 | Educating the Market: Creating Value Through Support of Continuing Medical Education
With limited information on actual return on investment for expenditures toward support of Continuing Medical Education activities, Pharmaceutical and Biotechnology companies are anxious to understand the value of CME support and strategies for ensureing investments provide appropriate impact on healthcare practitioner behaviors and patient outcomes. With this understanding, this study was undertaken utilizing key benchmark metrics and executive insights to assess current trends and future directions of CME in North America and Europe to map a path to future success in support of CMEKEY TOPICS• What is the current landscape of continuing medical education (CME) in North America and Europe?• What structural forms are used to deploy CME, optimize budgets & best deliver content?• How rapidly is E-CME advancing?• What CME delivery channels are preferred?• What are the current trends and future directions of CME?KEY METRICS• Geographic delivery of CME• Structural management of CME• CME investment budgets for North America• CME investment budgets for Europe• CME investment staffing for North America• CME investment staffing for Europe• Mix of planned versus spontaneous CME investment• Functional responsibility for CME• Mix of CME delivery in North America (company directed versus 3rd party, etc.)• Mix of CME delivery in Europe• Background and experience of CME employees• Tenure of CME employees• Mix of CME delivery modes for North America• Mix of CME delivery modes for Europe• Use of E-CME in North America & Europe• Effectiveness ratings for CME delivery activities in North America• Effectiveness ratings for CME delivery activities in EuropeMETHODOLOGYThis research was based on benchmark survey data and executive interviews of 30 participants from 26 pharmaceutical, biotechnology and medical education companies.INDUSTRIES PROFILEDBiotech, Pharmaceutical, Manufacturing, Health CareCOMPANIES PROFILEDAlcon Laboratories, Wyeth Pharmaceuticals, TAP, Talecris, Sepracor, Sanofi-Aventis, Roche, Pfizer, Ortho-Clinical Diagnostics, Novo Nordisk, Novartis Canada, Serono, Merck, Johnson & Johnson, Genentech, Eli Lilly and Company, Daiichi Pharmaceutical Co; Ltd., Celgene, Bristol-Myers Squibb, Boehringer-Ingelheim, Baxter Healthcare, AstraZeneca, AmylinRESEARCH BACKGROUND 3 Research Objective and Methodology 4 Universe of Learning: North American Participants 5 Universe of Learning: European Participants 6 Universe of Learning: CME Vendors 7 Insights Span the Global Bio-Pharma Market 8 Participants Oversee Diverse CME Functions 9 SUMMARY OF KEY FINDINGS, INSIGHTS AND TRENDS 10 Insight #1: Decentralized CME Structures Prevail 11 Insight #2: CME Internet Usage is Accelerating 12 Insight #3: Balance Resources, Market Reach and Quality 13 Insight #4: Accelerating CME Evolution 14 Insight #5: First-line Management Tools Benefit CME 15 CURRENT CME STRUCTURAL TRENDS 16 Three Epicenters of Accredited CME Span the Globe 17 Two Epicenters (North America & EU Big 5) Drive CME 18 Decentralized CME Structures Proliferate 19 Snapshot Europe: Structural Models 20 The Centralized Model Efficiently Broadcasts CME to Markets 21 Decentralized Models Look to Each Market for CME Leadership 22 Hub-&-Spokes Models Blend Centralization & Local Market Autonomy 23LEVERAGING BUDGETARY RESOURCES 24 CME Investment Levels Vary Greatly Across Countries 25 Balance Planned & Spontaneous CME Programs 26 Engage CME Practice Communities to Accelerate Learning 27CME EVOLUTION MODELS 28 Change Models are Being Applied to CME 29 Targeting CME for Change-Ready Physicians 30 New Formula Emerging to Optimize CME Impact 31 Improving CME Performance Impact 32 Snapshot Europe: Accelerated Evolution 33 Requirements for CME in Europe 34 Language & Learning Models Vary Across EU 35CME FUNCTIONAL MANAGEMENT 36 Medical Affairs & Communications commonly have CME Oversight 37 North American CME Distribution Channels also centrally Managed 38 European CME Distribution Channels are Managed thru One Group 39 Medical Affairs & Grants Groups Lead North American CME 40 Marketing & Medical Functions Lead European CME 41BUILDING TALENT DEPTH, BREADTH & COMPETENCE 42 Medical Affairs & Communications are CME Training Grounds 43 Develop a CME Strategy to Best Manage Limited Resources 44 CME Staff Tenure and Hiring Requirements 45 CME Staffing Levels Vary Greatly Across Markets 46 Building CME Talent is a Key Need in Europe 47 OPTIMIZING CME DELIVERY CHANNELS 48 Face-to-Face & E-CME Dominate in North America 49 Face-to-Face Delivery is Dominant in Europe 50 Use Assessments to Set CME Strategic Agenda 51 Snapshot Europe: CME Delivery Channels 52 Divining Optimal Channel Mix for European Market 53CULTIVATING E-LEARNING 54 Internet is Growing in Relevance as a Delivery Mechanism 55 Snapshot Europe: E-Learning 56 Long-Distance Learning is Seeded & Growing 57 E-CME Delivery in Europe & North America 58CME CONTENT MANAGEMENT 59 Symposia are Most Effective European CME Services 60 Clinical Cases are Preferred CME Form in North America 61 Field-based Assessments reveal the state of Clinical Practice in the Local Market 62 Third-Party Vendors Deliver most European CME 63 Third-Party Vendors also Dominate N.A. CME Delivery 64CME LESSONS LEARNED 65 Leading Indicators of Change for CME 66 CME Delivery Modes: E-CME 67 CME Delivery Modes: Face-to-Face Meetings 68 CME Delivery Modes: Enduring Materials & TCs 69 Differentiating CME Offerings 70 Snapshot Europe: CME Lessons Learned 71 Delivering CME Excellence in Europe 72 CME Improvement Opportunities – Voices from the Field 74 APPENDIX 76 Definitions of Statistical Data 77 About Best Practices, LLC 78KeywordsCME, Education, Continuing Medical Education, Return on Investment, ROI, Expenditures, Pharmaceutical, Biotechnology, Support, Strategies, Healthcare Practitioner Behaviors, Patient Outcomes, Trends, North America, Europe, Budgets, Content, Delivery Channels, Structural Management, Investment Budgets, Investment Staffing, Responsibility, Employees, Delivery Activities, Manufacturing, Health Care, Alcon Laboratories, Wyeth Pharmaceuticals, TAP, Talecris, Sepracor, Sanofi-Aventis, Roche, Pfizer, Ortho-Clinical Diagnostics, Novo Nordisk, Novartis Canada, Serono, Merck, Johnson & Johnson, Genentech, Eli Lilly and Company, Daiichi Pharmaceutical Co, Celgene, Bristol Myers-Squibb, Boehringer-Ingelheim, Baxter Healthcare, AstraZeneca, AmylinPages 78 October 2008
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