How Audio Drives Real Doctor-Patient Conversations

While Americans spend over 20% of their daily media time listening to audio, pharma brands allocate a mere 1% of their advertising budgets to the channel, highlighting a massive strategic disconnect. Key takeaways from SiriusXM Media’s inaugural Pharma Audio Summit emphasize that audio acts as a powerful, intimate vehicle for building trust and patient engagement—particularly through podcasts, which make listeners 25% more likely to discuss advertised medications with their doctors. Highlighting this untapped potential, Mark Pappas, EVP of Innovation at CMI Media Group, noted, “Audio is the most wide-open competitive landscape in pharma media right now. Most brands aren’t there… That’s not a problem. That’s an opening.”