Internet-Enabled CME

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Internet-Enabled CME
The Coming Earthquake

• ACME Annual Conference
• January 20, 2000
• Charles B. Crawford
• Vice President, I.C. Axon Inc.
• ccrawford_at_icaxon.com

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An Earthquake is...

• Vibrations produced when forces pushing on a mass
  of rock overcome the friction holding it in place

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An Earthquake is...
Early Warning
New Landscape
Earthquake
Tremors
Aftershocks
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Early Warning Signals
Early Warning
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Early Warning Signals

• Doctors faced with increasing cost and time
  pressures
• Rapid growth in Internet usage
• Driven by access, bandwidth and information
  availability
• New generation of Web-savvy med school grads
• Online CME begins emerging

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Physician Internet Usage Trends


Healtheon survey of l0,000 physicians.
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Physician Web Usage Trends


2000 AMA Study on Physicians Use of the World
Wide Web
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Exceeds General Usage
90.6 million North Americans on line
NUA Internet Survey
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Hospital Staff Internet Access

• Comparison of different staff internet , 1998 vs.
  1999--VHA

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Physician Web Use
Healtheon survey of l0,000 physicians
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Top Health Sites
11. www.unimelb.edu.au 12. www.planetrx.com
13. www.ediets.com 14. www.who.int 15.
Pharmaceutical Information Network 16.
www.kitchenlink.com 17. www.thirdage.com 18.
www.drugstore.com 19. www.webmd.com 20.
Mediconsult.com, Inc.
1. Medscape 2. www.av.com 3. American Medical
Association 4. eBMJ 5. www.vh.org 6.
www.intelihealth.com 7. OnHealth! 8.
www.drkoop.com 9. Thrive 10. Men's Health
GoTo Network, January l4, 2000
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CME on the Net
The Journal of Continuing Education in the Health
Profession, Fall l999
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Do you agree
The Internet is an excellent medium for CME?
From a survey by I.C. Axon at the January l999
ACME conference.
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CME Hours
ACCME
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Time on line per session
Medical Marketing and Media
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Tremors
Tremors
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Tremors
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Tremors

• Web-educated patients adding pressure to
  healthcare professionals
• Active promotion of online CME
• Large players entering the arena
• Well financed and supported
• The emergence of pure e-Brands

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Delivery Models

• Print Adaptation

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Delivery Models

• Print Adaptation

• Live Presentation Adaptation
• Live events
• Live and re-broadcast on-demand

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Bi-Polar Disorders Information Center
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Business Models
General Content Specific
Commercial Support User Support
Advertising
Sponsorship
Subscription
Per Use
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Business Models
General Content Specific
Commercial Support User Support
Advertising
Sponsorship
Per Use
Subscription
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Business Models
General Content Specific
Commercial Support User Support
Sponsorship
Advertising
Subscription
Per Use
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Business Models
General Content Specific
Commercial Support User Support
Advertising
Sponsorship
Subscription
Per Use
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Business Models
General Content Specific
Commercial Support User Support
Advertising
Sponsorship
Per Use
Fee
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Earthquake
Earthquake
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The Big One
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The Big One

• Critical mass of physician Web-users
• Emergence of online CME preferred by a large
  portion physicians

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The Web will change CMEmore than other businesses

• Fragmentation
• CME generally done on a local or regional basis
• The Web offers a national and global reach
• The Pressured Doctor
• Looking for simpler, more efficient means
• Increased Emphasis on Outcomes
• The Web offers inherent tracking and measurability

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New Models on the Web

• Purpose-Built for New Media
• Interactive and simulation
• Practical and case-based
• Customization
• User assessment
• Added Value Tools
• Tracking and performance-assessment

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3 Dimensions of Online CME
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The Promise

• Faster and more convenient
• Customized to user needs
• Engaging and challenging
• Supports clinical decision-making
• Database linked

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Aftershocks
Aftershocks
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Aftershocks

• New players thrive
• Continuing demand will affect all providers
• A new landscape emerges

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The New Landscape
New Landscape
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The New Landscape

• 5 Cs

Convenient Customized Continuous Case-based Collab
orative
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The Future

• Web-based CME will cause a dramatic shift in the
  industry
• Traditional delivery will remain
• New players will emerge
• More collaboration and cooperation amongst CME
  providers is inevitable
• It will be new, innovative and engaging

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Web Resources

• Internet statistics
• WWW.Internetstats.Com
• WWW.Emarketer.Com
• Physician usage and attitudes to the Web
• WWW.Worknews.Pwpl.Com
• WWW.HealthCareComputing.Com
• Online CME Directories
• WWW.MedicalComputingToday.Com
• WWW.DocGuide.Com

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IC Axon Healthcare Learning Solutions
Charles B. Crawford Vice President, I.C. Axon
Inc. ccrawford_at_icaxon.com