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When Elverage “El” Allen launched his podcast Prostate Cancer Real Talk in 2021, he did so to address the lack of conversation and stigma around the disease. 

A prostate cancer survivor and head of advertising sales for Sunwise Media, Allen set out to create an authentic, inclusive narrative around the second-leading cause of cancer deaths in American men.

Prostate cancer has more than a 90% survival rate if caught early — around 300,000 people are estimated to be diagnosed with the disease each year and more than 35,000 people will die from it.

However, despite the prevalence of the disease, prostate cancer remains a highly-stigmatized medical condition — especially among Black men. 

The side effects of treatment, particularly the adverse impact on sexual wellness, are often considered taboo and leave patients with lingering feelings of shame and self blame. 

Following his successful diagnosis and treatment in 2020, Allen said his wife Shay suggested he start a podcast to share his experiences and engage with the broader community of patients, caregivers and HCPs.

“This prostate cancer experience is what we call a ‘couple’s disease,’” he said. “I believe that having Shay there with the perspective of a caretaker has had a significant influence on the viewership. In many households – particularly Black households – the women are driving the healthcare discussion.”

Initially an audio podcast with a modest following, Prostate Cancer Real Talk gained traction by adding video content and featuring conversations that were both educational and entertaining to viewers. 

In addition to patients and medical professionals, the show has featured family counselors, researchers and even a comedy writer.

Talking about cancer can be a difficult, often somber conversation. However, Allen said the use of humor and practical experiences in the podcast helps provide an open dialogue that makes the topic more relatable and less stigmatized.

In its first season, Prostate Cancer Real Talk averaged 2 million impressions per week on YouTube, in addition to a total listenership of 4.4 million minutes of watch/listen time.

Since July 1 of this year, Allen said Prostate Cancer Real Talk has generated 18 million impressions across its YouTube and social media channels as well as 3.4 million interactions and engagements.

Given its success, the podcast has also attracted a couple of pharmaceutical sponsors — namely Pfizer and Novartis. 

Those drugmakers have supported the show in addition to other well-known health brands like the Moffitt Cancer Center, the Fred Hutchinson Cancer Center and Stand Up To Cancer.

A banner ad at the bottom of the podcast’s webpage features a link to Mevpro-studies.com — which provides information about Pfizer’s program conducting a series of clinical trials to see if its mevrometostat is safe and effective for treating prostate cancer.

Currently, the pharma giant is recruiting for three trials: for men with abiraterone-exposed metastatic prostate cancer, for men who have not received treatment for metastatic castrate-resistant prostate cancer and one for men with metastatic castration-sensitive prostate cancer. 

Additionally, Allen said a 30-second commercial from Pfizer met its delivery guarantee to the sponsor within two weeks of its scheduled 12-week run — underscoring that the podcast provides a much more targeted and engaged audience compared to other outlets.

“We feel that our particular podcast is an excellent vehicle for targeted messaging,” he said. “When your ad runs, you have a very high degree of probability that an interested party is going to see what you’re talking about.”

Crediting Pfizer for its support, Allen expressed frustration with the slow adoption of podcast advertising by other pharma companies amid the continued reliance on TV advertising and celebrity spokespeople.

While some pharma brands opt for A-listers to lead their DTC campaigns, he argued that Prostate Cancer Real Talk’s emphasis on everyday, relatable voices resonates more with their audience than Hollywood types, who may not reflect the lived experiences of most listeners.

Going forward, Allen said the team is focused on attracting more sponsors and continuing to expand both the podcast’s audience and community impact.

Beyond the podcast itself, the Allens actively engage in community outreach by speaking at churches, in-person events and support groups.

Acknowledging the historical trust deficit many Black Americans have with the healthcare system, Allen said he is seeking to connect with people and establish a credible hub of information around the disease state.