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The future of medical education Top trends likely to have an impact on the industry December 2015 | @OgilvyLFH
Establishing a clear line of sight in uncertain and exciting times • As an agency specialising in healthcare communications, Ogilvy Healthworld sits at the intersection between the healthcare ecosystem, the pharmaceutical industry and the education sector – all of which are in the midst of unprecedented change • In an environment in constant flux, we wanted to establish a clear line of sight, equip ourselves to manage unforeseen challenges, while at the same time remaining future-focused and proactively seeking out new opportunities in medical education Medical Education
Co-creating a story about the future • As curiosity and courage encompass our core values, we jumped in feet first and convened a panel of experts from the healthcare environment, the pharmaceutical industry and the education sector to imagine the future of medical education, and explore how the learning needs of medical professionals could change over the next decade We had two clear objectives: 1. To share expertise relating to specialisms in medical education, behavioural sciences, clinical education, learning technology and organisational learning 2. To build a clear picture of the current healthcare environment and work together to predict how this might change in the next 10 years
Who was there? Steve Wheeler Associate Professor of Learning Technologies, Plymouth University David Davenport-Firth EVP, Health Behaviour Strategy & Intervention, Ogilvy CommonHealth Worldwide Guy Dickinson Global Head, Learning and Technology Innovation, Novartis Dominic King Clinical Lecturer in Surgery, Imperial College London Charles Jennings Director, The Internet Time Alliance Tracey Wood Managing Director, Ogilvy Healthworld Maria Toro-Troconis eLearning Strategy and Development Manager, Imperial College London
Experts identified 14 trends across healthcare, education and the pharmaceutical industry
We looked at three of these in more detail… 1. Accountability 2. The digitally enabled patient 3. Pedagogy X.0
1. Accountability Increased availability of big data will mean pharmaceutical companies may be held fully accountable for the efficacy of their products • Greater accountability = improved patient outcomes • The first step towards accountability is closer tracking of adherence supported by technology - partnerships between pharmaceutical companies and tech start-ups will become more common • Product innovation may be affected with a logical shift away from randomised controlled trials towards real-world evidence Who is responsible for adherence??
2. The digitally enabled patient The ability for wearable technology and personal devices to capture data will mean doctors and patients will have access to large amounts of very specific medical information, removing the need for a ‘wait and see’ approach • It will become easier and easier for patients to access disease information online, learn more about their own conditions, self-monitor and test • Better informed patients will spend less time with their doctor and more time consulting with virtual practitioners • The digitally enabled patient could function as a catalyst for change, including facilitating the use of big data to drive research and innovation How will the emergence of the digitally en abled patient imp act on the medica l curriculum o f the future? dicine Could me d on se be focu eper even de ms? specialis Could medical me professionals beco , i.e. ‘meducators’ facilitators of comprehension and providers of information? The medica professiona l l of the future cou ld act as a teacher, a librarian, a curator and a coach as well as a shared decision maker
3. Pedagogy X.0 A key area of interest was the impact that the hyper-connected learner (whether a medical professional or patient) would have on how medical content is designed, developed and delivered Two areas of opportunity were identified: What will th e eff of even gre ect at learning aut er onomy have on ass essing knowledge a nd accreditat ion? 1. Personalisation: Learners will be able to learn at their own pace, in their own space, in their own time and according to their own preferences 2. Increased connectivity: Learners will be able to build networks faster, opening them up to more information and richer social experiences than they currently experience today erm A long-t may be challenge nts how patie t ha discern w is ion informat credible
Conclusion Looking at the world of medical education through the lens of the pharmaceutical industry, the healthcare environment and the education sector has opened our minds to a future full of promise and opportunity. In the words of Albert Einstein… “Life is like riding a bicycle, in order to keep your balance you must keep moving”
To find out more… For the full report please contact Leigh van Wyk at firstname.lastname@example.org or the LFH team OgilvyLFH@ogilvy.com @OgilvyLFH http://ogilvylearnedthoughts.tumblr.com/