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of professional medical educationTransforming the future

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Perspectives on the Future of Professional Medical Education

A confluence of factors and events from within and outside healthcare are rapidly advancing the need to rethink and reinvent how professional medical education is conceptualized, delivered and exchanged. As one of the most recognized providers of ongoing professional medical education for primary care physicians (PCPs) across the U.S., Pri-Med® is excited to be at the forefront of this sea change.

The global “open education” movement, propelled by an array of technological advancements, has prompted a more distributive, collaborative and transparent learning environment for clinicians seeking information and education. Content now emanates from more diverse sources, and is shared freely in real time among colleagues. Physicians are becoming actively engaged in the learning process and demanding additional opportunities to share and discuss information with their peers. The traditional format of live meetings is evolving towards a more interactive and inclusive learning environment, with an emphasis on digital and multimedia tools as part of the experience. With a steadily increasing need for on-demand information to support clinical care, physicians are supplementing live medical meeting attendance with online and new media programs, as well as social media platforms, that enable accessible, timely, ubiquitous and affordable learning on a continual basis. Funding models are evolving, as well: historically narrow in scope, funding for medical education is expanding to multi-source models inclusive of stakeholders who play a role in the primary care continuum.

By harnessing our deep understanding of the physician learning process and leveraging the reservoir of trust and loyalty we have built with our vast community of physician learners, Pri-Med is poised to lead and accelerate the transformation at hand. We are collaborating with our current partners to develop novel models for education and new digital resources for our learners and faculty network.

Amidst this evolution, we will build on our tradition of delivering first-in-class content, and remain wholly focused on our mission to provide meaningful education that directly impacts and improves patient care.

We thank you for your interest in Pri-Med and invite you to join us as we usher in this remarkable new phase in professional medical education.

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We Are Pri-Med With an active and engaged community of over 300,000+ hcPs, Pri-Med is the nation’s preeminent source of continuing and professional medical education. Pri-Med is a brand of education owned and operated by M|c communications, llc. content for Pri-Med programs is prepared under the direction of pmicMe, llc, an accredited provider of education for medical, pharmacy and nursing professionals. from a single event in Boston in 1995, Pri-Med has grown to offer a comprehensive, national network of meetings; digital and multimedia content; and online and social media tools designed to meet the clinical education and information needs of physicians practicing today.

Accredited CME Programs

Many of the CME activities provided through Pri-Med’s nationwide network of live meetings, online and mobile channels are sponsored by pmiCME, the accredited division of M|C Holding Corp., which is accredited by the Accreditation Council for Continuing Medical Education (ACCME) to provide certified education for physicians; the Accreditation Council for Pharmacy Education (ACPE) to provide certified education for pharmacists; and the American Academy of Nurse Practitioners (AANP) to provide certified education for nurse practitioners. Our corporate structure enables us to reach clinicians by offering separate accredited CME and non-CME engagement opportunities that are accessible, practical, multi-format and cross-channel.

pmiCME directs the planning and execution of each activity in accordance with the required accreditation criteria, as well as its own best-in-class policies and procedures for internal operations. Established firewalls are in place to maintain high quality standards for content development, transparency, compliance and appropriate interactions with both faculty and industry.

Non-Accredited Promotional Education

The pharmaceutical, diagnostic and device industries are a critically important source of information for clinicians on the latest diagnostics and treatments available for patient care. Focusing on best practices and appropriate interactions with industry, Pri-Med creates constructive and compliant learning environments which provide physicians with the option to exchange information with industry representatives or thought leaders on behalf of the company’s research. Since these interactions with industry take place outside the physician’s practice and do not compete with day-to-day patient care, Pri-Med’s research shows that most physicians welcome the opportunity for these additional tools and information. The content of these activities are the sole responsibility of the industry supporter.

Our ExPErTisE: Pri-MEd By ThE NuMBErs •15+ years of experience in professional

medical education

•300,000+ clinician community…and growing all the time

•1,500+ specialist and PcP faculty members

•65+ partners from academia, professional associations and medical education communications companies

•17 million+ continuing medical education (cMe) credits awarded

•300+ therapeutic and practical areas covered

•Educated69% of all office-based PcPs within the u.s.1

1 SKA DATA BASED ON APPrOxiMATEly 240K US OFFiCE-BASED PCPS MATCHED TO TOTAl Pri-MED AlUMNi, 1995- 2011

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Pri-Med: The Trusted source for Professional Medical EducationPracticing PCPs in the U.S. rely on Pri-Med to deliver the clinical and non-clinical information they need to provide optimal care for patients in the 30+ years of practice following medical school. Demands on doctors are rising as a new generation physicians enters clinical practice—making our focus on innovation even more critical. We are determined to meet the needs of practitioners through a combination of multi-channel formats that permit effective, efficient and affordable learning—whenever, wherever. Pri-Med is investing in digital solutions and leveraging new technologies to create safe, trusted environments where PCPs can engage in virtual “clinical conversations,” connect with peers and consult with expert faculty across the U.S.

To honor the trust and loyalty we have cultivated with PCPs over the years, Pri-Med continues to focus on excellence in medical education, ensuring that the engagement opportunities we provide are robust, timely and practical; drawn from widely respected and recognized experts; and made available through convenient means of delivery. We conduct ongoing research designed to understand specific learning needs and trends among our physician community, enabling us to take a data-driven approach to crafting targeted and meaningful programs. PCPs can be confident that the time they devote to attending a Pri-Med live event, taking a course on Pri-Med.com or downloading a presentation to their smartphone is time well spent—an investment that will translate to better patient care.

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The Emergence of Cross-Platform Medical Education We have long understood that PCPs stand at the front lines of patient care in the U.S. and need high-quality medical education delivered close to home. in 1995 we created Pri-Med Conference & Exhibition, the first to provide the quality of a national association event on a local scale, at minimal cost. Since then we have expanded to bring nationally-recognized experts to educate PCPs within 30 to 50 miles from their practice. These smaller, local educational meetings are held in collaboration with the American College of Physicians (ACP), the premiere national member association for internists in the U.S.

Our Pri-Med learners tell us that they participate in our live events because they are invaluable medical education activities that are “close to home” and yet, we and they recognize that “close to home” has taken on a whole new meaning in the information age.

45% of u.s. PcPs have attended a live Pri-Med event in the past three years.2 90% expect to return to a Pri-Med event the following year.3

For today’s tech-savvy physicians (the “Google doc” generation), incorporating technology into the post-medical school learning process is a given. To meet this demand, we are working collaboratively with technology providers and channel partners to offer innovative online, mobile and satellite radio programs as standalone options as well as integrated with our live events. We are continuing to expand our offerings through

online and new media channels to meet all physician needs, such as keeping up to date on the latest medical news, and even testing their hand at medical “gaming”, which is a new interactive format that Pri-Med introduced in 2011.

Expanded multi-platform offerings also enable PCPs to personalize their experience based on their specific preferences and learning styles. We continually strive to create cross-platform solutions that allow for seamless information flow while leveraging the value and extending the impact of each channel. We are committed to ensuring that clinicians can access information and education covering critical information and timely topics wherever and whenever they need it.

A ChAllENgiNg TiME FOr PhysiCiANs Public health epidemics like diabetes, cardiovascular disease and obesity are on the rapid rise. healthcare reforms, coupled with an aging population, are introducing millions of more americans to the health care system. as the main providers of patient care in the u.s. PcPs must continually enhance their knowledge and clinical competencies to manage an expanding spectrum of diseases and health issues—all at a time when there is a dramatic shortage of PcPs, juxtaposed with an intense focus on driving cost efficiencies and creating accountable care organizations while improving outcomes in patient care. Medical education is a critical tool for helping PcPs stay informed and skilled on multiple fronts in order to navigate these increasing demands—now, and in the years ahead.

2 SKA DATA BASED ON 149,468 US PCPS MATCHED TO 2007-2009 Pri-MED livE EvENT ATTENDEES3 Pri-MED 2010 Pri-MED CONFErENCE & ExHiBiTiON SUrvEy, N=2,835

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Content to Meet PCPs’ Needs, improve Patient Care recognizing the need for PCPs to stay informed on multiple diseases and health issues, pmiCME works with a diverse group of faculty and

content collaborators to create meaningful and validated content. in addition to disease-focused content covering a wide range of therapeutic areas—including chronic pain, cardiovascular, endocrine and infectious disease—we also help physicians navigate practice-related and general healthcare issues with programs on common adverse drug reactions, electronic medical record selection and implementation, cultural competencies, healthcare reform and more. We identify clinical and non-clinical education gaps through extensive research and query physicians directly to curate topics of interest in CME. These insights, which we track over time, enable us to develop curriculum designed specifically to address clinicians’ needs today.

the content we deliver enables PcPs to provide the highest quality patient care. We take seriously our responsibility and obligation to our physicians and to the patients they serve.

Pri-MEd COMMuNiTy: MEET ThE Pri-MEd PrACTiTiONEr •Sees100+ patients and writes more that

158 prescriptions per week4

•35%donotseeindustryrepresentativesinthe office or have restrictions in place

•Hasanaverageof15 years experience in clinical practice

• Isa“peerinfluencer”inpractice—58% share information learned at Pri-Med events with colleagues and 44% are sought by colleagues for advice on clinical topics5

•Representsthefullhealthcareteam—86,000 nurse Practitioners/ Physician’s assistants

4 Pri-MED 2010 Pri-MED ACCESS ATTENDEE SUrvEy, N=7265 Pri-MED 2010 Pri-MED ACCESS ATTENDEE SUrvEy, N=726

Pri-Med’s multi-channel approach facilitates real-time communications between clinicians, peers and expert faculty. Over time, knowledge is increased and patient outcomes are improved through ongoing community interaction.

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CME Content CollaborationTo bring relevant and valuable content to clinicians, we pride ourselves on collaborating with more organizations than anyone else in medical education. We work with a variety of content partners—including academic institutions, clinician associations, patient groups and medical education companies—to identify knowledge gaps and develop innovative, multi-channel educational interventions that empower clinicians with the information they need to improve patient care. We have partnered with the ACP, American Diabetes Association (ADA), Harvard Medical School and Johns Hopkins School of Medicine, just to name a few.

“Throughourpartnership, M|c has enhanced our leadership role among the internist community in the u.s. by defining and executing anewlocaleducationplatform.”

– steven Weinberger, Md, eVP and ceo, american college of Physicians

CME Faculty Network

Connecting our community with world-renowned experts across a wide range of disease areas

Our faculty network is more than 1,500 strong and includes PCPs at the front lines of disease diagnosis and management, as well as specialist physicians with a deep knowledge of specific therapeutic areas. Pri-Med faculty are deeply invested in the power of CME to drive improvements in patient care and stand ready to ready to listen, engage and interpret key learnings for immediate use in practice. And, the process goes both ways: as they teach, Pri-Med faculty gain unique, on-the-ground perspective on how clinicians are practicing in various geographies, and can use those insights in their own research and to drive improvements in patient outcomes as they educate physicians at Pri-Med events across the country.

in addition to our core faculty network, we have been fortunate to engage a range of internationally-recognized researchers and clinicians—including James D. Watson, Ph.D., best known for his discoveries of the structure of DNA; Benjamin S. Carson, MD, known for his pioneering work in the separation of twins joined at the head; Senator Bill Frist, MD, a nationally recognized heart and lung transplant surgeon and former U.S. Senate Majority leader; and lisa Sanders, a physician, clinician educator and writer of the popular Diagnosis column for the New york Times.

Pri-MEd OFFErs WOrld ClAss CONTENT ON AN uNPArAllElEd sCAlE“You’reabletoapplytheinformationthatyouget from Pri-Med quickly in the office and thisisreallyhelpful.”

– Michelle Johnson, Md, family Practitioner

“Pri-Medhasimprovedmyabilitytotreat my patients. the content is clear, comprehensive, and—mostimportantly—unbiased.”

– thomas Piepszak, do, family Practitioner

iT’s hiP TO BE livE: iNNOvATiONs iN ThE CME sEssiON rOOM •“ChooseYourOwnPath”–Audience

response system (ars) branching

•Townhalldiscussionswithrovingmicrophone

•Medicaltriviaandgaming

•“AsktheExpert”sessions

•Livepatientinteractions

•Point-Counterpointdebates

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reaching Physicians with Pri-Med

“the format is dynamic. it’s interactive. there are tremendous thingstolearn.Youshareexperiencesanditenrichesyou.”

– Joseph legaspi, Md, internist, Pri-Med alumnus

Live Meetings

Today, we engage more than 50,000 PCPs at face-to-face events held in 40 cities across the U.S. annually. At these events, PCPs attend scientific or case-based lectures on a wide range of disease areas that reflect trends in daily practice. interaction with expert faculty through audience polling and question and answer sessions deepens the learning experience, as does onsite discussion and interaction among colleagues.

Since 2004, Pri-Med has produced a wide array of specialty-focused programs in clinical areas aligned to primary care, with the most prominent being our regional cardiology programs. These meetings have provided an opportunity for cardiologist specialists to debate and discuss current critical issues in cardiovascular care. The educational setting represents an intimate learning environment, led by nationally known experts.

NATiONAl ONliNE COMMuNiTy, lOCAl livE PrEsENCE •50+ live meetings annually conducted

in 30+ cities

•168,000+ subscribe to Pri-Med weekly e-newsletters

•50,000 live event attendees annually

•72% of conference attendees are “NetPromoters”(recommendPri-Medevents to a colleague)6

Pri-Med’s National Presence

6 Pri-MED 2010 Pri-MED CONFErENCE & ExHiBiTiON SUrvEy, N=2,835

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track their activities and engage in online educational programs that address the latest research and findings in multiple topic areas. The experience is user-friendly, with a focus on quality education tailored to the needs of individual learners and designed to facilitate more informed practice decisions. Activities are available in a range of formats to accommodate for individual learning preferences, including interactive Patient Case Studies, Expert Perspectives, Expert interviews, Multimedia Webcasts, virtual Patient Simulations, Clinical reviews and Performance improvement CME.

recognizing the need for physicians to maximize their time away from the office while participating in a live CME event, Pri-Med provides additional learning opportunities for attendees to engage and to broaden their understanding of the latest healthcare products and services which may benefit their patient population. For example, Pri-Med Product Theaters are 30-60 minute industry-where experienced speakers share new data on treatments and therapies in an interactive, group setting.

• 30,000+ primary care physicians participate in Pri-Med Product Theaters annually

• More than 80% intend to incorporate the information in their decision making7

• More than 90% of physician attendees visit companies on the exhibit floor while at a Pri-Med program8

Pri-Med.com: The Community hub for virtual learningDeveloped by and targeted specifically to clinician members, Pri-Med.com is a leading online resource for PCPs. Since 2003 we have seen explosive growth in both the number of registered members and the frequency with which they return to our site to access clinical and non-clinical information. At Pri-Med.com, clinician members can register for live meetings, download practice resources,

Pri-MEd.COM KEy sTATisTiCs•250,000+ registered members

•65,000 monthly visits

• 61% of visitors come back within 30 days

•72% cMe completion rate per activity, on average

Pri-MEd MOBilE KEy sTATisTiCs

• 60% of PcPs use their smartphone to search for clinical information9

• 25,000 mobile downloads

•45% of PcPs use their smartphone to download clinical information10

•Over 1,200 physicians compete in the ongoing Pri-Med Mobile Medical Challenge each month

7 Pri-MED 2010 Pri-MED ACCESS ATTENDEE SUrvEy, N=7268 Pri-MED 2010 Pri-MED CONFErENCE & ExHiBiTiON SUrvEy, N=2,8359 MANHATTAN rESEArCH, 201010 MANHATTAN rESEArCH, 2010

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Pri-Med.com also provides physicians with on-demand access to myriad resources including medical news, patient education and disease management tools, as well as healthcare products and services information.

Plugged in: driving digital learning with Pri-Med New MediaToday, nearly two-thirds of clinicians are using a smartphone device.11 As clinicians’ access to information expands, so do expectations for quality information and education at the point of care. Pri-Med recently launched a free mobile application for the Apple iPhone®, iPod touch®, Android™ and Blackberry, providing a platform for our clinician community to exchange ideas with peers and participate in medical case challenges, while hearing from world-renowned faculty via short, audio webcasts designed for portable, smartphone access. it was an immediate success and has over 25,000 current registrants.

Pri-Med satellite radio on reachMdSince 2009, Pri-Med has educated over 200,000 PCPs across a wide range of educational programming on satellite radio. These programs provide a unique learning opportunity for clinicians to listen to expert faculty interviews as well as Pri-med.com, reachmd.com, iTunes and mobile applications. Each program is uniquely designed to give clinicians access to anytime/anywhere learning, and is comprised of a 15- minute expert interview covering common or controversial issues along with opportunities for interactive Q&A with experts.

ThE risE OF sOCiAl MEdiA & COMMuNiTy NETWOrKs

as healthcare providers become more comfortable using social media—and recognizing the desire of our learners to personalize their learning experience with ongoing interactions and access to expert faculty as well as to each other—Pri-Med has strengthened our commitment to foster community building and endure the dialogue surrounding our educational interventions.

for example:

•Whenphysicians“RSVP”toaPri-Medeventthrough facebook, their professional network of friends and colleagues are notified, deepening connections among their peers and with Pri-Med.

•Pri-MedTwitterfeedsprovideregularupdatesof medical news and information as well as ongoing posts from the latest debates and discussions surrounding both our events and our digital engagements.

•Cliniciansareencouragedtoemailortextclinicalquestions to be addressed by the faculty in advanceofaprogramorthroughour“AsktheExpert”forumatPri-Med.com.

these tools are just the beginning. stay tuned for more details about new features being added to Pri-Med.com that will provide clinicians greater access to faculty and peer support through enhanced connection, collaboration and sharing tools.

11 Pri-MED 2010 Pri-MED ACCESS ATTENDEE SUrvEy, N=726

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strength in Numbers: refining Our Programs through Physician researchAt Pri-Med, we believe that data generation and mining are critical to effective education planning. We conduct ongoing proprietary physician research to inform and inspire the programs we deliver. These data provide unique insights into our audience of physician learners and their patients, helping us better understand their interests, assess learning needs and preferences and connect the right participant to the right programs.

to match the right clinicians with the right learning opportunities, we collect over 60 individual self-reported data attributes which are and then further augmented through our own propriety research studies and licensed third party databases. over 200 research studies are administered throughout the year by our in-house team.

rEsEArCh CAsE sTudy Morethan96%ofphysiciansbelievedthatmoreemphasisshouldbeplacedonnutritiontotreatand manage chronic diseases,12 yet research showed that current education on nutrition for PcPs was inadequate, resulting in a low emphasis on counsel during patient visits. to address this discrepancy, Pri-Med collaborated with the american society of nutrition to introduce a series of new cMe sessions, Food, Nutrition & Health: Controversies and Clinical Issues, that weave the latest evidence and research findings relative to issues often encountered in practice—for example, dietary salt restriction—with discussion and debate regarding if, when and how these findings should be translated into actionable recommendations for various patients.

12 AMEriCAN DiETETiC ASSOCiATiON, 2009.

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Measuring Program Effectiveness and OutcomesPri-Med is a recognized leader in measuring education program effectiveness, and our vast experience has shown that reinforced and persistent learning drives change in clinical behavior.

Pri-Med, through pmicMe, has conducted outcomes analyses on approximately 4,000 CME programs across 75 disease states among more than 100,000 participants. We believe that a systems-based approach to measuring performance improvement not only validates the impact of education on clinician performance and patient outcomes, but is essential to ensuring quality healthcare. Utilizing our innovative and creative outcomes measurement process, we have demonstrated evidence of improvements in PCPs’ knowledge, competence and performance.

We conduct significant quantitative research to measure the impact and outcomes of our live meetings, utilizing a mix of methodologies including real time Audience response System (ArS), exit surveys and six-week post-event surveys that compare participant perceptions, competencies and clinical practice behaviors to those of nonparticipants. We also offer customized research programs to yield further insights and analysis.

Expanded Focus on New Outcomes Methodologies and design We have evolved our methodologies based on multiple studies executed over the past decade to measure the impact of our educational programs. We conduct intensive, customized quantitative and qualitative physician-focused research to understand how our programs drive real changes in clinical behavior, treatment decisions and management of disease, by comparing groups of physicians who receive ongoing education to those who do not. in addition, we can conduct patient-focused surveys to track changes in physician-patient interaction and communication post-education. This window into the patient-level impact of CME provides powerful validation.

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diABETEs OuTCOMEs CAsE sTudy

Objective: deliver tools to PcPs to improve the diagnosis and treatment of patients with diabetes and/or at risk for cardiometabolic disease.

Program: Pri-Med worked collaboratively with the ada to develop Diabetes In-Depth: A Cardiometabolic Focus, a unique multi-dimensional and integrated cMe curriculum.

Format: 23,600 clinicians educated across live, online and new media platforms.

Measuring Outcomes: a variety of outcomes methodologies and tools were employed to gauge clinician knowledge, competence and performance, as well as the resulting impact on patient health, including: pre/post physician surveys, audience polling onsite, physician qualitative phone interviews and de-identified patient chart audits.

impact:

•Markedchangesandimprovementswereseeninapproachestopatienteducation,prevention, diagnosis and treatment. for example, a 37% improvement was identified in attendees’ ability to recognize factors that contribute to increased cardiometabolic risk.

•Trendsinearlierandmoreaggressiveinterventiontobringpatientstotherapeuticgoalswere clearly evidenced by significant reductions in hBa1c, blood pressure, ldl-c and triglycerides, as well as improvements in life-style changes, frequency of assessment for co-morbid conditions and a general improvement in patient healthcare status. for example, according to the patient chart audit, subsequent reductions in average a1c =7.1%(29%reduction)implyearlierandrefinedchangesintherapybringpatientscloser to glycemic target goals.

•Patientsofattendeesreportedimportantchangesintheirclinicians’approachtomanaging their disease.

About Pri-MedPri-Med, an M|C Communications llC brand, is a trusted source for medical education and provider of professional learning environments for health care professionals across the nation. Pri-Med delivers a network of meetings and digital, multi-media content and online tools designed to meet the clinical education and information needs of actively practicing health care practitioners. The Pri-Med community of health care professionals relies on Pri-Med as their primary professional resource for opportunities to engage with their peers, expert faculty and world-class content. Utilizing our collaborations with leading institutions, associations, medical centers and education partners, Pri-Med helps its clinician community deliver higher-quality patient care. M|C Communications is a division of M|C Holding Corp. visit www.pri-med.com for more information about Pri-Med.

101 Huntington Ave, Boston, MA 02199 | 1-877-Pri-MED8

© 2011 M|C Communications, llC. All rights reserved. Pri-Med is a registered trademark of M|C Communications, llC. All other trademarks are the property of their respective owners.

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