The delivery methods of medical news have certainly changed over the years—just a decade ago, doctors were kept abreast of medical news via the US mail. Print media still exist, of course, but many physicians today stay on top of research updates and changes in treatment options through online services. Despite the shift in delivery methods, physicians' end goal when it comes to seeking medical information has stayed the same: They want to know about clinical developments that affect their patients—before their patients do.
To hold doctors' attention, the news must be written succinctly and at their level. It should feature artful use of visuals, ranging from static images to video interviews with newsmakers and medical experts. Unlike other traditional CME forms, a news service can offer a daily exchange with physicians. To keep them coming back for more information, the news must be relevant and applicable to their practices. Articles should cover more than new data and medical trends; they should explore current events and how they relate to the queries patients may have—the illness of the Pope, for example, or the strokes of Ariel Sharon. Relevant coverage also includes controversial issues, such as the Terry Schiavo story, which was the subject of heated national debate.
A news service can also include research from peer-reviewed medical journals and medical research meetings, as well as other sources of breaking news. The news service should help doctors answer their patients questions, but it also should help answer doctors' own questions.
Unlike traditional CME, which can be episodic in nature, a medical news service can offer a daily engagement with physicians. Making education an integral part of the physician's workday is the most potent way to affect educational outcomes and meet the challenges envisioned in CME. Indeed, learning is most effective when it is tied to direct issues associated with patient care.