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IntersectionofInterest:EducationNeedsandCommercialSupport
DaleKummerle,PharmDDirector,MedicalEducation,Bristol-MyersSquibb
PamelaMasonSeniorDirector,MedicalEducationGrantsOffice,AstraZeneca
FrankSkopowskiTeamLeader,GEMSGrantOperations,MSD
Disclosures
• Theopinionsstatedduringthissessionareeachindividual’sownanddonotnecessarilyreflectourcompany’sposition.
Objectives
• Discusstheneedforalignmentbetweengaps,learningobjectives,educationalformat&outcomes…..”startwiththeendinmind”
• Describetherequirementsinagrantportalapplicationandappreciatecompanies’considerations/criteriaforsupport
• Usingacase-basedapproach,developcomponentsofaproposaltobesubmittedforconsiderationforcommercialsupport
Terminology• Independentmedicaleducation/CME/CPD
• Usuallyaccreditedactivities.Maybeunaccreditedinspecificcircumstances.• Maybesupportedfinanciallythroughgrantsandsponsorshipsbypharmaceuticalanddevice
companies.
• Industryhasnoinvolvementorinfluenceinthedevelopment.Nocontrolovercontentorselectionoffaculty.Ifaskedonalimitedbasis,industrycanassistwithgeneratingaudience/participants.
• CongressSponsorships• Supporttomedicalspecialtysocieties/associationswhereIndustryreceivessubstantialrecognition
and/orbenefitsbasedonthelevelofsupport.
• Theremaybedesignateddonorlevelsandmayincludesymposiafeestocovereitherindependent(doesnotcontrolorinfluencecontentandspeakers)orcompany-directedactivities(companycontrolsorinfluencescontentandspeakers).
• Company-directededucation• Ownershipandaccountabilityofthepharmaceuticalcompany.
• Industry-providedproduct-specifictrainingandIndustry-providedmedicaldiseaseeducation.
CoreConnections:AligningEducationalGaps,Measures,Competenciesand
Outcomes
PamelaMason,
SeniorDirector,MedicalEducationGrantsOffice
AstraZeneca
Considerationswhenapplyingforcommercialsupport
• AlignmentwithCompany’sareasofinterests
• Understandingthegaptobeaddressedwithaneducationalintervention
• Exploring“true”rootcauseofthegap• Alignmentthroughouttheproposal:gap&rootcause,instructionaldesign,andoutcomemeasures
A convergence of interest model
of commercial support
Business Needs (Company’s Therapeutic Focus)
• # disease areas (rare or common) • Under-diagnosis • Appropriate and safe product
use • Mechanism(s) of Action • New or emerging data • Product Life Cycle Variables
Healthcare System Quality Gaps
• National priorities • Prevalence • Incidence • Guidelines • Cost/Reimbursement/Value
Healthcare Provider Performance Gaps • Root Cause of Gap • Specialty • Practice Setting • Systems Variables • Therapeutic options • # of educational activities
currently available
Overlapping zones of
mutual interest
IOM (Institute of Medicine ). 2010. Redesigning Continuing Education In the Health Professions. Washington, DC: National Academy Press.
Patient Needs • Shared Decision Making • Effective Communication • Adherence to Tx Plans • Social/Cultural Barriers • Access to care/cost
Patient Needs
TheGrantor’sDilemma
• Currentlandscape:• Whatdifferentiatesgrantsthatrisetothetop?• Choosetheverybesteducationalactivity…..beginwiththeendinmind…
• Isthegrantwellalignedwiththecompany’sareaofinterest?• Willthegrantbeabletodemonstratetheimportance,impactandqualityoftheeducationsupported?
• Willtheactivity(ies)beperceivedasvaluablebyallstakeholders(e.g.,HCPs,IndustrySupportersandtheirSr.Leaders,andtheHealthcareCommunity,etc.)?
• Aretheeducationalgaps,rootcause(s),instructionalmethodsandoutcomemeasureswellaligned?
Case1:GapAnalysis&NeedsAssessmentCompanyYreceivesanapplicationforagrantinDiseaseStateX.
Theneedsassessmentincludesdetailed,current,well-referencedandscientificallyrigorousinformationonthefollowingtopics:
• IncidenceandprevalenceofDiseaseX…
• Thepathophysiologyofthediseaseanditsprogression
• Theevolutionofthetreatmentparadigmandemergingtherapies
• NewMOAsindevelopment
• Theburdenofthediseaseonqualityoflife
• Datafromapublishedarticleshowingthatalargenumberofpatientsdonotreceivestandardofcareanddetailsofspecificguidelinerecommendationsthatarefrequentlymissed.
• CurrentsurveydatasupportingHCPsinterestinlearningmoreaboutrecentadvancesintreatmentofDiseaseX.
Theneedsassessmentconcludeswithastatement:thatthereisaneedtoeducateHCPsonthestandardsofcare,sotheycanincreasethenumberofpatientswhoaretreatedaccordingtotheguidelinesandimprovethequalityoflifeofpatientswiththedisease.
Considerations
Whatisthemostimportantinformationinthisneedsassessment?
TopicsinProposal• IncidenceandprevalenceofDiseaseX…
• Thepathophysiologyofthediseaseanditsprogression
• Theevolutionofthetreatmentparadigmandemergingtherapies
• NewMOAsindevelopment
• Theburdenofthediseaseonqualityoflife
• Datafromapublishedarticleshowingthatalargenumberofpatientsdonotreceivestandardofcareanddetailsofspecificguidelinerecommendationsthatarefrequentlymissed.
• CurrentsurveydatasupportingHCPsinterestinlearningmoreaboutrecentadvancesintreatmentofDiseaseX.
Whatinformationortopicsaremissingthatwouldstrengthenthisneedsassessment?
• Descriptionofhowthisgapalignswithnationalorregionalhealthcarepriorities
• Informationonthegapitselfsuchasregional,cultural,age,genderdifferencesincare
• Specificdiseasequalitymeasures
• Insightintothereasonswhypatientsarenotreceivingstandardofcare(i.e.,therootcause)
Patientsarecurrentlynotreceivingoptimalcare
Case1Continues
Theapplicantreceivesthefollowingrequestformoreinformation:• ReasonswhyphysiciansarenotprovidingstandardofcareforDiseaseX
• Explainhowthisproposalwilltargettheunderlyingrootcause.
Theapplicantrespondsasfollows:
• TherootcauseforthisgapisthatHealthcareprovidersarenotconfidentinapplyingtheguidelines,andtheyneedastrongerknowledgefoundationinthestandardsofcare.
• Thisproposalwillprovideahighlyinteractive,case-basedapproachtoteachtheguidelinesandensurethatHCPSareawareofthemostcommonlymissedstepsinthemanagementofpatientswithDiseaseX.
• WeanticipatethatHCPswillbemoreconfidentintheirabilitytomanagepatientswiththediseaseasaresultofparticipating.
Considerations
Whyisthisresponseincomplete?
• Reflectsthecommonmiss-assumptionthatlackofHCPknowledgeorknow-how/competenceistherootcauseofmosthealthcaregaps.
• Therearemanyotherpossiblerootcausesthathavenotbeenexplored–suchasnon-adherence,poorfollow-up,poorcommunicationacrossteamsandpatients,etc.
• Iftheeducationfailstoaddressthefundamentalrootcauseitwon’tleadtothedesiredoutcomes.
RootCause:KnowledgeofGuidelinesorUnderstandingtheContinuumofCare?
Example
AcuteEpisode
InpatientCare
Discharge&TransitiontoOutpatient
OngoingCare
EducationalprogramsforphysiciansonGuidelines
Breakdowninpatientcare
• Understandingthepatientjourneyandallthetouchpoints.
• Multipleprofessionsinvolvedalongtheway(nurses,hospitalpharmacists,casemanagers,primarycarephysicians)
• Exploringinterprofessionalstrategiestocreateconnectionsacrossthecontinuumofcare.
It’saKnowledgeGap• Needsassessmentdeterminedthroughliteraturereview.• TheproposedinterventionisdesignedtoclosethegapsincareforpatientswithDiseaseXbyprovidingclinicianswithexpertinsightsofkeytargetsfortherapyandthemechanismsofrecentlyapprovedandemergingagents.
• Thiseducationalactivitywillbeconsideredsuccessfulwhenthefollowingoutcomesaredemonstrated:
• ImproveknowledgeoftheunderlyingpathologyofDiseaseX
• ImproveknowledgeofpotentialbiomarkerstoidentifypatientswithDiseaseX
• ImproveknowledgeoftheclinicaldatasurroundingtheuseoftreatmentsforthemanagementofDiseaseXincludingmeasuresoftreatmentefficacyandtreatment-relatedadverseeffects
• ImproveabilitytointegrateemergingtreatmentsforthemanagementofDiseaseXastheybecomeavailable
• Programformat:twoonlineprograms(30minuteseach)• Pre&postsurveys• Patientcommunicationtoolsprovided
Example
Case2:AlignmentorMismatchAnothergrantapplicationforDiseaseXwasreceived.
• Sameneedsassessmentinformationasthepreviousgrant.• Inadditionanin-depthanalysisoftherootcauseforthesamegapwasprovided.
• aliteraturereview
• alargescalesurveyofphysiciansaskingwhytheybelievedthatsomanyHCPsfailedtodeliverthestandardofcareforDiseaseX.
• Newinsightthatmanypatientsfailedtofollow-throughontreatmentrecommendationsbecausetheyfrequentlyfailedtounderstandtheimportanceofmonitoring.
• Educationwasdesignedtoteachphysicianstocommunicatemoreeffectivelywithpatients.Contentincluded• motivationalinterviewingtechniquesand
• howtoimplementeffectivemonitoringandpatientfollow-up.
• Themethodsincludedanexpertdescribingtheprinciplesofmotivationalinterviewing,avideoofanexpertusingthismethodwithapatientandalistoftipstoimprovecommunication,monitoringandfollow-up.
Considerations
Whatdoyouseeasthestrengthsandweaknessesofthisapproachtoaddressingtherootcauseforwhypatientswerereceivingsub-standardcareinthisdiseasestate?• Skillscannotbelearnedwithoutanopportunitytopracticeandreceivefeedback
• Amismatchbetweenthedesiredoutcomesofimprovedcommunicationskillsandtheeducationalmethodsproposed
• DesiredoutcomereflectsaMoore’sLevel5Performancehowever,theeducationalmethodstargetLevel3B-ProceduralKnowledge
AligningGaps,GoalsandOutcomes
Gaps/RootCauses
Ø HCPsandpatientshavedifferentperceptionsongoalswithpatients’focusoncopingwithsymptomsofDiseaseXandHCPsfocusonreductionsinexacerbationsandmeasurements.
Ø HCPsandpatientshavedeficienciesincommunicationskills.
Goals
Ø EducatebothHCPsandpatientsontoolstoimproveHCPs’patient-focusedcommunicationperformanceskillsandtoenhancepatients’abilitytoengagewiththeirHCPseffectivelyandefficiently
ExpectedOutcomes
Ø Enhancedpatientengagementinshareddecision-makingabouttreatmentoptions&ongoingdiseasemanagement
Ø AlignedgoalsoftreatmentbetweenHCPsandpatients
Ø ImprovementsinqualitycareasassessedbybothpatientsandHCPs
Example
Needsassessment:Inadditiontoliteraturereview,conductedpatient&caregiversurveys/interviewsandcliniciansurveys/interviews.Considerhealthcaregapversusperformancegap.
Case2Continues
Theoutcomesmeasureforthiseducationalinterventionstatedthatitwouldmeasurepatientleveloutcomesbyusingan“intenttochangesurvey”attheendoftheactivity.
Theapplicantsightedpublishedresearchthatintenttochangesurveysarepredictiveofactualchangesinpractice.
Considerations
Whatdoyouseeasthestrengthsandweaknessesoftheproposedoutcomesplan?
• Thereisamismatchbetweentheinstructionalmethodandintendedoutcomes(i.e.educationtochangeknow-howandnotskills)
• Knowinghowdoesnotautomaticallyleadtochangesinperformanceorpatientoutcomes
• Intenttochangesurveyisnotaligned• Follow-upevidencethatrealchangeshavebeenmadeinpracticewouldimprovethe
outcomesplanbutwouldnotaddressthemis-alignment
AligningMethodologyandAssessmenttoolswithExpectedOutcomes
EducationalMethods
Ø PrivatefeedbackcoursesforHCPsbasedonsurveysØ Personalizedwrittenaction
plans
Ø Case-basedsimulations
Ø Basedonactionplan,targetedlearningobjectives
Ø Practice
Ø DiseaseXcaretoolkitØ HCPpatient-focused
communicationperformanceskills
Ø PatientstoenhanceabilitytoengagewiththeirHCPseffectivelyandefficiently.
AssessmentTools
Ø HCP&PatientSurveysØ Questionsontestingfrequency,
treatmentgoals,agreementontreatmentplan,perceivedbarrierstoadherence,perceivedimpactofDiseaseXonqualityoflife
Ø ComparativePatientandHCPdataforalignments&mismatches
Ø Pre&postsurveysforsimulations
Ø CourseevaluationsØ Questionsonknowledge,
attitudes,beliefs,andcompetencerelatedtoevidence-basedtreatment&coordinatingcare
Ø 30daypostsurvey
ExpectedOutcomes
Ø Enhancedpatientengagementinshareddecision-makingabouttreatmentoptions&ongoingdiseasemanagement
Ø Alignedgoalsof
treatmentbetweenHCPsandpatients
Ø ImprovementsinqualitycareasassessedbybothpatientsandHCPs
Example
InformeddesignoflargerscalePhaseIIproject.
It’sAllAboutAlignment!
Beginwiththeendinmind–definethehealthcaregaptobeclosedanditsimportance
• Whatbehaviorsarenothappeningthatshouldbe?
• Whyarethesebehaviorsnothappening?(e.g.,rootcause)
• Whathastohappentocreatenewsustainablebehaviors?
• Whatevidencewillshowthatbehaviorhaschanged?
CoreConnections:SubmittingGrantApplicationsAlignedtoaCompany’s
EducationalAreasofInterest
FrankSkopowskiTeamLeader,GEMSGrantOperations
MSD
It’sAllAboutAlignment!DoestheGrantProposalalignwiththeneedsoftheOrganizationyouare
requestingthefunds?
• Whatarethetoptherapeuticareasordiseasestatesforeachorganizationyoumakeasubmission?(e.g.Oncology,PediatricandAdolescentVaccines,InfectiousDisease,etc.)www.msdgrants.com
• Istheproposalforanspecificsupporttype-IndependentMedicalEducation(IME)Grant,CharitableContribution,Sponsorship,etc.?
• Doestheapplicantapplyingfitthecriteriatoapply?Requestisfromtheproperorganizationandfortheproperactivityandlearnertypetoapply?(e.g.,non-profit,CE/CMEaccreditor,professionalmedicalsociety,etc.)
• Doesthegrantapplicationeffectively“connectthedots”fromtheNeedsAssessmentofaSpecificLearnerto–Gaps–toLearningObjectives-toappropriateeducationaldesigntoEvaluationtoOutcome,etc.?
Whatarewelookingforinaproposal?
ImportantQuestionsthatNeedAnswers
Needs
Assessment
EducationalDesignEvalua'on
• Isthetargetaudienceidentified?• Aretheprimarygapsdefined?• Isthescopeoftheneedsassessmentwelldefined?• Arethereclearlearningobjectives(relevant/reasonable/
realizable)?• Areadultlearningprinciplesconsideredinthedesign?
• Isthedesignformatsupportiveofmeetingthelearningobjectives?• Aretheexpectedlearningandbehaviouralchangeoutcomeswell
definedbasedontheneeds?• Isthedesiredlevelstated?(e.g.,MooreModel)• Isthepurposeoftheevaluationclearlystated?(e.g.howwouldthe
evaluationbeusedmovingforward?)
ExamplesoftheMooreModelbyLevel
ExamplesofMoore’sOutcomeLevels(1–7),includekeyoutcomesdatatosupporthowvariouslevelsweremeasured.Level1ParticipationMetricsLearnerDemographics(DataSource–ParticipationRecords;onlinetracking)
• WhatisthenumberofParticipants/LearnersforActivity?• BreakdownbyProfession/Specialty(i.e.,Physicians–Specialty[specifyspecialty],Nurses,
NursePractitioners,Pharmacists,PhysicianAssistants,OtherHealthcareProfessionals,NonHealthcareProvider)
• Practicesettingaffiliation• Yearsinpractice• Numberofpatientsseenwithconditionperweek• Numberofpatientsthelearnertreatsforthecondition• NumberofCertificatesIssued• #DownloadableSlidesSetswhenapplicable• Timespentonactivity• Numberofsurveyrespondents• LearnerDemographics-USvs.Ex-USbreakdownbyregion
Level2-SatisfactionMetrics
• Describetheobjectiveorsubjectivedatasourcetomeasure“Satisfaction”• WerethelearningObjectivesmet?Y/N• Wasthefaculty/speakereffectiveY/N• Didthecontentimpactyourpractice?• Doyouplantomakechangesinyourpractice?Y/N• Theactivityhelpedtoimprovemycompetence,performanceandpatientoutcomes• Wouldyourecommendthisactivitytoyourpeers?
Level3A&3B–Learning:3ADeclarativeKnowledge&3BProceduralKnowledge• Describetheobjectiveorsubjectivedatasourcetomeasure“Learning”• Analysisandsummarizationofinsightsonhoweachlearningobjectivewasmet
(include“N”)• Providelevelofincreasein3A-DeclarativeKnowledgeincreaseX%toY%• Providelevelofincreasein3B–ProceduralKnowledge&ImplementationincreaseX%
toY%• Whatwasthetotalnumberofquestionsaskedduringtheactivity• Includeparticipantverbatimresponsesasappropriate
Level4–Competence
• Describetheobjectiveorsubjectivedatasourcetomeasure“Competence”• Providetheaverage%oflearnerswithincreasedcompetenceand%ofincrease
ExampleofBudgetTemplate
Please enter data into yellow highlighted cells
Organization NameManagement Fees Total FeesAccount & Activity Management FeesContent Development FeesAudience Generation/Activity MarketingEducational Effectiveness MeasurementsPeer Review CostTotal -$ Meeting Logistics Total FeesMeeting Room(s)A/V Equipment - Rental & LaborTeleconference FeesOnsite Meeting SupportTotal -$ Production and Shipping - Live Total FeesPrinting and ProductionShipping and PostageTotal -$ Production and Shipping - Enduring Materials Total FeesInternet LearningSlide KitCD-ROM/DVDUSB DriveMonographJournal/NewsletterOtherInternet hosting feesPrinting and/or ProductionShipping and PostageTotal -$ Faculty/Staff Travel & Accommodations Cost Per Unit # of People TotalFaculty Airfare -$ Faculty Transportation -$ Staff Airfare -$ Staff Transportation -$ Faculty Hotel -$ Staff Hotel -$ Faculty Mileage Reimbursement -$ Staff Mileage Reimbursement -$ Ground Transportation -$ Total -$ Accreditation Fees (if applicable) Cost Per Unit TotalAccreditation Fees -$ Certificate Fees -$ Association Fees -$ Total -$ Meals Cost Per Unit # of People TotalBreakfast -$ Lunch -$ Dinner -$ Breaks/Snacks -$ Food & Beverages -$ Total -$ Faculty/Speaker Honoraria Cost Per Unit # of People TotalFaculty/Speakers -$ Faculty/Speakers -$ Total -$ Miscellaneous (add as applicable) Cost Total Applicable Taxes and Fees -$ Legal & Tax Advice costs -$ <describe> -$ <describe> -$ <describe> -$ Total -$
Management Fees -$ Meeting Logistics -$ Production and Shipping - Live -$
Comments (if applicable)
Totals
Comments (if applicable)
Comments (if applicable)
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Comments (if applicable)
Comments (if applicable)
BUDGET
Comments (if applicable)
WhyDoWeAskSoManyQuestionsabouttheOrganizationandthePeopleResponsibleforthe
GrantFunds?
USPharmamustfollowtheseUSFederal/Statutes
• ForeignCorruptPracticesAct(FCPA)• AntiKickBackStatute• TheOfficeofForeignAssetsControl(OFAC)
• Food,DrugandCosmeticAct(FDCA)
USPharmamustevaluatetheOrganizationandthePeopleResponsiblefortheGrantSpend
ConnectingAlltheDotsOrgan
ization People
By-Laws
AnnualReport Activity
TherapeuticArea
Learners
Activitytype
Impa
ct
HistoryofQuality
ContinuousLearning
PatientImprovement
WorkshopSession:Creatinganapprovablegrantsubmission
DaleKummerle,PharmDDirector,MedicalEducation
Bristol-MyersSquibb
ExploringaCaseStudy
Afterparticipatinginthesession,learnerswillbeableto:• IdentifytheneedsassessmentstodetermineclinicalandprofessionalcompetencygapstoalignCME/CPD/CEprogrammingwithcompanyneeds
• DesignandmanageblendedlearningactivitiesthatincorporateamixofliveandeLearningactivitiestooptimizelearnerengagementforproviders,staffand/orpatients
• Developeffectiveoutcomesplanstomeasurechangeinknowledge,skills,competence,confidenceand/orperformance.
ProposalScenarioReview• Obesityisarapidly-growing,globalepidemic.ThelatestfiguresfromtheWHOdemonstrate
thatoverathirdofadultsareoverweight,and13%wereconsideredobese.
• Inresponsetothedemandforeffectivetreatment,industryhasdevelopedanovelclassoftherapeutics:carbohydrate-dependentα-ketogenicexacerbator(orCKE).
• Althoughefficacious,therehasbeenagreatdealofcontroversyovertheroleofCKEsinobesitymanagement.
• ThisincludestheoptimaltimetoadministerCKEoverthecourseoftheday,whethertoindividualisethedoseofCKE,orwhethercombiningCKEwithCov-Ehasasynergisticeffect.Thishasledto
• DifferentimplementationofCKEtherapyacrossEUcountries,withclinician-levelandsystems-levelbarriers
• NewguidelineshavejustbeenpublishedbytheWHO.TheyprovideclearconsensusrecommendationsontheuseofCKEtotreatobesity.
• Medicalsocietiesarelookingtocollaboratetoproduceindependentmedicaleducationthatidentifiesthespecificeducationalneedsofindividualcountries
• Youhavedownloadeda“RequestforEducation”fromSkeletamPharmaceuticalsandplantosubmitaproposal.
*Note:CKEisfictitious.Theabovedetailsofindications,mechanismofactionandefficacywerecreatedforthisexercise;anyresemblancetoreal-worldcasesispurelycoincidental.
ProposalScenarioReview
Identifyadiscussionnotetaker
ReviewtheScenarioand:
• Identifytheeducationaland/orpracticegaps/needsthatneedtobeaddressed~5minutes
• DevelopaneducationalinitiativetoaddresstheidentifiedENAacrossmultipledifferentcountries~15minutes–discusswiththetable
• Include1to2learningobjectives,andtheeducationaldesign.• BesurethedesignalignswithyourENA,withclearlyidentifieddocumentationof
whichMoore’sleveltheactivitywillachieveandwhy
Notetakerwillpresenttheirtable’sinitiativetothefullgroup
*Note:CKEisfictitious.Theabovedetailsofindications,mechanismofactionandefficacywerecreatedforthisexercise;anyresemblancetoreal-worldcasesispurelycoincidental.
Moore’sConceptualFramework