Healthy Skepticism Library item: 6458

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Slotnick HB, Raszkowski RR, Jensen CE, Wentz DK, Kuntz TA.
Physician preferences in CME including insights into education versus promotion
Journal of Continuing Education in the Health Professions 1994; 14:173-186

Abstract:

This study examined the factors that physicians consider in deciding to attend Continuing Medical Education (CME) activities and evidence bearing on possible confusion they may experience in distinguishing between promotional and educational activities. In 1992, two randomly selected national samples of physicians examined pairs of CME activities and chose the member of each pair they would likely attend. Activities varied according to CME credit availability, topic importance, speakers’ reputations, conflicting social obligations, travel time, facilities/activities for families, the organizer of the activity (e.g., industry), and financial support for the activity (e.g., industry). Equations relating the preceding attributes and doctors’ demographics to attendance decisions were developed using data from the first sample: these equations were then used to predict selections made by members of the second sample. In the first sample, 645 physicians (4% of those sampled) responded as did 75 (40% of those sampled) in the second. A nonresondent study indicated no important differences between responding and nonresponding physicians. Attributes related to CME activity choice included CME credit availability, topic importance, speakers’ reputations, conflicting social/familoy obligations, and increased travel time. Attendance decisions were unrelated to demographics and were largely independent of activity sponsorship and funding source. These findings are explained by the adult learning theory that describes adults as addressing a variety of needs through education; being practical in orientation; and having multiple demands in their lives. The equations reflecting the study’s findings correctly predicted physician behaviour on validation at rates ranging from 66 to 74%. Physicians’ attendance choices reflected issues of practicality, multiple demands in their lives, and satisfying multiple needs through education. In addition, the essential independence of industry support and physicians’ decision is evidence that physicians do not confuse education with promotion.

Keywords:
*analytic survey/*mathematical modeling/United States/continuing medical education/CME/doctors/sponsored symposia & conferences/source of information/PROMOTION DISGUISED: SUPPORT FOR CME