Mumbai: Leading pharma company Mankind Pharma has launched an OTT platform called Docflix exclusively for doctors, paramedics and aspiring doctors.
The platform is launched by the newly set up digital team at Mankind under the guidance of Mankind Pharma head of digital Rinkesh Shah. The new team brings in a plethora of experience in the health care professional (HCP) engagement space and has observed the growth of the medical professional’s space in India and Asia in the last decade.
In conversation with Indiantelevision.com Mankind Pharma senior president, sales and marketing Sanjay Koul speaks about OTT platform Docflix which only targets the medical fraternity.
Koul told, “Mankind Pharma has hired a team of alumni of the National Institute of Design to ensure the best representation of data and figures, directors, and script writers who can weave science into a story to deliver the message in a fun and engaging way.”
“It is a new age OTT platform with a wide range of scientific content tailored to various practice needs of doctors. Design, story, and convenience are three strong pillars of the platform that will deliver unique, authentic, and reliable scientific content,” he added.
Sharing the vision behind Docflix, Koul said, Docflix is a manifestation of Mankind’s understanding of the new definition of learning and is meant to be a platform that will not only present the best of medical science but also delve into the art behind the science.
“With Docflix, we envision a new age global knowledge platform that will be a humble partner in the learning journey of all our doctors,” he said.
Sharing details about the content line up on Docflix, he said that the platform will have twenty different shows on varied subjects, a few shows include Science Simplified, Legend Inside The White Coat, Stitch In Time, Cardio Unflip, Digital For Doctors, Medico-Legal Cases In India, and Vantage Point among others.
Explaining where Docflix stands in the age of Netflix and Amazon Prime Video, he said, there is currently no video-only platform for doctors globally at scale. Docflix is one of .
Not just on OTT platforms, there’s a lot of informative content available across video sharing platform YouTube as well. Sharing how Docflix will make a difference, Koul noted, “Content for doctors today is just delivering science. A doctor is a student all life. It’s important to make the content which is short, has a story and is engaging; however, very little content covers these parts. Docflix will fill this gap for the medical fraternity.”
According to him, it’s not the OTT platforms but YouTube channels, global players like learning platform Osmosis, clinical news platforms Medscape and M3 that are the real competitors of Docflix.
On being asked if he really thinks that while people are already bombarded with a lot of content, Docflix will really make a difference? He answered, “The new world brings a problem called infodemics. Means, we have a lot of information but there’s a dearth of reliable, relevant, and palatable content. Plus, the convenience of accessing this on a high-tech platform is a necessity today for doctors which is missing.”
“We are the ones breaking the saturation and the need for this is very high,” he highlighted.
Talking about the marketing strategy for Docflix, he said, “We are looking at unique never tried mediums to market Docflix. Other than the large field force of Mankind, we will use all digital and social media promotional channels.”
“We also have AI-based automation engines to personalise communication with customers,” he noted.
However, the platform is not going to have any advertisers unlike most OTT platforms. “We at Mankind are committed to supporting doctors in their knowledge and learning journey and thereby aid them in taking their clinical decisions faster. We are currently not taking any advertisers onboard,” said Koul.
He concluded, Docflix will feature a three-level subscription model and none of them is paid. The subscriptions are based on different levels of the learning journeys of doctors. It’s a free platform for doctors.
