Exploring the Evolution of Snackable Content for HCPs: Insights from MASS 2024
Authored by Tim Mitchell, Rachael Harrison
The appetite for snackable content among HCPs has undergone a remarkable evolution, driven by technological advancements and changing consumption patterns. This was the central theme of Tim Mitchell and Rachael Harrison’s presentation at the recent Medical Affairs Strategic Summit (MASS).
Accessibility (1990s):
The internet revolutionized access to scientific information through online journals and searchable databases. Platforms like PubMed, Google, and Netscape broke down traditional barriers, making scientific information more readily available.
Snackability (2000s):
The rise of smartphones and the demand for easily digestible content transformed how we consume scientific data. Platforms like YouTube and Twitter and the iPhone catered to shorter attention spans and on-the-go consumption, ushering in an era of “science for the small screen.”
Shareability (2010s):
Social media platforms and digital opinion leaders facilitated widespread and organic scientific exchange. Tools like figure1, Zoom, TikTok, and Clubhouse enabled HCPs to share and discuss scientific content in real-time, amplifying the reach and impact of scientific information.
Ownability (2020s):
Emerging technologies like Web 3.0 and generative AI are empowering individuals to consume, create, and own scientific content, further democratizing the landscape. Platforms like ChatGPT exemplify this trend, providing new ways for HCPs to engage with scientific content.
Their presentation also emphasized the importance of adapting to new realities in medical content development. The concept of scientific content units (SCUs) was introduced as a way to create modular, channel-agnostic content that can be personalized and assembled into various flows and experiences. This approach aims to modernize the medical content kitchen by leveraging AI to streamline and enhance the content creation process.
Other key takeaways from the session included:
The need for flexible, omnichannel-ready content that meets the evolving needs of HCPs
The power of AI in accelerating content development, enabling more personalized and impactful scientific communication
The importance of collaboration and co-creation in developing and approving modular content for medical affairs
Stay tuned for more updates as we continue to explore innovative ways to stay ahead in the rapidly evolving landscape of scientific exchange.
Authors
Tim Mitchell
Managing Director, Medical Communications & Innovation
Tim architected Klick's Transformative Medical Agency Partner model, pushing beyond traditional boundaries with a blend of high-speed, high-science, and high-tech solutions to enable a modernized approach to achieving medical engagement excellence and impact. Leveraging Klick's technology DNA and innovative AI capabilities, his team has introduced groundbreaking approaches in medical omnichannel, social media, and scientific content development. With diverse global leadership experience and a PhD in pharmacology, Tim's strategic and innovative approach has uniquely positioned Klick at the cutting edge of medical communications.
Rachael Harrison
Vice President, Science & Regulatory
As a Vice President of Science and Regulatory at Klick, Rachael manages many departments of Medical and Regulatory Editors and several client portfolios. She has a PhD in physiology and functional genomics, where she studied renal-, cardiac-, and neurophysiology. Since transitioning from translational research into healthcare marketing and regulatory consulting over a decade ago, Rachael has continued to expand her experience into multiple disease states/indications, including Oncology/HemOnc, Vaccines, Transplant, Renal disorders, Infectious Diseases/Antibiotics, Autoimmune Disorders, Men’s Health, Diabetes, and Neurology.
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