univadis Thomas Kellner Manager univadis EMEAC Slide 1, 00 Month 2006, Author
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1 univadis A Journey Towards Higher Quality in CME Thomas Kellner Manager univadis EMEAC Slide 1, 00 Month 2006, Author
2 AGENDA About univadis CME in univadis Challenges of International CME MSD s future approach to assure quality in CME Slide 2, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
3 Medical Information & Value for the Customer a long tradition within MSD Merck s Manual of Materia Medica Today: 18th edition of Merck Manual & Manual home edition source: amazon.com Slide 3, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
4 univadis HISTORY Launched as an own brand in 2004 Available in 33 countries univadis has become one of the leading portals for healthcare professionals* FACTS & FIGURES unique users access the portal on average per week > registered physicians > visits per year Most trusted web initiative sponsored by a Pharma company*, recommended by physicians *Manhattan Research, Taking the Pulse Europe 7.0; NPS from internal Strategic Tracker 2007 Slide 4, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
5 The Portal: Fully Personalized Main Information Categories (Home / Search / News / Services / Education) Medical Search Non medical content Medical content t selection specified by user profile (e.g. specialty area) & user role Personalized homepage Slide 5, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
6 Reported Usage & Online Activities Slide 6, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
7 What Makes univadis Successful? Customer Centricity Brand and brand value definition based on customers input Portal built in collaboration with customers Annual assessment of customer needs Personalization of portal Local language support Trusted Content Sources Content from independent and trusted partners Balanced scope of content, 25 therapeutic areas supported Clear differentiation between promotion and medical content & services. Limited space for promotion. Any content from MSD is categorized as promotion. CME is kept promotion free. Slide 7, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
8 CME in univadis Slide 8, 00 Month 2006, Author
9 e-learning Platform One standardized platform with country specific localization Available in 20 countries end of 2008 Scorm compliant Allows to define personal learning curriculum Supports multiple course formats Includes CME certificates Slide 9, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
10 Content Continuing medical education consists of educational activities which serve to maintain, develop or increase the knowledge, skills and professional performance and relationships that a physician uses to provide services for patients, the public, or the profession. (ACCME) This includes: Medical Information (medical news, books, journal access, commentaries online offers such as search engine, image bank, slidekits on univadis) Accredited & non-accredited medical education in the form of events and courses (meetings, symposia, online courses, lectures, webcasts ) Slide 10, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
11 Do Customers Want Pharma Sponsored CME? GPs and Specialists Even if a CME activity involves a therapeutic category of interest to the commercial supporter it can still be fairbalanced1,2 Commercial activity has very little impact on attendance1 d Live outside meetings are still the gold standard1 Customers are very ygrateful for high-quality unbiased education3 I am annoyed when commercial bias is obvious 4 1 MSD market research data 2007, Holland, 2 ACHS study, funded by P&G, 3 The changing g face of CME in Europe Customer Focus Study, Spectra, Austria, 2007 Slide 11, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
12 Demand for Quality & Learning Impact CME credits awarded for the courses are not key. Quality of course, ability to build own learning curriculum based on individual learning needs & style is important. Importance of specific criteria i with regards to univadis CME courses* Importance rate *330 interviews of univadis users 2008 Slide 12, November 2008, Thomas Kellner, MSD RBSC GmbH 2008 *Average satisfaction : 5 = totally satisfied 1= not at all satisfied **Average importance : 5 = really important 1= not at all important
13 (e)cme in the MSD Organization Regional HQ CMO Marketing MCC EMEAC MCM univadis & CME Countries MCC MCM univadis & CME Separation between Marketing and CME Slide 13, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
14 Challenges for International CME Slide 14, 00 Month 2006, Author
15 Challenges of International (e)cme Accreditation Representative selection of countries for needs assessment partially in conflict with local accreditation standards Guidelines, treatment- and reimbursement standards vary between countries ecme not yet accepted in all markets Content CME providers need guidance to comply with CME standards Translation Effort often underestimated Requires additional review and local compliancy check Evaluation & Impact Measurement Some evaluation criteria to measure impact on skills can not be applied as of a high risk of political misinterpretation in the sense of hidden measurement of commercial impact Slide 15, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
16 MSD s Future Approach Assuring Quality in CME Slide 16, 00 Month 2006, Author
17 MSD s Future Approach to Assure Quality Criteria for International CME Programs Needs assessment Representative selection of countries, required for all programs Scientific faculty involved Content Standards Learning objectives based on needs assessment Program developed/provided by independent 3rd party/faculty/society All parties contributing to content need to disclose conflict of interest within the last 3 years Content t is evidence based or based on international ti guidelines or localization li in reference of national guidelines Content is peer reviewed by independent 3rd party (external review SOP in development) Free of bias, balanced (not only with focus on MSD areas of commercial interest) Without influence from MSD Quality & Impact Measurement Training of MSD CME managers (starting Q1/09)* Outcome measurement in controlled setting to improve learning formats Pilot to build assessment tools for learning curricula *provided by independent non commercial organization: World Forum of CPD in Medicine, Zug/Switzerland Slide 17, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
18 Closing Words Slide 18, 00 Month 2006, Author
19 What you have learnt Medical Information Services have a long tradition within MSD Customer centricity is a Receipt for Success Acceptance for Pharma sponsored CME is highh The need for more harmonization of CME standards MSD s commitment to provide high quality in CME Slide 19, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
20 The Future of CME in Europe? Slide 20, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
21 A Personal Perspective Focus on quality & trust Setting ambitious CME standards focused on quality Pharma will continue playing an important role in funding CME, but with better controlled quality standards Focus on improving clinical skills and patient outcomes instead of CME credits based on learning hours Qualified (=trained) CME managers Transparency Slide 21, November 2008, Thomas Kellner, MSD RBSC GmbH 2008
22 Thank you for your attention thank you Slide 22, 00 Month 2006, Author
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