Program Development Answering the Why Mario R. Nacinovich Jr., Senior VP Michael L. Platt, CEO Laura A. Carlson, Senior VP On a daily basis, providers of medical education programs are accustomed to being asked why. Why should we run this program? Why should we place our article in this publication? Why is this the best course of action for our brand? The best way to answer the why questions is with evidence. Background The following is a case study that answers all the whys in terms of changing market perception in a satisfied market. A product is cobranded by two major pharmaceutical companies for the once-daily dosing treatment of moderate-to-severe pain in patients requiring continuous opioid therapy for an extended period of time. The clinical attributes of morphine, while under intense scrutiny over the past few years, have remained relatively unaltered for more than 100 years. In this already satisfied marketplace, the companies, as well as many of their competitors, chose to focus on unique delivery technologies to decrease the frequency of dosing and eliminate or minimize abuse. The challenge was to extend the reach of the product’s promotional and delivery system messages by disseminating the product’s clinical data to the relevant medical community as well as prepare pain specialists, oncologists, and oncology nurses to spread these messages to their colleagues. The companies also wanted to create communication tools to better interpret physician feedback regarding the perception of opioids, clinical trial protocols, and clinical practices. The companies brought in a medical education provider to find the best solution. The Process To meet these goals, the CME provider brought together individuals from the functional areas of client services, strategic planning, meetings, and editorial to devise a plan that included a Web-on-demand series, clinical advisory council meetings (peer-to-peer programs), speaker training sessions, interactive teleconferences, roundtables, and an assisted-speaker program. Throughout all these events — from early planning stages to daily organization and overall management — the provider maintained a hands-on role, ensuring that the clients’ objectives and messaging were accurately conveyed to target audiences. The Execution • A Web-on-demand series — consisting of four 25-minute online presentations with streaming audio that discussed sustained-release opioids, managing patients, substance abuse, and dosing. Participants were able to access the presentations at any point to learn more about the product and its clinical data. The speed in reaching an audience can be consequential. • Clinical advisory council series — programs held throughout the country that promoted a dialogue between the product team and among physicians specializing in treatment of chronic pain. Each session featured a speaker who offered his/her perceptions of the drug and common problems associated with patients experiencing chronic pain. • Speaker training sessions — included all stakeholders in the therapeutic category, ranging from national speaker training initiatives on pain to regional speaker training meetings, local speaker training initiatives, and pharmacy advisory boards. These events can be live roundtables or held through interactive teleconferences. The Results As a result of the programs, the product reached the medical community, providing education to those professionals who, before attending, may not have considered the product for their chronic pain patients. As always, measuring the return on investment is extremely important. One metric to consider is gauging the number of new prescriptions after the conclusion of the integrated program. Providers of medical education programs are accustomed to being asked why. The best way to answer the why questions is with evidence. Fission Communications, New York, a McCann-Erickson Healthcare Worldwide company, delivers dynamic, creative, and validated medical education at every stage of the product life cycle, from premarket, through launch, to maturity, and beyond. For more information, visit fissioncommunications.com. August 2005 VIEW on Medical Education

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