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Marketing issues in continuing medical education.

E P Vanek, P R Gard, M Melia

    The Journal of Continuing Education in the Health Professions
    |December 11, 1987
    PubMed
    Summary

    Effective marketing in continuing medical education (CME) involves understanding physician needs and preferences. Targeting CME by training specialty and considering resort locations can enhance participation and institutional referrals.

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    Area of Science:

    • Medical Education
    • Healthcare Marketing
    • Continuing Professional Development

    Background:

    • Marketing is crucial for continuing medical education (CME), extending beyond cost recovery to encompass participant needs, institutional goals, and quality of care.
    • Effective CME marketing requires understanding physician desires, optimal location selection, and alignment with sponsoring institution objectives.

    Purpose of the Study:

    • To explore the multifaceted role of marketing in continuing medical education.
    • To gather physician alumni opinions on CME activities to inform future program development.
    • To assess the impact of CME on healthcare quality and institutional referrals.

    Main Methods:

    • A survey was administered to alumni of a multispecialty group practice's training programs.

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  • Data collection focused on physician opinions regarding various aspects of CME activities.
  • Analysis aimed to identify preferences and effective strategies for CME delivery and marketing.

    • Main Results:

    • CME programs should be tailored to physicians' original fields of training, not necessarily their current practice specialty.
    • Physician participants show a preference for CME activities conducted in resort settings.
    • Physician participation in CME can serve as a valuable marketing tool, potentially increasing institutional referrals.

    Conclusions:

    • Strategic marketing, focusing on physician needs and preferences, is essential for successful CME.
    • Targeting CME by training specialty and considering venue can improve engagement and outcomes.
    • Continuing medical education activities can enhance institutional visibility and referral networks.