Journal of Continuing Education in the Health Professions



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CURRENT ISSUE BACK ISSUES SUBSCRIBE ADVERTISE ABOUT JCEHP FOR AUTHORS JCEHP AWARD SEARCH (Members only) FULL-TEXT		Volume 29 (1) Volume 29, Issue 1, Winter 2009 J Contin Educ Health Prof 2009; 29(1):71-75 FORUM A view from industry: The foundations of future commercial support and a call for action Mike Saxton A b s t r a c t Based on a model of industry support that aligns with the emerging performance-improvement approach to continuing medical education (CME), a call to action is made for the transformation of commercial support. Today, commercial support, like the CME profession, is linked largely to educational activities of far less value to patients than the model now emerging to address professional practice gaps. The new model could help ameliorate lingering concerns about the presence of commercial support, but it also will require fundamental changes in perspective and procedures by both industry and CME providers. Lessons for Practice As rapidly as possible, commercial support should be realigned with practice-based learning and improvement founded on a performance-improvement model of continuing professional development. Risks of commercial bias are mitigated largely by the checks and balances of defining the boundaries of commercial support as the overlapping interests of patients and providers, within the context of health care systems. Industry should recognize the mutual value of improving the overall effectiveness of continuing professional development by supporting and contributing to the research and intellectual framework of the field. Transparency should be required for commercial supporters and providers. Providers who utilize compensation systems that do not conform to ethical fundraising standards should be excluded from receiving commercial support. Balanced funding can be encouraged by eliminating commercial support of noneducational expenses. Professional competency as defined by the CME profession should be required of all personnel involved with interactions between provider and commercial support personnel.
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