Professional Medical Education programs are a key way that healthcare professionals learn how to safely and effectively use new medical devices and biopharmaceutical products. While this remains as true today as it was in the past, the changing financial and regulatory landscape has created a challenging environment for Medical Education groups. To succeed in this environment, Medical Education groups must efficiently use their resources and carefully control their content. In short, Medical Education groups have to ensure their programs have the right content, presenters, and venues to not only pass regulatory muster but also to attract healthcare practitioners. And as budgets across both pharma and medical device continue to shrink, it has become critical for Medical Education groups to demonstrate the value of their programs to the organization. Best Practices®, LLC conducted this evidence-based benchmark study to inform Medical Education leaders on emerging trends regarding funding, program types, delivery channels, program effectiveness and value drivers. Data in this report are presented in two segments: Medical Device and Pharmaceutical.

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Best Practices, LLC Strategic Benchmarking Research
Professional Medical Education Excellence:
Benchmarking Critical Program Trends Transforming the
Medical Device and Biopharmaceutical Marketplace

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Table of Contents
I. Executive Summary pp. 4-13
 Research Overview pp. 4
 Universe of Learning pp. 5
 Transforming the Medical Education Landscape pp. 6
 Key Findings pp. 7-13
I. Universe of Learning: Key Demographics of Participating Companies pp. 14-19
II. Investment Benchmarks & Trends pp. 20-36
 Medical Education Spending is an Uneven Landscape Reflecting
Growth, Decline and Shifts
I. Program Benchmarks & Trends pp. 37-50
 Developing and Deploying Medical Education Programs
• Educating For Better Outcomes pp. 51-60
I. Multi-disciplinary programs are on the Rise
VI. Program & Educator Impact Ratings pp. 61-75
 The Programs & Professionals That Best Educate HealthCare Providers

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Table of Contents
VII. Performance Measurement pp.76-84
• Assessing Medical Education Programs to Demonstrate Value
VII. Technology Benchmarks & Trends pp. 85-97
 New Digital Technologies Are Changing Medical Education Deployment
VII. Medical Education Program Benchmarks pp. 98-115
• Factors Shaping Medical Education Programs
VII. Appendix pp. 116-119
 ACCME Annual Reports – 2010-2011
VII. About Best Practices, LLC pp. 120

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Topics IncludedStudy Overview
• Funding channels utilized by Medical
Education groups
• Effectiveness of different Medical
Education program types and delivery
channels
• Use of multi-disciplinary Medical Education
programs
• Trends in grants to professional
societies/associations for accredited and
non-accredited education programs
• Rating of company professionals most
valued by physicians for education
• Future trends in Medical Education
programs and technology
Research Objective: This benchmarking study
investigates emerging Medical Education trends at
medical device and pharmaceutical organizations
regarding funding, program types, delivery
channels, program effectiveness and value
drivers.
Research findings provide industry metrics that
can serve as a reference point for Medical
Education leaders in future budgeting and
strategic planning.
 Methodology: Best Practices, LLC engaged 32
Medical Education leaders at 31 companies
through a benchmarking survey instrument. In
addition, research analysts conducted deep-dive
executive interviews with 5 selected respondents
to collect qualitative data and insights.
Research Project Objectives, Methodology & Topics
Best Practices, LLC conducted this benchmarking study to identify program and funding trends for
Medical Education groups in medical device and biopharmaceutical sectors.
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31 Healthcare Companies Provide Universe of Learning
This study engaged medical education leaders from 31 leading healthcare companies. Segmentation
analysis was key to examining trends and effective practices. Fourteen participants represent the
Medical Device Segment and 18 participants represent the Pharma Segment . In addition, deep-dive
interviews were conducted with five participating companies to gather additional insights.
(n=18)(n=14)
Benchmark Class:
Medical Device Segment: Pharma Segment:

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Professional Society
Utilization &
Grant Trends
In-Class & Conference
Funding Trends
Multidisciplinary
Education Trends
Medical Education
Development & Delivery
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Key Findings: Medical Education Benchmarks Present Study Snapshot
Many observations have been harvested from the study. These are some of the key benchmarks to surface.
The device and pharma segments are at opposites in their approaches to MedEd program development and
delivery. Two-thirds of the device segment develop and deliver their programs whereas two-thirds of the
pharma segment utilize third-parties to develop and deliver their programs.
Both segments embrace multidisciplinary education to support better outcomes. Multidisciplinary programs
make up about half of both segments’ education programs. Also, a majority of both segments think
multidisciplinary programs will grow over the next 2-3 years.
Both segments utilize professional societies for roughly two-thirds of their company sponsored accredited
programs and one third of their non-accredited programs. Meanwhile, a majority of both segments expect
society grants for accredited and non-accredited programs to either stay flat or decrease in the next 2-3
years; a quarter of both segments expect grants to decline for both program types in the same period.
Half of the device segment expects funding to decrease in the next 2-3 years for in-class education and
conferences. Half of the pharma segment expects funding to stay the same. Meanwhile, 60 percent of the
MedEd programs in both segments are currently delivered in a in-class setting.
In next 2-3 years, both segments anticipate technology/Internet supported education programs will increase;
however, most of pharma see it increasing 11-20+% while only 34% of device see it increasing that much.
A majority of both segments feel physicians highly value accredited programs at conferences/congresses and
academic centers. A majority of both segments also feel that physicians highly value patient case studies as
curricular topics and non-company affiliated physicians are highly valued presenters.
Reshaped by regulatory & political pressures, Pharma principally funds education through Medical Affairs;
almost two-thirds of the Medical Device segment funds through Marketing. This is likely to change.
Medical Education
Technology Trends
Programs, Venues that
Physicians Value
Marketing Still a Major
Funding Source for
Medical Device Sector

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Program Development & Regional Trends: Findings & Insights
Benchmark Finding Regarding Program Development
Education Program Development and Delivery: The medical device and pharmaceutical sectors
embrace strikingly different approaches to the development and delivery of medical education programs.
• Two-thirds of medical device participants’ education programs are developed and delivered in-
house while a third of programs are developed and delivered by third-party vendors.
• Pharma takes the opposite path: two-thirds of programs are developed and delivered by vendors
while a third are developed and delivered in-house.
• Pharma’s different program development approach reflects regulatory and political pressures
driving pharma to retreat from hands-on involvement in education development and deployment.
The device sector may find itself facing the same pressures. Indeed, several device firms have
stepped back to rethink their CME strategies because of compliance issues.
Benchmark Finding Regarding Regional Education Trends
Regional Education Trends: Almost 90 percent of the device segment said they will be expanding
medical education efforts into three regions: Latin America, Emerging Markets and Asia. Pharma,
meanwhile, increased its education efforts in these regions years ago. Nevertheless, almost half of the
pharma segment expects to continue expanding education in emerging markets and Latin America in the
next 2-3 years. Interestingly, about half the pharma participants expect to also expand efforts in the U.S.
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The following findings and insights emerged from the analysis of the Medical Education performance
benchmark and lessons learned interviews with key companies and MedEd leaders.

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MedEd Budgets Range Widely Across Both Sectors
The companies within this study’s Medical Device Segment averaged $14M whereas the
companies within the Pharma averaged $13M in global Medical Education investment.
Q. Please estimate in U.S. Dollars the aggregate global investment level dedicated to all medical education functions
and activities during the last fiscal year at your company/unit, to include education programs (Accredited and Non-
Accredited), grants, fellowships, MedEd staffing FTEs, training centers, and MedEd infrastructure :
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Medical Education Resource Benchmark
Aggregate Global Investment
Level Dedicated to All Medical
Education & Activities
Max
$50,000,000
75th Percentile
$25,000,000
Mean
$14,044,444
Median
$5,000,000
25th Percentile
$1,500,000
Min
$1,000,000
Aggregate Global Investment Level
Dedicated to All Medical Education
& Activities
$80,000,000
$13,000,000
$13,026,538
$5,000,000
$3,495,000
$500,000
Medical Device: Pharma:
(n=9) (n=13)

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MedEd Funding Most Often Supports Accredited Grants
Grants, specifically Accredited, are the most utilized funding distribution channel for
Medical Education. Some organizations – predominately pharma companies – also utilize
sponsorships. Nearly 40% of the Device segment used Accredited fellowships.
Q. Which, if any, funding distribution channels are utilized by your medical education group to support
Accredited and Non-Accredited education? (Check all that apply)
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Supporting External Education Through Corporate Funding
% Responses
Medical Device: Pharma:
(n=15)(n=13)
Accredited
Non-Accredited
% Responses
Accredited
Non-Accredited

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Pharma Favor Grant Funding; Device Favor Staffing
Device companies focused more on staffing and grants whereas Pharma invested mainly in
grants and vendors.
(n=13)
Q. Please estimate the percentage of your annual MedEd funding that is invested in these key areas
(The sum of all sources should equal 100% of your MedEd program budget):
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Average Breakdown of MedEd Funding by Area
Medical Device: Pharma:
(n=16)

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Device Sector Typically Develops Its Own Programs
In contrast to the pharma sector, the device industry typically still develops a majority of its medical
education programs in-house. The different approaches to program development is likely the result of
regulatory issues pushing pharma to retreat from hands-on involvement in education . The device sector
may find itself facing the same pressure and, indeed, a number of major device firms have stepped back
from CME because of compliance issues.
(n=11)
What is the current mix of company-developed education programs versus external third-party
developed programs? (Each row should add up to 100%)
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Medical Device: Development of Medical
Education Programs
Max 100%
75th Percentile 97.5%
Mean 60%
Median 60%
25th Percentile 27.5%
Min 0%
In Company:
Max 100%
75th Percentile 72.5%
Mean 40%
Median 40%
25th Percentile 2.5%
Min 0%
Third-party:

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Pharma Pushes Program Development to Vendors
Regulatory requirements and compliance concerns have pushed most pharma to use third-party
organizations to develop their medical education programs. This is certainly the case with CME
programs and is becoming the trend for other types of education programs.
(n=14)
What is the current mix of company-developed education programs versus external third-party
developed programs? (Each row should add up to 100%)
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Pharma: Development of Medical Education
Programs
Max 90%
75th Percentile 50%
Mean 30.7%
Median 35%
25th Percentile 0%
Min 0%
In Company:
Max 100%
75th Percentile 100%
Mean 69.3%
Median 65%
25th Percentile 50%
Min 10%
Third-party:

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Downside of Multidisciplinary Education is losing
focus on HCP with biggest impact: physician
While a majority of study participants utilize multidisciplinary education, one medical
education leader noted that tailoring a program to multiple types of HCPs can cause a
program to lose focus on the most important participant: the physicians.
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“It’s limiting the lens of who is going to
have the greatest impact. One thing that
we’re looking to do is to transition
some of the ancillary individuals, such
as maybe nursing or anesthesia or
scrub tech, and give them online
training and focus the hands-on event
for the physician.”
– Global Vice President, Education

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Multidisciplinary Programs Projected to Grow
A majority of organizations in both the device and pharma segments expect their multi-
disciplinary programs to increase in the next 2-3 years. With healthcare reform putting a
greater emphasis on health outcomes, some education leaders believe the emphasis on
coordination of care inherent in multi-disciplinary programs is behind the expected growth.
Q. What do expect in the next 24-36 months for multidisciplinary education programs supported by
your company:
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Multidisciplinary Education Trends:
Medical Device: Pharma:
(n=13)(n=12)

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Device Segment: Physicians Value Conferences,
Academic Centers for Accredited Education
A majority of device participants felt physicians highly value accredited education programs offered at
conferences/congresses and academic centers. However, a previous slide showed that half of the device
participants anticipate reducing conference program support in the coming years – a move likely
associated with its high cost. Clearly, professional education leaders are going to have to balance value
with cost in the coming years.
Q. Please rate the types of Professional Education that are the most valued by physicians:
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Medical Device; MedEd Types That Physicians Most Value
n =
12
12
12
12
12
11
12
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Pharma Segment: Accredited Programs in Variety
of Settings Seen as Highly Valued by Physicians
The pharma segment mirrors the device perspective that physicians highly value
accredited education over non-accredited programs. Likewise, physicians prefer
academic centers and conferences as the venues for their programs.
Q. Please rate the types of Professional Education that are the most valued by physicians:
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Pharma; MedEd Types That Physicians Most Value
n =
16
16
16
16
16
16
16
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Device Segment: Roundtables, Case Studies Are
Most Valuable Information Sources For Physicians
Roundtable discussions and case studies are highly valuable product information sources for physicians,
according to a majority of device participants. This perspective underscores the importance of the peer-to-peer
(roundtables) and patient-focused (case studies) education formats for physicians.
Q. Please rate the sources of product/therapy information that physicians value the most:
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Medical Devices: Most Valued Information Sources:
n =
12
11
13
12
12
12
12
13
12
12
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Education Presented by Peers Considered Most Reliable
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The educator often matters as much as the program content. Physicians value other
professionals who have real world experience. Peer-to-peer programs are often rated
highly reliable. However, the credibility of a program also depends on the event or venue
where it is presented.
“Well I think it’s the peer-to-peer
relationship. So a nurse presenting to a
nurse or a cardiologist presenting to a
cardiologist or a general surgeon. I think
that has the most credibility. Having
industry present to these healthcare
professionals in accredited or a non-
accredited event is probably not the most
ideal situation.”
– Global Vice President, Professional Education,
Medical Device Company

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Outcomes & Practice Adoption Rates Are Favored MedDev Metrics
Medical Device companies rate four performance metrics for assessing Medical Education value
as highly effective. They include, 1) Improvement Outcomes, 2) Adoption Rates of new Practices,
3) Qualitative Feedback, and 4) Post-program Satisfaction Rates. A majority of device
participants gave all these measures highly effective ratings.
Q. Please rate the effectiveness of the performance measures/metrics that you employ to show the
value of your medical education group:
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Medical Device: Performance Measurement
n =
12
11
12
12
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Develop a Series of Metrics to Consistently Assess Programs
One medical device leader who oversees his organization’s physician training program
touted the use of a rubric of performance measurement metrics as a tool for evaluating the
program on a quarterly basis. Metrics could include ROI and product usage complaints.
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“I decided to develop a rubric for the
evaluation of our physician training program
and I scheduled a quarterly presentation of
the compliance committee that looks at a lot
of metrics by which we that evaluate the
relative success of our program. And my
position, and it’s supported by my corporate
compliance attorneys, is it’s OK to look at ROI
for training - it just can’t be the only thing you
look at.”
– Vice President, Clinical Affairs
Evaluating Physician Training
Program
•Develop rubric for evaluating
•Use key metrics
•Present quarterly

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MedDev Funding Rising for Online, Tablet & Mobile Technology
Q. Please note whether your funding for different education delivery forms is rising, falling or staying
the same in the next 24-36 months:
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Medical Device:
(n= 13 13 12 13 13 13 13 12 12 )
On average, half of the device participants expect funding to increase for online and tech-
driven education formats such as online, iPad and mobile applications. In a worrisome sign,
half also expect funding to decrease for in-class education, which some leaders see as the
most effective format for device education and training.

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New Digital Technologies Permit Greater Flexibility & Lower Cost
In the current Medical Education environment, many healthcare facilities need to do more
training of more staff with less time out of clinic and at lower cost. Consequently, new
online technologies are on the rise while in-class training is on the decline.
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http://www.ama-assn.org/amednews/2012/05/14/bisc0514.htm
“If we don’t change our ways, we’re going to be left in the dust
and here’s why: One is the fact that people can’t take time out
of their days to go to these things. They have to be able to
train their entire OR and it’s cost prohibitive to send their
entire OR staff to a course. If you’re from Jersey and this
course is in LA, you’re not – you know, that’s -- a week out of
your [life]. You just can’t do it. If you look at all the data from
the medical schools right now ,they’ve all gone to iPad or
virtual learning. They still need hands-on opportunity but you
can do that at the local level. They don’t have to leave. We’re
constantly looking at technology to help us in these areas but
without the funds and the dedicated resources really
implemented, it’s a definite struggle.”
- Director, Medical Education, Medical Device

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Pharma Companies Are Increasing Technology-Enabled
Funding Even More Enthusiastically Than MedDev
Q. Please note whether your funding for different education delivery forms is rising, falling or staying
the same in the next 24-36 months:
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Pharma:
(n= 15 15 15 15 14 15 13 12 12 )
More than 70% of pharma participants expect funding to increase for online and tech-driven
education formats such as online, iPad and mobile applications. A majority of the pharma
segment expect funding to remain flat across a host of other education formats:
demonstration centers, simulations, games and in-class.

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Best Practices, LLC
6350 Quadrangle Drive, Suite 200
Chapel Hill, NC 27517
www.best-in-class.com
About Best Practices, LLC
Best Practices, LLC is a research and consulting firm that conducts work based on the
simple yet profound principle that organizations can chart a course to superior economic
performance by studying the best business practices, operating tactics, and winning
strategies of world-class companies.
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Link for Report: Benchmarking Critical Trends in the Medical Device Marketplace