Presentation given by Wesley Portegies, CEO of Medicalwriters.com, at the 2018 Drug Information Association (DIA) annual meeting in Boston, MA. In order to develop effective Medical Education programs and materials, it is crucial to have a thorough understanding of the behavior, perceptions, and beliefs of your target audience. This presentation focuses on how you can use these insights to optimize your communications to Health Care Professionals (HCPs).

1. Insight-driven Medical
Communications
Disseminating your key messages in a way that educates, engages, and inspires

2. Insight-driven Medical Communications & Education
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Communicating the Scientific Narrative
Pharmacy
Family
Patient
HCPs
Insurance providerCall center
Marketing
Sales
Market Access
Medical Affairs
AudienceIndustry

3. Insight-driven Medical Communications & Education
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Insight-driven Medical Communications Process
• Problem identification
• Research immersion
• Best practices research
• HCP / Patient journey roadmap
assess
• Literature review and analyses
• Key stakeholder research
• Advisory board meetings
• Hypotheses, conclusions
reporting
identify
• Key message stress testing
• Medical communications solutions
ID & planning
validate
• Medical communication &
education program
• Curriculum development
• E-Learning curriculum &
platform development
• Continuous rollout
implement

4. Educating
Neurologists
The Insights

5. HCP Insights – Neurologists
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Learning time per week
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.

6. HCP Insights – Neurologists
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Which learning tools are the most effective?
1. MSL Interaction
2. Satellite Symposia
3. Publications
4. Advisory Boards
5. Educational Websites
6. Stand-Alone Events
7. Treatment Guidelines
8. Peer Networking

7. HCP Insights – Neurologists
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Neurologists see publications as the most effective learning tool
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.

8. HCP Insights – Neurologists
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The shift to virtual events and online learning
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.
32%Less inclined to
attend in-person
events
More Inclined Less Inclined No Difference
42%More inclined to
attend virtual
events
48%More inclined to
use online
education

9. HCP Insights – Neurologists
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Who are they sharing content with?
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.

10. HCP Insights – Neurologists
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How are they sharing content?
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.

11. HCP Insights – Neurologists
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Which innovative presentation concept appeals to them most?
1. Eliminating slide decks
2. Time restricted speed presentations
3. Text-free presentations
4. Fireside chats
5. Interactive presentations

12. HCP Insights – Neurologists
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Neurologists love interaction
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.

13. HCP Insights – Neurologists
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Boiling it Down
2h
Majority of Neurologists spend less
than 2 hours per week on education
They see publications as the most
effective learning tool
Neurologists are less inclined to attend in-
person meetings, more to attend virtual
meetings and like online learning
Most Neurologists share notes, publications,
and slide decks with their direct colleagues,
using mainly meetings and email
For in-person meetings, they don’t want to be
spoken to, they want to be spoken with

14. Leveraging
Insights
#1– The Shift to Digital

15. Leveraging Insights – The Shift to Digital
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The shift to virtual events and online learning
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.
32%
Less inclined to
attend in-person
events
More Inclined Less Inclined No Difference
42%
More inclined to
attend virtual
events
48%
More inclined to
use online
education

16. Leveraging Insights – The Shift to Digital
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Webinars

17. Leveraging Insights – The Shift to Digital
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Online Learning Platforms

19. Leveraging
Insights
#2 – From Monologue to Dialogue

20. Leveraging Insights – From Monologue to Dialogue
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Neurologists love interaction
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.

21. Leveraging Insights – From Monologue to Dialogue
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Adult Learning Dynamics

22. Leveraging Insights – From Monologue to Dialogue
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Meeting Formats

23. Leveraging Insights – From Monologue to Dialogue
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Empower the Silent Majority
‣ Audience guides panel discussion
‣ Live visualization
‣ Q&A questions assigned to a specific topic
‣ Faculty can filter questions per topic

24. Leveraging Insights – From Monologue to Dialogue
‣ Interactive Case Presented
‣ Questions/decisions pushed to iPad
‣ Individual decisions can be
compared with other attendees
‣ Each participant receives a
personalized“Blueprint”
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Participative Decision Making

25. Leveraging
Insights
#3 – Many Publications, Little Time

26. Leveraging Insights – Many Publications, Little Time
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Neurologists see publications as the most effective learning tool
Portegies, W. and Nadell, J. (n.d.). Industry Sponsored Education in Neurology. [Online Survey] On File Medicalwriters.com, New York, NY, United States.

27. Leveraging Insights – Many Publications, Little Time
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That’s why there are so many publications
26,560,336
publications since
1811
4,000+
new every day

28. Leveraging Insights – Many Publications, Little Time
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And it’s becoming too much to process
Filtration
It would take a
physician 29
hours/day to skim all
literature published in
their field.
12’359 haemophila
articles published the
last five years.
That is 2’472 articles per year
or 7 articles to digest per
day...
Alper BS, Hand JA, Elliott SG, Kinkade S, Hauan MJ, Onion DK, et al. How much effort is needed to
keep up with the literature relevant for primary care? J Med Libr Assoc. 2004;92:429–37
Information overload
March 13, 2018Quantifying and increasing the value of Publications
It would take a physician 29
hours/day to skim all literature
published in their field.
For instance, 12,359 hemophilia
articles were published the last
five years.
That equates to 7 articles to
digest per day.
Alper BS, Hand JA, Elliott SG, et al. How much effort is needed to keep up with the literature relevant for primary care? Journal of the Medical Library Association. 2004;92(4):429-437.

29. Leveraging Insights – Many Publications, Little Time
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Animated Publication Summaries

30. Leveraging Insights – Many Publications, Little Time
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Data Visualization