October 2023 • PharmaTimes Magazine • 18-19
// THE FUTURE //
A new era beckons
Technology in physician education and a fast track to enhancing the patient experience
The global pharma industry continues to make leaps and bounds in the race to identify new and innovative medical interventions to treat an array of modern diseases and keep the general population living well – for much longer than ever before. Indeed, during the 1920s, the average life expectancy in the UK was just 63 years, in 2022 it rose to 83 years.
Education remains a key factor in the fight against some of humanity’s greatest health challenges, with HCPs standing firmly on the frontline, collaborating with their patients.
As the primary source of critical health information, from ongoing medical interventions to the latest clinical trials, pharma companies have a responsibility to keep HCPs fully updated and educated in order to implement best practice care.
In an increasingly digitised world, the rapid adoption of technology is further enabling the transfer of vital, life-saving information between pharma companies and HCPs globally.
Bridging the gap
The phrase ‘knowledge is power’ is certainly true for the healthcare sector, yet much of this valuable information is not reaching those who need it most. Research has indicated there is a ‘tendency for pharma reps to focus on products instead of services such as educational support or financial assistance’.
HCPs are also demanding more nuanced and detailed product information from pharma companies than ever before. Research by McKinsey highlights that as pharmaceutical products have become more complex in recent years, so have the information enquiries from HCPs relating to them.
Most notably, the wider application of products, ‘both on- and off-label’ has required more specialised answers from pharma medical information teams. As a result, McKinsey notes that HCPs are increasingly looking for more ‘on demand’ information.
It is important to note that whilst the connection between pharma companies and HCPs is a necessary one, there is still a vital link missing.
Research of over 235,000 UK doctors revealed that the HCP channel of choice for general healthcare information, such as medical education, is often third-party media and conferences, as they provide a trusted service for HCPs with tailored approaches to education.
It is clear, therefore, that the solution lies in utilising technology to combine the specialist knowledge of pharma companies with wider clinical applications and insights from the general medical industry in a way that is easily accessible and digestible to a global network of HCPs. This is at the heart of what M3 offers to the medical community.
M3: Medicine | Media | Metamorphosis
M3 is committed to driving excellence in the ever-evolving world of medicine through cutting-edge media. We aim to bring about a metamorphosis of HCPs’ clinical practice and patient outcomes. M3 is the world’s largest network of verified doctors with over 6 million members across M3-owned networks and an additional reach of 2 million via Networks in Health.
In the UK, Doctors.net.uk has just celebrated its 25th birthday. Over 50,000 UK-registered doctors use the website every day, with many thousands utilising the forum daily to seek answers to clinical questions from other physicians and for peer-to-peer discussion. The whole database consists of over 250,000 verified UK doctors.
Recognising the critical role that technology plays in improving knowledge transfer and facilitating collaboration, Doctors.net.uk has embraced the following digital innovations to better facilitate continuous learning and development within the medical community.
Online odyssey
Doctors.net.uk provides a wealth of independent education to healthcare professionals, accessible online and completely free of charge. This enables any physician to access the resources and further build on their knowledge in their field.
This includes knowledge checkers, eCME modules, forums, rapid clinical updates, informative articles, research and breaking news.
With over 10,000 hours of dedicated CPD modules that can be self-certified through the doctors learning records, healthcare professionals can access micro and nano modules, providing succinct and flexible education that can fit around busy schedules.
Conference call
It is increasingly difficult for doctors to attend conferences in person due to budgetary and time constraints, yet they remain an important part of professional development.
As one medical professional explains, “Conferences enable health-care professionals to keep up to date with important research, learn directly from experiences and ‘trials and errors’ of others, share best practices, and develop new skills and techniques. All of these have a direct impact on our daily clinical practice, helping us to improve safety and quality of care.”
As a result, many doctors find themselves relying heavily on digital channels to access the latest information. Through IME sponsorship Doctors.net.uk provides conference highlights, with video interviews of keynote speakers and articles on phase 3 or real-world evidence data that will influence clinical practice in the coming years.
The conference panorama provides an overview of the conference, discussing the most anticipated data releases and debates, as determined by an independent KOL.
Additionally, users can access journal watch, research news and guideline updates for a full 360 view of the latest industry developments and discussions.
Gamification
Integrating gamified elements into medical education enhances physicians’ learning motivation and engagement. Knowledge application in realistic situations has been shown to be the most effective means to facilitate the practice and learning of complex skills.
Active learning engages learners in building and understanding new and complex concepts through interactive activities. M3 can build gamified animated education that simulates real-world decision-making for improving performance in clinical situations.
Using non-parametric learning algorithms we can adapt content for every unique user, shaping the message for maximum effect.
Analytics and insight
Effective education is a two-way street and Doctors.net.uk utilises data analytics to measure HCP knowledge gains, learning needs and tailor our educational approach. This ensures doctor learning progress, knowledge gaps are identified and tailored educational content is provided.
Through data-driven insights Doctors.net.uk can establish where it can improve curricula and educational methodologies, to enhance retention of information and encourage change in clinical practice.
In conclusion, M3 recognises the role that technology plays in bringing the knowledge gap not only between the pharma industry and HCPs, but with patients too, who are increasingly being empowered to seek information to make more informed decisions about the healthcare options available to them.
By supporting a full 360-degree approach to knowledge sharing, patient outcomes can be improved and greater advances can be made collectively across the global medical science community.
For more information on M3’s educational offerings contact
Rebecca.Glass@eu.m3.com
PharmaTimes
PharmaTimes is the UK’s leading pharmaceutical magazine, tracking the trends and issues that affect the industry here in the UK, in Europe and across the world. We deliver independent, authoritative and trustworthy content through impartial, balanced and informed opinion and analysis.