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Innovative HCP user experience earns award for Medthority platform

EPG Health’s medical education website has been recognised for its HCP-centric design.

Independent medical education platform Medthority (www.medthority.com) has received a cross-industry award for its forward-thinking user experience, which leverages advanced technology to deliver personalised learning for healthcare professionals (HCPs).

The platform – published by EPG Health – won the Most Innovative Digital Experience award at Opticon London in November 2022, where other high profile award winners included media giant Channel 4 and motor vehicle manufacturer Mazda.

Driving innovation in digital HCP education

Medthority’s user-centric design aims to support better treatment decisions and patient outcomes by making it easy for increasingly time-poor HCPs to discover credible medical information, aligned to their specialty.

With content tailored to pharmaceutical industry sponsors (see EPG Health's solutions here), the website uses artificial intelligence and machine learning to present users with the most pertinent material based on their profile, search behaviour and peer activity. Achieving this advanced functionality saw the company collaborate with a leading software specialist and adopt a Platform-as-a-Service approach.

“As a business founded on the principle of bringing digital innovation to healthcare information and education, we were absolutely delighted to win this award,” says Chris Cooper, Founder and CEO, EPG Health.

“It is hard to overestimate the meaning of this win for the business and our entire team of cross-functional experts, who have worked tirelessly to bring Medthority to reality and continuously develop the website for our audience of healthcare professionals.”

He adds: “By applying forward-thinking technology and providing a stimulating and inspiring user experience, we are able to quickly serve relevant and trusted content to our users based not only on their persona and interests but also their previous interactions on our website and the behaviours of other doctors 'like them'. This is a ground-breaking approach that we feel sets the standard in global healthcare information and education.”

Delivering benefits for all healthcare stakeholders

User feedback demonstrates that – for pharma partners sponsoring content on Medthority, such as its flagship Learning Zones – the platform is helping to address key HCP engagement challenges experienced by the wider industry.

An overwhelming 96% of healthcare professionals using the site report that Medthority eases their discovery of medical information while 90% feel that engaging with information on the platform has helped to support their treatment decisions.

Delivering impactful digital HCP engagement has long proven to be a stumbling block for pharma; EPG Health’s most recent research highlighted ‘providing real value’ as a major challenge facing 77% of companies, while over two-thirds also struggle with delivering HCP and patient outcomes.

Part of the difficulty stems from poor digital maturity among pharma’s own medical education channels, with just a third of companies considering their digital HCP engagement to be ‘sophisticated’ or ‘mature’.

There is also a lack of perceived credibility and trust towards pharma-produced content, with HCPs stating a preference to consume content through independent platforms like Medthority.

Chris Cooper says: “Our customers recognise the importance of making the scientific argument for a particular treatment approach, and doing so in a credible and independent environment away from the background noise of advertising and overt promotion.”

He adds: “By enabling and facilitating – through Medthority – doctors to self-serve critical medical information, our pharma clients are both underpinning their relevance to their target markets and positioning themselves as trusted partners in healthcare, empowering doctors to make the best and most appropriate treatment choices, and ultimately improving patient outcomes.”

Improving behaviour and impact insight

Medthority’s innovative digital user experience is not just allowing EPG Health to make content discovery easier for HCPs, it also helps pharma sponsors to maximise HCP engagement, validate the delivery of Key Educational Messages (KEMs) and demonstrate ROI.

Improved data capture underpins the platform’s personalisation capabilities and provides enhanced behavioural insight to track user journeys through KEMs, which are aligned to agreed educational objectives.

By driving the right audience to the most important educational material, and measuring their engagement and learning, EPG Health can confidently feed back to clients on key message consumption, knowledge gain and behaviour change.

To learn more about how Medthority can help you reach intended HCPs, engage them with valuable content and measure the outcomes, see EPG Health’s solutions or book a meeting.

9th February 2023

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