Medical Education: Preferred Providers - Pharmaceutical Executive

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Medical Education: Preferred Providers
Many physicians favor CME programs affiliated with university or medical societies.


Pharmaceutical Executive


Alana Klein
CME providers that are affiliated with a university medical school or medical society are likely to obtain physicians' support for their programs, according to a survey conducted by Rogers Medical Intelligence Solutions, an accredited provider of CME. The survey, which examined physicians' CME provider preferences, found that many physicians prefer programs that are affiliated with respected university medical schools or medical societies over hospital-run programs or those self-accredited by medical communications agencies.

Of the 2,000 US physicians (including cardiologists, oncologists, primary care physicians/internists, and psychiatrists) surveyed, 60 percent reported that the type of CME provider is an important factor when choosing to participate in a given CME program.


Provider Type Matters
Universities (medical schools), in particular, stood out as the most preferred accreditors, getting the nod from no less than 91 percent of survey respondents. The universities were trailed by medical societies (57 percent of physicians expressed a preference for them), while programs self-accredited by medical communications agencies appealed to 22 percent of physicians. Hospital-affiliated programs came in last with the support of only 20 percent of respondents.

To learn more about the survey, visit http://www.rogersmis.com/.

Understanding Physicians' Perceptions


Physician Favorites
While there are myriad reasons for physicians' CME preferences, the most significant is the bias factor. "The content is typically perceived as being less biased within a university program," says Tracy Doyle, president and CEO of Phoenix Group Holdings, a New Jersey-based medical education company that specializes in marketing solutions. A university will often hire independent activity reviewers to evaluate the fair and balanced nature of a program, whereas the companies do not, she says. "It's all about perception and the perception is that in a university setting the review is more rigorous," she says.


Tracy Doyle
There are also other forces that drive physicians' preferences, such as relevance, timeliness, and the quality of the speakers in the CME programs. "Sometimes they want to hear a nationally recognized leader versus a local thought leader. Or they will choose a program based on the speakers' reputations," she says.

To get a competitive edge, Doyle says the medical communications agencies will have to form strategic alliances with universities. And medical societies, who are in close competition with the universities, will have to further develop their niche, which is to feature the work of its members.

"The CME industry has been grossly affected by the perception physicians have," she says. "I think all providers are going to feel the pressure to step up the academic rigor of their programs."

Alana Klein is Pharmaceutical Executive's senior associate editor. She can be reached at

People


Craig Krugman
CommonHealth's Health Learning Systems (HLS) announced the promotion of Ashok Hospattankar to medical director. His previous position was associate medical director. Joan Arata is the new vice president of educational services at Medscape. S&R Medical Education, a division of S&R Communications Group, appointed Craig Krugman as an account group director and Ann Schenck as senior program manager. Donna Pratt joined Scienta Healthcare Education as the continuing medical education administrator and Katie Pierson joined as a program manager. Robin Hendricks was promoted to director of managing editors at Medical Education Broadcast Network. The company also announced the hire of Jana Blazek as managing editor of its portfolio of specialty specific journals.

Launches


Robin Hendricks
DirecTeam CME, a new division of The Caswood Group, unveiled an audience-generation service that uses professionals with a medical specialty background to contact doctors personally to notify them of upcoming CME programs. The Lifelong Learning Initiative on Bipolar Disorder curriculum was recently launched by CME LLC. The program focuses on giving physicians a collaborative approach to diagnosing and managing bipolar disorder. Dorland Global launched inRx, a medical education company, in response to the need to separate CME and marketing programs. New Jersey-based CSSC entered into a partnership with ADN, a French company, to provide global compliance services.

Awards

Tracy Doyle, president of Phoenix Group Holdings, was named a finalist for the Ernst & Young Entrepreneur of the Year 2005 Awards in New Jersey. Additionally, Phoenix Group Holdings ranked 21st on Entrepreneur's Hot 100 list, which honors the fastest-growing new companies in the U.S. Advanced Health Media ranked seventh among 25 medium-sized companies on the list of "Best Places to Work in New Jersey," according to NJBIZ and the Best Companies Group. Scinexa Medical Education's HealthXplorer won a 2005 Bronze Telly Award in the health and wellness category for its patient education documentary Reflections of Memories Lost: Understanding Alzheimer's Disease.

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