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| UNISON: What are the three biggest challenges facing medical education today?
CB: The three I see are Transparency, Accountability and Engagement. Today it is more about education and less about promotion. Regulations in some countries like the U.S., Canada and Western Europe states that drug companies present the entire picture of a new drug -- both the pros and cons with the patients’ well being in mind. Drug companies are heavily scrutinized and they are held accountable for their medical education. Physicians’ time is in great demand. If you get them in a room, you must guarantee that they are fully engaged – every one of them and what they learn is transferable to their practices. UNISON: What are the greatest opportunities in medical education today? CB: There is a tremendous need for learning but less time for it. For us in the industry we must provide solutions and techniques that effectively meet this new paradigm. This includes utilizing new media, whether face-to-face or Web-based, and new formats for delivering content that engages and guarantees learning effectiveness. UNISON: How can pharmaceutical companies better educate the medical community? CB: They can start by remembering that the medical community was and is educated by medical schools that are truly pioneers and leaders in hand-on, interactive learning. If the education program does not engage and provide full participation that includes two-way interactivity, they probably won’t be as effective as they could be. Pharmaceutical companies can best serve the medical community by making education sessions rich in useful data and information; enhanced formats of learning execution and promoting partnership opportunities for greater learning and patient outcomes. UNISON: What is 6° Degrees doing that is different and producing greater outcomes? CB: We fully understand the audience that we are engaging. Our staff is mostly senior professionals and experienced in every aspect of effective medical education. We approach meetings to provide minimum one-way communication and maximize two-way learning. Our delivery of content ensures that all participants are obligated to engage and contribute. Our recent use of UNISON to deliver content has set new standards for interactivity and engagement. With UNISON, we can ensure that doctors are never bored and learning is fast paced and retention is very high. Physicians leaving our medical education meetings are better equipped to apply their new knowledge to their everyday practices. UNISON: Why is medical education critical to the success of new drugs? CB: Bottom line is that doctors need to know. It is critical that they are aware and educated on all aspects of a new drug in anticipation of its launch. Patients are better educated about new drugs and methods of treating diseases and conditions and the doctors need to be equipped to be responsive and proactive. My belief is that better education by the drug companies with physicians before the launch of a new drug the more success sales reps will have at the time of launch and after. UNISON: Where do you see medical education in five years and why? CB: Limited time will be an issue as will mushrooming information. New, effective methods of delivery will be deployed and evolving. The use of new media will continue and delivery of education content in the physicians’ workplace will be common practice. Government regulations and scrutiny will be alive and well. And companies like 6° Degrees Medical Consulting will be challenged with raising the bar in setting new standards in effective medical education. Colin Buchanan can be reached via e-mail at: cbuchanan@sixdegreesmed.com |
Colin Buchanan is co-founder and partner of Toronto-based 
