Continuing medical education has always sought to provide physicians with accurate, targeted learning opportuni ties. But delivering that critical infor mation is becoming more difficult. Many commercial supporters have already changed how they support CME because of the OIG, PhRMA guidelines, conflict of interest issues, and the ACCME’s draft of new standards for commercial support. Pharmaceutical companies still will be permitted to promote CME materials and courses within the guidelines, but will no longer dis tribute CME materials or engage in any direct physi cian education. CME’s goal, keeping doctors up to date on the lat est and best practices and ultimately improving patient care, remains unchanged. ACCME’s proposed standards, however, will challenge pharmaceutical and medicaleducation providers to develop innova tive ways to deliver critical educational initiatives. Pioneering New Methods Pioneering new methods to ensure the flow of information while strictly adhering to anticipated changes will be needed. Thirdparty specialists: One such strategy is our CME Liaison Program, which uses independent, thirdparty medicalinformation specialists with no formal ties to pharmaceutical companies. With advanced degrees in the life sciences or related health fields, these highly knowledgeable CME professionals are able to meet with doctors, engage them in discussion, ascertain their learning needs, and provide educational opportu nities to meet those needs while maintaining complete independence from commercial supporters. Nonpersonal education: CME providers should also be prepared to offer alternative, nonpersonal education through participation in medical conferences, direct mail, email, and World Wide Web portals. All such strategies expand the role of traditional CME providers beyond activity development to include alternative methods of audience development and CME distribution. Medical conferences: Medical conferences represent an underused CME opportunity. Every meeting has thousands of attendees who are motivated and receptive to new, clinically validated practices. We foresee an increase in freestanding CME booths, kiosks, and information centers, where physicians can engage in selfpaced learning that they can con tinue when they return home. The Internet: Doctors receive stacks of mail, and CME providers need to develop ways to break through the clutter. Directmail campaigns can succeed, but response rates are quite low, and outcomes frequently depend on factors beyond the CME provider’s control. Any new audienceacquisition strategy must accommodate the increased workload of 21st cen tury physicians while catering to specialty groups. More doctors than ever use the Internet, which offers CME providers and commercial supporters opportunities to inform as well as promote the edu cation activity. With physicians generally traveling less than just a few years ago, many have come to appreciate interactive Webbased CME for its con venience, easeofuse, and time savings. The Web is not a panacea, however. If the dotcom bubble taught us anything, it’s that Website visitor loyalty and “stickiness” — as measured by revisit frequen cy — can be elusive. According to Harris Interactive, physicians spend about three hours a week online for professional reasons. Of physicians online, 58% report using the Internet for CME. But understand ing the subtleties of usage can also make a differ ence. For example, obgyns have embraced the Inter net while psychiatrists use it less frequently. Banner ads: Banner ads are generally ineffective in directing traffic to portal sites with a clickthrough rate of less than 1%. . Success of bannerad cam paigns for CME depends on physicians visiting a Web site containing the ad, clicking on the ad, and remain ing on the linked site long enough to get the education activity. Personalized efforts: Specialized services, for exam Delivering CME to Physicians: A Look at the Future Increased competition, changing economics, and evolving ethical standards challenge us to innovate while maintaining high standards. CURATIO CME INSTITUTE LLC, Yardley, Pa., a division of Axis Healthcare Communications LLC, provides certified CME activi ties for physicians. For more information, contact Claudia Rosenberg, Ph.D., at 2155508207, or visit curatiocme.com. Claudia Rosenberg, Ph.D. President FACILITATING PHYSICIAN LEARNING

Download PDF