How a National Midwifery Association Built a Podcast For Their Members
- Amit Tandon
- 4 days ago
- 2 min read
A reflection on fourteen episodes, and the kind of impact that doesn't show up in a download count.
Bespoke Podcasts partnered with the Canadian Association of Midwives (CAM) to build a 14-episode podcast that earns deep engagement from a small, dedicated professional community, rather than chasing broad reach.
When I think about the work I'm most proud of, it usually comes back to the same thing: what it made possible for the people it was built for.
A Home for Conversations That Needed One
The Canadian Association of Midwives brought that into focus for me. CAM came to us needing a home for conversations that were significant and complex, the kind that define what it means to work in this profession right now. Since launching in June 2024, that home has grown to fourteen episodes, including two produced in French.
Bigger Than Any Single Episode
What the podcast created was bigger than any single episode. It became a shared space for reflection, learning, and connection, not just within the organization but across the broader midwifery community in Canada and beyond. It connected the experiences of midwives here with those in other countries, other contexts, other realities. It built a sense of solidarity around challenges that don't stop at borders.
Strengthening CAM's Voice as a National Leader
Internally, it gave CAM's staff a space to engage more deeply with complex topics and think carefully about the organization's role as a national voice. It strengthened their messaging, their thought leadership, and their ability to lead the conversations happening in their field.
What It Meant for Members
The impact on the membership was just as meaningful. Midwives connected those conversations to their own practice, their clients, their communities, building a deeper understanding of the impact of their work and the profession they'd chosen.
Measuring What Actually Matters
We don't measure success here by reach. We measure it by whether people stayed. Across all fourteen episodes, the average listen-through rate held above 70 percent. That's not a broad audience tuning in and out. That's a relatively small, deeply engaged community choosing to stay for the whole conversation.
That's the real marker of a podcast built with intention. Not reach for its own sake, but an audience that chooses to stay because the conversation is worth their time.
Where Strategy Meets Story
This is what happens when strategy meets story. A home for the conversations a community needs most.
Frequently Asked Questions
What is the Canadian Association of Midwives podcast? Strength in Practice is a podcast produced by Bespoke Podcasts for the Canadian Association of Midwives (CAM), launched in June 2024, covering complex topics in midwifery practice and policy.
How many episodes has the podcast produced? Fourteen episodes to date, including two produced in French.
How engaged is the podcast's audience? The series holds an average listen-through rate above 70 percent, notable given Canada's midwifery profession includes roughly 2,100 practitioners.
Amit Tandon is the founder of Bespoke Podcasts and a multi-award-winning producer helping Canadian organizations build trust through strategic media.