How SickKids Foundation’s SickKids VS Ranked #1 in Medicine in Canada

Cover art for the SickKids VS podcast

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Seasons 5
Format Narrative Format
Service Full-service
What they say about Quill

“The team at Quill is fantastic. They’re always accommodating and attentive and we are so grateful to be working with them. Their team is patient, understanding, and nimble -- everything we could possibly want. Just absolutely great in every way.”

Portrait of Colin Fleming Colin Fleming Development Writer, SickKids Foundation SickKids VS

Their Story

SickKids Foundation was searching for a production partner to assist in the development and launch of season two of the SickKids VS podcast.

The podcast is focused on sharing the stories of healthcare professionals and discussing their medical discoveries to give hope for a better future in child health. They had previously launched season one of the show and were interested in taking season two to the next level in terms of creativity, quality, and audience growth during a pandemic when in-person recording (which was all they had done for season one) wasn’t available.

Goals & Objectives

Working with the SickKids Foundation team, Quill was able to continually achieve studio-quality standards while remote. In addition to full-service production services, Quill developed an in-depth Audience Growth Strategy for SickKids VS that was geared towards growing their listener base and gaining podcast visibility.

In addition to growing the audience and visibility of the show, SickKids also wanted to ensure that the following seasons connected with their listeners and supported them throughout their journeys when it comes to family members, friends, or colleagues who may be suffering. Quill ensured that this emotion-driven objective was highlighted and achieved in every episode created.

Approach

  1. Identify key issues and advancements occurring within SickKids Hospital over the past year

  2. Identify patient stories that could help bring these issues to light

  3. Utilize interviews with patients, patient families, doctors, and health professionals to break down complex medical issues for listeners

  4. Use narrative storytelling to combine multiple interviews to shape the episodes and bring out the emotion

  5. Use sound design to bring these stories to life and connect with listeners

  6. Utilize a mix of paid, owned, and earned tactics to market the show

Services

Results

Since partnering with Quill, the following seasons of the SickKids VS podcast have received numerous positive reviews, including one piece of feedback from a mother that read, “The SickKids VS podcast gives parents and caregivers a voice and validates the family’s experience. From the bottom of my heart, thank you for this experience.”

They were listed on Apple’s New & Noteworthy list for their production value, content quality, and popularity, and were featured in Glory Professional as a top philanthropic podcast.

The podcast has brought genuine exposure and visibility to the work that SickKids Foundation is doing, including finishing as a finalist for “Best Podcast: Arts, Culture & Society” at the Digital Publishing Awards, produced by the National Media Awards Foundation.

  • Apple’s New & Noteworthy Podcast
  • #1 In Medicine Podcasts in Canada
  • 4.7-Star Rating on Apple Podcasts

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