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Online Continuing Medical Education: Trends in the US and European eCME MarketsProduct Type: Market Research ReportPublished by: Datamonitor Published: March 2005 Product Code: R313-8384 Description IntroductionThe value of CME is widely recognized in both the US and Europe. Even so, the approaches these two regions have taken with regard to the regulation, provision and funding of CME activities vary considerably. Therefore, pharmaceutical companies must take into consideration regional differences that affect their role in the development and provision of both traditional and online CME activities. Scope Overview of the CME markets in the US and Europe, including France, Germany, Italy, Spain and the UK Assessment of the role that eCME will play in the continuing professional development of healthcare providers throughout the US and Europe Analysis of eCME-related metrics, including intended audiences, instruction formats and sources of funding Identification of opportunities for the pharmaceutical industry to maintain its involvement as an active participant in the evolution of eCME Highlights The majority of all physicians surveyed felt that links on pharmaceutical company websites and links on general health or disease-based websites encourage them to use eCME programs. Embedded links in proprietary and sponsored sites are an inexpensive and effective means by which to draw users to an eCME site or a stand-alone online CME opportunity. Once physicians become aware of a specific CME portal or course, the focus then shifts away from attracting site users and towards retaining them. The goal is to provide valuable content each and every time the user accesses the site. A key step to take towards retaining site users is to provide a well-organized and searchable interface. To drive participation in eCME activities, course providers must advertise broadly and frequently. Providers can maximize the number of physicians they reach by advertising through both offline and online channels. Permission-based marketing is also appropriate for those physicians who have participated in courses offered by a sponsor in the past. Reasons to Purchase Understand the evolving eHealth market in the US and Europe, and identify key opportunities for your company Reach physicians most effectively through eCME activities that are well-designed, engaging and relevant to your target audience Capitalize on the growing demand for high quality online educational activities by investing in the research and development of new eCME activities Table of Contents TABLE OF CONTENTSScope of the report 5 Two key things you need to know about the online CME market in the US and Europe 5 The evolution of formalized CME requirements and increased accessibility to CME through Internet-enabled channels are two key factors driving the growth of the eCME markets in the US and Europe. The extent to which these markets will expand is heavily dependent upon whether online CME providers and sponsors respond to physicians’ demand for higher quality eCME 6 Physicians’ perceptions of the quality of online CME programs sponsored by pharmaceutical companies is of particular importance in Europe where participation in CME remains largely voluntary or semi-mandatory 7 INTRODUCTION TO CME 9 A changing view of CME 9 CME requirements in the US and Europe 11 The importance of the pharmaceutical industry to CME (and vice versa) 14 Why does the pharmaceutical industry lend such a large amount of financial support to CME for healthcare professionals? 14 Why eCME? 15 Size of the eCME market 18 Non-physician healthcare providers account for nearly half of the participants in eCME 19 The eCME market will expand to support the rapidly growing number of physician participants 20 The clear benefits of eCME have resulted in profits for the online CME industry 22 MEETING THE CME NEEDS OF PHYSICIANS 23 Physician use of the Internet 23 Physician information requirements 27 To use or not to use: does your website answer physicians’ questions? 27 Physician experience with eCME 33 Physicians are aware of the availability of eCME, but have few reliable means to locate and/or identify the specific activities that they will find most personally useful 34 Physicians have been disappointed in the quality of many eCME activities 37 Providers of online continuing medical education programs should capitalize on existing high-levels of interest in online CME among physicians 41 Attracting new and return users: What are the main factors that draw users to an activity and what holds them back? 42 THE FUTURE DECODED 46 A continuing role for pharmaceutical companies in CME 46 Building trust: does pharmaceutical sponsorship factor into physicians’ decisions to use eCME? 47 Working with the eCME providers to develop educational opportunities that meet the diverse needs of the user population 50 APPENDIX 54 List of figures 54 References 56 Research methodology 57 Physician Insight Survey 2004 57 How to contact experts in your industry 59 |
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