Strategy

Positioning

MobiLearn CPD is not a general medical education site. It is the canonical home for UCT's Family Care Practitioner programme, reframed as a personalised, on-demand CPD platform for South African primary-care doctors.

Why “FCP Companion” beats “Neurology Conference Tool”

The original brief was to build a neurology-conference companion. The content audit revealed:

No dedicated neurology library exists yet — only 9 neurology lectures scattered across FCP events.
But every major primary-care specialty is well covered because UCT's FCP programme runs twice a year covering all of them.
200+ hours of clinical content is a massive content asset that deserves its own platform, not a narrow specialty tool.

So the product became the platform, with neurology as one pathway among many. Conference-specific pathways (neurology, diabetes, cardiology, etc.) still work as entry points for specialist events.

Audiences and pathways

Primary: FCP candidates

GPs preparing for the Family Care Practitioner exam or actively engaged in the programme. Need complete curriculum coverage; benefit from multiple teaching perspectives per topic.

Secondary: GPs doing general CPD

Broader South African primary care audience doing CPD hours. Don't need exam prep but do need quality refresher content on specific clinical challenges.

Tertiary: Conference attendees

Specialists at focused events (neurology, cardiology etc.) who want a curated playlist matching the conference theme.

The AI interview

The unlock that turns a video library into a personalised learning platform.

Rather than making doctors click through a taxonomy, a short conversational interview (5–8 exchanges) establishes their specialty focus, experience level, and learning goals. The output is a structured profile that maps to a curated curriculum.

Monetisation path (later)

CPD certification: issue certificates after completing pathways — recognised for HPCSA CPD points.
Conference licensing: branded conference-specific deployments for specialist events.
Institutional subscriptions: hospital groups, practice networks.
Keep the interview and a sample pathway free; gate the full library.