For a long time watching the market portals and writing about health. I look at him with two basic perspectives; firstly I try to assess the value of the merits of published content, secondly, the way in which these services are advertising medium for the pharmaceutical industry.Recently I came across an interesting initiative, which the authors called Radiokliniką. I do not know what this service. On the one hand there publish podcasts (radio) Health, on the other, there is also a lot of content to read. Therefore, I decided to contact the Chief Editor Radiokliniki and explore the matter. We talked via Skype, but I managed to translate the record of the conversation on paper or screen. I invite you to read the interview.
– [Dariusz Goźliński] Welcome. Thank you for this, the lady agreed to talk.
– [Ewa Michalska | Radioklinika) I also welcome, I was surprised by the Lord proposal. Reported for the first time blogger at me with a request for an interview.
– How Pani, I run a blog that is only part of my internet activity. In fact, dealing with marketing professionals, in particular the mainstreaming of health and pharmacy. Projects such as Radioklinika I am very interested in.
– I understand, I am pleased to.
– Can you tell my readers what the page is, which Mrs. leads. I get the impression, that you are not a classic blog.
– It is true. Radioklinika is to listen! The texts, we publish are important, but are in addition we create podcasts.
– So you're an online radio…
– Not, it is not so. Radio suitable all the time, has its own scheduling and probably necessary licenses to broadcast programs. We publish only broadcasts, that our students can play at any time, on any device. It's a bit like the audiobooks, so that we do not read books and talk with about the health of extremely interesting people.
– Who do you talk, where do you broadcast topics?
– We try to talk only with doctors and specialists. In exceptional cases, also with famous people, who fought for health. This interview conducted recently with Mr.. Jerzy Stuhr. A topics ... we began reinventing yourself. Now suggest them to us by our listeners and callers. In general, the lack of ideas do not complain. I hope we will have the chance to meet these programs, waiting in the queue.
– Do you always talk by skype?
– Not at all. The proposal calls over Skype fell from the Lord's hand. With our guests talk in person only. Almost every new topic realize with another doctor. Most often know only before the interview. Skype whether the phone for him to totally did not work here. At the meeting we come with microphones, computers. Before we start the conversation always right we are trying to shorten the distance. introduce some slack. For many of our guests is the first public appearances. We feel obliged to help them I get the impression, they expect it.
– All the time you speak "my"…
– So, will Radioklinika in this moment 5 people across the country. And I very much hope, that the team still expand.
– Sounds good, but I have to ask ... where the money to fund this project? I do not see any ads in your or sponsors.
– Because of it has no. Radioklinika established a year ago. Since the beginning of the project was conceived as an antidote to our family situation. The idea is, that the younger son was born with a serious heart defect. Together with her husband continually expanding our knowledge because it is an essential tool in the fight for his health. We met with the doctors many times. In the end, the desirability of, gathered to share knowledge, use up, record ...
– I understand, but you did not answer my question. How we finance?
– Money is not everything, but if you ask it at the moment we fund the whole project from its own resources.
– Is this the way business?
– If you will shy away from answering. I can only add, that we begin to notice the expenses related to the Radiokliniką in our family budget.
– I ask, because every business aims to, that revenues were higher than the costs. Otherwise, I see it black…
– You are right, but we really have assumed Radioklinikę for purely altruistic reasons, not thinking about the economics of the project completely. That's what surprised us is the pace of development. If we want to maintain them, opening up to different types of sources of funding may be necessary.
– But that is advertising…
– Not necessarily. There are a few other ideas, but it is too early to talk about them. When it comes to advertising we get one, two queries weekly from all kinds of advertising agencies whether PR.
– I co?
– And both sides are so far from each other a big problem. Everyone asks us about the audience, and we we focus more on audience. Everyone wants to put some banerk, and for us that such cooperation does not make sense.
– I understand these agencies. Views, unique users a basic service rates measure popularity.
– Probably yes, but we have most of our programs we present directly in social channels and our mobile app. There were such programs, which during the first 8 hours of publication heard over 1500 those of which only 10% through the site Radiokliniki. In our case-based campaigns CPM, CPC do not make sense either for us or for advertisers. If you've been meaning to share a special projects. Do not shine banners, but we can focus the attention of the listener by 20-30 minutes. Our programs are gaining sometimes hundreds of disclosures on FB. Broke the record talking about addiction treatment, until 650 access to be provided. It seems to me, that all of this is the potential for meaningful development. I firmly believe, that the time will come, where someone will appreciate it.
– Jansne. On another, Who is your listener?
– Uśmieje she Pan, but really hard to say. On our fanpage Facebook.com 85% fans are women, but it is probably related to the fact, that most of our programs related to children's health first. Now we are talking also about the health of adult men so they probably will be in the audience were coming.
– And who hears this, sick, healthy, looking for advice?
– Radioklinika is not for everyone and never will be a project with a very wide range. Topics, which is difficult to move. If you are healthy, probably our programs will give to the Lord of little interest. If, however, something wrong with the Lord and our podcast will be associated with the Lord's ailment you hear this from the beginning to the end – guarantee. Our guests are doctors, often known. As a source of knowledge, we are really credible. This is a very important aspect of our business.
– Any plans for the future?
– Huge, but, as it happens in life is good if you manage August zrealizoować even if only a small part. Please ask me about it for the year, tell what's changed.
– Ok, We have an appointment. Thank you for the interview.
– I also.