1. Glenn L. Laudenslager IV, MBA

2.  Physician participation growing
◦ Up 6% 2012 vs. 2011, up 35% vs. 2007
 Number of educational activities growing
◦ Up 13% vs. 2010
 Other things that are growing
◦ Non-physician participants
◦ Activities without commercial support
◦ PICME activities
◦ Income from other sources, such as registration fees
◦ Activities from hospitals, health systems, and schools of medicine

3.  Mobile is a driving force
◦ 81% of physicians use smartphones (Manhattan Research, 2011)
◦ 47% of physicians are digital omnivores – use smartphone, tablet and PC for clinical work
(Epocrates, 2013)
◦ 62% use tablets for professional purposes (Manhattan Research, 2012)
 Increase in usage of social media and number of influencers
◦ 60-90% of physicians use social media professionally or personally (QuantiaMD, Frost &
Sullivan, others; depends on study)

4.  Clinicians adjusting to new and evolving requirements
◦ Maintenance of certification
(http://www.abms.org/maintenance_of_certification/ABMS_MOC.aspx)
◦ Depending on state, credits are required in risk management, ethics, HIV, end of life
care, pain management
 Hospitals and health systems are increasing their influence
◦ MDs employed by hospitals ↑75% since 2000; practices owned by hospitals ↑90%+ since
2005 (MGMA, 2011)
◦ 73% of all CME activities, 66% of MD participations
◦ With shift towards quality and patient-centered care, more credentialing and education
requirements from health systems -- financial reward and quality measures linked to
clinical performance
◦ Education on other topics (training, IT, compliance, credentialing) will drive higher
utilization of internal processes (online and offline) that also deliver CME

5. Source: T. Gorrindo, Massachusetts General Hospital, 2013
Institutional Quality

6.  Physician shortages in key therapeutic areas
◦ Graduating physicians selecting primary care has declined in each year of the past decade
(MGMA, 2011)
◦ Key shortages in oncology, mental health, primary care, dental, and more
(HRSA, 2013, http://www.hrsa.gov/shortage/)
 Growth of PAs and NPs in care delivery system
◦ Growing influence due to physician shortages, healthcare needs in rural areas, new
patients due to healthcare reform, focus on patient-centered care models

7.  Growing interest, need & mandate for interprofessional
education
◦ Supports quality-based care and patient-centered care models
 Bigger barriers to participation
◦ Shortage of clinicians in key areas
◦ Rising costs mean less time away from practice
◦ More internal requirements
◦ Fragmented educational preferences
◦ Greater diversity in educational interests (EMRs, ethics, PCMH, complex patients, MOC,
risk management, new therapies, etc.)

8.  Market trends will drive growth in mobile utilization
◦ Busier schedules and growing clinical applications for tablets facilitate use of these
devices for education
◦ Health tracking apps, wearable devices and big data will drive mobile fluency

9.  Clinicians have less time to participate in education
◦ Clinicians have less time to search for education, and more competitive options
◦ You have less opportunities to meet specific educational needs
 Marketing needs new focus to be successful
◦ Strategic focus as important as tactical execution
◦ Customer engagement as important as customer acquisition

10.  Marketing and technology are no longer mutually exclusive
◦ Today’s most cost-efficient marketing channels and tactics go hand-in-hand with
technology that facilitates them

11.  Traditional tactics cannot be your only focus
◦ Traditional marketing tactics are disruptive
◦ What if I’m busy when your email arrives?
◦ What if I don’t have any time for education until 3 months from now?
 WYNTBURN tactics
◦ Content marketing
◦ Social media
◦ Search engine optimization
◦ Paid search

12. mghcme.org/dsm5
lunderdineen.org/whitepaper
lunderdineen.org/bathsalts
mghcme.org/downsyndrome
lunderdineen.org/veterans

15.  HCPs participate in CME for variety of reasons -- some we
can’t control, yet some are influenced by emotion & passion
◦ Customers evaluate your user experience from your marketing touchpoints to landing on
your website all the way through post-education communication
◦ Being discoverable matters
◦ Consistency and innovation matter
◦ Creative and messaging matter

16. Current and past health care clients
Glenn L. Laudenslager IV, MBA
chargeaheadmarketing@gmail.com
Twitter: @ChargeAheadMktg
Marketing to Today’s Clinicians, Medical Meetings, November 2013
http://meetingsnet.com/cme-design/marketing-cme-todays-clinicians
CME Market Statistics, August 2013
http://www.slideshare.net/glaudenslager/continuing-medical-education-marketing-info-
august-2013