Do physicians need a CNN for CME? Some vendors think so and
are implementing real-time educational offerings.
“The doctor will not accept in their consumer life what they
accept in their professional life: that the forest fire happened two months ago
and they hear about it now for the first time,” said Bob Stern, CEO of breaking
medical news site MedPage Today. “That's an unacceptable experience.”
The “rapid-distribution” model of presenting news from
meetings or journals with credit is becoming more important as a way to meet
physician needs, agreed Mario Nacinovich, Jr., co-founder/co-CEO, Fission
Communications. Indeed, “some CME stakeholders are reconsidering the lengthy
content development and production processes associated with traditional
enduring materials,” he said.
That's not to say the traditional model is dead—far from it.
According to a recent Pri-Med study, readership of one of its print CME
newsletters rose 85% from 2005 to 2006. The study shows physicians still value
print as a way to obtain information on new treatment options and therapies,
Pri-Med's director of physician insights, Anne Goodrich, said.
Others making the immediacy push include vendors such as
Epocrates, which disseminates scientific findings in lessons on handheld
But MedPage Today is seriously embracing the
daily news model. Its redesigned homepage contains about 12-15 stories
displayed in a newspaper-like format and more standalone video stories.