Online Continuing Medical Education: Trends in the US and European eCME Markets

Introduction

The 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