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




© 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




© 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


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


© 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


© 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


© 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


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


“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




© 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

Email

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

Health & Medicine

Maximizing Physician Participation In Cme Pri Med