DIGITAL EDUCATION
Best Practices for
Pharmaceutical / Healthcare
Marketing and Training
Supra Manohar,
EVP Business Development,
Emantras, Inc.
Healthcare Pharmaceutical Learner Today
M (media) – Generation
•
Not age dependent – defined by use of
technology
•
Beyond the “Internet”, I-Pod, Wikipedia,
You Tube, My Space …
•
Everyone is connected, everything is a
click away
•
“Un-tethered”, “on-demand”, collaborative”, “selfgenerated”, and who knows what next … let me
“Google” to see what happened today
Healthcare Pharmaceutical Learner Today
Technology Driven – Short on
Time
•
We all know the benefits of digital training for
organizations
•
87% earned CME credits online (2006)
•
Most healthcare providers are using
technology to better learn and care
•
“Almost all healthcare and pharmaceutical
organizations have some form of digital agenda
Content Strategy – Not your father’s school
Visual content is no longer a
luxury – it is the only way
•
Interactive multimedia allows for 20 times more
“minutes on message”
•
Animations, learning graphics, audio, video…
no need to be “Hollywood” but please be
engaging
Story-telling and humor is critical
•
Premium on “entertain and educate”
•
Water-cooler talk; Make me laugh - make me
remember
Content Strategy – Not your father’s school
Reading is important
•
Will they know what you have to say if they
don’t stay
•
Attract them, show them key points to interest
them, show them where to find the rest of the
content
Gaming & Simulation
•
“Fail forward” is a powerful way to learn without
consequence
•
Make it a part of the overall experience no
need to live or die by it
Plan for multi-purposing content
•
•
Have a sound use strategy for content, training,
marketing, continuing education
Use within multiple delivery modes, print, web,
mobile…
Delivery Strategy - Information and Participation
Referenceware
•
No need to clutter my mind, when I can find it
easily and on demand
•
Performance support made easy
•
Sound nano-learning strategy
Accessibility
•
Finding information is as important as creating
content
Delivery Strategy - Information and Participation
Collaborative environments
•
Let us share and extract knowledge
•
“Build it and they will come” is DOA, “make it
available and get out of the way”
SCORM – Beyond Reusability
•
Nano-learning, availability of learning slivers
•
The material I want, when I want, to do what I
want
Technology – cut me loose …
•
1 Billion mobile phones shipped in 2006
(estimated)
•
21 Million I-Pods sold last quarter (ended Dec
2006)*
•
IM (Instant Messaging – for us old folks)
•
Wikipedia and open knowledge sources
•
YouTube
•
MySpace
* Source: Apple Quarterly Report
Where do we go? - Sales & Internal Training Strategies
How do we use technology to
make sense?
•
Create community environments that encourage
“learning swarms”
•
Provide tools to democratize content, “let the
music play”
•
Create and participate in the fun stuff –
“cheese comes from happy cows”
•
Develop formal content and nano-learning pieces
•
Use mobile devices to enhance ground-level
performance
•
Embrace search technologies to make content
ubiquitous
Where do we go? – Continuing Education (CE/CME) Strategies
How do we use technology to
make sense?
•
Community environments are critical –
physicians place a premium on peer
communications
•
Use of media to communicate and get the
message in a concise and clear fashion is
critical – these are people with very little time
•
Make the content enjoyable as they are in a
serious business
•
Provide capabilities to access comprehensive
information (links for references and publications)
Use mobile devices to enhance ground-level
performance
•
•
Comprehensive feedback tools to derive value
for continuing education to determine “ROE”
(Return on Education)
THANK YOU