Hello we speak here today about innovation in education. I was invited
to talk about a medical series that our company Medcel has just launched,
and it is a revolutionary educational product, the first medical series of
educational nature which was launched in the world.
To give you some context, Medcel is a company, that works with
preparatory courses for all the main events in the medical field.
I have been in the company for two and a half years and my challenge when I came here, even though the
company has already 14 years of life, my challenge was to bring a new phase
to the company, thinking indeed how we can
give support to the education business, that nowadays must have
innovation, new technologies and formats, and languages that make sense
today for this new generation that is entering the labor market,
mainly in the medical field. I´d like to show you now the
trailer so you can understand better what our product is, this medical series
call Residency, which went live on April 16, 2018.
Come on.
Mr. Aguinaldo tell me, how did you get here?
What a difficult day, Ruth, thankfully it all worked out. So being with me was a mistake?
This time I will pass in everything, okay?
Welcome to psychiatry, anything you need just call me. Am I going to leave this girls bleeding here? There´s
no other way. Unfortunately not. Time of death 11:15
in the morning. I do not know if medicine is for me.
Do you want to know something? I think I'll be a good doctor, you know?
Well, the medical series began to be conceived at the beginning of 2017. So it was a project
which lasted almost 14 months until its release and
the challenge was to create a product that actually had great empathy with
our students, who are mostly medical students or doctor
graduates, and these students they had to feel part of that
series. They had to feel very at ease
to understand that what they are watching really does reflect their daily
routine. Why? Today in education we fight and search for greater
possible engagement. Education today is a challenge and I will talk a
little more later on, but to work with
discipline, to study requires discipline, requires effort, we need the
attention of our students and for you to have a student´s attention today, competing with
all that we see in the media, social networking, etc,
is a very big challenge. Within the Medcel,
when we made the whole renewal of the company's position,
we defined three main pillars that are the basis of any company
initiative. And we talk about innovation, we talk about convenience and
customization. We produce online book content today, so we
we have an ultra convenient online platform. The student can study it
anytime, anywhere, on any device, but the most important
is that anything we create today must have meaning, has to make
sense for the student´s routine, it has to be in accordance with
what he experiences because education today is not a simple thing,
and has to be different from what is
usual if we want to actually get this engagement. Before the series,
Medcel also proposed to create a methodology. Why was it
important to create and develop a methodology? It was called Persona,
this methodology came for the purpose of
supporting any product, any education initiative that we have
within the company. And why does it exist?
The major purpose is to trail our next three years with
theoretical foundation so that we can create with the development team,
the best products. But it has only three years of life.
At the end of 2019, this methodology no longer has validity, so that's how
education is happening, the methodologies are changing. In
education, if you have no methodology you cannot reach your goals.
Education always works with the feeling of progress.
Anyone who is studying today, needs to feel that it is evolving.
The medical student has a very clear goal, which is to pass a
residency test when he is there at the end of college.
Then we have the obligation to make a product for him on a platform
the right way with the right language so that they can achieve
their goals. And it's important to be personalized,
that´swhy this methodology also emerged. Personalized because medicine is
almost, when the student has just finished studying medicine, it is as if he had learned a
new dialect, a new language, he learns so many new words
in the six years of the course. He studies four years and the last two are the two years of
internship, where he will work hard, he will have to pass
all major disciplines while working and at the same time he has to
prepare for a test that is as difficult as the entrance exam.
He does not have time to study all content
again, then the custom methodology, Persona, which we created
it came for this. The student makes a diagnosis before, we will understand
where the main difficulties are and will serve a content that is more
adequate and more important for him to cover the gaps where he has more
difficulty. This way he will be much more efficient in
learning and that´s where the company´s differential is.
That´s also why the methodology came up. So, how did we get the idea of the series?
We needed to actually create a product that went beyond anything
that had already been created here. A product that realy brought a differentiated education
and when we talk about education and innovation, it is once again not
simple and why? If you look today at the slide, the
medicine 600 years ago, was one way, today the technology in medicine is a
completely different business, it evolves everyday,
we have new machines, robotics, imaging techniques,
the techniques of diagnosis and treatment, and surgery have evolved at
incredible speed. Compre communication from 300 years ago and
now, how it has evolved, but the classroom continues like this
that you're seeing there. 150 years ago and today the vast majority of
classrooms are almost a monologue, it is one-way and it does not work
anymore. For you make the changes in a business
that has been happening for a 150 years in the same way is really difficult. So,
what did we think? We will launch a product that at the same
time has education and has entertainment and that's when the idea of the series came
on a concept that has been widely used in education that is
Edutainment. It is mixing a little of what engages the student, what he
is used to doing on a daily basis, which is to watch series. How many times
you that are watching us now did not stop to watch a
series, The Paper House, Prison Break, etc, and you start watching and can´t stop, you
consume that, all night. We found out that the medical student
felt guilty at one point because he was
watching series and thinking that he had to be studying, that he had to have
spent the night studying. Especially when tests are coming up,
that guilt comes comes and it makes part of that moment. When they are together, they are always
talking, they always know how their companions, students,
friends, are evolving and they will be competitors.
So why not create something they could do, all night long without guilt and
still studying? And that's when we conceived the Medical Residency series. For this,
we started a process, in a year and a half, with a highly sophisticated educational
research. Medcel has the advantage of using the technology in our favor,
we have an algorithm today of adaptive methodology. Today I have dozens of
learning objects, I have videos, podcasts, I have
texts, I have the books and all put together
we hand over to the student. And I know today how he uses technology to
study, what the best videois, what time he will study, if he prefers to take
notes, if he prefers to take a test, then with all this information,
as well as field research, we identified the profiles of these students,
the main learning profiles,
for what? For these profiles to be placed within the series storyline and
that's how we created the characters in the series, which are internal
medical students. In addition, for a good series it is very
important that you have all the prerogatives of a good series. That is, you
have to have drama, you have to have a good story, a sequence, there has to be
that appeal that makes you want to watch
the next episode, I have to have the film component,
photography, the setting, the plot, the sound, all composed elements.
There´s no use in creating a series that is different from
what you are watching on Netflix, for example. So it was very
important that all this came to be a product component.
So when we look at the final product of the series and you may have
an idea of what we are doing in some images that you see here
we have drama, art, technology, it is a learning product.
Medicine is very important, I have learned this in the few years I have been here in the
company, but medicine is always diagnosis and treatment,
then for you to create a filmic product, in a way, it is a platform
you will use for the whole plot and everything that is discussed in the series,
It is always diagnosis and treatment. The doctor is a great investigator,
he draws conclusions and then comes up with treatment. It is medicine, and above all
this series had to be a product of educational fact
above all. We could not lose our aim, our objective of the
product. Why? When we look at the universe of medical series,
you may have watched ER, may have already seen House, Gray's Anatomy,
series that when we went to do field research,
doctors said: it is super cool, it's cool, but it´s not
exactly what medicine is. So in our series on medical residency, we were cautious with
all the details of medical protocols, in absolutely all
scenes. Then everything was recorded, it was recorded by actors who are the main
characters, but it was supervised by all
our teachers. Then in every scene there was the stage director,
the lighting staff, had the photography staff, etc, the clacket,
routing of staff, but there was a teacher accompanying the whole
development of each image. We saw cases of having to change the whole scenario
because that provision, that protocol, it could not be done
that way. So that was very important, it is an educational product.
Also, we needed to position this product on the market
and that's a big debate, which name
will we give to this series? We studied all the names of the series, the
series have short names, they have a logotype also very
simple, why do we not put in the series the name of
our business, that's what we do know, we work with preparatory
especially for residency tests.
Then came the Residency name, and it helped to position
Medcel very well in your market. The entire plot was created with great care,
creating the characters, as I said, and here you are seeing the four
main characters. They are characters who are 24, 25 years old,
They are at the end of college, are going through the experience of this experience
process which is having to study, finish college, with their
anxieties, with their family problems, with their problems of everyday life, with
anxieties of which specialty they will have to choose and traditional anxieties
of knowing that going to the next phase is not somehting simple.
To get a better picture, today there are about 130,000 academics in
medicine in Brazil, there are 450,000 physicians with active CRM and
there are almost 10 000 residency positions to 25,000 students.
They are graduating every year. It is very competitive. So this student he
comes a from stressful process and he goes through all
this story throughout their journey in medicine along with his friends, with his
colleagues, it is very hard, it is very intense, so
we tried to make this whole storyline bringing this reality into the
series. And we thought a lot in all the technical details, here I wanted
show a little of how it was for example, the musical part, how the
we did to identify what kind of sound we were going to have on the show.
Look around, you'll now see what a medical room surgery, this is research
made, and Spotify itself proved it. 90% of surgeons in the United States
they prefer to operate listening to rock, look there and here you will see some of their
favorite songs, Guns n´Roses, Rolling Stones, Queen, ACDC,
Eric Clapton, are songs they are listening to on a daily basis, so
you think, you're there sometimes in surgery,
you think the doctor is not paying attention to the surgery because
of this, but this is to create a lighter atmosphere, this is part of
routine, we brought all of this to the series as well and that we made it very clear.
Then all the sound in the series is based on the rock. One of the parts more
complex was to create all routing process with plot
diagnostics the episodes. And there were 12 episodes we created this
first season, with 49 clinical cases, supported by eight teachers from
major medical chairs. These episodes
they were built with the support of these teachers and once again, there had
to be a sequence. So here you see in this image
we created a wall room, we spent one week there with
a great team of people, we put everything on the walls,
to understand what was the script, how did each clinical case fit within
the script that had to have its drama, its story, the characters
interacting and how would that happen over time.
So it was a very difficult part, complex, but at the same time, we
created all this and it is also quite important. In a series today, there are
people who start watching the series from the middle and says, this series already has four
seasons, but sometimes the episodes can be watched seperatly.
Sometimes you will not understand a little of the dynamics of the characters, but we
also created a form for the student to watch the series, watch the
episode, in an alternated way. And we created a whole platform for this.
Medcel is a technology company, in addition to producing medical content.
And it was important that this platform reflected what the student
is used to today, so we created, you can see here what the
medical residency Series platform looks like, it seems a lot like Netflix, which is
what students are used to seeing, it is a very simple and easy platform,
works both on the web, also works on mobile because it is easy you go in and
two clicks you watch your series, you can go back, etc. and
more importantly, we think much of the concept of andragogy.
Andragogy is the science that studies the adult learning, so in
the precepts of andragogy, aside from the student to be engaged in the series, and here you can see
a scene for example, you see a scene from one of the episodes,
he also has access, interruptions throughout the chapters, if he wants,
a specific lesson from a teacher of 3, 4 minutes
it is his point of view on a clinical decision that was happened during a
case, something more controversial. Why did the doctor
make that decision at that moment? What was
the result of the action, why did he not make another decision? Or we deepen
the theme at the time, here's why, you can that scene and
still have the teacher´s support to understand exactly what is
happening at that moment. In addition, we also produced pdf's
that have summaries of everything the students saw in that episode and he
can also take a quiz, a test, to see how
ee captured this knowledge of each episode and to see how he
performed it, it is also an educational component,
he will get to the end of the test will also be able to compare results with other students
who also attended the series, etc., or that episode to see if he did good or
bad, this is also important for him to feel
if he did his homework or if he was not
paying attention. The most important is that the results are being
impressive. Two months ago we launched the series, on April 16th and there
were more than 40,000 people affected by the series, who watched at least one
whole and most important episode, we have a level of satisfaction and
likes that reaches 99 percent of those who watch the show. So for us it is
very important, we reached that goal that we wanted at first,
which was to create something really empathy, the student could observe and we see
it in the comments that we receive every day. Another part of the
platform, has a lot of discussion and comments on what the student ta finding
what he's watching, so we believe that as a first
initiative has been a great success and most important of all is the purpose of
all this. For those working in education,
the great purpose of those working in this sector,
and when we sell a product of education is different, it's different you
make tangible, how are you to price anything right,
medical school is so exhausting, the student to begin to enter the market,
start making money, it takes at least ten years, is a much
large, complex life is a decision, then hey, everything we do
when we work in education it is very rewarding, and the great
company's purpose is to prepare the best doctors to the health system
in the country. That's what we need. Besides being
a business, we have a very noble purpose, which is to help doctors in
career, we know that we are
contributing to the medical society and therefore this first medical series,
It was launched, the Residency, the ultra revolutionary and unique product in
world, it is being offered for free.
So if you're watching where you want to watch the series
you can go on that site, www.medcel.com.br/serie, we will leave here
in the comments down here also the link for you to access.
You can go there to sign up, put your e-mail, your data, you will receive an e-mail
confirmation, you confirm your email and then you will get a login and password
to access and you will be able to watch whenever you want. So this is a
the company's contribution, a legacy we want to leave it because it
It conforms to the purpose of the company to form better people. THE
We know today that is very noble again, educational institutions
top are doing their part, it is not an educational institution
higher, the company is Medcel free courses, but we know
as our contribution has also been fundamental so that we can
help in this great purpose. I hope you have enjoyed this.
A hug, and watch the series.
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