of launching podcasts at the Health Insurance come about?
The podcast was born quite naturally, almost impromptu, in a very specific context: an internal acculturation operation around the digital shift in health, at the time of the launch of "My health space".
The challenge was to explain internally what digital health development truly entails, its impact on the healthcare system, and its impact on the national health insurance system. The podcast format seemed ideal for this. After producing this first series, we realized the investment it represented, both in terms of time and budget, but also the quality of the final product. The idea of making it available externally quickly became obvious, as this content could clearly be of interest to our stakeholders and the broader healthcare ecosystem.
Today, the Health Insurance podcasts deal with subjects that are sometimes complex, even perceived as "dry". Why choose audio as a medium to convey these messages of general interest?
Precisely because audio allows you to take the time. A 15-minute podcast today is a format that people are willing to listen to, whereas an equivalent article would rarely be read to the end, and a video of that length would be both expensive and restrictive.
Podcasts also offer listening freedom : you can listen to it while doing something else, in the car, while playing sports, at home, without being in front of a screen.
This is a considerable advantage, especially for content de backgroundFinally, it allows us to invite experts, both internal and external, and to enrich institutional discourse by moving beyond a discourse solely focused on ourselves.
You are piloting today a channel that brings together several podcasts, intended for both insured individuals and healthcare professionals. How is this production organized?
It exists several podcast broadcasters at the Health InsuranceOn one hand, there's the National Health Insurance Fund, with institutional podcasts or podcasts related to campaigns aimed at our various audiences: insured individuals, healthcare professionals, and businesses. On the other hand, there are initiatives led by organizations within our network, at the local or regional level.
These initiatives are fairly free, as long as they don't clash with national productions. When a podcast from the network is particularly relevant, it can be integrated into the national channel. This is the case, for example, with " My diabetes ", a podcast of testimonies supported by the funds of the Pays de la Loire region, which I find remarkable for its accuracy and humanity.
« On the other side of the screen "," Moving is good for your health ", soon a podcast on women's health... What major societal issues guide the choice of topics covered?
For institutional podcasts, the guideline is quite clear: to be at the crossroads of public health policies and societal concerns.
We rely in particular on internal prospective studies that analyze the evolution of the healthcare system in relation to societal changes. Women's health, for example, was one of the major themes recently identified. The aim is always to address issues that concern citizens, while highlighting the central role that the national health insurance system plays.
You mention a strong desire to "show the commitment" of the Health Insurance system. How does the podcast allow you to tell this story differently from other, more institutional formats?
Podcasts help to humanize topics that might otherwise seem abstract or technocratic.
The voice plays an essential role : it creates a closeness, an almost intimate relationship with the listener.
Depending on the project, we use different techniques: a voice-over to guide the listening experience, reportage formats, and sometimes short skits to bring humor or a break from highly technical content. All of this helps to make issues of public interest concrete and relatable.
Internally, how are these podcasts perceived and shared? Do they also play a role in mobilizing or fostering pride among the teams?
We obviously relay them via our internal media, even though this presents a practical difficulty: the Espaitec's lives primarily on external platforms, and we do not have an internal equivalent.
It is also difficult to measure precisely who is listening: We do not have the ability to distinguish between internal and external auditors.On the other hand, the qualitative feedback is very good. When traveling within the network or talking with communications professionals, I'm often asked when the next episode will be released. This is a very positive sign, and probably a a source of pride for the teams.
Externally, what dissemination strategy did you choose? What lessons have you learned from it?
First lesson: a podcast does not work without media coverage. We must be willing to invest in promotion, particularly through the purchase of advertising space.
Second point: Media coverage has no effect if the content is not of high quality.When the editorial and sound work is solid, the results far exceed the initial promises.
Finally The power of owned media should never be underestimated.s. Our website ameli.fr is an extremely powerful tool for us, and it plays a key role in the visibility of our podcasts.
How do you measure the performance and usefulness of these podcasts?
Today, we primarily have a quantitative approach, with very satisfactory results: Some podcasts have far exceeded 150,000 listens.We also have a recognition external, with several professional awards.
However, QUOTE of the qualitative impact (memory, comprehension, perception) there remains an area that needs further investigation.This is clearly an area for improvement in future productions.
Looking back, what advice would you give to communicators who are hesitant to launch a branded podcast?
The first piece of advice would be to assume that your topic is not interesting a priori. Espaitec'sIt is the art of reaching out to the listener, of grabbing them "by the ear" and getting them to listen to long content on a complex subject.
This requires genuine journalistic work and sound production. On the Health Insurance side, for our institutional podcasts, we chose to partner with a podcasting agency from the media world, not the communications sector. Communications is my profession; their added value lies in their mastery of the format.
A good podcast is not simply an audio version of an existing strategy: it is a fully-fledged editorial object, with its own codes and requirements.
Finally, from the listener's perspective: are there any podcasts that you listen to regularly, or that particularly inspire you?
I am first and foremost a radio man: it sets the rhythm of my mornings, my morning coffee, and remains an important reference point for me.
That said, I regularly listen to productions Arte Radio. Their formats are always very demanding in terms of sound design and investigative work. I'm thinking in particular of an episode of "Et parfois, on gagne" (And Sometimes We Win). dedicated to Social Securitywhich particularly interested me, obviously in relation to my professional life!
