What does the future hold for continuing medical education?
The annual European CME Forum is a must for anybody working in medical education. The forum brings together like-minded individuals to discuss the challenges faced over the past year, analyse success stories and share best practice. Although forced to move online this year, the organisers did a great job of keeping participants engaged throughout the course of the three-day event. Here are just a few of my top take-aways:
Less can be more, thanks to modular content strategy
As the ancient Greeks used to say, Panta Rhei - everything flows. The world changes relentlessly, and in the modern business of marketing this necessitates constant adjustment, refinement, and attunement to grab the attention of audiences that are continuously bombarded with content.
Making a Success of Virtual Meetings
Most people would argue that there’s no substitute to meeting face to face, and for good reason. Communication is about more than words — tone and body language are key, and this can often get lost outside of face-to-face conversations. However, it’s not always possible or practical to be physically present for every discussion, whether due to restrictions on travel (thanks to Covid-19 or otherwise) or for reasons of cost or convenience.
No fake five-star reviews here
The good news for consumer health brands is that millennials place great value on health and reinforcing a healthy living philosophy in their children: generation Z and Alpha.1
The not-so-good news is that when selecting healthcare products, these consumer groups rely on information provided by manufacturers of more trusted premium consumer products, only to then purchase less-expensive alternatives, frequently online.1
Keep engaging HCPs with cost-effective virtual meetings
One interesting (but not unexpected) trend to come out of the current situation is how much HCPs still want regular interaction with Medical teams, despite being locked down.