Enhancing the Content Experience

The onset of the COVID-19 pandemic forced us to identify new ways to fill the void in healthcare communication to keep health professionals informed in the midst of worldwide shutdowns. For MJH Life Sciences™, the largest privately held, independent, full-service medical media company in North America, filling that void led to the launch of Medical World News®.

Pharm Exec caught up with Michael Baer, Chief Marketing Officer of MJH Life Sciences™, to discuss the next generation of the healthcare industry’s first-of-its-kind 24-hour news program.

With MJH Studios already a part of MJH’s content strategy, what trends within the MJH network of information dissemination led the organization to believe that video was the next logical step?

Michael Baer: Video has become a leading way our audience prefers to consume content, demonstrated by the success of the multitude of multimedia content produced across the MJH Life Sciences™ portfolio. And, with audiences spending 2.6x more time with video and with video representing over 80% of all internet traffic in 2021, it has never been more important. The pandemic only accelerated the adoption of video and on-demand viewing. We wanted to help satiate their appetite through the launch of this next generation of Medical World News®.

Medical World News initially launched in March 2020; what enhancements has your team made to this next generation of the platform?

Michael Baer: The pandemic hastened the shift to on-demand viewing , which made it clear that our initial efforts could be improved with a library of content, the ability to choose what shows and which topics to watch, and when to watch them. And, while the content is paramount to the success of our platform, we also wanted to ensure that the design, look, and feel of the user experience was also exceptional. This next generation includes a combination of live and on-demand viewing options of our diversified content via the Medical World News® portal resource.

To appeal to healthcare professionals across the spectrum, what types of content will Medical World News be producing?

Michael Baer: Medical World News® features a mix of content that ventures beyond the clinical aspects of practice. Topics surround physicians’ mental health and burnout prevention, specialty-specific aspects of practice, timely news, and glimpses into the lives of healthcare providers outside of their day-to-day practice. Our aim is to create the Netflix of healthcare video, catering to the wide variety of healthcare professionals across the industry by delivering engaging, informative, and relevant daily content on-demand.

How are you utilizing the broad MJH portfolio of brands to enhance the content Medical World News is producing?

Michael Baer: With over 60 brands, we have the resources to create the best and most relevant content for our audience. We’re sourcing our editorial leaders as program hosts and interviewers. Our partnerships with KOLs provide leading-edge talent for content. And our partnerships with leading medical associations, health plans, advocacy groups, and medical institutions play a key role in providing talent and reach. It’s all a natural extension of being the largest independent healthcare media company in the country—and a leader in video and digital content.

What do you see as the future of Medical World News?

Michael Baer: Our goal is to create a continuous stream of unique and engaging healthcare content that enlarges what video can do in our industry—and provides dynamic, relevant exposure opportunities for our customers. We will evolve the MWN platform with new features, categories, and shows to continue to engage our audience. Above all, we will always remain true to the MJH Life Sciences™ mission—to improve quality of life through healthcare communications, education, and research.

To learn more about the next generation of Medical World News and view the full experience, please visit www.medicalworldnews.com.