{"id":311,"date":"2023-07-19T14:37:18","date_gmt":"2023-07-19T09:07:18","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=311"},"modified":"2023-07-19T14:37:18","modified_gmt":"2023-07-19T09:07:18","slug":"digital-audio-sxm-media-pharma-marketers-winning-combo","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/digital-audio-sxm-media-pharma-marketers-winning-combo\/","title":{"rendered":"Digital Audio & SXM Media: Pharma Marketers’ Winning Combo"},"content":{"rendered":"
\"Digital
Source:- (SXM MEDIA: PANDORA, SOUNDCLOUD, SIRIUS XM, PODCAST NETWORK)<\/figcaption><\/figure>\n

 <\/p>\n

Want in on a little secret? <\/span>Consumers love digital audio<\/span><\/a>. Thanks to a +34% increase in the consumption of digital audio1, 214M Americans are now listening to digital audio monthly1, a number that\u2019s more than doubled since 20121. Translation? 3 out of every 4 Americans (75% of the U.S. 12+ population) listen to digital audio1. Today\u2019s consumers are hyper-connected. The average U.S. household owns 22 connected devices2. The unbeatable combination of personalised digital music, entertainment, and podcast content, plus the ability to listen across a vast array of CES devices, has contributed to an all-time high in the amount of time consumers spend listening to digital audio \u2013 almost FIVE hours per day1. And that\u2019s at a time when Americans are spending 39% less time with T.V. and 26% less time with AM\/FM radio daily (since 2012)4.<\/span><\/p>\n

SXM MEDIA AUDIENCE RESEARCH: PHARMA INDUSTRY<\/span><\/p>\n

As digital audio continues to rise, so do the options for pharma marketers. SXM Media\u2019s dynamic portfolio of streaming (Pandora, SoundCloud), satellite (Sirius XM) and <\/span>podcasts<\/span><\/a> reaches the important audiences that pharma marketers want.<\/span><\/p>\n

Our one-of-a-kind audience research study gives valuable insights into our audience\u2019s actions, behaviours, and attitudes across various factors. It encompasses all SXM Media platforms across a broad range of audience cohorts. These insights are uniquely valuable and help us inform pharma marketers of specific audiences that can be most intelligently optimized for the best possible campaign outcomes.<\/span><\/p>\n

Here are just three very brief and general takeaways for DTC marketers:<\/span><\/p>\n

EARBUDS AND HEADPHONES ARE THE NEW POC FOR OUR AUDIENCES:<\/span><\/p>\n

The connection our listeners have at key moments for pharma is undeniable. 8 in every ten listeners4 are listening to the audio on the way to or from their HCPs, waiting for their HCPs, and during their morning and evening routines4 (typically the times when patients are in the habit of taking their R.X.s). This <\/span>digital audio<\/span><\/a> connection is significant across a wide spectrum of audience demographics: 78% of our A55+ listeners are listening to audio in these key pharma moments4, while 3 out of 4 listeners aged 65+ are doing the same4 85% of our podcast listeners are leaning into audio content at these significant moments4. Our highest level of audio consumption at these designated times is our older Gen Z female audience: 94% of Women 18-24 listen to audio at key pharma moments4. Without a doubt, regarding digital audio, SXM Media platforms are highly viable channels for the pharma brand\u2019s connection with consumers at extremely appropriate moments.<\/span><\/p>\n

OUR AUDIENCE IS HIGHLY VOCAL WITH THEIR HCPs<\/span><\/p>\n

What\u2019s extremely significant is the degree to which our audiences are very comfortable expressing their opinions on prescriptions to their HCPs. This is exactly what DTC marketers hope for. Our research found that regardless of age, we have a very comfortable audience voicing their opinions about prescription medicines to their doctors (71% of all adult listeners, 70% of Adults 35-54 listeners, and 76% of Adults 55+ and 65+ say they\u2019re comfortable vocalizing their opinions on R.X.s with their HCPs)4. What\u2019s also worth noting is that a higher percentage of our African American listeners (80%)4 are comfortable voicing their opinions with their HCPs about R.X.s. Additionally, this high audience vocality rate with doctors about prescriptions is very consistent across all of our SXM Media platforms: 74% for SoundCloud\u2019s audience, 74% for Podcast listeners, and Sirius XM\u2019s audience at 73%4.<\/span><\/p>\n

SOCIAL MEDIA IS NOT A TRUSTED SOURCE OF MEDICAL TREATMENT INFORMATION<\/span><\/p>\n

Our listeners are self-educators when it comes to pharmaceuticals. Not only are 68% of them researching prescriptions they think they need and reviewing the side effects of those R.X.s, but they\u2019re taking these actions BEFORE conversing with their doctors4. It\u2019s also very important to note what our listeners are not doing \u2013 using social channels for information about treatments for an illness or medical condition. Only 4% of our overall audience uses social media for that purpose, which means 96% of our listeners are NOT using social media for that type of information4. This huge, scalable audience doesn\u2019t choose to self-educate on medical conditions or pharma via social media.<\/span><\/p>\n

A LASTING IMPRESSION FOR PHARMA<\/span><\/p>\n

A recent study found that digital audio on our platform had a long-lasting impact on memory, with brand impressions lasting up to four months after the initial flight5, which was 36% more of an impression than T.V. and 49% more than AM\/FM radio5. Our audience research illustrates how our audiences are connected to audio at significant moments for pharma, that our audience is highly vocal with their HCPs regarding prescriptions, and that our listeners cannot be reached or educated on treatments for illnesses or medical conditions via social media. Our pharma research data can help us inform strategy and tactics to help make your pharma campaign success a reality.<\/span><\/p>\n

Source:- <\/span>https:\/\/www.fiercepharma.com\/sponsored\/sxm-media-pharma-research-i-plus-rise-digital-audio-creates-winning-combination-marketers<\/span><\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

  Want in on a little secret? Consumers love digital […]<\/p>\n","protected":false},"author":1,"featured_media":312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[25,26,10],"ppma_author":[321],"class_list":["post-311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-advertising","tag-digital-audio","tag-digital-audio-advertising","tag-paytunes","author-user"],"yoast_head":"\nDigital Audio & SXM Media: Pharma Marketers' Winning Combo<\/title>\n<meta name=\"description\" content=\"Discover the power of Digital Audio and SXM Media for pharmaceutical marketers. 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With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space. He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award. He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media. Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.","sameAs":["https:\/\/paytunes.in"],"url":"https:\/\/paytunes.in\/blog\/author\/user\/"}]}},"jetpack_featured_media_url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/07\/SXM-Media-2023-Pharma-Soundboard-Study-EVOKE-2023_1699839282.webp","authors":[{"term_id":321,"user_id":6,"is_guest":0,"slug":"niikhil-admin","display_name":"Nikhil S","avatar_url":{"url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg","url2x":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg"},"author_category":"1","first_name":"Nikhil","last_name":"S","user_url":"https:\/\/paytunes.in","job_title":"","description":"<span style=\"font-weight: 400\">Nikhil Suman is a Digital Marketer and SEO expert currently serving as Marketing Manager at Paytunes. With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.<\/span>"}],"_links":{"self":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/311","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/comments?post=311"}],"version-history":[{"count":1,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/311\/revisions"}],"predecessor-version":[{"id":313,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/311\/revisions\/313"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/media\/312"}],"wp:attachment":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/media?parent=311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/categories?post=311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/tags?post=311"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/ppma_author?post=311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}