In today’s content ecosystem, individuals want to engage with brands in authentic, meaningful ways that provide value.

One of the best ways to do this is through rich content –  engaging, high-quality, and multi-dimensional material like videos, infographics, and (of course) podcasts. 

To better understand the impact of branded podcasts, Quill is conducting a brand interview series that uncovers why brands across various industries and sectors are leaning on podcasts to reach their business goals. 

In this edition of Brand Stories, we sat down with Elaina Falcone, the Manager of Creative Content at Multi-Health Systems, Inc. (MHS) to learn more about:

• Their podcast, Work Therapy
• Their motivations for launching the show
• The lessons they’ve learned along the way
• The impact the series has had on their brand

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Introducing Work Therapy 

Before we dive into the impact of the podcast, let’s take a minute to talk about Work Therapy: When Work Sucks, How Can We Fix It?

The podcast is focused on improving workplace happiness and success through conversations with industry leaders that address common workplace challenges and offer practical solutions. 

Hosted by the Founder of MHS, Dr. Steven Stein, episodes cover topics ranging from gamifying the workplace to embracing neurodiversity and rethinking talent acquisition. 

“The goal of the podcast is to provide listeners with actionable advice to create a more positive and productive work environment.”

–Elaina Falcone, Manager of Creative Content at Multi-Health Systems, Inc. (MHS). 

What listeners can expect

When listeners tune in to Work Therapy, they can expect to walk away with “actionable tips that will not only help them survive but thrive in their workplace.” 

Dr. Steven Stein and the MHS team is committed to “empowering individuals to take charge of their careers and to providing thoughtful and effective strategies for developing others” and their goal is to “inspire and equip our listeners with the knowledge and tools they need to excel professionally and personally.”

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Why MHS turned to branded podcasts 

Elaina says their team’s motivation behind starting a podcast was “the desire to bring awareness and a voice to the evolving trends in the workplace through the unique perspective of Dr. Steven Stein and MHS.”

With that goal in mind, the MHS team turned to podcasting to serve as “a creative platform to showcase how MHS products and solutions can address common workplace challenges in innovative ways.”

On top of that, podcasting provides a unique and engaging platform for Dr. Stein to “share his extensive knowledge and expertise with a broader community, offering valuable insights and practical advice to improve workplace dynamics.”

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Learnings from the podcast process 

Compared to writing a blog post or sending out a quick tweet, creating a podcast takes more time, effort, and resources than many parts of a standard marketing mix. 

MHS learned “the importance of organization and scheduling, a lesson we learned firsthand from working with Quill. Their meticulous approach to scheduling and outreach was nothing short of impressive and played a critical role in the success of our podcast. Their ability to coordinate and manage timelines ensured that every episode was produced without a hitch.”

On top of partnering with a full-service podcast agency, there are other tools that help MHS ensure their podcast workflow runs smoothly. For example, Riverside, which their team loved for “its user-friendly interface and robust features have made recording sessions smooth and efficient.”

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The impact of Work Therapy on MHS

Moving into the outcomes of the podcast, let’s turn to the four primary results MHS has observed since launching Work Therapy in mid-2023.

“The podcast helps position MHS as a thought leader in workplace wellness and emotional intelligence by addressing evolving workplace trends and providing actionable advice. This broader reach allows Dr. Stein to share his extensive knowledge with a wider community, attracting new audiences and potential clients interested in improving workplace dynamics.”

–Elaina Falcone, Manager of Creative Content at Multi-Health Systems, Inc. (MHS). 

Thought leadership

With 46% of brands reporting that podcasts are better for establishing thought leadership than other mediums, it’s fitting that one of the most rewarding aspects of podcasting for MHS has been “providing Dr. Steven Stein with a platform to share his extensive knowledge and expertise.”

Work Therapy has provided a platform to showcase the international best-selling author’s insights on emotional intelligence and workplace dynamics in a way that not only educates and resonates, “but deeply impact[s] our audience, offering them practical advice and innovative solutions.”

“The podcast highlights MHS’ innovative solutions to everyday workplace challenges by featuring Dr. Stein, a recognized authority in these fields. In terms of Dr. Stein’s brand, the podcast has solidified his reputation as a thought leader, providing a unique platform to disseminate his groundbreaking work and connect with a broader audience, thereby reinforcing his influence and credibility in the field of emotional intelligence.”

–Elaina Falcone, Manager of Creative Content at Multi-Health Systems, Inc. (MHS). 

Community building and network expansion 

Another standout impact of Work Therapy for MHS has been the series’ impact on community building and network expansion. 

Elaina notes “Engaging with our guests has opened up a two-way street of knowledge exchange. We’ve gained invaluable insights into the challenges they face and the solutions they seek. This interaction has enriched our content and allowed us to share new and effective strategies tailored to their needs.”

On top of engaging existing audiences, the MHS team cites that their podcast has helped them connect with new audiences “that traditional marketing tactics might not have reached.”

Increased audience engagement across various channels 

Moving on to quantitative impacts, MHS has seen a notable increase in engagement across social channels as a result of the podcast. Elaina cites that “Our Work Therapy content has garnered over 2,700 views on YouTube and more than 20,000 impressions on LinkedIn.” 

By repurposing their most loved moments from episodes in the form of audiograms and short video snippets, they’ve been able to produce content that is “both interesting and useful to our audience, driving higher levels of interaction and discussion. This increased engagement not only enhances our brand visibility but also reinforces our position as thought leaders in the talent development and selection space.”

Brand differentiation 

Lastly, Work Therapy has been the perfect platform for differentiating MHS by showcasing its established expertise in workplace psychology and emotional intelligence. 

With episodes captivating audiences for a half hour or more, the podcast can engage listeners, build a loyal audience, and foster a community around the MHS brand in a way where other channels often fall short. 

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Creating memorable conversations through podcasting 

To end our interview, we asked Elaina what their team’s most memorable moment has been throughout their podcasting journey. 

She brings us back to a recording session with Louie Gravance, a former Disney leader, keynote speaker, and author. Right off the bat Louie and the show’s host, Steve, really hit it off, making for an engaging and lively conversation that captivated audiences and the production team alike. 

Elaina goes on to say “Louie shared his journey from being a child actor to struggling to find work as he got older (he humorously mentioned getting “too hairy”) and eventually discovering a passion for the service industry. His storytelling was not only hilarious but also deeply insightful, resonating with many of the principles Dr. Stein often discusses about what makes an exceptional customer service employee.”

Tying his engaging anecdotes back to Dr. Stein’s teachings made for a fantastic interview that blends elements of humor, personal growth, and professional insights the podcast aims to deliver.

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How does a branded podcast fit into your marketing mix?

Work Therapy has proven to be an invaluable tool for MHS, not only as a platform for showcasing Dr. Steven Stein’s expertise but also as a way to engage audiences on critical workplace issues. 

The Work Therapy podcast has elevated both Dr. Steven Stein’s and MHS’s brands by fostering thought leadership, building community, and driving increased audience engagement across multiple channels. Through memorable conversations, impactful insights, and practical advice, Work Therapy continues to differentiate MHS and Dr. Stein in the talent development space, positioning them as leaders in workplace psychology and emotional intelligence.

Learn more about MHS on their website and don’t forget to tune into Work Therapy wherever you get your podcasts. 

If you’re interested in learning more about Quill and the branded podcast services we offer, get in touch with our team of audio experts.