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. The third season of the Science Will Win podcast tackles a critical question: how will AI help stop the next superbug? Since antibiotics were first discovered, bacteria have been evolving to outsmart them. But today, the latest science is rising up to meet the challenge. Over four episodes, Science Will Win explores how artificial intelligence can help the scientific community overcome one of the greatest challenges facing humanity: antimicrobial resistance (AMR), also known as drug resistant bacteria.
Our main objective was to encourage the public to learn more about how AI can be used in drug research and development and data analyses in the context of AMR, hear the personal stories behind AMR, and expand their knowledge of Pfizer’s expertise beyond COVID-19 in an engaging and digestible format.
Hosted by AI thought leader Jeremiah Owyang, the beginning of each episode features sound-designed future hypotheticals, showcasing the potential unlocked by AI in healthcare. However, the twist is that these scenarios are rooted in reality. The season opens in the middle of a new hypothetical pandemic: an antimicrobial superbug is sweeping the globe. Guided by scientific experts, the podcast explores how AI and machine learning have already helped contribute to a better understanding of the causes and risks of antimicrobial resistance and accelerating the discovery of new treatments. Along the way, the podcast emphasizes the responsible and efficient use of technology, providing listeners with a glimpse into the future while remaining grounded in the present.
Podcast-specific strategy: To effectively engage the general public, science enthusiasts, healthcare professionals and techies, we devised a unique episode format that brought listeners in with a future hypothetical vignette that was later explained through narrative storytelling and interviews with experts. To ensure a holistic understanding of the research, challenges, and opportunities for AI in medicine and specifically in AMR, as well as personal experiences from those touched by AMR, Pfizer and Wonder Media Network brought together a myriad of voices from AI and AMR – patient advocates, data scientists, researchers, and AI experts. We also hosted three live bonus episode recordings at SXSW in March 2024 to continue the conversation from Season 3 — a Pfizer-first at an esteemed event with a broad range of attendees.
Promotion-specific strategy: To ensure this series was heard by as many in the public as possible, Pfizer, Wonder Media Network and 301 Digital Media promoted it through a multichannel campaign to internal and external audiences.
Execution & Tactics
The podcast series was broadcast on Pfizer’s established, owned podcast, Science Will Win, accessible on the Pfizer website and distributed on all major podcast platforms.
The team developed a multi-channel approach to activation. The channels included amplification across social, digital, print and newsletters externally, and encouragement to Pfizer colleagues internally via Yammer, e-signs, emails and newsletters to download the podcast and share with their networks.
The strategic content push started with a teaser post on Pfizer’s social channels to bring attention to the podcast ahead of launch, and evolved to paid media tactics across platforms that ran throughout Q4. By capturing audience attention on places they most commonly engage (and likely surprising places for a pharmaceutical company to show up), we generated a wide reach of user consumption and downloads.
Tactics:
Pfizer.com
Podcast Platforms
Social
(1) Teaser post
(2) Launch ads
(1) In Case You Missed it Style Post
Digital Banners
In-Podcast App Advertisements
Print Advertisement
Live-recorded episodes at SXSW
Promotion of the podcast’s third season resulted in a +400% increase in average downloads per episode from the previous season. These strong results were a combination of paid media, activating a multi-channel amplification approach and leveraged research and insights to guide our strategy and channel usage.
Season 3 of Science Will Win debuted in the top 1% of podcasts globally and is currently in the top 2% of podcasts globally. As of February 2024, SWW had reached #1 on both the Apple Podcasts: United States of America: Sciences and Life Sciences charts. It also broke into the Top 50 of Apple Podcasts: United States of America: All Podcasts. Additionally, it topped the charts around the world, including Great Britian, Canada, Australia, Germany, South Korea, France and many more.
The results indicate that podcasting was an ideal way to reach the public globally on a high-science topic, which paves the way for future and upcoming Science Will Win episodes.
Results:
—Increase in average downloads (Season 2 to Season 3): +400%
—Impressions: 100M+
