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Volume 11 (3)
Volume 11, Issue 3, 1991 
J Contin Educ Health Prof 1991; 11(3):205-214
MEDICINE
Dan W. Kennedy, PhD Donna S. Queeney, PhD A b s t r a c t Meeting the continuing medical education (CME) needs of physicians by offering desirable, quality programs remains a challenge for providers of CME. The Accreditation Council of Continuing Medical Education requires that physicians be involved in the entire process of developing CME programs, from needs assessment through evaluation. This paper highlights results from a statewide study of Pennsylvania physicians that demonstrated ways in which programs can be developed and marketing strategies enhanced. Results from data analyses of the Pennsylvania study indicated distinct market segments. For example, programs for local physicians should be marketed to family physicians and those requiring travel should be marketed to specialists. Additionally, mini-series should be marketed to family practitioners, and two-day programs should be directed toward specialists. If type of practice can be identified, CME programs that may entail travel to U.S. cities should be marketed to physicians in institutional practice arrangements, while local CME programs should be directed toward physicians in solo practice. Finally, if years in practice are known, personalized CME programs should be marketed toward physicians with fewer years of experience (less than 10 years) rather than physicians with more years of practice experience (more than 20 years). As an aside, future marketing efforts toward a particular market segments, such as specialists, might include collecting information from participants on important features o the workshop, as well as levels of participant satisfaction and facts about learning and performance. Keywords: Continuing Medical Education (CME); physicians; marketing; educational needs assessment |
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