Medical education as a positioning opportunity
Doctors have legal obligations for continuing professional development, so they regularly utilise offerings for this. Pharmaceutical opportunities have an opportunity to position themselves as a serious source of knowledge by sponsoring such continuing medical education (CME). In a WEFRA LIFE masterclass, Dr Monika Vogt, physician and Director of Medical Education at dk Life Science Communications, explains how healthcare agencies can provide targeted advice to pharmaceutical companies when developing CME formats.
Continuing medical education, or CME for short, refers to continuing professional development in the medical profession. Doctors are required by law to regularly attend CME activities that are recognised by their state medical association. Points are assigned based on the time taken for these formats, which can include presentation events and conventions as well as e-learning and printed articles. The requirement is to obtain 250 points per CME period/five-year period. Healthcare companies can take advantage of this circumstance and support CME activities.
However, there are certain requirements to be met for these activities to be recognised, as explains doctor and medical journalist Dr Monika Vogt from dk Life Science Communications, ‘The academic coordinator of the CME activity needs to be a medical practitioner with corresponding technical and educational qualifications. Conflicts of interest have to be disclosed, and providers must submit an application to the relevant state medical association for recognition and include all the necessary evidence and supporting documentation for assessing the recognition requirements.’
Pay attention to the objective and content focus
According to Vogt, dk Life Science Communications first clarifies the expectations associated with the offering of a CME activity when it receives enquiries from pharmaceutical companies. ‘For example, not all clients are aware that the state medical associations also impose special content requirements for certified CME,’ she explains. These specifications are related above all to neutrality and transparency. The CME activity must not be influenced to pursue business interests either. ‘The CME activity must maintain independence in medical decision-making and provide a balanced overview of the current body of knowledge,’ says Vogt in summary, ‘Specifically, this means that the knowledge shared cannot have a scientifically unjustified focus on a single treatment option, substance, drug or product or category of substances, drugs or products.’ She says that this is what generally makes the content focus of a CME activity different from marketing activities such as special publications or editorials.
Despite the strict requirements, Vogt believes that offering certified CME is a sustainable, long-term investment for pharmaceutical companies as it signals awareness and commitment to patient well-being as well as good medical care. ‘It is an investment in the company’s credibility and competence among key target audiences. While it does not serve as sales promotion with short-term gains, it can pay off for the company when the focus for the CME activity is chosen correctly.’ She says, for example, that the activity can mention one of the client’s products if that product is listed accordingly in the guidelines. She also says that CME activities reflect the expertise of a healthcare company in a specific indication.
Benefits of advice from dk Life Science Communications
Even if there may be many continuing education providers, the support provided by marketing agencies such as dk Life Science Communications offers a crucial benefit for healthcare companies: ‘We know our clients, and the better I know my client and their strategy, the more targeted my advice can be,’ explains Vogt. ‘For instance, I will know which KOLs they work with, know the core messages and have an idea of all the image material or content that has already been developed within the company. That means I am much more able to gauge the continuing education formats that deliver benefits and success.’
She says that not only the individual tailoring can provide benefits, but also possible synergies. Content that has been developed for a certified CME activity can frequently be used for other activities and campaigns. For example, a complex graphic about a broader pathophysiological context can also be used in brochures, on the company website, on social media, on digital media or in special publications and press materials.
Our range of advisory services covers continuing medical education not only for doctors, but also pharmacists, technical assistants in medicine and pharmacy, midwives and outbound sales representatives,’ says Vogt, ‘Tools for attracting attention to CME can include newsletters, banners or emails with a possibility for precise, low-waste targeting of the specific target audience.’ There are synergies that can be leveraged in this context with WEFRA LIFE MEDIA and its broad advisory expertise in this field.
Would you and your company like to develop and offer continuing medical education, too? Dr Monika Vogt is your point of contact and would welcome a conversation with you at monika.vogt@dkcommunications.de. Alternatively, you can also contact masterclass@wefra.life.
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