A key takeaway from Netflix’s success is younger consumers want businesses to provide services anywhere at any time with online accessibility on any connected device. This trend has become the new normal and the expected standard for multiple industries and fields — including medicine.
Yet scaling global knowledge-sharing remains a fundamental problem for the medical community. Physicians struggle to stay up to date with the endless amount of information they are required to master.
The reliance on print publications, outdated websites with antiquated user interfaces, and user-generated content from public platforms barely scratches the surface of this issue.
The available video content in particular often varies in quality and accuracy and lacks organization. Medical pros need a dedicated online destination for med-ed that offers global accessibility similar to the way Netflix serves as the leading online content provider for entertainment.
This matters because the future of med-ed will involve video content as well as immersive digital experiences, such as VR and AR, that broaden its accessibility. According to Industry ARC, the VR and AR market in medicine will reach $2.54 billion by 2020.
Based on this anticipated boom, specialists are focused on two directions: training for doctors and rehabilitation of patients. The combination of both types of content will revolutionize the way educational info is delivered to the medical community. Learning with high-quality video offers heightened visual processing, learning through demonstration, and colorful contextualization through a streamlined experience. It captures lecture content and delivers direct instruction in ways that accommodate how the next generation of medical pros prefers to be reached.
Video is scalable, cost-effective, and can be edited down to the last detail and played repeatedly. While med-ed lags behind due to the lack of quality and quantity of available content, this will change as tech advances and more ed-tech, med-tech, and VR companies target the knowledge gap within the field.
Beyond engagement through immersive experiences, videos can offer backstage passes into medical experts’ thoughts that can be delivered to the entire community in an informational and engaging way. Machine learning and predictive analytics that monitor what viewers are interested in learning will also help identify what medical pros should be watching next.
Med-ed needs its own Netflix: a dedicated destination for video learning that benefits the global medical community.
Brian Conyer is cofounder and CEO of Giblib.