Subscribe to our Newsletter
Be the first to know about every G4A opportunity!
Sign up for our newsletter and get more of G4A straight to your inbox.
There’s not much engaging content on drugs and diseases online. This is easy to understand: it’s a topic that frightens people. Even the competent internet creators with the right toolset avoid these topics. After all if your channel’s earnings are based on advertising, you don’t want to repel anyone. Yet, some persevere. Let’s have a look at one good example and break it down:
Generally you’d not spend 5 minutes with your full attention on a medical leaflet, but 3.3 million people did just that with this video. This engagement rate is exactly what the most complicated drugs or treatments would love to get from their patients. How can this power be harnessed?
The visual elements help you better picture and thus remember the functionalities of the disease. Simple metaphors like the macrophages getting grey when they’re infected allow you to create a narrative, a chain of events, and seeing the face of a sick and tired character help you empathise. All of that combined with a warlike soundtrack at the beginning and a superhero theme when the immune system finally reacts.
This may seem like a child’s game, but it’s definitely not. The audiovisual elements help multiple parts of the brain (even the emotion-centric) getting involved in the learning process — especially when attention is a concern.
One important phenomenon we can observe from the impact the internet is having on the educational universe is this: there’s a new kind of education professional — and we can use this in our favour. Some of the biggest education channels like Crash Course, Extra History or Vsauce are not ran by teachers (or what would originally be considered teachers), they are ran by a new class of enterteachers. People who devote their careers not to understand something deeply, but to deeply understand how to explain something in an easy-to-absorb way.
While classic teachers need to be trained on how to conduct the personal experience that is the classroom, those enterteachers need not worry about that. Instead, they do their best to use all the tools the internet provide: animations, games, jokes. It’s an attention-focused work and it’s pretty hard — only the best are featured on the top of the lists. Their advantage is that they can work as a team: as we saw, the measles video uses Spielberg inspired soundtrack and a graphic style that looks like a Sagmeister & Walsh’s dream. This was only possible because it was made by a core group of 6 people (and who knows how many contributors).
These people are out there in the market and their work is out there on the internet. Whatever they’re doing can be observed, studied, applied. Even they can be directly contacted. There’s a new force of education and it’s a click away.
Google searches in the classroom are not the future, they’re the present. Yet, we’re not sure if those are going to be the solutions for the future of drug-related information and pharma engagement. It’s useful to look at a successful cousin, but many engagement possibilites are yet to be discovered and tested.