- A physician with a clinical question searches, watches a short video, listens to a podcast on the drive home. The journal is one stop among several now.
- Pharma teams put real work into HCP education. The problem is that 63% of the time, physicians read only the abstract, not the full paper.
- Video and interactive formats compress a long publication into something a physician can finish in the time she actually has.
Physicians already research online. The question is whether your science is built for where they look. Here's what we found, and what it means for how you build your next story.
01The journal isn’t the whole picture anymore
A physician with a clinical question searches, watches a short video, listens to a podcast on the drive home. The journal is still there, but it's one stop among several, not the only one.
of the time, physicians read only the abstract of a publication, not the full paper.
MLR review covers every version, however many journeys one approved core holds.
languages one approved core is produced in, without restarting the scientific review each time.
Every figure here is independently sourced.
02Why the good content doesn’t land
Pharma teams put real work into HCP education. The problem is that 63% of the time, physicians read only the abstract of the publications they do open. Whatever channel that content sits on, if the format is a wall of text, the format loses first.
“Whatever channel that content sits on, if the format is a wall of text, the format loses first.”
03What actually holds attention
Video and interactive formats compress a long publication into something a physician can finish, then let her choose to go deeper if the topic is hers.
04Building education that survives the click
We build the science once as a visual, interactive core, so it works whether it lives on your HCP portal, gets shared after a congress session, or sits inside a rep's iPad.
