So much data, yet we still can’t pinpoint what truly drives adoption. Marketers who invest in smarter HCP education and engagement will succeed. Here’s why.
Your breakthrough therapy has finally received FDA approval after years of R&D, clinical trials and regulatory hurdles. The data is strong, the need is clear, and the opportunity is massive. But despite the scientific impact, most launches still fail according to data from McKinsey. Not because the product isn’t effective, but because HCPs haven’t been effectively educated.
And HCPs? They’re overwhelmed. Medical information is expanding at an unprecedented rate, doubling every 73 days. Simply staying informed is a challenge, let alone applying new insights to patient care. When clinicians do find time, they’re often stuck searching for up-to-date, credible content. In fact, a 2023 independent study from Wiley found that 50% of HCPs cite finding timely clinical information as their biggest challenge.
HCPs are looking for answers. Brands are looking for impact. Why do launches fail? Too often, no one is bridging that critical gap.
Enter Medlive: the digital destination for smarter HCP education and engagement. More than just another content platform, Medlive is a trusted ecosystem where HCPs interact with expert-led, evidence-based, live and endured video education.
Beyond Vanity Metrics: What Drives Real Launch Success?
Too often, marketers focus on surface-level metrics (impressions, clicks, email opens, etc.) without asking the bigger question: Are the right clinicians engaging deeply enough to be educated and inform their clinical decision-making? On Medlive, clinicians are consuming video content with an average time in session of 33 minutes, and longer for live-streamed video sessions, actively absorbing insights that shape patient care.
Unlike many digital platforms, our data is transparent and our engagements are verifiable. That means our clients don’t have to worry about inflated metrics that look good on paper but fail to drive real adoption.
Why Launches Fail Without a Full-Funnel Education Strategy
For brand teams, this presents a major opportunity. Medlive isn’t just a distribution channel, it’s a highly targeted ecosystem designed for deep, sustained learner engagement. That’s why more than half of the top 25 pharma companies trust our proven playbook, a strategic framework for clinician education built on three core principles:
1. Easy to find: Reach HCPs where they already engage
HCPs don’t have time to search for content — it needs to find them. Clinicians already turn to Medlive for expert-driven educational videos, with over 400,000 video engagements from HCPs in the past 24 months.
Beyond that, in a 2023 study from Wiley, 74% of HCPs surveyed accessed scientific content through social media, reinforcing the need for brands to optimize their assets for a wide array of digital channels. Medlive’s in-house marketing teams help strategically design and distribute your branded and unbranded content across an array of digital tactics that are convenient for HCPs.
2. Easy to absorb: Structure education for retention, not just exposure
Finding content is just the first step, retention is what truly drives behavior change. The Ebbinghaus forgetting curve shows that without reinforcement, learners forget up to 90% of new information within seven days.
A multi-touch approach is essential, continuously reengaging HCPs to reinforce and build on previous learning. We help brand teams to:
- Break complex topics into digestible chapters
- Deliver key messages at the right time for busy clinicians
- Leverage best practices to deploy messaging that resonates
Because if education isn’t designed for retention, it won’t stick.
3. Easy to implement: Maximize speed to market
After your product receives approval, every day becomes crucial. Any delay can erode momentum, resulting in missed opportunities and revenue left on the table. Our streamlined workflow minimizes MLR approval delays, and once approved, Medlive can launch your HCP education within 2–3 weeks, positioning your product to capture market opportunities immediately.
Effective digital education needs to be multi-pronged, seamlessly accessible, available in short and long formats and easily leveraged by the field force as needed. Medlive provides sales leadership and field teams with trackable, actionable, educational assets that reinforce key messages in the field.
By integrating both digital and field-based strategies, Medlive helps create a surround sound effect, ensuring your brand’s messages are reinforced across multiple touchpoints and retained over time.
The future of HCP engagement isn’t coming — it’s already here.
Traditional, one-and-done launch campaigns aren’t enough in 2025. HCPs need full-funnel engagement, with content that is structured for retention, seamlessly integrated into their workflow and continuously reinforced over time.
The brands that win will be the ones that invest in smarter HCP education aligned with how clinicians learn and apply new knowledge. Will your brand be leading the way or lagging behind?
Medlive has been helping brands navigate this landscape, building our playbook for success by launching 23 brands since 2020. Our turnkey, end-to-end, solution delivers a simplified, proven execution approach from production through MLR approval. Now is the time to ensure a seamless HCP educational experience is the foundation of your launch strategy. Let’s create it together.
