How to cut through the noise
The world of CPD and product launches in veterinary and animal health is more crowded than ever. With the rise of AI-generated content, creating material of a reasonable standard has become easier and faster. But that also means your audience is being bombarded with more content than ever before.
In this environment, attention becomes the most valuable commodity. The real challenge isn’t just producing good quality CPD, brand films or launch events; it’s making sure people actually engage with it. If your audience doesn’t watch, listen, or change their behaviour as a result, then the project hasn’t achieved its purpose. This point where we have to start thinking about how we can create smarter CPD that our audiences want to engage with, and when they do it inspires action and change.
To create CPD that does this, there are some highly effective techniques that help. So, how exactly can companies cut through the noise with smarter CPD?
1. Distinctive, High-Quality Visuals
First impressions matter. In animal health, visuals aren’t just decoration - they’re often the first indicator of whether content feels credible, relatable, and worth engaging with. Often stock footage and photography or AI generated material doesn't reflect the reality of clinical practice, and audiences can sense that disconnect straight away.
That’s why unique, high-quality visuals are so powerful. Whether it’s a purpose-built surgical set in a studio that allows procedures to be demonstrated in a controlled but realistic way, or creating photos which are clinically accurate for training and communication, the right imagery can elevate a message from forgettable to impactful.
Clinically accurate, carefully produced visuals do more than look good. They build trust. When veterinary professionals see content that reflects their world, it resonates on a deeper level and signals that the brand behind the content understands their work and respects their expertise.
Distinctive visuals don’t just grab attention in a crowded space, they make your brand more memorable, and can transform CPD into experiences rather than information providing tools.
2. Storytelling That Captures Attention
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Content alone isn’t enough. Information may be accurate, but if it’s delivered in a flat or formulaic way, it risks being overlooked. Storytelling is an incredibly powerful tool for combatting this. It creates a narrative that draws people in, gets them involved in the information, keeps them engaged, and leaves them wanting to know more. (source)
In animal health, this might mean turning a complex mechanism of action into a visual journey the audience can follow, or framing a new clinical technique as part of a case study that mirrors the challenges practitioners face every day. If you wrap facts and data, which are hard for people to remember straight away, inside a story like this, you make them much easier to digest and easier to remember.
Storytelling opens the door for your audience to feel emotion. Through inviting them into the story, they imagine it and experience it themselves, feeling the emotional aspect throughout. When you bring emotions into the mix with education, it makes the information much more likely to stick.
When your audience can see themselves in the story you’re telling, the connection with your brand deepens. And in a crowded content landscape, that connection is what keeps people coming back.
3. Shorter, Smarter Formats
Long-form CPD and in-depth training will always have value in veterinary and animal health, but the way people consume content is changing. Busy professionals are navigating full schedules, information overload, and limited headspace. Expecting them to commit hours at a time to learning often isn’t realistic. That’s where shorter, smarter formats come in.
Micro-learning - breaking content down into focused, bite-sized modules - makes it easier to engage without overwhelming.
This mirrors behaviours already ingrained through platforms like TikTok, YouTube, and Instagram, where concise, impactful content dominates attention.
The literature backs it up too. A study from the Emory University School of Medicine in the USA showed that information delivered in smaller bursts for micro-learning improves retention, helping learners retain information more effectively without becoming overwhelmed. (Source 1. Source 2.)
It's about being smarter with your format. By combining clinical accuracy with digestible delivery, your audience can engage with your message in short bursts, while still deepening their understanding. It not only meets the lifestyles of busy professionals, but works with current neuroscience about the most effective ways we learn.
4. Solve Real Problems
Ultimately, the most powerful CPD isn’t created for the sake of filling time or ticking a box - it’s about solving genuine challenges. What makes your audience stop, engage, and come back is when they see that learning will make a tangible difference to their daily practice. When CPD solves real problems, it shifts from being passive information to active support. It builds trust, drives behaviour change, and ultimately strengthens the link between education and better patient outcomes. And in a space where professionals are constantly asked to give their time and attention, solving problems is what makes CPD truly valuable.
Find those true value points in your content; what pain points is it going to solve for your audience. Make sure that your audience knows that you get it, you understand the struggles, and you want to support them in overcoming the challenges through your authentic, engaging, interesting, high quality CPD.
In conclusion
Smarter CPD is about more than just producing CPD, videos or visuals that tick a box and get a message to your audience. It’s about creating content that stands out, holds attention, and solves problems in meaningful ways. By combining distinctive visuals, compelling storytelling, shorter formats, and a clear problem-solving approach, you can rise above the noise with CPD that truly makes an impact.
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