1. Maximizing Physician Participation in a Changing CME Environment Pri-Med January 2008 www.pri-med.com

4. Maximizing Physician Participation Goes Beyond Just Attracting an Audience RIGHT CONTENT New Science Updates to Guidelines Patient Education Engage physicians with education that will improve their competence and performance in practice RIGHT CLINICIAN Degree Patient Population Practice Demographic RIGHT EDUCATION Channel Format Design *2006 Molecular © 2006 Molecular

8. There Is An Abundance of CME Available to Physicians, Largely Due to the Increased Availability of CME Through New Media +17% increase TOTAL # OF ACTIVITIES OFFERED from ’05-’06 Source: ACCME 2002-2006 Annual Report Data, includes physicians, non physicians, directly sponsored, jointly sponsored

9. The Regular Annual Growth of CME Affirms the Increasing Interest in CME Source: ACCME 2002-2006 Annual Report Data, +12% According to ACCME Annual Report data, participation in CME is up year over year Participation in Millions +7% +14% +12%

13. Physicians Are Increasingly Embracing a Curriculum-based Approach for CME Percent of CME Hours Earned by Channel Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 +63%* increase in PCP eCME usage since 2003 Key Takeaways Live is preferred Print remains valuable Online continues to grow 1 2 3

14. Even Progressive Online CME Adopters Substantially Use Other Channels For Learning Channel AVID USERS + NON-USERS n=346 ; Non-Users, n=678 Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 Other Interactive (AV/CDs, Mobile) Avid online users are equally as active in live meetings + Avid Users (20+ hrs/yr) online + Online Live 34 0 38 42 10 5

15. Physicians Use Different Channels For Different Education Needs Live Online Print Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 Portability “ Can carry it with me … can do CME, little by little.” Reference-able “ Can read at my leisure, refer back to easily.” Concise “ Brief, clear, and easy to follow.” Convenience “ Accessibility is key, anytime convenience … a click away.” No frills “ Get certificate instantly, free of cost, no travel.” Point of care “ Can do it in between patients. Don’t have to set a specific time.” Uninterrupted time “ Being away from office or home allows less distracted learning and ability to focus.” Networking “ Chance to meet colleagues, 1:1 dialogue with faculty.” Volume “ Variety of topics, can be done all at once.”

16. Physicians Are Receptive to New Learning Opportunities from a Website….Such as Peer to Peer Comparisons 7,6 5 Ability to track test scores against peers 53% Interest in Proposed Features from a CME Web Site Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891

17. …However Clinicians Are Most Interested in a Website that Provides CME Recommendations CME recommendations based on topic interests and site behaviors 85% CME recommendations based on clinical knowledge test scores 82% Interest in Proposed Features from a CME Web Site 7,6 5 Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891

19. Despite the Industry Push Towards Non-Didactic Formats, Many Physicians Believe Didactic Lectures Are Effective Didactic non-case lectures Most effective format for producing a positive change in management/treatment? Case-based lectures Forum for sharing clinical experiences Interactive workshops Audience response polling Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 (7-pt scale) Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891

21. We Applied this Same Model for CME Attitudes & Behaviors “ CAUTIOUS LEARNERS” 16% “ ACTIVE ACHIEVERS” 18% CONVENIENCE SEEKERS” 25% “ INTERACTIVE FOLLOWERS” 24% “ APATHETIC PROFESSIONALS” 17% Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 Segmentation analysis revealed five distinct learner groups with distinguishing characteristics

26. Primary Care Physicians Prefer To Be Contacted Via Email, Psychiatrists Through Direct Mail Question: I would prefer to learn about/keep track of upcoming live CME meetings from… Choose all that apply. Source Pri-Med Updates Annual Report, 2007 N=5,081 Primary Care Physicians Psychiatrists 51% 51% 62% 49% 41% 10%

30. Advertising – What Are Physicians Reading? Source Pri-Med Updates Annual Report, 20076 N=11,089

33. Knowing Your Audience – What to Look For: Degree Patients per Week Educational goals Specialty Patient profile Travel patterns Address States of licensure Technology usage Email/Fax/Phone Topics of interest Session evaluation Hospital Prior usage Affiliations CME preferences Qualitative feedback Practice profile Decision making factors for CME