The 9th Annual Industry Summit and Its Collective Wisdom

By the AIS Subcommittee: Sue McGuinness, PhD, CHCP, AstraZeneca, Chair; John Ruggiero, PhD, MBA, CHCP, Genentech, co-Chair; Patricia Jassak, MS, RN, CHCP, FACEHP, Astellas; Susan Connelly, PharmD, MBA, CHCP, FACEHP, Pfizer; Anthia Mandarakas, Sanofi US; Shunda Irons-Brown, PhD, MBA, CHCP, Novo Nordisk US; Suzette Miller, MBA, CHCP, Boehringer-Ingelheim

The Alliance Industry Summit (AIS) held a successful meeting May 9-11, 2016, in Philadelphia, with over 250 participants and speakers. The summit started on Monday afternoon with selected abstract presentations and posters related to best practices of QI, patient education, HCP education and best-in-class outcomes. The two best-in-class outcomes selected for presentations were Asthma 411, a Pilot Program to Improve the School Experience of Chil­dren with Asthma, presented by University of North Texas Health Science Center, supported by GSK and BI; and Sus­taining the Impact of Quality and Performance Improve­ment, presented by PRIME, supported by Genentech.

Tuesday morning began with updates from the Indus­try Alliance for Continuing Education (IACE) Member Section and the Alliance Board of Directors. The Alliance National Learning Competencies (NLCs) were reviewed, and discussion ensued as to their purpose and potential use. Participants were urged to use the NLCs to assess in­dividual and organizational needs for their continued pro­fessional development (CPD) and try to close these gaps by participating in education and training designed to address the gaps identified. Dr. Volpe’s keynote addressed that the current healthcare market demands better collab­oration between healthcare providers (HCPs) and patients in order to be successful in meeting the new requirements and payment models. To help HCPs and patients with this, Volpe stated that the CME industry needs to think differently about how we provide, support and measure education. These changes will require an understanding of the science of behavior modification and a willingness to work more collectively across CPD stakeholders. Follow­ing this insightful presentation were three TED Talk-type presentations, “Integrating a TED-Style Talk in Medical Education,” “Infographics,” and “Storytelling.” Each pro­vided novel ways that can be used to enhance knowledge transfer and “make data stick.”

Tom Sullivan and Andrew Rosenberg shared recent updates from Washington, D.C., including information about the White House Opioid Task Force, CMS’s four principles of quality improvement and the FDA Risk Evaluation and Mitigation Strategy (REMS) program. Government agencies are now acknowledging the impor­tance of continuing medical education as an important vehicle to improve patient care. The benchmarking survey working group once again helped us to compare practices across industry. Perspectives on managing global educa­tion discussed how complex environments and situations with multiple types of governances provide challenges and opportunities. Stakeholders in CPD need to work with and learn from each other. Most things have already been done or been encountered somewhere in the world and can be adapted and implemented.

Optimal ways to develop and implement an educational strategy provided participants with several key points: 1) build business acumen; 2) pitch your message to address the key internal leaders questions; and 3) be strategic and execute with purpose. The insights of this session were im­mediately applied during the following Mock Grant Part I session, where industry participants developed an education­al strategy and providers were in turn developing proposals to be addressed at the Mock Grant Review session.

On the last day, a QI initiative with IRB review was dis­cussed in detail, identifying issues that can be encountered and how to mitigate them. We learned to define the respon­sibilities of all partners (i.e., the health system, the provider, the educational partner and the industry support) at the inception of a QI project, including the designation of an internal champion within the healthcare system to manage the IRB application and approval process. It was noted that IRB review can be an asset to the successful execution of a QI project and be viewed positively for publications efforts.

During the Mock Grant Review Part 2, participants witnessed the way an educational strategy impacts the grants selected for approval, as well as gained insight into the background discus­sions that could occur given the audience generated strategies and proposals. For supporters, the key takeaway was consider­ation of the educational strategy elements will help to achieve your educational goal in a scalable way. For providers, a key takeaway was to remember that scalability can be interpreted differently and to keep in mind that review panels do not look favorably on key components being cut out of grant proposals when full funding is not available. This is particularly import­ant when proposing multi-supported activities.

The meeting ended with the session Improving Continuing Education: The Untapped Learner’s Perspective. Perspectives were shared from an interprofessional panel: representatives from the typical target audience, a primary care physician, a nurse practitioner and a clinical pharmacist. They spoke to what keeps them up at night and what they find useful in current educational activities. Key points from each perspec­tive included:

  • Ensure programs are engaging, making them fun and interactive.
  • Find ways to embed CE into point-of-care activities (e.g., clinical decision support) and allow CE to occur in real time basis (e.g., credit for internet searches).
  • Integrate CE with performance metric achievement and quality improvement efforts; ensure alignment of objectives and content in advance to prevent a perceived bait and switch to the learner.
  • When designing assessments, design thought-provok­ing follow-up questions to help reinforce learning.
  • Consider relevancy and look at what is motivating clinicians (this is usually insurance metrics).
  • For live activities, make sure you have good speakers.

Throughout the meeting, attendees felt the sessions were truly in keeping with the overall theme of sharing collec­tive wisdom. The posters and presentations are available on the AIS Meeting Library for all attendees. The agenda is also available online for all members.

Key Points

  • Be strategic and execute with purpose.
  • Integrate the patient voice.
  • Develop compelling, “sticky” content.
  • Access the power of partnership and collaboration.
  • Use stories to engage and promote reflection.
  • Showcase scientific data and outcomes in creative formats.

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