Does the Industry Really Need Another Med Ed Company? IneXel Medical Strategy & Communications Steve Palmisano, Senior VP, Management Director Jon Male, Executive VP, Creative Director Pat Hoffmann, VP, Director Medical Writing and Resources Dave Renner, Senior VP, Creative Director, Copy If a new medical education company means another company culled from the standard list of competing companies touting the same list of basic medical education tactics and capabilities, the answer is probably no as to whether a new company is needed. But it is possible for new companies formed around innovative approaches to thrive in the competitive and evolving regulatory environment of medical education. Most medical education companies take a strict, scientific approach from concept to execution in the hopes of creating an image of unquestioned credibility. But nobody says medical education has to be devoid of innovation and creativity to be considered legitimate and relevant. Human beings have an incredible capacity for learning, but learning that is served up in strictly a didactic way can lead to messages not being heard, learned, or retained. Applying Creative Thinking There is an opportunity for medical education to carry the same weight and credibility when creative thinking is applied to the development and execution of these programs. In the end, creativity helps make the science easier to understand and more memorable. Take, for example, the concept of initiatives designed to engage key opinion leaders. There are innovative, energizing, and thought-provoking ways to engage this audience. One example applies to a technique called the “Six Thinking Hats” from a book by Edward de Bono. This technique has been successfully used for a group of thought leaders who engage in parallel thinking to overcome an obstacle and minimize adversarial comment. The concept of an advisory board is not new, but applying a creative approach can bring medical education to a new level, uncovering insights and solutions otherwise left obscured by standard methods. Clinical Communications Are Critical Communicating about clinical trials is another area where fresh thinking can make a world of difference. Trial branding, or creating a memorable identity around a trial or series of trials, can help investigators and physicians want to learn about potential uses for a product and help patients learn about and enroll in trials. Attracting attention and engaging customers goes a long way toward helping them retain and practice what they’ve learned. In light of the fact that the number of deaths due to medical errors exceeds that of the eighth leading cause of death in the United States, a new learning environment is warranted. Complex Concepts Adding to the importance of innovative medical education is the fact that pharmaceutical products are more complex than ever. Chimeric molecules, signal transduction inhibitors, and immunotherapeutics are complicated concepts. Therefore, the ability to apply creativity to educational materials that can incorporate adult learning principles, such as scientific platforms, publication plans, or mechanisms of action, is growing in value. By creating visually striking animation with lucid voiceover, a crystallized story can be told in a way that is understood, remembered, and identified with a specific learning experience — all without compromising accuracy or credibility of content. Adhering to Guidelines The recent guidelines designed to separate promotion from medical education were not issued as a means to paralyze the industry or confuse the medical community. They are a means of encouraging appropriate action. Creativity should not be the enemy of what is appropriate, but a resource for finding new answers and thinking in new directions while remaining ethically and scientifically rigorous. Partnering for Success When considering partnering with a medical education company, ask about its approach to medical education in an adult-learning environment. Find out if the company is solely focused on scientifically accurate content or if it employs a model that integrates strategic and creative thinking into their programs. It may just be the criteria for all medical education programs in the future. Communications There is an opportunity for medical education to carry the same weight and credibility when creative thinking is applied to the development and execution of education programs. IneXel Medical Strategy & Communications, Lawrenceville, N.J., one of the Interlink Healthcare Communications (IHC) Group of companies and part of the Lowe Healthcare Network, an Interpublic Group Company, provides a full range of medical communication services, including creation of scientific platforms, thought-leader/advisory board meetings, educational initiatives, publication planning, and clinical-trial support. For more information visit inexelmsc.com. August 2006 VIEW on Medical Education

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