Medical Education Staffing and Program Trends

Professional Medical Education Excellence:
Structures, Resources, Services & Performance Levels to Optimize
Medical Device Education Groups

1
Copyright© Best Practices®, LLC

TABLE OF CONTENTS
I. Executive Summary
 Business Issue & Objectives, p.4
 Project Blueprint, p.5
 Key Findings, p.6-8
 Participants, p.9-10
 Medical Education Landscape, p.11
II. Participant Overview Information, p.12-15
III. Organizational Fit & Geographic Focus, p.16-28
IV. Staffing Benchmarks & Program Trends, p.29-45
V. Roles for Key Activities & Program Deployment, p.46-60
VI. Budget Benchmarks & Allocation Trends, p.61-74
VII. Trends & Directions, p. 75-83
VIII. About Best Practices, LLC, p.84-85

Business Issue & Objectives
Many in the Medical Device sector need evidence-based medical education staffing
benchmarks to determine if their medical education group is sufficiently staffed and
funded or should add resources, shrink resources or shift resources.

Objectives:
 Determine the structure and activities of Medical Education function.
 Benchmark professional Medical Education staffing.
 Identify Medical Education services and role of Medical Education group in key activities
(thought leaders, professional societies, education programs and compliance).
 Benchmark Medical Education resources, investment allocation and budget allocation by
region and program type.
 Determine the future trends and direction in Medical Education for field-based medical
educators, technological changes and spending changes.

Field Research & Insight Development:

• Results based on initial survey responses from Optimize Medical
INFORM
INFORM
35 medical device and pharma organizations Education Capabilities,
• Responses from 10 medical device companies
Efficiency &
Effectiveness
• Conducted four interviews with device co.’s

3

Key Findings: MedEd Technology and Performance Measurement
Medical Education technology and performance measurement

 Technology-based programs will increase in the next two years in both device and
pharma sectors - but device participants foresee an explosion with 58 percent
projecting more than 30 percent growth whereas in pharma, 61 percent of
participants project increases of 10 percent or more. Another difference between
device and pharma in terms of technology is the adoption of iPads/tablets into the
education environment. The device sector is spending millions to incorporate iPads/tablets
into education because the technology is a good fit for the animations and simulations that
complement device training. Pharma is also investing in iPads/tablets but not to the same
extent. On average over the next two years, iPads/tablets will represent 29 percent of
device technology budgets whereas in pharma, they will represent 16 percent of technology
budgets, according to respondents.
 Performance measurement in Medical Education is a sore point for many with no one
voicing absolute satisfaction with current approaches in either device or pharma
segments. Common metrics used to show value are programs conducted, attendees, and
percentage of repeat attendees in different courses. Post-program surveys are also
common, although many don’t view them as reliable measures. Market adoption of a
therapy can be a useful measure of training, but it’s best used in geographies where there
is low penetration of the treatment.
4

Study Draws Robust Response from Pharma and Device Sectors
Forty medical education executives and leaders from across 35 medical device and
pharmaceutical companies participated in this study. Participants included 14 medical
education leaders from 10 medical device firms and 26 leaders from 25 pharma companies.

Survey Only
Participating Companies

5

Organizational Fit & Geographic Focus

6

Device MedEd Professional Fit Shifting to Med Affairs
Professionally, Medical Education commonly fits with medical affairs, both in medical
device and pharma. While the medical affairs link in pharma is well established, in the
device sector the transition to med affairs is still under way. Currently, the function is just
as likely to be a free-standing or independent group in device organizations.

Medical Education Professional Fit: Please indicate where the professional
medical education function fits professionally at your company or unit.
Other: Dept
under VP of “A lot of the functions that used to
Educ, R&D, typically be in marketing are now
& Clinical, moved to medical affairs. It just
7% takes time for corporations to
adjust and understand the
Part of
Part of resources that are needed as you
larger
larger build. In the last couple of years
Marketing
Medical that I’ve been leading our medical
group, 21%
Affairs affairs organization, we have
group, 36% gotten significant increases over
A free- other functional areas because of
standing or the responsibilities we’re
independent continuing to take on.”
group or – Director Medical Affairs
function, Medical Device Segment
36%
N=14
7

Staffing Benchmarks & Program Trends

8

Medical Device Companies Invest Across Many Regions
On average, 60 percent of device organizations’ Medical Education FTEs are allocated to
the U.S. region and 18 percent to Europe.

Please estimate the relative percent allocation of total medical education FTEs working to
support each region. The total should sum to the total global FTEs.

Medical Device Segment

100%
Max Mean Min

59.70%

38%
25%
20% 17.50% 20% 20% 5% 3%
8.30% 7.50% 4.90% 1.40% 0.60%
0% 0% 0% 0% 0% 0%
North America Europe Asia-Pacific Asia-Emerging Latin America Rest of World Eastern Europe
(US / Canada) (Japan, (China, India, (Mexico,
Australia, New Southeast Asia) Caribbean,
Zealand) Central &
N=11
South America)
9

Device Sector Uses More Field MedEd Staff than Pharma
Both the device and pharma segments utilize field-based Medical Education staff but the
device side is much more engaged in their use (device avg. 30 percent vs. pharma avg. 16
percent). The difference is tied to device MedEd groups relying on field staff to train
physicians in clinical settings to demonstrate safe and effective use of devices.
Mix of Medical Education Employees: Estimate the percentage of medical education global employees in
different home-office and field-based jobs/roles within your medical education organization.
Medical Device Segment N=12
In-House Medical Field-Based
Education Employees Employees
Max 100% 100% Field-Based
75th Percentile 90% 42.5% Employees,
In-House
30.2%
Mean 69.8% 30.2% Medical
Median 77.5% 22.5% Education
Employees,
25th Percentile 57.5% 10%
69.8%
Min 0% 0%

In-House Medical Field-Based Pharmaceutical Segment N=21
Education Employees Employees
Max 100% 80% Field-Based
75th Percentile 100% 20% In-House Employees,
Mean 84% 16% Medical 16%
Median 100% 0% education
Employees,
25th Percentile 80% 0%
84%
Min 20% 0%
10

Pharma Performs More MedEd Programs of all Types
While the Medical Education groups of both device and pharma participants support an average
of more than 100 programs a year, pharma supports more of both CME and non-CME programs
than the device segment, on average. Device companies support mostly non-CME programs;
pharma supports mostly CME programs.
Programs Supported By Professional Medical Education Group: Estimate the total number of
programs supported by your medical education organization in the last fiscal year.

# of CME # of Non-CME Total # of CME # of Non-CME Total
Programs Programs Programs Programs
Max 400 1250 1400 Max 2500 2200 4000
75th Percentile 91 90 280 75th Percentile 438 24 578
Mean 69 187 256 Mean 398 185 583
Median 3 60 120 Median 50 5 65
25th Percentile 0 24 24 25th Percentile 6 0 16
Min* 0 3 6 Min 0 0 2

Medical Device Segment Pharmaceutical Segment
N=13 N=22

* 5 Med Dev organizations said
they did no CME programs

11

Roles for Key Activities & Program Deployment

12

Majority of Device MedEd Have Significant Role in Societies
A majority of device participants said their Medical Education staff either lead or are active
in activities regarding professional societies. The activity where they play the most active
role is in providing education grants to medical societies.

Professional Societies: Please note the roles played by your Medical Education function in
conducting these key activities regarding Professional Societies.

No Role Small Role Support Role Active Role Lead Role
Total Active/
Lead Role
Provide grants to medical societies
8%8% 23% 62%
for education 85%

Sponsor presentations during
8% 15% 31% 46% 77%
annual society meetings

Serve as key liaison between
company and medical society senior 15%8% 38% 38% 77%
leadership

Develop relations with professional 77%
15%8% 38% 38%
medical societies

N=13 Medical Device Segment
13

Lack of Asia Device MedEd Programs Signals Opportunity
On average, 79 percent of the device segment’s educational programs take place in North
America and Europe. Only 6 percent of programs, on average, are in emerging regions like Asia
(China, India), indicating a clear opportunity that is being pursued by some device organizations.

Regional Program Deployment: Estimate the percentage of your total medical education
programs in the last 12 months deployed across the following regions.


“There is opportunity in terms of China and Max Mean Min
100%
India because there’s just such massive growth
potential – in the U.S. and Europe there is really
a level of maturity in those markets.”
– Director, Training
58.10%
44%

21% 20% 20%
15% 15% 10% 10%
5.80% 5.60% 5.50% 2.30% 1.60%
0% 0% 0% 0% 0% 0%
North America Europe Asia-Emerging Asia-Pacific Latin America Eastern Europe Rest of World
(US / Canada) (China, India, (Japan, (Mexico,
Southeast Asia) Australia, New Caribbean,
Zealand) Central &
N=13
South America)
14

Device MedEd Programs Embrace Technology Use
Simulation centers, Webcasts and on-demand programs have become a major part of
device Medical Education programs. Device education leaders expect on-demand
programs to increase. As technology advances continue, other types of technology are
coming into play – iPads/tablets have quickly become mainstay items at some companies’
training sites and in the field.
Using Technology for Program Deployment: Estimate the percent of various deployment
approaches used for delivering your medical education programs in your last fiscal year.

Other, 20.0%
Site-hosted Site-hosted
Online Downloadable Videos / Simulations,
Online Live On-Demand Podcasts, Channels on Videos /
Simulations webcasts Programs Case studies YouTube Other Channels on 25.8%

Max 70% 50% 70% 50% 55% 100% YouTube,
etc, 8.9%
75th Percentile 50% 30% 20% 10% 5% 30% Online Live
Download-
webcasts,
Mean 25.8% 17.7% 15.3% 12.3% 8.9% 20% able
17.7%
Podcasts, Online On-
Median 30% 20% 2% 5% 5% 0%
Case studies, Demand
25th Percentile 0% 2% 0% 0% 0% 0% 12.3% Programs,
Min 0% 0% 0% 0% 0% 0% N=9 15.3%

“I think you’ll see expanded use of PC-based tools for teaching and expanded use of iPad
tools. If you want to generate something that truly looks like the images you’d see during
the procedure and have it applicable as a very powerful teaching tool, I think a PC at this
point is stronger.” - Director, Training
15

Device Use High-Tech Centers; Pharma Wants Neutral Sites
Company training centers are a logical location for most device training as organizations have
significant investment in the sites and they provide cutting-edge technology and experienced
presenters. Given the controversial environment for education in the pharma sector, programs have
gravitated to neutral locations such as academic sites, and society meetings

Location of Education Programs: What percentage of your medical education programs
are carried out in the following venues?
Company-run Academic Company-run Academic
training/ partnerships/ 3rd party training/ partnerships/ 3rd party
simulation society training simulation society training
center meetings centers Other center meetings centers Other

Max 90% 50% 60% 90% Max 90% 100% 80% 100%
75th Percentile 72.5% 40% 12.5% 13.8% 75th Percentile 19.3% 96% 7.5% 17.5%
Mean 47.5% 25.4% 12.5% 14.6% Mean 14.9% 57.4% 10.7% 17.0%
Median 52.5% 30% 5% 0% Median 0% 55% 0% 0%
25th Percentile 16.3% 10% 0% 0% 25th Percentile 0% 26.3% 0% 0%
Min 0% 0% 0% 0% Min 0% 0% 0% 0%

Medical Device Segment Pharmaceutical Segment
N=12 N=22

16

Budget Benchmarks & Allocation Trends

17

Device MedEd Budget Mostly Programs and Staff
The average Medical Education budget in the device segment has more than half – 63 percent –
dedicated to education programs and FTEs. Training centers represent major investments, but market
leaders have found the cutting-edge technologies provide a valuable training experience for surgeons.
“We were able to prove that physicians who went through a structured training course with this
simulation had lower complications and better patient outcomes,” one director noted.

Investment Allocations: Please estimate the percentage of your annual budget that is
invested in these key areas.


Education Training Infra- Infra- Fellowships,
Programs FTEs Grants Centers structure Fellowships structure, 3.6%
Max 80% 60% 30% 50% 22% 12% 9.1%
Training
75th Percentile 52.5% 31.5% 17.5% 14.5% 17.5% 7% Centers, Education
Mean 40.8% 22.3% 12.9% 11.3% 9.1% 3.6% 11.3% Programs,
40.8%
Median 40% 20% 10% 5% 5% 0% Grants,
12.9%
25th Percentile 29% 10% 9% 2.5% 1.5% 0%
Min 10% 0% 0% 0% 0% 0% FTEs, 22.3%

N=11 “The company has recognized that our group, the medical education group, is a
strategic piece of the puzzle for the overall marketing picture. The company recognizing
that gives us an edge, you know dedicating headcount to that.”
– Medical Education Planner
18

Device Budget Allocations Heavy in US and Europe
The device industry devotes a vast majority of its Medical Education budget to North America and
Europe with participants estimating, on average, more than 80 percent of their budget goes to these two
regions. While they are doing better in emerging countries than their pharma counterparts, device
organizations should expect spending in areas such as China and India to increase to the double-digits.

Budget Allocation by Region: Please estimate the percentage of your Global Medical
education budget that is allocated across regions.


“A well-trained sales force is an integral part of Max Mean Min
100%
growth [in emerging markets] – more than
anything else. We’re taking people from the U.S.
over there to help develop people using local
63.30% talent.” – Director, Training

37%
30%
18% 20%
16% 10% 15% 5%
6.40% 5.20% 3.50% 2.20% 1.40%
0% 0% 0% 0% 0% 0%
North America Europe Asia-Emerging Asia-Pacific Latin America Rest of World Eastern Europe
(US / Canada) (China, India, (Japan, (Mexico,
Southeast Asia) Australia, New Caribbean,
Zealand) Central &
N=10
South America)
19

Future Device Tech Spending Will Focus on Web Programs
Web-based programs will see increased investment in the device sector during the next
two years, participants said. Tablets/iPads will continue to be a focus of tech spending in
the next two years. Tablets are being heavily used both in the field and in training centers.

Technology Spending: Looking forward over the next 24 months, what percentage of your
technology budget do you foresee being spent on the following technologies?

“We probably purchased as an
Site-hosted organization close to 4,000 and
Videos/ Hand-held
Web-based Tablets/ Channels devices/ we just recently launched our
Programs Ipads on YouTube Podcasts Smartphone Other
interactive device simulation
Max 100% 90% 40% 20% 20% 100% that’s iPad capable to use as
75th Percentile 45% 30% 10% 10% 10% 10% part of the training of
physicians. We are looking at
Mean 40% 28.6% 8.2% 5% 5% 13.2% moving forward to developing
Median 40% 30% 10% 0% 0% 0% specific apps that physicians
can use for patient education.
25th Percentile 20% 0% 0% 0% 0% 0% The one we use for physician
Min 0% 0% 0% 0% 0% 0% training is too sophisticated for
a patient, but that’s kind of the
next phase of things that we’re
N=11 looking to develop for the iPad
that we can distribute to
physicians.” – Director Medical
Affairs
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About Best Practices, LLC & Contact Info

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.

Best Practices, LLC offers innovative research, consulting, databases,
membership and advisory services for bio-pharma and medical device Intelligence
leaders who want to use best practice approaches to improve performance, solve
problems and drive success in their own organizations.

Best Practices, LLC
919-767-9257
rratcliffe@best-in-class.com
6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517
www.best-in-class.com

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