What Can Marvel Teach Us About Engaging Healthcare Professionals?
Medical education has a problem. It’s stuck in a one-and-done mindset—relying almost exclusively on single-format, point-in-time learning experiences like one-hour webinars. But in today’s digital landscape, that’s not how people engage with information.
Content producers – from pharma to societies to physician organizations – who wants to truly connect with healthcare professionals (HCPs), need to take a lesson from an unlikely source: Marvel.
The Marvel Model: An Ecosystem of Engagement
Marvel doesn’t just release movies—it creates an interconnected universe. There are films, TV shows, comics, podcasts, video games, social media content, and more. Different formats cater to different audiences, ensuring that people engage with the Marvel brand in multiple ways, at different times, and on different platforms.
The result? A level of audience loyalty and brand engagement that is unparalleled. Fans don’t just consume Marvel content; they immerse themselves in it.
How This Applies to Medical Education
HCPs - particularly younger ones- are modern learners. They don’t rely on a single source of education. Instead, they consume information in bite-sized, multi-format ways—just like Marvel fans. And they want it on their time, not yours.
Rather than treating medical education as a one-time event, we could be creating content ecosystems. And it’s not that hard. Don’t stop with a webinar. Take the same content and invest in:
Short-form videos that break down key clinical insights.
Podcasts featuring expert discussions HCPs can listen to on their commute.
Blog Posts summarizing your content.
Case study series that unfold over time like episodic storytelling.
Social media threads that highlight key takeaways in digestible formats.
The Science: Repeated Exposure Builds Trust and Retention
Cognitive science backs this up. Learning isn’t a one-and-done event—it happens through repetition and reinforcement. Studies show that spaced learning, where information is revisited over time, improves retention and application.
Content producers have an opportunity to apply this principle by designing content strategies that ensure key messages are reinforced across multiple touchpoints. Just like Marvel keeps audiences engaged between blockbuster releases with character focused TV series and comic books that are very much interconnected, we can create a steady stream of valuable content that keeps HCPs connected and informed.
The Business Impact: Education Is Relationship-Building
Pharma companies often view education as a compliance requirement, but it’s much more than that—it’s building long term relationships with your key customers.
When HCPs consistently find value in a company’s educational content, they are more likely to trust and engage with that brand over time. That trust leads to deeper relationships, greater influence, and ultimately, stronger business outcomes. Yes, education is a key component of building a successful brand.
The Call to Action: It’s Time to Build Content Ecosystems
We all need to stop thinking of education as a one-time event and start creating content ecosystems that meet HCPs where they are. The companies that embrace multi-format, continuous engagement strategies will be the ones that build lasting relationships and stay top-of-mind.
Just like Marvel, it’s time to create a universe of engagement. Because in today’s digital world, one-and-done just doesn’t cut it anymore.