By iPhone or web, parity in learning

Share this article:
By iPhone or web, parity in learning
By iPhone or web, parity in learning

Learners on smartphone vs. those who are using the web perform about equally well in most outcomes measures, but online CME activities have a higher completion rate, an analysis showed.

Epocrates and RealCME examined data from their own web and iPhone offerings. Subjects, numbering in the tens of thousands, ranged from physicians to medical students, nurses, nurse practitioners, physican  assistants, pharmacists and other healthcare providers, over a range of specialties.

There was no difference cited between the two channels in any of the domains, which included knowledge, competence, confidence and practice. “We don't see a disadvantage in people taking their activity on a smart phone vs. the web in terms of concentration or attention to activity,” said RealCME CEO Steven Haimowitz, MD.

Nor was there any disparity between the two channels when measured in terms of retention. “We found absolutely consistent data…from both an initial gain and a retention gain [with follow-up survey questions sent 8-12 weeks after the activity],” he added.

On the engagement side, however, the analysis offered up  some surprises. “One question people had was you can't do long activities on the phone—you'll lose people,” said Haimowitz. “We're seeing no difference in short vs. long activities on a mobile and online.”

Also, there was a 10% difference in activity completion rates between mobile (61%) and web (72%), with the web channel likely to elicit more completed activities (N=70,000).

In addition, researchers found that  mobile seemed to be more format-sensitive than the web. That is, completion rates for mobile activities fell from about 61% for structured activities to about 42% for unstructured ones. Web activities were not subject to the same influence.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?