Marketing to Today’s CliniciansGlenn L. Laudenslager IV, MBA

ACCME Data (2012 Annual Report)

Physician participation growing◦ Up 6% 2012 vs. 2011, up 35% vs. 2007

Number of educational activities growing◦ Up 13% vs. 2010

Other things that are growing◦ Non-physician participants◦ Activities without commercial support◦ PICME activities◦ Income from other sources, such as registration fees◦ Activities from hospitals, health systems, and schools of medicine

Market Trends Mobile is a driving force

◦ 81% of physicians use smartphones (Manhattan Research, 2011)◦ 47% of physicians are digital omnivores – use smartphone, tablet and PC for clinical work

(Epocrates, 2013)◦ 62% use tablets for professional purposes (Manhattan Research, 2012)

Increase in usage of social media and number of influencers◦ 60-90% of physicians use social media professionally or personally (QuantiaMD, Frost &

Sullivan, others; depends on study)

Market Trends Clinicians adjusting to new and evolving requirements

◦ Maintenance of certification (http://www.abms.org/maintenance_of_certification/ABMS_MOC.aspx)

◦ Depending on state, credits are required in risk management, ethics, HIV, end of life care, pain management

Hospitals and health systems are increasing their influence◦ MDs employed by hospitals ↑75% since 2000; practices owned by hospitals ↑90%+ since

2005 (MGMA, 2011)◦ 73% of all CME activities, 66% of MD participations◦ With shift towards quality and patient-centered care, more credentialing and education

requirements from health systems -- financial reward and quality measures linked to clinical performance

◦ Education on other topics (training, IT, compliance, credentialing) will drive higher utilization of internal processes (online and offline) that also deliver CME

Source: T. Gorrindo, Massachusetts General Hospital, 2013

Institutional Quality

Market Trends Physician shortages in key therapeutic areas

◦ Graduating physicians selecting primary care has declined in each year of the past decade (MGMA, 2011)

◦ Key shortages in oncology, mental health, primary care, dental, and more (HRSA, 2013, http://www.hrsa.gov/shortage/)

Growth of PAs and NPs in care delivery system◦ Growing influence due to physician shortages, healthcare needs in rural areas, new

patients due to healthcare reform, focus on patient-centered care models

Market Trends Growing interest, need & mandate for interprofessional

education◦ Supports quality-based care and patient-centered care models

Bigger barriers to participation◦ Shortage of clinicians in key areas◦ Rising costs mean less time away from practice◦ More internal requirements◦ Fragmented educational preferences◦ Greater diversity in educational interests (EMRs, ethics, PCMH, complex patients, MOC,

risk management, new therapies, etc.)

Key Takeaways Market trends will drive growth in mobile utilization

◦ Busier schedules and growing clinical applications for tablets facilitate use of these devices for education

◦ Health tracking apps, wearable devices and big data will drive mobile fluency

Key Takeaways Clinicians have less time to participate in education

◦ Clinicians have less time to search for education, and more competitive options◦ You have less opportunities to meet specific educational needs

Marketing needs new focus to be successful◦ Strategic focus as important as tactical execution◦ Customer engagement as important as customer acquisition

New Rules to Remember Marketing and technology are no longer mutually exclusive

◦ Today’s most cost-efficient marketing channels and tactics go hand-in-hand with technology that facilitates them

Social media

SOCIAL SHARING

Personalization

Dynamic recommendations

PAID SEARCHResponsive websitesMOBILE

OPTIMIZATION

Inbound marketing

Offline integration

PURLs

CONTENT MARKETINGSEO

Landing page optimization

Flat design

User experience

New Rules to Remember Traditional tactics cannot be your only focus

◦ Traditional marketing tactics are disruptive◦ What if I’m busy when your email arrives?◦ What if I don’t have any time for education until 3 months from now?

WYNTBURN tactics◦ Content marketing◦ Social media◦ Search engine optimization◦ Paid search

mghcme.org/dsm5

lunderdineen.org/whitepaper

lunderdineen.org/bathsaltsmghcme.org/downsyndrome

lunderdineen.org/veterans

Continuing Education HCPs participate in CME for variety of reasons -- some we

can’t control, yet some are influenced by emotion & passion◦ Customers evaluate your user experience from your marketing touchpoints to landing on

your website all the way through post-education communication◦ Being discoverable matters◦ Consistency and innovation matter◦ Creative and messaging matter

Current and past health care clients

Glenn L. Laudenslager IV, MBAchargeaheadmarketing@gmail.comTwitter: @ChargeAheadMktg

Marketing to Today’s Clinicians, Medical Meetings, November 2013http://meetingsnet.com/cme-design/marketing-cme-todays-clinicians

CME Market Statistics, August 2013http://www.slideshare.net/glaudenslager/continuing-medical-education-marketing-info-august-2013