Professional Medical Education Excellence Pharma

Professional Medical Education Excellence:
Structures, Resources, Services & Performance Levels to Optimize
Pharmaceutical Education Groups

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Copyright© Best Practices®, LLC

TABLE OF CONTENTS
I. Executive Summary
Business Issue & Objectives, p.4
Project Blueprint, p.5
Key Findings, p.6-8
Participants, p.9-10
Medical Education Landscape, p.11
II. Participant Overview Information, p.12-15
III. Organizational Fit & Geographic Focus, p.16-28
IV. Staffing Benchmarks & Program Trends, p.29-45
V. Roles for Key Activities & Program Deployment, p.46-60
VI. Budget Benchmarks & Allocation Trends, p.61-74
VII. Trends & Directions, p. 75-83
VIII. About Best Practices, LLC, p.84-85

Business Issue & Objectives
Many in the Pharma sector need evidence-based medical education staffing benchmarks
to determine if their medical education group is sufficiently staffed and funded or should
add resources, shrink resources or shift resources.

Objectives:
Determine the structure and activities of Medical Education function.
Benchmark professional Medical Education staffing.
Identify Medical Education services and role of Medical Education group in key activities
(thought leaders, professional societies, education programs and compliance).
Benchmark Medical Education resources, investment allocation and budget allocation by region
and program type.
Determine the future trends and direction in Medical Education for field-based medical
educators, technological changes and spending changes.

Field Research & Insight Development:
• Results based on initial survey
INFORM
INFORM Optimize Medical
responses from 35 pharma and medical Education Capabilities,
device organizations Efficiency &
• Conducted in-depth interviews with four Effectiveness
industry leaders

3

Key Findings: MedEd Technology and Performance Measurement

Medical Education technology and performance measurement

Technology-based programs will increase in the next two years in both pharma and device
sectors. However, 61 percent of pharma participants project increases of 10 percent or
more, while device participants foresee an explosion with 58 percent anticipating more than
30 percent in growth. Another difference between both segments in terms of technology is the
adoption of iPads/tablets into the education environment. Pharma’s investing in iPads/tablets will
represent, on average, 16 percent of their technology budget over the next two years. In contrast,
iPads/tablets will represent 29 percent of device technology budgets in the device sector,
according to respondents. One key reason for this difference is that the iPad/tablet technology is a
good fit for the animations and simulations that complement device training.
Performance measurement in Medical Education is a sore point for many, with no one
voicing absolute satisfaction with current approaches in either pharma or device segments.
Common metrics used to show value are programs conducted, attendees, and percentage of
repeat attendees in different courses. Post-program surveys are also common, although many
don’t view them as reliable measures. Market adoption of a therapy can be a useful measure of
training, but it is best used in geographies where there is low penetration of the treatment.

4

Study Draws Robust Response from Pharma and Device Sectors
Forty medical education executives and leaders from across 35 pharmaceutical and medical
devices companies participated in this study. Participants included 26 leaders from 25 pharma
companies and 14 medical education leaders from 10 medical device firms.

Survey Only
Participating Companies

5

Organizational Fit & Geographic Focus

6

Pharma Medical Education Professional Fit is with Med Affairs
After years of transitioning from other functions such as marketing, Medical Education in
pharma has become firmly nestled in medical affairs. The association with medical affairs has
reduced criticism of pharma-funded CME programs. Pharma MedEd groups are now more
diligent about following guidelines regarding CME content development and delivery.

Medical Education Professional Fit: Please indicate where the professional
medical education function fits professionally at your company or unit.

A free- Part of
standing or larger
independent Marketing
group or group, 4%
function, 4%

Part of
larger
Medical
Affairs
group, 92%

Pharmaceutical Segment
N=26

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Staffing Benchmarks & Program Trends

8

Emerging Markets Lacking FTEs from Pharma Sector
North America and Europe remain the main home to Medical Education FTEs in the
pharmaceutical sector. However, resources will only increase in emerging markets such
as China and India as those areas represent future growth for the industry.

Please estimate the relative percent allocation of total medical education FTEs working to
support each region. The total should sum to the total global FTEs.


100% 100% Max Mean Min

76.30%

20% 20% 20% 20%
14.80%
3.30% 2.40% 1.90% 1.40%
0% 0% 0% 0% 0% 0%
North America (US Europe Asia-Pacific Latin America Asia-Emerging Eastern Europe
/ Canada) (Japan, Australia, (Mexico, (China, India,
New Zealand) Caribbean, Southeast Asia)
N=19 Central & South
America)
9

Pharma Relies More on Home Office MedEd Staff
Both the pharma and device segments utilize field-based Medical Education staff but the
pharma side is less engaged in their use (pharma avg. 16 percent vs. device avg. 30
percent). The difference is tied to device MedEd groups relying on field staff to train
physicians in clinical settings to demonstrate safe and effective use of devices.
Mix of Medical Education Employees: Estimate the percentage of medical education global employees in
different home-office and field-based jobs/roles within your medical education organization.

In-House Medical Field-Based
Education Employees Employees Pharmaceutical Segment N=21
Max 100% 80%
Field-Based
75th Percentile 100% 20% Employees,
In-House
Mean 84% 16% Medical 16%
Median 100% 0% education
25th Percentile 80% 0% Employees,
84%
Min 20% 0%

In-House Medical Field-Based Medical Device Segment N=12
Education Employees Employees
Max 100% 100%
Field-Based
75th Percentile 90% 42.5% Employees,
In-House
Mean 69.8% 30.2% 30.2%
Medical
Median 77.5% 22.5% Education
25th Percentile 57.5% 10% Employees,
Min 0% 0% 69.8%

10

Pharma Concentrates on CME Program Types
While the Medical Education groups of both device and pharma participants support both CME
and non-CME programs, pharma heavily favors CME programs while the device sector focuses
more on non-CME programs.

Programs Supported By Professional Medical Education Group: Estimate the total number of
programs supported by your medical education organization in the last fiscal year.

# of CME # of Non-CME Total # of CME # of Non-CME Total
Programs Programs Programs Programs
Max 2500 2200 4000 Max 400 1250 1400
75th Percentile 438 24 578 75th Percentile 91 90 280
Mean 398 185 583 Mean 69 187 256
Median 50 5 65 Median 3 60 120
25th Percentile 6 0 16 25th Percentile 0 24 24
Min 0 0 2 Min* 0 3 6

Pharmaceutical Segment Medical Device Segment
N=22 N=13

* 5 Med Dev organizations said
they did no CME programs

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Roles for Key Activities & Program Deployment

12

Pharma MedEd Staff Play Active Role with Societies
Like the device segment, pharma participants reflected an active role in all activities
related to professional societies. Similarly, Medical Education staff are most involved in
grants for societies - more than 80 percent say they lead or are active in this activity.

Professional Societies: Please note the roles played by your Medical Education function in
conducting these key activities regarding Professional Societies.

No Role Small Role Support Role Active Role Lead Role
Total Active/
4%4% Lead Role
Provide grants to medical societies
4% 30% 57%
for education 87%

Sponsor presentations during
17% 9%9% 26% 39% 65%
annual society meetings

Serve as key liaison between
company and medical society senior 13% 9% 26% 35% 17% 52%
leadership

Develop relations with professional 52%
13% 35% 39% 13%
medical societies

N=23 Pharmaceutical Segment
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Pharma MedEd Programs U.S. – Europe Centric
North America and Europe dominate as the site of pharma Medical Education programs. However,
emerging regions are sure to see an increase in programs given the growing sales in those markets.
In 2010, emerging Asia Pacific accounted for 17 percent of GSK’s, 18 percent of Pfizer’s and 30
percent of Sanofi’s revenues. Emerging regions present a clear opportunity for education programs.

Regional Program Deployment: Estimate the percentage of your total medical education
programs in the last 12 months deployed across the following regions.

Max Mean Min
100% 100%

80.60%

25%
20% 20% 20%
12.90% 5%
2.20% 1.40% 1.40% 1.20% 0.20%
0% 0% 0% 0% 0% 0% 0%
North America Europe Asia-Pacific Asia-Emerging Latin America Eastern Europe Rest of World
(US / Canada) (Japan, (China, India, (Mexico,
Australia, New Southeast Asia) Caribbean,
Zealand) Central &
N=21 South America)
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Pharma Relies on Technology for Programs
On-demand Medical Education programs have proven popular in both pharma and
device sectors as they offer busy physicians the flexibility to choose their timing for
education. On-demand and online Webcasts will continue to grow because of their
convenience.

Using Technology for Program Deployment: Estimate the percent of various deployment
approaches used for delivering your medical education programs in your last fiscal year.

Site-hosted Simulations,
Online Downloadable Videos / Other, 17.3%
On-Demand Online Live Podcasts, Channels on 4.5% Online On-
Programs webcasts Case studies YouTube Simulations Other
Site-hosted Demand
Max 100% 100% 80% 25% 30% 90% Programs,
Videos /
75th Percentile 50% 32.5% 20% 10% 2.8% 21.3% Channels on 32.3%
YouTube,
Mean 32.3% 25.8% 14.7% 5.5% 4.5% 17.3%
5.5%
Median 22.5% 20% 10% 1% 0% 1%
Download- Online Live
25th Percentile 10% 4% 2.3% 0% 0% 0% able webcasts,
Podcasts, 25.8%
Min 0% 0% 0% 0% 0% 0%
Case studies,
14.7%

N=20
15

Budget Benchmarks & Allocation Trends

16

Pharma MedEd Budget Mostly for Grants & Programs
Education grants and programs make up most of the Medical Education budgets in pharma.
With fewer FTEs allocated to education in pharma, the percentage of budget dedicated to staff
is less. As some of large pharma has stepped away from education because of controversy
and perception issues, FTEs and program support have gone down.

Investment Allocations: Please estimate the percentage of your annual budget that is
invested in these key areas.

Training
Education Infra- Training
Infra-
Centers,
Grants Programs FTEs Fellowships structure Centers structure,
2.3%
Max 100% 96% 60% 20% 35% 30% 3.8%
Fellowships,
75th Percentile 85.3% 42.5% 18.8% 5% 4.3% 0% 4.2%
Mean 53.4% 23.9% 12.4% 4.2% 3.8% 2.3% FTEs, 12.4%
Grants,
Median 67.5% 1.5% 6.5% 1% 0% 0% 53.4%
25th Percentile 17.5% 0% 0% 0% 0% 0% Education
Min 0% 0% 0% 0% 0% 0% Programs,
23.9%

N=18
17

Pharma Sees Web Programs Leading Tech Spending
Web-based education programs will dominate technology budgets over the next two
years, pharma participants said.

Technology Spending: Looking forward over the next 24 months, what percentage of your
technology budget do you foresee being spent on the following technologies?

Site-hosted
Videos/ Hand-held
Web-based Tablets/ Channels devices/
Programs iPads Podcasts on YouTube Smartphone Other Hand-held
devices/ Other, 15.1%
Max 90% 50% 40% 50% 25% 100% Smartphone,
75th Percentile 67.5% 23.8% 10% 10% 10% 7.8% 7.3%
Mean 46.5% 15.8% 8.1% 7.3% 7.3% 15.1% Site-hosted Web-based
Videos/ Programs,
Median 50% 10% 2.5% 0.5% 3% 0% Channels on 46.5%
25th Percentile 32.5% 6.3% 0% 0% 0% 0% YouTube,
7.3%
Min 0% 0% 0% 0% 0% 0% Podcasts, Tablets/
8.1% Ipads, 15.8%

N=18
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About Best Practices, LLC & Contact Info

Best Practices, LLC is a research and consulting firm that conducts work based
on the simple yet profound principle that organizations can chart a course to
superior economic performance by studying the best business practices,
operating tactics and winning strategies of world-class companies.

Best Practices, LLC offers innovative research, consulting, databases,
membership and advisory services for bio-pharma and medical device Intelligence
leaders who want to use best practice approaches to improve performance, solve
problems and drive success in their own organizations.

Best Practices, LLC
919-403-0251
bestpractices@best-in-class.com
6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517
www.best-in-class.com

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