Exploring the Evolution of Snackable Content for HCPs: Insights from MASS 2024
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.
著者
Tim Mitchell, PhD
Managing Director, Medical Communications & Innovation
Rachael Harrison
Vice President, Science & Regulatory
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