Feel More Like You podcast

Combining clinical oncology advice, expert beauty tips and real survivor stories to help cancer patients maintain their identity through treatment.

The ask

 

Walgreens began offering an in-store service for cancer patients:  oncology-trained pharmacists and beauty consultants available to help with the physical side effects of cancer treatment, such as hair loss and skin changes. As the content creative team, we were tasked to bring this expertise to a wider audience on digital channels.

The result

 

An inspiring 10-episode series filled with 30+ authentic patient stories and dozens of expert interviews streaming on all podcast platforms with an 86% completion rate and 81% subscription rate.

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Why a podcast?

 

  • A branded podcast can help brands increase their perception as an expert in that space. Just like our in-store experience, this evergreen content is a service to our customers, available 24/7.
     

  • Podcasts are growing medium—98 million adults regularly listen, 21% of all adults. Global listenership has grown 42% since COVID-19.
     

  • It’s a great differentiator. No other retailer is meeting this audience’s needs in this space. It’s a first-of-its-kind not only for Walgreens, but for our customers.

 

How it was made

 (Research, research, interviews and more research!)

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The project was conceived and built in 8 months time. I lead the concept and creation of this project, to ensure we delivered content that:

  • Resonated with patients. I interviewed dozens of survivors early on to ensure we would strike the right tone and be useful to her.
     

  • Showcased expertise. I also interviewed top experts in the oncology field—such as surgeons, dermatologists and dentists—and in the beauty field—such as makeup artists, wig experts, medical tattoo artists and more.
     

  • Aligned to business goals. I worked with brand marketing as they formed the in-store program. I attended trainings and toured specialty pharmacies, following the patient journey from diagnosis to remission.
     

  • Turned highly clinical topics into actionable takeaways. Cancer patients are often overwhelmed by the information from their oncology team, but doctors don’t have time to walk through everything. I developed partnerships with our clinical review team of doctors to ensure our content was based in research and answered real questions from real survivors.
     

  • Reached our target audience. I also partnered with our SEO team to ensure we optimized the content based on what our patients are wanting help with.

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On-location recording
Boxing class with survivor Csilla, learning how to show cancer who's boss.

Takeaways
 

Under tight time constraints, I was able to:

  • Create a 50-page, high-fidelity script of the entire series, deeply researched and reviewed with legal and clinical alignment
     

  • Study common side effects of cancer treatment and effective ways to find relief
     

  • Understand common gaps between patient needs and doctor objectives
     

  • Identify subject matter experts and their exclusive advice
     

  • Iterate based on multiple rounds of patient feedback
     

  • Cast real patients with relevant stories and experiences for each side effect
     

  • Host the podcast, conduct interviews and write scripted segments
     

  • Learn and execute audio editing via ProTools
     

  • Submit to Apple for approval a week before planned launch
     


Future state

Last March we were planning to go to CancerCon, but due to COVID-19 it was moved to a digital-only event. Here are mockups of the booth we would've hosted at the in-person conference—complete with live interviews and makeup consultations.

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