the future of medical education - top trends likely to have an impact on the industry
TRANSCRIPT
Top trends likely to have an impact on the industry
December 2015 | @OgilvyLFH
• As an agency specialising in healthcare communications, Ogilvy Healthworld sits at the intersection between the healthcare ecosystem, the pharmaceutical industry and the education sector – all of which are in the midst of unprecedented change
• In an environment in constant flux, we wanted to establish a clear line of sight, equip ourselves to manage unforeseen challenges, while at the same time remaining future-focused and proactively seeking out new opportunities in medical education
• As curiosity and courage encompass our core values, we jumped in feet first and convened a panel of experts from the healthcare environment, the pharmaceutical industry and the education sector to imagine the future of medical education, and explore how the learning needs of medical professionals could change over the next decade
1. To share expertise relating to specialisms in medical education,
behavioural sciences, clinical education, learning technology and organisational learning
1. To build a clear picture of the current healthcare environment
and work together to predict how this might change in the next 10 years
Charles Jennings Director, T he Internet Time Alliance
Maria Toro-Troconis eLearning Strategy and Development Manager, Imperial College London
David Davenport-Firth EVP, Health Behaviour Strategy & Intervention, Ogilvy CommonHealth Worldwide
Dominic King Clinical Lecturer in Surgery, Imperial College London
Guy Dickinson Global Head, Learning and Technology Innovation, Novartis
Tracey Wood Managing Director, Ogilvy Healthworld
Steve Wheeler Associate Professor of Learning Technologies, Plymouth University
1. Accountability
2. T he digitally enabled patient 1. Pedagogy X.0
Increased availability of big data will mean pharmaceutical companies may be held fully accountable for the efficacy of their products • Greater accountability = improved patient outcomes
• T he first step towards accountability is closer tracking of
adherence supported by technology - partnerships between pharmaceutical companies and tech start-ups will become more common
• Product innovation may be affected with a logical shift away from randomised controlled trials towards real-world evidence
T he ability for wearable technology and personal devices to capture data will mean doctors and patients will have access to large amounts of very specific medical information, removing the need for a ‘wait and see’ approach • It will become easier and easier for patients to access disease
information online, learn more about their own conditions, self-monitor and test
• Better informed patients will spend less time with their doctor and more time consulting with virtual practitioners
• T he digitally enabled patient could function as a catalyst for change, including facilitating the use of big data to drive research and innovation
A key area of interest was the impact that the hyper-connected learner (whether a medical professional or patient) would have on how medical content is designed, developed and delivered Two areas of opportunity were identified: 1. Personalisation: Learners will be able to learn at their own pace, in
their own space, in their own time and according to their own preferences
2. Increased connectivity: Learners will be able to build networks faster, opening them up to more information and richer social experiences than they currently experience today
Looking at the world of medical education through the lens of the pharmaceutical industry, the healthcare environment and the education sector has opened our minds to a future full of promise and opportunity. In the words of Albert Einstein… “Life is like riding a bicycle, in order to keep your balance you must keep moving”
For the full report please contact Leigh van Wyk at [email protected] or the LFH team [email protected]
@OgilvyLFH
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