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New data highlights opportunities to leverage value of online learning for GPs

eCME research highlights its potential

New activity data from Doctors.net.uk shows that online learning has a significant impact on GPs' working practices.

The data shows 60% of the 16,785 GPs across the UK, who have studied at least one continuous professional development (CPD) module via Doctors.net.uk, say they would change the way they work as a result.

Furthermore, 29% of GPs who have completed these online learning modules say they would consider altering their working practices after seeking further information.

During the past eight years, nearly a million online education modules and quizzes have been completed by doctors within Doctors.net.uk. On average, each participating GP completed six modules, with equality and diversity, the management of anaphylaxis, hypertension in primary care and child protection among the most popular topics so far. 

With nearly 200 different education modules, including case-based learning and quiz-based options currently on offer, the channel offers extensive opportunities to pharma companies that need to engage with doctors differently at each stage of the product lifecycle, by providing resources that are of real value to them. 

These resources can be tailored and targeted to deliver different messages to specific target groups of doctors, including the 'low-see no see-doctors'. Combining educational content along with promotion, as part of a phased programme, delivers value to the doctor and pharma, through deeper engagement. And, by drawing on the wealth of pre-approved educational materials already created and held by pharma, this minimises the possible time-lag from approving new material.

Programmes and their engagement metrics and data can also then be integrated into sales force activity, to optimise engagement across the spectrum and enable pharma companies to create measurable cut-through and ROI, whilst delivering value to the doctor.

By Simon Grime, Managing Director of Communications for Doctors.net.uk - the UK's largest and most active network of medical professionals

For more information on Doctors.net.uk, please call Simon Grime on +44 (0)1235 828400, or email Simon.Grime@mess.doctors.org.uk. You can also follow Doctors.net.uk on twitter: @doctors_net_uk

29th August 2012

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