From congress to computer: Making on-demand video pop

Video is a powerful tool because it extends the reach of a live event, but does a recording ever live up to the event itself? Enter 3D interactive video, which creates personalised experiences that keep on-demand viewers engaged, informed and inspired

Words by Isabel O’Brien

The value of congresses, symposiums and webinars in the pharmaceutical industry is indisputable. These events act as critical knowledge hubs, informing the medical community about new advances and inspiring change in the way they approach patient care.

According to EPG Health, three-quarters of HCPs consider these events to be critical or very important sources of scientific information. However, once the event is over, a challenge emerges for pharma: How do you sustain the momentum and maximise the return on investment?

Historically, recording live sessions and making them available on demand has been the go-to solution, but does it truly replicate the live experience? For many, the answer is no. The linear nature of recorded video often results in a passive experience for the viewer, with engagement levels sometimes far below those experienced during the live event.

In a world where digital content is rapidly evolving, viewers expect more interactive and personalised experiences that go beyond simply watching a replay. This is why EMJ is launching a bespoke 3D interactive video offering that can step in and transform on-demand medical content.

The challenge: passive consumption

The primary issue facing on-demand video content is the passivity of the viewing experience. Traditional video lacks the dynamism that makes live events so compelling. There’s no opportunity to ask questions in real-time, participate in polls, or network with peers. This can make on-demand viewing feel detached from the excitement of the event itself, leading to diminished engagement.

Moreover, when content is complex—such as the scientific discussions at medical symposiums—passive consumption can be a roadblock to effective learning. Attendees often benefit from interactivity to keep them engaged with technical or dense material. Without that, viewers could lose interest quickly, leading to poor knowledge retention and minimal follow-up action.

Extending the life of content

Integrating 3D interactive video into your on-demand offerings can revitalise content, transforming it from a simple replay into an immersive experience. Unlike traditional recordings, 3D interactive video allows for “branching”, where HCPs can personalise their journey. They can choose specific areas to explore further, pause to review supplementary resources, or skip over sections that don’t align with their immediate interests.

This format not only enhances viewer engagement but also provides valuable data for pharmaceutical companies. By tracking user interactions, companies can identify which topics or segments resonate most with the audience. These insights can then be leveraged to shape future content strategies, ensuring each subsequent event or webinar becomes more relevant and impactful.

Additionally, 3D video opens the door to interactive features like quizzes or surveys, offering HCPs a more dynamic learning experience. In an on-demand setting, where distractions are common, allowing viewers to control the pace and direction of content can significantly improve retention and reduce disengagement.

Worth every penny

It’s natural for decision-makers to question the return on investment in 3D interactive video. After all, traditional recorded video has served its purpose effectively up to now. However, the real value lies in fostering deeper engagement and improved knowledge retention, both of which can lead to more meaningful long-term outcomes.

For example, research from Vimeo, EMJ’s technology partner, shows that interactive videos are 32% more memorable than passive content and generate up to five times more engagement. This enhanced interaction not only benefits the viewer but also delivers long-term value for pharmaceutical companies looking to create more impactful educational content.

A seamless integration into marketing and medical strategies

Adopting 3D interactive video isn’t just a short-term fix to extend the life of a single event. It represents a strategic shift towards providing ongoing, meaningful engagement with your target audience.

For pharma leaders, it could play a crucial role in bolstering product awareness. By giving healthcare professionals the tools to explore complex medical and marketing information in an interactive format, you’re supporting better knowledge retention and, ultimately, better patient care.

By enhancing on-demand video with 3D interactivity, pharma companies can transform passive viewing into an active, engaging and personalised experience. In doing so, they extend the value of their events long after the final slide has been presented, making sure that vital knowledge is not lost.