Reinvention of Professional Education


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Session: The Reinvention of Professional Education: Turning Content and Community Into Professional Knowledge with RADAR Resource
Presented by: Sue Dykema CAE, Executive Director, American Society for Aesthetic Plastic Surgery and Barry Fernando MD, Founder and CEO, Anzu Medical
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Reinvention of Professional Education

  1. 1. The Reinvention of Professional Education:Turning Content and Community Into ProfessionalKnowledge with RADAR ResourceSue DykemaExecutive Director, American Society for Aesthetic Plastic SurgeryBarry Fernando, MDFounder and CEO, Anzu Medical
  2. 2. Speakers Sue Dykema, CAE Executive Director American Society for Aesthetic PlasticSurgery (ASAPS) Barry Fernando, MD ASAPS member and CEO AnzuMedical
  3. 3. Learning Objectives Understand how mobile and web technologies can be leveraged toreinvent professional education. Gain a clearer understanding of the challenges and obstacles tobringing new technology to member communities. Visualize how increased member engagement can drive improvedloyalty and non-dues revenues for professional organizations.
  4. 4. The Challenges FacingProfessional Societies Growing membership Member engagement Maintaining the value proposition Creating relevance for members Generational divide CompetitionMemberEducationResearch/InnovationProfessionalExcellence& StandardsPublicAwarenessAdvocacyThe MissionofProfessional Societies
  5. 5. Professional EducationWhat Do Medical Professionals Need?1. Trusted Information Multiple sources Ability to organize and reference Anywhere/anytime access2. Consultation & Collaboration Best practices Sharing experience Research & innovation3. Information Sharing With other physicians With patients With medical industry
  6. 6. Impetus for Change at ASAPSDigitizing Our Scientific Journal Aesthetic Surgery Journal Peer reviewed physician research Printed 8x per year Key value proposition for ASAPS members Competition Emerging Competing journal launched a “reader” app in2010 Members requested same options for ASAPSjournal Our Response Our publisher couldn’t create a reader app Researched alternatives
  7. 7. Our VisionMore Than A Reader - A Digital Knowledge Platform• Portable, professionalknowledgeForPhysicians• Member engagementplatformFor Societies• Physician education channelFor Industry• Physician communicationschannelFor Patients
  8. 8. RADAR ResourceReadily Available Digital Aesthetic ResourceThe very best in aesthetic education: Comprehensive digital library of Aesthetic knowledge Aesthetic Surgery journal from 1995 to today Articles, newsletters, toolkits, webinars, videos… Search and browse all the latest Industry offerings Customize the subject matter highlight, bookmark, and annotate text and videos create and organize your own digital binders Upload and annotate your personal PDF documents Engage in discussions with ASAPS colleagues and peers Earn Category 1 CME and Patient Safety credits subscriptions available for purchaseAccess to RADAR is FREE to Members and Candidates of The Aesthetic Society
  9. 9. How Do People Learn?Level of Mastery Approach TechniquesLowestHighestReading Web pages, books, magazines, articles…Hearing Lectures, podcasts, conference calls…Watching Charts, images, videos, animations…Interacting Highlighting, discussing, note-taking, editing…Doing Labs, simulations, on-the-job exercises…Teaching Mentoring, explaining, advising, coaching…Based on “The blended learning book: best practices, proven methodologies, and lessons learned”, Josh Bersin - Pfeiffer - 2004
  10. 10. Key Learning Tools in RADARResource Multimedia library of medical information Trusted, peer-reviewed Searchable, current, mobile Personalization, annotation, binders Professional social network of medical colleagues Discussions, consultations and collaboration Best practices and experience sharingThe Goal: Turn Information Into Knowledge
  11. 11. What Makes Social NetworksWork?1. Personal Profile Ability to create and share a personal profile2. Content Sharing Ability to post photos, music, videos, personal blogs…3. Friends/Community Ability to find and make friends with other site members4. Communications/Messaging Ability to message or communicate with others in the community11
  12. 12. Old School vs New SchoolTraditional Information Sources Printed scientific journal DVDs and thumb drives “Clip and file” articles “Curbside” consults Face-to-face meetings Industry sponsors Fragmented “apps” and sitesRADAR Resource Private mobile community Multi-media libraries Content personalization/annotation Community collaboration Member messaging Industry education Single consolidated platform
  13. 13. Demo
  14. 14. The Business ModelLoyalty + Non-Dues RevenueMember Loyalty andEngagement Free to members Member benefit Easy, electronic journalaccess Online delivery Full history (18 years ofissues) Fully searchable Community status viaDiscussions Expertise = reputation Create personal libraries Sticky! CME creditsShared-Revenue Model Premium content e.g. toolkits, meeting videos,courses Premium services e.g. CME Search Industry resources Educational content and videos Storage
  15. 15. What Does It Cost? Product Buy vs Build Staff Administer content Market to members to drive adoption and engagement Liaison between suppliers AnzuMedical, Journal Publisher, and other contentproviders
  16. 16. Implementation Challenges Partner with journal publisher Branding/naming Member engagement and marketing End user training Generational issues Industry partners and sponsors Initially, iPad access only
  17. 17. Key Factors Content is king Do you have electronic distribution rights to your content? Ubiquitous access Drive adoption and usage Prime the pump with early adopters/champions Gamification can help drive engagement Reduce friction Online store Pivot when you have to
  18. 18. The Early ResultsASAPS DemographicsMembership 2200 aesthetic plastic surgeonsiPad Ownership 50%Average Age 53Gender88% male12% femaleRADAR Usage Statistics(since May 2012)Registered Users 1918 (includes ASJ subscribers)PublicationDownloads20,680BindersCreated1,163DocumentAnnotations1,829
  19. 19. The Future of RADARResource Residency program Early adoption HIPAA Discussions and Messaging “Content Aggregation” Gamification Drive engagement and adoption Consumer-facing application Patients, etc. Broader platform support Web, smartphone (iPhone and Android) Creating complementary consortia The “Aesthetic Community”
  20. 20. Q&AWant to Learn More?Sign up for a personal demo of AnzuMedical,the engine that powers RADAR Resource. contact us at