An integrated approach to Medical Affairs is vital to successfully navigating the complex and ever-changing MedTech landscape. We previously discussed how Medical Affairs is uniquely positioned to direct company strategy towards genuine unmet needs, demonstrate the value and maximise adoption of new technologies, and ultimately safeguard the future of MedTech companies.
As we further explore the role of Medical Affairs in MedTech, we turn our focus to medical education. Specifically, how this differs to medical education in the pharmaceutical industry and the role that it can play in helping to upskill employees, improve adoption and build trusted partnerships with the healthcare community.
In short, medical education involves providing education, to internal (e.g. company employees) or external stakeholders (e.g. healthcare professionals [HCPs], patients, regulatory authorities, and payers), with the aim of ensuring the safe and effective use of a drug or medical device.1, 2 Understanding the role, practical application, and nuances of medical education within MedTech is crucial to developing and executing a medical education strategy that fulfils this aim.
Medical education provided by pharmaceutical companies typically focuses on:
All the above are relevant to both patients and HCPs.
In the case of MedTech however, the educational needs of patients and HCPs can vary significantly based on how each stakeholder interacts with the product. For example, whilst a patient might undergo a surgical procedure, only the HCPs performing the procedure, such as surgeons, will directly interact with the medical devices being used (e.g. scalpels, implants, robotic systems). Therefore, the educational focus should be on equipping HCPs with the necessary knowledge and skills to perform the procedure safely and effectively. Beyond proper use though, with constant and rapid advancements to technology, it is critical that HCPs are also educated on how best to integrate new technologies into existing practice, to maximise efficiency and the potential to improve patient outcomes. Such education can be facilitated through workshops, simulation training, or continuous professional development programmes.
On the other hand, for patient-facing devices like glucose monitors or health apps, the educational focus shifts towards empowering patients. This involves teaching them not only how to operate the device, but also how to interpret its data to effectively manage their health conditions. It is essential to provide clear instructions on device usage while also educating patients on how the information can guide their daily health decisions. Providing resources such as user-friendly tutorials, support hotlines, and regular updates can further aid in building patient confidence. This can also encourage further engagement with their health management.
Here, we have identified three unique challenges faced by the MedTech industry and discuss how medical education can help to overcome them:
New devices and technologies have the potential to revolutionise the way we approach healthcare and deliver real patient benefit, but this potential often goes unrealised due to a lack of awareness amongst HCPs. Furthermore, HCPs frequently perceive new health technologies as difficult to implement or integrate into existing care pathways.
However, it has been suggested that much of the £30 billion funding deficit within the NHS could be addressed by adopting appropriate technology.3 The Health Care Supply Association (HCSA), a charity supporting NHS procurement professionals, has highlighted that the lack of information about the performance and cost-effectiveness of MedTech products leads to ineffective purchasing and adoption of technologies.4 Enhancing awareness would enable ‘decision makers at a local level make informed, evidence-based decisions’.4
Medical education can play a pivotal role in this process by ensuring the latest clinical data and innovations are communicated to the right stakeholders, in the right way, at the right time. Engagements at congresses, such as symposia, can serve as an effective platform to improve awareness amongst HCPs by communicating the latest evidence, alongside showcasing industry innovations and trends. Since HCPs are critical decision-makers in the adoption process, establishing strong relationships with them can also help to address low adoption rates. For example, hosting educational meetings with key opinion leaders (KOLs) and facilitating peer-to-peer exchange can help to foster meaningful partnerships with KOLs, enhance trust and ultimately promote wider adoption.
The fast pace of innovation and iterative nature of MedTech present a unique challenge for company employees, particularly field medical and sales force. As the primary point of contact with external stakeholders, including HCPs, it is key that these frontline employees stay informed and up to date on the latest developments to facilitate informed and productive discussions. However, keeping up with the constant flow of new evidence can be difficult, potentially resulting in inconsistent and outdated communications that may diminish confidence in MedTech companies as reliable partners.
Investing in robust internal medical education strategies ensures consistent, up-to-date, and evidence-based communications within and by the company. Implementing a learning management system (LMS) allows companies to create, organise, and track learning materials, centralising educational resources. To maximise employee engagement and the value of internal education, it is vital to supplement eLearning with more diverse learning formats, such as in-person workshops. This multi-channel approach enhances knowledge retention, accommodates varying learning preferences, and creates a more engaging and interactive educational environment. Ultimately, delivering high-quality, consistent, and ongoing education is a necessity to ensure the safe and effective use of rapidly evolving MedTech products.
MedTech companies often face the challenge of distinguishing their educational efforts from promotional activities to establish themselves as trusted partners in healthcare. When educational content is perceived as disguised promotion, it can undermine the trust of key stakeholders, including HCPs and patients. To overcome this, MedTech companies must prioritise providing genuine, product-agnostic education that addresses real unmet needs within the clinical community.
A medical education strategy comprising scientifically robust and comprehensive content, which addresses a genuine unmet educational need, is key in establishing MedTech companies as reliable and trusted partners for the healthcare industry. A Medical Affairs function comprising experts with relevant scientific and clinical knowledge, separate to commercial partners, further ensures the creation of credible medical education content. This approach not only builds trust but also strengthens the company’s reputation within the healthcare community as a committed partner dedicated to advancing medical knowledge and patient care.
By effectively leveraging medical education, MedTech companies can overcome common industry hurdles to improve how stakeholders interact and engage with their products. Ultimately, with proper education, achieving groundbreaking advancements that significantly improve patient outcomes becomes more likely. Using an innovative and impactful medical education strategy can also unlock new growth opportunities and solidify a company’s position as a leader within the MedTech landscape.
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If you would like any further information on the themes presented above, please get in touch, or visit our MedTech page. Frankie Lewns (Analyst) and Joe Smith (Consultant), contributed to this article on behalf of Costello Medical. The views/opinions expressed are their own and do not necessarily reflect those of Costello Medical’s clients/affiliated partners.
