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Navigating Emerging Markets: The CME Experience in Asia

Navigating Emerging Markets: The CME Experience in Asia. Steven Kawczak, MA Associate Director Cleveland Clinic Center for Continuing Education. Disclosures. None. Qualifications. Associate Director of CME 14 years Internationally minded institution Large CME Program.

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Navigating Emerging Markets: The CME Experience in Asia

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  1. Navigating Emerging Markets: The CME Experience in Asia Steven Kawczak, MA Associate Director Cleveland Clinic Center for Continuing Education

  2. Disclosures • None

  3. Qualifications • Associate Director of CME • 14 years • Internationally minded institution • Large CME Program

  4. Objectives Theme: Global CME Requires Added Skill Sets, Expectations and Cultural Awareness • Discuss Global CME and related CME strategies from a provider perspective • Highlight provider experience in Asia (Middle East: Lebanon and United Arab Emirates) • Discuss cultural issues relative to global CME • Identify tips for implementing CME in Asia • Apply lessons learned to more effectively navigate emerging markets in Asia

  5. Presentation Title l October 21, 2014 l 5

  6. About Cleveland Clinic • Large, multi-specialty academic medical center • 3,000 physicians and scientists • 1,300 hospital beds • Founded in 1921, History of Innovations and Education • Medical School (2002) • Cleveland (Northeast Ohio), Florida, Toronto, Las Vegas, Abu Dhabi

  7. About Cleveland Clinic • CME provider – over 75 years • 45 Employees • Integrated with departments/centers institutionally • 1,500 Activities, 200,000 CME Certificates • RSS, Courses, Enduring (print & online), Journal CME • Online CME

  8. About Cleveland Clinic CME (Certified) Activities Internationally • Live Courses • 35-40 Annually Held Outside the United States • 10,000 Participants (30% of live courses) • Asia • 20 UAE • 10 Lebanon • 2 China • 2 India • Enduring Materials – Online, Journal • 20,000 International Participants (26%) • Early Stages of Bi-lingual Rheumatology Initiative in China • Repurposed enduring materials in India

  9. Global CME • Why? (POLL) How many participate in global activities? Why? (use microphones)

  10. Global CME • Why? Idealistic: • Improve Public Health • Effective Disease Management • Shared Experiences for Healthcare Administration • Emerging Science – Research into Practice Globalization – Friedman The World is Flat

  11. Global CME • Why? Realistic: • Organizational Mission – Serve patients in underserved areas • Ethnicity and Heritage • Global footprint • Business Opportunity • Intellectual Property • Brand Value • Need for AMA Credit – expatriates working abroad

  12. Global CME • CME: intersection of institutional direction and educational mission • Mission drives navigation Presentation Title l October 21, 2014 l 12

  13. Global CME • How? • Partner, Partner, Partner • Adapt or Enforce? • Local Rules (e.g. attendance monitoring, authorization) • Local Limitations (e.g. online CME and accreditation) • Local Culture (e.g. agenda times, industry involvement)

  14. Global CME General Observations • High Value Assigned to CME Certified Activities • Quality • Accreditation • Faculty • Capitalize on Ability and Strength to Implement CME • Sense of Trust, Reliability

  15. Global CME General Observations • Level of Expertise • High level of scientific knowledge globally • International societies • Reputable training • Avoid imposing knowledge • Faculty Development • Recurring CME

  16. UAE

  17. UAE • 7 Emirates, Abu Dhabi and Dubai largest • Population 4,765,000 • Population Health Needs * • Cardiovascular Disease • Trauma (highest rate of road death globally) • Diabetes (29% population over 30) • Cancer • Genetic Disorders * According to Health Authority of Abu Dhabi, Ministry of Health UAE, Dubai Health Authority, SEHA and World Health Organization websites

  18. UAE & CME • Needs (gaps) drive strategy for education, policy, systems improvement • Medical Education Regulation • Health Authority of Abu Dhabi • Dubai Health Authority • UAE Ministry of Health • Recognizes AMA Credit • CME Certification Process – Very important

  19. Lebanon

  20. Lebanon & CME • Diversity: 18 religious communities, 40 daily newspapers • Population 4,060,000 • Population Health Needs * • Cardiovascular Disease • Trauma • Cancer • Respiratory Diseases • Strengthening Primary Healthcare * According to World Health Organization http://Infobase.who.int Presentation Title l October 21, 2014 l 20

  21. Lebanon & CME • New knowledge about healthcare, disease management • Physician competency • Accreditation of CME – promote value • Outcomes focused • Faculty development • Professional Development and Continuing Education • Medical Education Regulation • Lebanese Order of Physicians • Recognizes AMA Credit Presentation Title l October 21, 2014 l 21

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  23. Lessons Learned in the Implementation of CME in emerging markets Presentation Title l October 21, 2014 l 23

  24. Lessons Learned • Culture Matters • Live Activities • Agenda Times • Dignitaries • Gender • Integrate local professionals • Clear enforcement of accreditation criteria • Technology and Instructional Design Formats • Adapt for availability (internet access, etc.) • Live and online accreditation rules Presentation Title l October 21, 2014 l 25

  25. Partnering Presentation Title l October 21, 2014 l 26

  26. Partnerships The right partner --- • Local Healthcare Environment • Political Issues • Medical Associations, Hospitals, Regulatory Requirements • Needs Assessments • Financial Risk Presentation Title l October 21, 2014 l 27

  27. Misconceptions Presentation Title l October 21, 2014 l 28

  28. Headlines

  29. Tips • Recurring presence is key • Feedback is critical for quality improvement • CME as a concept, not a live conference • Avoid one and done • Train the trainers • Technology • Internet Access • Reinforce Education • Apply standards and regulations strictly • Audit, monitor • Appraise results with organizational goals

  30. Tips • Project Management • Language • Speaking, Translation • VISAs • Logistics • Immunizations, Safety, Local Law • Customs • Time zones & workweeks • Faculty Training • Cultural Competency • Local Adaptation

  31. Tips and Experience • Value of Accreditation • Value of Intellectual Property • Risk and Benefits • Learner Awareness • CME Outcomes • Health Policy • Knowledge, Competency Presentation Title l October 21, 2014 l 32

  32. Conclusion Navigating emerging markets – in Asia and Beyond • Know why you’re going (expectations) • Know how to implement (skills) • Know how to go • Preparation • Integration locally • Cultural competency

  33. Questions Presentation Title l October 21, 2014 l 34

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