How modular content is reshaping medical communication

Physicians today are inundated with clinical updates—new research and trends, trial results, and treatment updates. Many physicians I speak with often say they barely have time to scan journal tables of contents, let alone read full papers these days. In fact, seven out of ten healthcare providers report feeling overwhelmed by the sheer volume of information they are being exposed to. To stay current, many turn to short, on-demand videos on their mobile devices, a format that 65% of physicians rate as efficient compared with just 7% for longer videos. At the same time, physicians want personalized content that’s relevant to their interests and the patient populations they treat.¹

Imagine a physician visits a brand’s website and enters a single search. Within a second, they receive a tailored, five-minute playlist of preapproved clinical videos—an experience rare today but increasingly possible with AI retrieval and strict compliance guardrails.

An AI-powered search bar pulls only prereviewed clips, arranges them with the necessary safety information, and delivers a concise, personalized update. No new claims and no compliance risk—just the insights that matter most, delivered instantly.

A single, well-planned video session can feature interviews with key opinion leaders, highlight patient experiences, and refine clinical insights that are most relevant to the audience. Engagement data then shows which topics resonate, enabling teams to develop future content.

Additionally, modular content can extend this approach. Each video or text block is tagged with metadata (topic, therapeutic area, engagement results) so AI can recommend the next-best module for each viewer. Follow-up emails can be auto-generated with content that reflects each physician’s curated interests. Doximity’s 2022 Physician Learning Preferences report notes that “physicians value content tailored to their specialty and patient population and are more likely to engage with information that reflects those needs,” underscoring the value of responsive, modular follow-ups.¹ With every module and its business rules preapproved through MLR, marketers can respond in real time without triggering a new review cycle.

Rather than replace creative work, AI tools merely accelerate this process by handling repetitive tasks, such as initial edits, transcription, and turning one recording into multiple shorter clips. AI can even mimic the voice of a chosen voice-over talent (with the proper permissions), allowing teams to update or customize narration without additional costly rerecording sessions. This frees marketers to focus on strategy and storytelling, ensuring every video connects with physicians in the way it is intended.

Bite-sized videos are becoming the new medical journal abstract—a quicker, efficient way to get to the latest science. With modular content, next-best-action email strategies, and AI tools that quicken production while maintaining compliance, marketers give physicians the focused insights they need, at their convenience.

Now is the time for brand teams to invest in modular video libraries and pilot AI-assisted search, so they can meet physicians where they are—with personalization and precision.

Reference: 1. Doximity. Physician learning preferences. October 2022.