Internet-Enabled CME

Internet-Enabled CMEInternet-Enabled CME

ACME Annual ConferenceACME Annual Conference

January 20, 2000January 20, 2000Charles B. CrawfordCharles B. Crawford

Vice President, I.C. Axon Inc.Vice President, I.C. Axon Inc.

[email protected]@icaxon.com

The Coming Earthquake

22

An Earthquake is...An Earthquake is...

Vibrations produced when forces Vibrations produced when forces pushing on a mass of rock overcome pushing on a mass of rock overcome

the friction holding it in placethe friction holding it in place

22

33

An Earthquake is...An Earthquake is...

Early Early WarningWarning TremorsTremors

EarthquakeEarthquakeAftershocksAftershocks

New New LandscapeLandscape

33

44

Early Warning SignalsEarly Warning Signals

Early Early WarningWarning

44

55

Early Warning SignalsEarly Warning Signals• Doctors faced with increasing cost and time Doctors faced with increasing cost and time

pressurespressures• Rapid growth in Internet usageRapid growth in Internet usage

– Driven by access, bandwidth and information Driven by access, bandwidth and information availabilityavailability

– New generation of Web-savvy med school gradsNew generation of Web-savvy med school grads

• Online CME begins emergingOnline CME begins emerging

55

66

Physician Internet Usage Physician Internet Usage TrendsTrends

42

85

0

25

50

75

100

1997 1999

Healtheon survey of l0,000 physicians.Healtheon survey of l0,000 physicians.

%

%

66

77

Physician Web Usage TrendsPhysician Web Usage Trends37

20

0

5

10

15

20

25

30

35

40

1997 1999

2000 AMA Study on Physicians’ Use of 2000 AMA Study on Physicians’ Use of

the World Wide Webthe World Wide Web

%%

%%

77

88

Exceeds General UsageExceeds General Usage

NUA Internet SurveyNUA Internet Survey

67%

33%Net Users

Population

90.6 million North Americans on line90.6 million North Americans on line

88

99

Hospital Staff Internet AccessHospital Staff Internet Access

Comparison of different staff internet , 1998 vs. 1999--VHAComparison of different staff internet , 1998 vs. 1999--VHA

82

80

89

91

95

28

31

49

63

70

0 20 40 60 80 100

Physician

Pharmacy

Training

Management

IS Staff

l999

l998

99

1010

Physician Web UsePhysician Web Use

Healtheon survey of l0,000 physiciansHealtheon survey of l0,000 physicians

1010

11111111

1. Medscape1. Medscape2. www.av.com 2. www.av.com 3. American Medical Association 3. American Medical Association 4. eBMJ4. eBMJ5. www.vh.org 5. www.vh.org 6. www.intelihealth.com 6. www.intelihealth.com 7. OnHealth! 7. OnHealth! 8. www.drkoop.com 8. www.drkoop.com 9. Thrive 9. Thrive 10. Men's Health10. Men's Health

GoTo Network, January l4, 2000GoTo Network, January l4, 2000

11. www.unimelb.edu.au 11. www.unimelb.edu.au 12. www.planetrx.com 12. www.planetrx.com 13. www.ediets.com 13. www.ediets.com 14. www.who.int 14. www.who.int 15. Pharmaceutical Information 15. Pharmaceutical Information Network Network 16. www.kitchenlink.com 16. www.kitchenlink.com 17. www.thirdage.com 17. www.thirdage.com 18. www.drugstore.com 18. www.drugstore.com 19. www.webmd.com 19. www.webmd.com 20. Mediconsult.com, Inc.20. Mediconsult.com, Inc.

Top Health SitesTop Health Sites

CME on the NetCME on the Net

The Journal of Continuing Education in the Health Profession, Fall l999The Journal of Continuing Education in the Health Profession, Fall l999

30%

27%

43%

University

Commercial

Professional & Institutional

1212

1313

Uncertain

13%

Disagree

0%

Agree

87%

From a survey by I.C. Axon at the January l999 ACME conference.From a survey by I.C. Axon at the January l999 ACME conference.

Do you agree:Do you agree:The Internet is an excellent medium for CME?The Internet is an excellent medium for CME?

1313

1414

CME HoursCME Hours590,301 CME event hours in l998

Journals

1%

Other

1%

Internet

6%

Conferences

47%

Courses

45%

1414ACCMEACCME

1515

Time on line per sessionTime on line per session

34%

48%

18%

1 Hour 30 minutes Less

Medical Marketing and MediaMedical Marketing and Media 1515

1616

TremorsTremors

TremorsTremors

1616

1717

TremorsTremors

1717

1818

TremorsTremors

• Web-educated patients adding pressure to Web-educated patients adding pressure to healthcare professionalshealthcare professionals

• Active promotion of online CMEActive promotion of online CME• Large players entering the arenaLarge players entering the arena

– Well financed and supportedWell financed and supported

• The emergence of pure e-BrandsThe emergence of pure e-Brands

1818

1919

Delivery ModelsDelivery Models

• Print AdaptationPrint Adaptation

1919

20202020

21212121

2222

Delivery ModelsDelivery Models

• Print AdaptationPrint Adaptation

2222

• Live Presentation AdaptationLive Presentation Adaptation– Live eventsLive events– Live and re-broadcast on-demandLive and re-broadcast on-demand

23232323

24242424Bi-Polar Disorders Information CenterBi-Polar Disorders Information Center

25252525

2626

Business ModelsBusiness Models

Commercial Commercial SupportSupport

User SupportUser Support

GeneralGeneral Content SpecificContent Specific

AdvertisingAdvertising SponsorshipSponsorship

SubscriptionSubscription Per UsePer Use

2626

2727




AdvertisingAdvertising

SubscriptionSubscription

SponsorshipSponsorship

Per UsePer Use

2727


28282828

2929







Per UsePer Use

2929


30303030

3131







Per UsePer Use

3131


32323232

3333





FeeFee


Per UsePer Use

3333


34343434

3535

EarthquakeEarthquake

EarthquakeEarthquake

3535

3636

The “Big One”The “Big One”

3636

3737

The “Big One”The “Big One”• Critical mass of physician Web-usersCritical mass of physician Web-users• Emergence of online CME preferred by a Emergence of online CME preferred by a

large portion physicianslarge portion physicians

3737

3838

The Web will change CMEThe Web will change CMEmore than other businessesmore than other businesses

• FragmentationFragmentation– CME generally done on a local or regional basisCME generally done on a local or regional basis– The Web offers a national and global reachThe Web offers a national and global reach

• The Pressured DoctorThe Pressured Doctor– Looking for simpler, more efficient meansLooking for simpler, more efficient means

• Increased Emphasis on OutcomesIncreased Emphasis on Outcomes– The Web offers inherent tracking and measurabilityThe Web offers inherent tracking and measurability

3838

3939

New Models on the WebNew Models on the Web• Purpose-Built for New Media Purpose-Built for New Media

– Interactive and simulationInteractive and simulation– Practical and case-basedPractical and case-based

• CustomizationCustomization– User assessmentUser assessment

• Added Value ToolsAdded Value Tools– Tracking and performance-assessment Tracking and performance-assessment

3939

4040

3 Dimensions of Online CME3 Dimensions of Online CME

4040

4141

The PromiseThe Promise

• Faster and more convenientFaster and more convenient• Customized to user needsCustomized to user needs• Engaging and challengingEngaging and challenging• Supports clinical decision-making Supports clinical decision-making • Database linkedDatabase linked

4141

4242

AftershocksAftershocks


4242

4343


• New players thriveNew players thrive• Continuing demand will affect all providersContinuing demand will affect all providers• A new landscape emergesA new landscape emerges

4343

4444

The New LandscapeThe New Landscape

New New LandscapeLandscape

4444

4545

The New LandscapeThe New Landscape

5 Cs5 Cs

4545

ConvenientConvenient

CustomizedCustomized

ContinuousContinuous

Case-basedCase-based

CollaborativeCollaborative

4646

The FutureThe Future• Web-based CME will cause a dramatic shift in the Web-based CME will cause a dramatic shift in the

industryindustry– Traditional delivery will remainTraditional delivery will remain

• New players will emergeNew players will emerge• More collaboration and cooperation amongst CME More collaboration and cooperation amongst CME

providers is inevitableproviders is inevitable• It will be new, innovative and engagingIt will be new, innovative and engaging

4646

4747

Web ResourcesWeb Resources• Internet statisticsInternet statistics

– WWW.Internetstats.ComWWW.Internetstats.Com– WWW.Emarketer.ComWWW.Emarketer.Com

• Physician usage and attitudes to the WebPhysician usage and attitudes to the Web– WWW.Worknews.Pwpl.ComWWW.Worknews.Pwpl.Com– WWW.HealthCareComputing.ComWWW.HealthCareComputing.Com

• Online CME DirectoriesOnline CME Directories– WWW.MedicalComputingToday.ComWWW.MedicalComputingToday.Com– WWW.DocGuide.ComWWW.DocGuide.Com

4747

4848

IC AxonIC AxonHealthcare Learning SolutionsHealthcare Learning Solutions

Charles B. CrawfordCharles B. CrawfordVice President, I.C. Axon Inc.Vice President, I.C. Axon Inc.

[email protected]@icaxon.com

Internet-Enabled CME

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