Key Takeaways:
- Interactive articles generate 3x more page views than static versions.
- EMJ leads in interactive content, earning a shortlist for the Drum Marketing Awards.
- Interactive content has been the website’s highest-performing format for two consecutive years.
If your content isn’t delivering results, the instinct may be to tweak the message or push it to more healthcare professionals. But when the science is sound, the wording is clear and the audience is reachable, the problem may not be the message at all. It’s the format.
A wall of text or a 50-minute recording asks a busy clinician to do all the work. Instead, why not change how the evidence is delivered and make it easier to take in?
What is interactive content?
At EMJ, we specialise in interactive content: digital experiences that let healthcare professionals engage with science in their own way. Rather than following a fixed path, they can find key insights, dig deeper or test their knowledge, whether they have a few minutes or time for a closer read.
And the results speak for themselves. For the second year running, interactive content was EMJ’s highest-performing format, earning a shortlist spot at The Drum Marketing Awards. But the numbers tell an even bigger story. When comparing static and interactive versions of the same article, the difference was clear:
- 3x more page views
- 178% more sessions
- 180% uplift in engaged sessions
- 30% more interactions per user
Same science. More ways to engage. Better results.
Four ways to make your content interactive
There’s no one-size-fits-all approach to interactive content. The right format depends on what you want your audience to learn, explore or take away, and we combine creative and strategic expertise to find it.
- Interactive articles: Animations, clickable insights and clear sections let HCPs jump to the topics they care about, skim the rest and explore key evidence in more detail.
- Interactive infographics: A series of interactive data visualisations lets HCPs explore statistics, compare findings and uncover insights at their own pace, making complex ideas easier to grasp.
- Interactive patient case studies: Realistic scenarios where clinicians make the decisions and get instant feedback, highlighting knowledge gaps and turning evidence into practical insight.
- Interactive video: Symposium recordings become on-demand experiences with chapters, branching pathways, speaker bios and polls, so HCPs can watch it all or skip to what matters.
Proving the ROI
Engagement is one thing. Knowing what it means for your campaign is another. Unlike a static document, interactive content lets EMJ track how HCPs engage at every stage, showing which sections resonate, what captures attention and where interest drops off.
Insight reports can then be shaped around whatever you’re judged on, whether that’s views, clicks, time on page or sign-ups. It turns “we published it” into “here’s what HCPs did with it”.
Why interactive content works
HCPs aren’t switching off because the science lacks value. They’re tuning out because the packaging doesn’t suit how they learn.
Whether you’re launching a product, raising awareness of a condition or extending a medical congress presence, you’ve already done the hard part.
Talk to our team and see how EMJ turns existing science into formats HCPs actually want to read.
