Qoolo Unveils ‘Micro-Content’ Platform for Life Sciences Brands

Like the rest of the population, healthcare professionals increasingly consume content via mobile devices in short spurts throughout the day. A newly launched platform aims to help pharma marketers take better advantage of that habit. 

Life sciences companies can use Qoolo’s technology to create, review, publish and measure what the company has termed “medical micro-content”- that is, scientific content optimized to reach HCPs in “short, mobile-first moments throughout the day,” according to Tuesday’s launch announcement. 

Qoolo was founded in 2021 by life sci agency veterans and emerged from stealth this week alongside the platform’s unveiling. 

Rather than simply shrinking down the formatting of existing scientific content to fit a mobile screen, the company makes the case for adjusting content itself to fit mobile usage habits.  

Its vision of medical micro-content is informative but still easily scannable in the few minutes HCPs might have while on the go or between appointments, all while maintaining regulatory compliance. In practice, per Qoolo’s website, that means fewer PDFs and lengthy websites and more fast-loading videos, infographics, interactive units and publication synopses. 

Users can access a library of templates for creating mobile-friendly content—spanning use cases across medical affairs, commercial, marketing, field teams and training—or they can choose to start from scratch in building their own micro-content. 

The platform also integrates with MLR systems and provides analytics meant to show how micro-content is consumed or ignored and track the overall content journey as HCPs either keep clicking through or drop off completely. 

solli’s Final Thoughts 

Plenty of scientific content is still shaped around outdated assumptions that HCPs have lots of downtime between patients and use that time to peruse medical journals, multi-page guidance documents and other publications. 

In fact, not only are HCPs hugely overworked and heavily burdened by administrative tasks alongside their clinical loads, but the rate of scientific publication has also exploded, all of which makes it nearly impossible for clinicians to keep up with all the latest medical content. 

The concept of micro-content, therefore, is a promising one. It’s still hugely important for pharma marketers to reach HCPs, and their best bet, for the aforementioned reasons, is to do so via easily digestible chunks of information that can be quickly viewed or scrolled through on a tablet or smartphone between appointments—so long, of course, as the content remains accurate and compliant. 

There’s lots of talk in pharma media about meeting audiences “where they are.” Most successful will be the marketers who understand that doing so isn’t simply a matter of copy-pasting the same content across a plethora of formats, but rather tailoring content to the real-world usage habits around each format for optimal reception.