Why Podcasts Work Better for Pharma

Pharmaceutical advertising has historically leaned heavily on traditional television to drive awareness, but that playbook is losing effectiveness. Even as spending shifts to streaming video and social media, the results haven’t improved. 1

Consumers are overwhelmed by the volume of ads, growing increasingly frustrated by messaging that feels unrealistic, disconnected, and hard to trust. This shift in sentiment signals that pharma advertisers need to rethink their media strategies and explore new ways to reach consumers. That’s where podcasts stand out as a powerful opportunity. 

Podcasts continue to show strong momentum, with consumption at an all-time high. Today, 58% of Americans are monthly podcast consumers. 2 And podcast consumption spans every generation from Gen Z to baby boomers: 64% of people 12–34, 68% of adults 35–54, and 44% of adults 55+ report they’ve listened to or watched a podcast in the past month. 2 This type of broad, cross-generational reach gives pharma advertisers a unique opportunity to leverage top talent from the SiriusXM Podcast Network to deliver their message with credibility and connection that resonates deeply across consumers ages 18 and up. 

In fact, new research from a SiriusXM Media Pharma Audience Research Study reveals that our podcast audience is highly receptive to pharma messaging and more likely to take action after exposure to pharma ads, positioning podcasts as a highly effective channel for this industry.   

Traditional pharma advertising is falling short

The research points to a clear disconnect. In essence, traditional pharma advertising misses the mark in both tone and format. Among SiriusXM Media podcast consumers, nearly eight in 10 (78%) say there are too many pharma ads on TV and streaming video platforms. And for many, the creatives and visuals in pharma TV ads feel misaligned with the important safety information (ISI). In fact, half of our podcast consumers find the visuals unrealistic or out of touch, 44% say the visuals are misleading, 41% think they make side effects seem less serious, and 28% find them distracting. 3 

Even more telling, just 6% say the visuals in TV/streaming video pharma ads are comforting and only 4% find them relatable and engaging. 3 Rather than building favorable connections with consumers, these visuals are causing friction, signaling a need for a more trusted, engaging environment like podcasts. 

But here’s the good news. The SiriusXM Podcast Network is expanding what’s possible for pharma brands with a new beta—dynamic ad insertion for video host reads on YouTube, opening a more flexible path for brands in sensitive categories. By dynamically serving video host read creative, pharma brands can optimize campaigns in real time and ensure messaging reaches the right audiences. Unlike baked-in integrations, these ads are targeted exclusively to US podcast consumers, helping to maintain compliance while maximizing impact. At a time when traditional pharma advertising is falling short, this approach offers a more authentic, controlled, and effective way to connect with consumers. 

This highlights a distinct advantage podcasts offer pharma brands: the ability to deliver messaging through credible voices when distractions are low and attention is high, increasing the likelihood that messaging resonates. 

What podcast listeners actually want from pharma

When it comes to pharma messaging, SiriusXM Media podcast consumers want clarity, authenticity, and useful information. Believe it or not, they’re leaning into the messaging if it aligns with their expectations and needs. More than six in 10 podcast listeners (61%) say they want to hear pharma ads, and when it comes to safety details and potential side effects, they’re fully engaged. Four in 10 listeners want helpful information about side effects while nearly half (49%) find it helpful and informative to hear important safety information (ISI) in pharma ads. The data also emphasizes the importance of transparency: 73% of SiriusXM Media podcast consumers who take prescription drugs say it’s helpful to learn about potential side effects and 56% prefer to hear or see everyday patients’ stories in pharma ads instead of actors. 3 Bottom line: Messaging that is honest, informative, and reflective of real-life human experiences resonates most with this audience.

Why podcasts are a natural fit for pharma

Rooted in trust, credibility, and human connection, podcasts reflect the very qualities our audience wants from pharma messaging. They are conversational and flexible in length, allowing hosts to share more nuanced, in-depth information. At the same time, podcasts offer an always-on listening experience, moving seamlessly with the audience throughout their day. 

This is especially meaningful as nearly nine in 10 (87%) SiriusXM podcast consumers listen to audio during moments that matter to pharma advertisers. 3And because audio’s strength lies in its ability to deliver contextually relevant messaging, it enables brands to connect with consumers at the most relevant and impactful moments.   

The channel that drives real action

In a category where decisions unfold over time through research, careful consideration, and conversations with healthcare providers, continuous engagement and exposure are key. And when it comes to driving real-world actions, podcasts have proven to be a highly effective channel. For pharma advertisers, success is less about driving immediate action and more about the steps in the patient journey: building an understanding, establishing trust, and creating confidence. That’s where podcasts truly succeed. 

Simply put, podcasts turn information into understanding and understanding into action, the outcome that pharma advertisers need.    

Podcasts deliver measurable impact for pharma brands

A pharmaceutical advertiser partnered with the SiriusXM Podcast Network to generate awareness and consideration for a prescription diabetes medication, targeting general market and Black adults 18 and over with lower to middle incomes. Leveraging tailored creative messaging and authentic host-read endorsements, the campaign drove double-digit gains among Black males. These results reinforce the role of podcasts as an effective channel for reaching and engaging diabetes audiences. 4 

• +23 pts in brand awareness 

• +19 pts in ad recall

• +15 pts in brand consideration 

• +11 pts in message association 

Another pharmaceutical brand partnered with the SiriusXM Podcast Network to drive measurable impact for a prescription eye drop treatment, targeting adults 18 and up with active lifestyles. The campaign strategically combined host-read and announcer-read placements across Hidden Brain, Dale Jr. Download, and Let’s Talk Off Camera with Kelly Ripa, leveraging the credibility of trusted voices to deliver the message. The results showed statistically significant gains across all brand metrics and attributes, proof that podcasts effectively communicate key messaging and drive meaningful action. 5

• +4.2 pts in brand awareness 

• +4.8 pts in brand favorability

• +3.6 pts in purchase intent

• +5.1 pts in brand-specific attribute about the ease of use

• +4.9 pts in brand-specific attribute about long-lasting results

Pharma wins big with podcasts 

The data makes one thing clear: Podcasts represent a fundamentally better way for pharma brands to connect with our podcast audience. In an environment defined by trust, attention, and authenticity, podcasts have a unique ability to deliver messaging that feels credible, informative, and human—and that’s how pharma brands win. 

Ready to see how the SiriusXM Media Podcast Network works better for pharma? Let’s talk.   

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