For nearly a decade there have been few new therapeutic innovations for treating migraine, and modern migraine patients remain largely dissatisfied with the treatment options that have been provided. While needs-assessed accredited medical education has an essential in role changing clinical inertia, for most accredited medical education programs, the traditional approach to engaging healthcare learners has been one-way, non-personal promotion of encyclopedic information. This approach has resulted in relatively low involvement, limited absorption and recall of information, and a predictably negligible impact on improving patient outcomes.
To help healthcare providers learn about and participate in innovative, performance-improving CME activities, we knew we had to breakthrough the medical education malaise and realized that the actual look and feel of medical education recruitment communications had to be changed to challenge the status quo.
Reconsider the Migraine Body of Evidence: Through visually engaging personal promotion at key medical associations, live events and with an evocative email campaign, we set out to renew interest in learning about modern migraine therapy. The voice and personality had to changed and to become more human and inviting. Information about key pain points were shortened to be interesting quick reads. Visual appeal was pumped up via bright colors and bold titles.
Overall, Reconsider the Migraine Body of Evidence has been introduced to over 4,500 healthcare professionals, with nearly 1 in 4 engaging in educational activities.