The Most Trusted Voice in the Least Trusted Industry

Apr 24

Written By

Trust is the Real Metric

We’re living in the golden age of noise. Everyone’s making content. Everyone’s publishing. Everyone’s got a podcast. But here’s the thing—most of it falls flat. Why? Because it’s made for the sake of making it. No purpose. No empathy. No trust.

Meanwhile, healthcare is still the least trusted industry in America. And that’s saying something. So, what happens when the most trusted medium—podcasting—collides with the least trusted industry?

You get a chance to fix the mess. But only if you do it right.

Who Listens Is Everything

If you’re a pharma marketer, agency exec, media buyer, nonprofit leader, or anyone spending budget on awareness campaigns, here’s what you need to hear: It’s not about how many people listen. It’s about who listens. And more importantly, what they feel after they do.

People don’t trust brands. They trust people. Real voices. Lived experience. Hard truth with a little humor. If you're just pushing out "messaging" without caring who it's for or how it lands—you’re wasting your money. And wasting their time.

Empathy Has a Mic Now

Podcasting isn’t an ad channel. It’s an empathy channel. It builds permission, shared grievances, and emotional equity. That’s what makes people act. That’s what makes them care. That’s what makes them stay.

I’ve been in this game since before podcasting was cool. Since before iPhones were a thing. I launched The Stupid Cancer Show in 2007—when most agencies didn’t know what “young adult cancer” even was. I’ve done over 2,000 episodes, 5,000 interviews, and racked up more than 4 million downloads. But again—it’s not about the numbers. It’s about the relationships.

Let’s Do This Smarter

If you're still stuck in the clicks-and-views mindset, you’re treating podcasting like a brochure. And nobody reads brochures. You need trusted messengers who matter to the communities you're trying to reach. Healthcare isn’t entertainment. It’s emotional. It’s personal. It’s life or death.

And your audience—patients, caregivers, clinicians, advocates—they deserve content that doesn’t talk at them. They want to be seen.

TLDR for the Suits

Podcasts are more trusted than YouTubers, TikTokers, and news anchors. Healthcare is less trusted than the DMV. You want change? Invest in the space where trust actually lives.

I’m Matthew Zachary. I’ve lived this, built this, and helped shape this medium since before Stranger Things made the '80s cool again. Let’s talk if you're serious about doing better.

If you want to check a box, I’m not your guy. If you want to build real trust with the right voices—mine and others—I’m ready.