Finding new ways to reach Boyds’ audience

Podcasts can be a fun and effective way to reach audiences and showcase expertise while raising a brand’s profile, and for Boyds, launching its own podcast provided a new platform to easily engage with its existing audience as well as reaching new audiences.

Podcasts had been on the wish list for a couple of years, and with the arrival of Harriet Edwards, into the regulatory team, we were able to get the project moving. Harriet is no stranger to podcasting and is also an active Instagram influencer in her spare time. She brought the energy and focus needed to help launch the Boyds podcast, providing the company with a new and innovative platform to demonstrate Boyds’ expertise.

The objective was to develop a themed series of podcasts covering a range of conversational topics of importance, or interest to their industry peers, and the first recordings were made in the late summer of 2023, with a schedule of planned topics in place, to ensure a steady flow of episodes.

‘Conversations in Drug Development’ was officially launched in October 2023, and is aimed at their fellow community of scientists and clinicians working in the world of drug development. Listeners are treated to candid conversations from the expert team at Boyds each month. 

Crafting the conversation

Working closely with the team, we developed the identity for the podcast, set some clear goals for delivery, and provided project management support. 

Sue worked closely with their in-house marketing executive and podcast champion, El Brumby, to launch the podcast on their website, and platforms including Spotify, Apple Podcasts, Google Podcasts and Amazon Music. Boyds is a patron of Cat Radio, the local community radio station for Crewe and Nantwich, and as such, the team has had access to their state-of-the-art recording studios, ensuring a high-quality recording every time.

The results

The podcast received 200 global downloads in the first month alone, and with new episodes in the pipeline, the hope is that this audience continues to grow.

Furthermore, this initiative has provided the team at Boyds with an opportunity to develop new skills by getting involved.

Speaking about the project, V Formation Director Sue Carr said:

“Creating the ‘Conversations in Drug Development’ podcast campaign and series has enriched our content and communications strategy, helping Boyds to expand and engage with a new audience. The informal conversational format makes for easy listening, even where more complex topics are discussed, and we have received positive feedback from this new and growing audience of listeners.”

If you need more information before taking the plunge into podcasting, read our latest blog, where Sue discusses the merits of incorporating podcast marketing in your content strategy and provides some top tips to help with planning, producing, and launching a podcast series. 

Are you thinking about implementing podcasts into your marketing strategy? Get in touch with the V Formation team to get started.