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Trends in Commercial Support of CME

Date: Thursday, 8 June 2006
Time: 1:00 PM Eastern Time

This Roundtable discussion was devoted to exploring the issues and trends in commercial support for continuing medical education (CME).

Article:
This Roundtable discussion was featured in the July 2006 issue of Pharma Marketing News. See Trends in Commercial Support of CME.

Other resources relevant to this discussion.

Background
Pharmaceutical companies continue to provide financial support and to fund CME programs. Recently, these programs have come under scrutiny from numerous sources, including the commercial supporter organizations themselves, in the quest to ensure high quality, compliant and effective CME that results in tangible levels of “educational outcomes.” A fundamental shift is occurring with regard to commercial entities’ demands on CME programs/

However, being able to provide metrics about the effectiveness and impact of CME on physician performance and patient health is proving difficult. With the tightening of budgets and the need to demonstrate that CME programs are adding value to physicians and patients, commercial supporters are examining ways to determine effectiveness.

In recent years, a number of guidelines have emerged that influence how pharmaceutical manufacturers support independent educational activities. At the same time, the government has increased its scrutiny and enforcement in this area. Determining how to interpret FDA and OIG Guidance documents in an evolving legal and regulatory environment can cause confusion and angst. It is imperative that organizations develop and implement activities that comply with the regulations and ethical codes promulgated by the agencies and policies that govern the CME enterprise, while meeting the needs of healthcare professionals.

Some specific topics Roundtable participants should be prepared to discuss include the following:

1. The appreciable changes in CME contrasting the years 2000 vs 2006 (regulations, technology, faculty and conflict of interest).
2. Will commercial (for profit) CME providers/producers increasingly give way to academic center networks? Are the days of the large CME companies numbered?
3. Which technological and media approaches for CME delivery are gaining favor...and which are losing ground?
4. Should clinical guidelines become more closely linked with CME?
5. What role should CME play in strengthening the communicative skills of MDs in their interactions with patients? Why aren't we seeing more of this with the advent (peaks and valleys) of DTC?
6. How should MSLs be involved in CME?