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Maximizing Physician Participation In Cme Pri Med
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Transcript of Maximizing Physician Participation In Cme Pri Med
Maximizing Physician Participation in a Changing CME Environment
Pri-MedJanuary 2008
www.pri-med.com
© Pri-Med, 2007
Objectives
• Establish a framework for physician participation in CME
• Better understand how physicians engage in CME
• Identify optimal communication methods
© Pri-Med, 2007
AGENDA
• Establish a framework for physician participation in CME
• Better understand how physicians engage in CME
• Identify optimal communication methods
© Pri-Med, 2007
Maximizing Physician Participation Goes Beyond Just Attracting an Audience
© 2006 Molecular
RIGHT CONTENT New Science
Updates to Guidelines
Patient Education
Engage physicians with education that will improve their competence and performance in practice
RIGHT CLINICIAN
Degree
Patient Population
Practice Demographic
RIGHT EDUCATIONChannel
Format
Design
*2006 Molecular
© Pri-Med, 2007
AGENDA
• Establish a framework for physician participation in CME
• Better understand how physicians engage in CME
• Identify optimal communication methods
© Pri-Med, 2007
Today, A Confluence of Factors Are Complicating the Physician’s World
PHYSICIANClinical Practice GuidelinesPatient Inquiries
Technology Enablement
Pay for PerformanceQuality Improvement
• Point-of-Care software• Self-Assessment tools
• Guides treatment decisions based on evidence-based medicine• Published by med associations, payors or gov’t
• Payment model • Rewards physicians for meeting certain performance measures of quality and safety
• Improve practice performance• Analyze records, implement an intervention, report results for re-certification
• DTC Growth • Health information online
© Pri-Med, 2007
Committed to BeingLife Long Learners
Stimulated by the Challenge, the Thrill
Motivated to be “Best in Class”
Seeking PositivePatient Outcomes
“Our knowledge is never final … it’s like forever being a student.”
“Appetite for knowledge … feels good to learn something new.”
“I don’t want to just follow the crowd. I want to be a black belt in my field.”
“Project confidence to patients, build trust … positive outcomes.”
Source: Physician Insights at Pri-Med, 18 qualitative in-depth interviews across specialties, February, 2006 // Note: generalizations based on consistent themes across interviews
Physicians Are Lifelong Learners
© Pri-Med, 2007
There Is An Abundance of CME Available to Physicians, Largely Due to the Increased Availability of CME Through New Media
0
20,000
40,000
60,000
80,000
100,000
2002 2003 2004 2005 2006
+17% increase TOTAL # OF ACTIVITIES
OFFERED from ’05-’06
Source: ACCME 2002-2006 Annual Report Data, includes physicians, non physicians, directly sponsored, jointly sponsored
© Pri-Med, 2007
The Regular Annual Growth of CME Affirms the Increasing Interest in CME
0
2
4
6
8
10
12
14
2002 2003 2004 2005 2006
Live Print Online
Source: ACCME 2002-2006 Annual Report Data,
+12%
According to ACCME Annual Report data, participation in CME is up year over year
Part
icip
atio
n in
Mill
ions
+7% +14%
+12%
© Pri-Med, 2007
To Help Physicians Find What’s Right for Them, Providers Should Take Steps to Understand Their Learners
• Explore with qualitative research techniques– Focus groups, in-depth interviews, Dyads (2:1), mini
groups, online chat– Can provide a well-defined hypotheses to validate and
expand upon with quantitative research• Validate findings with quantitative studies
– Email, mail, phone, web pop up, in-person paper surveys
• Ongoing, iterative learning
© Pri-Med, 2007
Research: Background & Methodology
• Annual National CME Insights & Behaviors Study– May 2007 study– Quantitative tracking study since 2003– Conducted among 1,891 physicians in the U.S
• National representation of physicians• Unbranded, 3rd party data collection and list
provider – Included PCPs, cardiologists, psychiatrists,
neurologists
© Pri-Med, 2007
77%72% 72% 76%
PCPs
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891
Topics Drive Physicians’ Interest in CME, A Trend that Remains Consistent Over the Past 5 Years
CARDIOS NEUROS PSYCHS
• Innovative, Cutting-edge
• New Treatments
• Relevance
• Guideline Focused
Driver of Interest: Topics
© Pri-Med, 2007
9%
7%
52%
19%
13%
LivePrintOnlineBoard reviewOther
Percent of CME Hours Earned by Channel
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05
Physicians Are Increasingly Embracing a Curriculum-based Approach for CME
+63%* increase in PCP eCME usage
since 2003
Key Takeaways
1 Live is preferred
2 Print remains valuable
3 Online continues to grow
© Pri-Med, 2007
Even Progressive Online CME Adopters Substantially Use Other Channels For Learning
Channel AVID USERS+ NON-USERS
n=346 ; Non-Users, n=678Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05
Online
Live
34 0
38 42
10 5Other Interactive(AV/CDs, Mobile)
Avid online users are equally as active in live meetings
+Avid Users (20+ hrs/yr) online
+
© Pri-Med, 2007
Live Online Print
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891
Portability“Can carry it with me … can do CME, little by little.”
Reference-able“Can read at my leisure, refer back to easily.”
Concise“Brief, clear, and easy to follow.”
Convenience“Accessibility is key, anytime convenience … a click away.”
No frills“Get certificate instantly, free of cost, no travel.”
Point of care “Can do it in between patients. Don’t have to set a specific time.”
Uninterrupted time “Being away from office or home allows less distracted learning and ability to focus.”
Networking“Chance to meet colleagues, 1:1 dialogue with faculty.”
Volume “Variety of topics, can be done all at once.”
Physicians Use Different Channels For Different Education Needs
© Pri-Med, 2007
Physicians Are Receptive to New Learning Opportunities from a Website….Such as Peer to Peer Comparisons
7,6
5
38%
Ability to track test scores against peers
53%
Interest in Proposed Features from a CME Web Site
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891
© Pri-Med, 2007
…However Clinicians Are Most Interested in a Website that Provides CME Recommendations
67%
CME recommendations based on topic interests
and site behaviors
85% 62%
CME recommendations based on clinical
knowledge test scores
82%
Interest in Proposed Features from a CME Web Site
7,6
5
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891
© Pri-Med, 2007
New Media Options Will Continue to Drive CME Consumption
• Currently, PDA and IPOD/MP3 Usage is low for CME specifically– 16% current users vs. 7% respectively
• However, anticipate increased adoption within the next year – More than 30% of physicians plan to use a PDA or
IPOD/MP3 for CME within the next year
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891
© Pri-Med, 2007
Despite the Industry Push Towards Non-Didactic Formats, Many Physicians Believe Didactic Lectures Are Effective
51%53%60% 56%
36%
Didactic non-case lectures
Most effective format for producing a positive change in management/treatment?
Case-based lectures
Forum for sharing clinical
experiences
Interactive workshops
Audience response polling
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 (7-pt scale) Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891
© Pri-Med, 2007
Format Usage Needs to Be Married To An Understanding of Physician Learning Behaviors
• Diffusion of Innovation Theory– Widely published theory– Theorizes the spread of a new product or technology
from an innovative manufacturer to the end user – Rogers (2003) has claimed there are individual
members of a social system who are predisposed to be innovative and will adopt an innovation sooner than those who are not*
– Rogers Adoption/Innovation Curve shows that five categories make up the amount of time passing from innovation availability to adoption
*Rogers, Everett M. (2003). Diffusion of Innovations, Fifth Edition. New York, NY: Free Press.
© Pri-Med, 2007
“CAUTIOUS LEARNERS”
16%
“ACTIVE ACHIEVERS”
18%
CONVENIENCE SEEKERS”
25%
“INTERACTIVE FOLLOWERS”
24%
“APATHETIC PROFESSIONALS”
17%
We Applied this Same Model for CME Attitudes & Behaviors
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05
Segmentation analysis revealed five distinct learner groups with distinguishing characteristics
© Pri-Med, 2007
“CAUTIOUS LEARNERS”
•Strong academic affiliations •High quality CME important•Prefer live meetings, interaction•Ok to travel, pay for CME•Profile: Single specialty
What Does This Mean for Communication Methods?
Segment Name
IDENTIFIERS
Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05
“ACTIVE ACHIEVERS”
•Topics and speaker reputation important
•Seek content breadth, depth
•Ok to travel/pay
•Profile: Highly active in CME,•Busy in practice (patients per week)
“CONVEN-IENCE
SEEKERS”
•Seek shorter CME opportunities•Prefer online and print CME •Location is key, prefer less travel •Profile: More solo practice MDs
“INTER-ACTIVE
FOLLOWERS”
• Seek reinforced learning opportunities
•Prefer interaction
•Earn CME as required
•Profile: Younger MDs
“APATHETIC PROFESS-IONALS”
•Less interaction
•Travel as needed
•Earn CME as required•Profile: Group practice MDs
© Pri-Med, 2007
AGENDA
• Establish a framework for physician participation in CME
• Better understand how physicians engage in CME
• Identify optimal communication methods
© Pri-Med, 2007
By a show of hands,
How many of you use text in ALL CAPS in your invitations?
93% of participants in a study said caps are hard to read
Source: Direct Marketing Association
© Pri-Med, 2007
Seven Principles for Success
1. Establish your objective before you start2. Target the right audience and segments3. Write copy to show what your product
will do for your prospect4. Make it easy to respond5. Think campaign, not 1-shot.6. Make your promotions fit your
audience, and your opportunity7. Research and test your communications
effectiveness every year
Source: Direct Marketing Association
1. OBJECTIVE2. AUDIENCE3. OFFER4. RESPONSE5. MULTI-TOUCH6. MEDIA7. ANALYSIS
© Pri-Med, 2007 26
Primary Care Physicians Prefer To Be Contacted Via Email, Psychiatrists Through Direct Mail
12%
41%
47%
51%
59%
Telemarketing
Annual CMEcalendar
Direct mail to home
Direct mail tooffice
Question: I would prefer to learn about/keep track of upcoming live CME meetings from… Choose all that apply.
Source Pri-Med Updates Annual Report, 2007 N=5,081
Primary Care Physicians Psychiatrists
51%51%
62%
49%
41%
10%
© Pri-Med, 2007
Build a Diversified Multi-Media Approach
• Email• Direct Mail to office and home• Print Advertising/Public Relations• Fax, telemarketing• Outdoor advertising
Widely Used Communication Tools
© Pri-Med, 2007
Simple Email Tips To Keep in Mind
• Needs to be relevant and immediate• Promote an explicate action in the subject line (register, save the
date, etc.), six words or less is ideal• Work with a reputable list broker and email marketer• Include opt-out, comply with CAN-SPAM Act• Include multiple links in your email if the goal is to drive them to
your website • Confirmation emails are important reminders, send out multiple ones• Conventional marketing wisdom is Monday and Friday are worst
days to email– However our research on email click through rates indicates that
Monday ties with Wednesday as the best day to email
© Pri-Med, 2007
Direct Mail
• Maintain a regular schedule of mailings • Code your mailings so you can analyze results• Message should address the specific needs and interests of
your audience • Provide as much detail as possible about the content of the
program• Self mailers are more cost effective than envelopes• With envelopes, use the real estate to your advantage
– Add teaser copy– Test a live stamp– Test script addressing
© Pri-Med, 2007
Advertising – What Are Physicians Reading?
22%26%
44%49%
31% 31%
0%
20%
40%
60%
80%
100%
JAMA AmericanFamily
Physician
NEJM MedicalEconomics
Patient Care FamilyPracticeNews
Source Pri-Med Updates Annual Report, 20076 N=11,089
© Pri-Med, 2007
Your Experiences
What are some innovative ways you arereaching physicians?
© Pri-Med, 2007
Tips for Better Results
• Attrition is greatest for those traveling farthest to attend so offer discount hotel reservations
• Provide more session content closer to the program• Use confirmation mailings closer to the program • Provide special offers to your loyal customers• Leverage priority mail
© Pri-Med, 2007
Knowing Your Audience – What to Look For:
Degree Patients per Week Educational goals
Specialty Patient profile Travel patternsAddress States of licensure Technology usageEmail/Fax/Phone Topics of interest Session evaluation
Hospital Prior usage Affiliations
CME preferences Qualitative feedback
Practice profile Decision making factors for CME
© Pri-Med, 2007
Using Technology Online to Build in Personalization as Part of a Curriculum Strategy
1 BASED ON PHYSICIAN DEMOGRAPHICS• Degree. Specialty. Zip Code. Topics of Interest
2BASED ON OBSERVED SITE USAGE• Registration for a live event — recommend online and print • Start a new activity beyond stated preferences
3“REMEDIATE” THE PHYSICIAN BASED ON TEST SCORES• Recommend activities based on how the physician did on a particular test• Serve activities that match areas of content that the physician did not “master”
© Pri-Med, 2007
Summary
• To drive loyalty, CME providers need to engage clinicians with education that matters
• CME Providers must take steps to learn more about the clinicians they serve in order to help them improve their practices
• Profiling learners and leveraging technology makes serving up relevant CME opportunities to clinicians possible