Maximizing Physician Participation In Cme Pri Med

Maximizing Physician Participation in a Changing CME Environment Pri-Med January 2008 www.pri-med.com

Objectives

Establish a framework for physician participation in CME

Better understand how physicians engage in CME

Identify optimal communication methods

AGENDA

Maximizing Physician Participation Goes Beyond Just Attracting an Audience 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 EDUCATION Channel Format Design *2006 Molecular © 2006 Molecular

AGENDA

Today, A Confluence of Factors Are Complicating the Physician’s World PHYSICIAN Clinical Practice Guidelines Patient Inquiries Technology Enablement Pay for Performance Quality 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

Physicians Are Lifelong Learners Committed to Being Life Long Learners Stimulated by the Challenge, the Thrill Motivated to be “Best in Class” Seeking Positive Patient 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

There Is An Abundance of CME Available to Physicians, Largely Due to the Increased Availability of CME Through New Media +17% increase TOTAL # OF ACTIVITIES OFFERED from ’05-’06 Source: ACCME 2002-2006 Annual Report Data, includes physicians, non physicians, directly sponsored, jointly sponsored

The Regular Annual Growth of CME Affirms the Increasing Interest in CME Source: ACCME 2002-2006 Annual Report Data, +12% According to ACCME Annual Report data, participation in CME is up year over year Participation in Millions +7% +14% +12%

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

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, 3 rd party data collection and list provider

Included PCPs, cardiologists, psychiatrists, neurologists

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

Physicians Are Increasingly Embracing a Curriculum-based Approach for CME Percent of CME Hours Earned by Channel Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 +63%* increase in PCP eCME usage since 2003 Key Takeaways Live is preferred Print remains valuable Online continues to grow 1 2 3

Even Progressive Online CME Adopters Substantially Use Other Channels For Learning Channel AVID USERS + NON-USERS n=346 ; Non-Users, n=678 Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 Other Interactive (AV/CDs, Mobile) Avid online users are equally as active in live meetings + Avid Users (20+ hrs/yr) online + Online Live 34 0 38 42 10 5

Physicians Use Different Channels For Different Education Needs 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 Are Receptive to New Learning Opportunities from a Website….Such as Peer to Peer Comparisons 7,6 5 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

…However Clinicians Are Most Interested in a Website that Provides CME Recommendations CME recommendations based on topic interests and site behaviors 85% 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

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

Despite the Industry Push Towards Non-Didactic Formats, Many Physicians Believe Didactic Lectures Are Effective 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

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.

We Applied this Same Model for CME Attitudes & Behaviors “ CAUTIOUS LEARNERS” 16% “ ACTIVE ACHIEVERS” 18% CONVENIENCE SEEKERS” 25% “ INTERACTIVE FOLLOWERS” 24% “ APATHETIC PROFESSIONALS” 17% 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

What Does This Mean for Communication Methods? Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 “ CAUTIOUS LEARNERS”

Strong academic affiliations

High quality CME important

Prefer live meetings, interaction

Ok to travel, pay for CME

Profile: Single specialty

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

AGENDA

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

Seven Principles for Success

Establish your objective before you start

Target the right audience and segments

Write copy to show what your product will do for your prospect

Make it easy to respond

Think campaign, not 1-shot.

Make your promotions fit your audience, and your opportunity

Research and test your communications effectiveness every year

Source: Direct Marketing Association

OBJECTIVE

AUDIENCE

OFFER

RESPONSE

MULTI-TOUCH

MEDIA

ANALYSIS

Primary Care Physicians Prefer To Be Contacted Via Email, Psychiatrists Through Direct Mail 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%

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

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

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

Advertising – What Are Physicians Reading? Source Pri-Med Updates Annual Report, 20076 N=11,089

Your Experiences

What are some innovative ways you are

reaching physicians?

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

Knowing Your Audience – What to Look For: Degree Patients per Week Educational goals Specialty Patient profile Travel patterns Address States of licensure Technology usage Email/Fax/Phone Topics of interest Session evaluation Hospital Prior usage Affiliations CME preferences Qualitative feedback Practice profile Decision making factors for CME

Using Technology Online to Build in Personalization as Part of a Curriculum Strategy 1