With new regulatory changes, the need for innovative and compliant communication platforms has become paramount.
In the wake of stringent updates to the Therapeutic Goods Administration (TGA) guidelines, aesthetic medical professionals face new challenges in promoting their services and engaging with their audience. Amidst these regulatory changes, the power of podcasting has emerged as an invaluable tool, offering a compliant pathway for practitioners to share their expertise, connect with a broader audience, and fosteran environment of informed decision-making.
Impact of the TGA guidelines on patient communication
The recent revisions to TGA guidelines significantly limit the direct promotion of prescription treatments by aesthetic medical practitioners. This regulatory shift mandates a more educational and nuanced approach to patient engagement and public communication. Herein lies the potential of podcasting – a medium inherently suited to storytelling and education, providing a platform for in-depth discussion without falling afoul of advertising and self-promotion restrictions.
The power of podcasting
Podcasting, with its intimate and accessible format, stands out as a compelling solution to the challenges posed by the TGA guidelines. Podcasts allow aesthetic practitioners to explore topics deeply, from the latest advancements in procedures to wellness and beauty trends, fostering a sense of trust and authority with their listeners. This format is particularly beneficial in a field where consumer confidence and understanding are paramount.
For aesthetic medical professionals, podcasting presents numerous advantages, particularly in light of the updated guidelines. Firstly, it serves as an educational platform, allowing practitioners to inform the public about aesthetic treatments within the bounds of these regulations. This approach not only clarifies procedures but also fosters informed decision-making among potential patients. In an increasingly competitive market where standing out for all the right reasons is crucial, podcasts provide an avenue for practitioners to showcase their unique methods, philosophies and skills, thereby cultivating a stronger and more distinct brand identity.
Additionally, the inherently digital format of podcasts breaks down geographical barriers, enabling doctors to connect with a global audience. This broadens their potential client base well beyond the immediate locality, opening up new avenues for professional growth and patient outreach.
BE Ageless Network
The BE Ageless Network, launched by Bahar Etminan, offers practitioners a dedicated platform and expert team to set up and produce their own podcast.
With Australians listening to an average of seven hours of podcasts weekly and downloading 755 million podcasts in 2022, podcasting offers a unique opportunity for doctors to articulate their knowledge and insights effectively.
Practitioners like Dr Giulia D’Anna with ‘Dermal Distinction’ and Dr Naveen Somia with ‘Patient First Conversations’ have leveraged the BE Ageless Network to enhance their digital presence and connect with audiences on a more personal level.
‘Creating the Dermal Distinction Podcast has been a passion project that has come to life for me,’ says Dr Giulia D’Anna. ‘I was looking for an inspired way to reach a new audience and continue on my path of aesthetic and ethical treatment and education.’
Dr Naveen Somia initially didn’t see himself as ‘podcast material’, but after some research he was convinced that it was important to have a podcast voice highlighting the patient-first approach in cosmetic surgery, especially during a time in which the industry was impacted with negative media publicity.
His podcast, Patient First Conversations, served on the BE Ageless Network, has published 7 episodes at the time of writing.
‘Bahar set me up for success through background research on the content, podcast topics, tone of voice, as well as giving excellent advice on the technical set-up. These were invaluable,’ says Dr Somia.
‘Preparation for every episode involved a lot of research on my part. This was time consuming but a critical part of a podcast. Being supportive through the process is what made a tough job easier and Bahar ensured that I met deadlines and helped with the successful completion of each project.’
As the aesthetic medical sector navigates the complexities of updated TGA guidelines, the role of education-led media has never been more critical. Podcasting offers aesthetic medical experts a unique blend of education, engagement and empowerment, allowing practitioners to maintain compliance while building meaningful connections with their audience in the increasingly regulated world of aesthetic medicine. AMP
For more information, visit www.BEAgeless.com.au. To listen to the BE Ageless Network podcast channel, visit bit.ly/beagelessnetwork
