Session: The Reinvention of Professional Education: Turning Content and Community Into Professional Knowledge with RADAR Resource Presented by: Sue Dykema CAE, Executive Director, American Society for Aesthetic Plastic Surgery and Barry Fernando MD, Founder and CEO, Anzu Medical Date and time: Read more: http://pcma.org/attend-learn/pcma-events/pcma-education-conference/session-schedule#.UcnnFzTVCPs#ixzz2XFxGtGeD

1. The Reinvention of Professional Education:
Turning Content and Community Into Professional
Knowledge with RADAR Resource
Sue Dykema
Executive Director, American Society for Aesthetic Plastic Surgery
Barry Fernando, MD
Founder and CEO, Anzu Medical

2. Speakers
 Sue Dykema, CAE
 Executive Director
 American Society for Aesthetic Plastic
Surgery (ASAPS)
 sue@surgery.org
 Barry Fernando, MD
 ASAPS member and CEO
 AnzuMedical
 barry@anzumedical.com

3. Learning Objectives
 Understand how mobile and web technologies can be leveraged to
reinvent professional education.
 Gain a clearer understanding of the challenges and obstacles to
bringing new technology to member communities.
 Visualize how increased member engagement can drive improved
loyalty and non-dues revenues for professional organizations.

4. The Challenges Facing
Professional Societies
 Growing membership
 Member engagement
 Maintaining the value proposition
 Creating relevance for members
 Generational divide
 Competition
Member
Education
Research/
Innovation
Professional
Excellence
& Standards
Public
Awareness
Advocacy
The Mission
of
Professional Societies

5. Professional Education
What Do Medical Professionals Need?
1. Trusted Information
 Multiple sources
 Ability to organize and reference
 Anywhere/anytime access
2. Consultation & Collaboration
 Best practices
 Sharing experience
 Research & innovation
3. Information Sharing
 With other physicians
 With patients
 With medical industry

6. Impetus for Change at ASAPS
Digitizing Our Scientific Journal
 Aesthetic Surgery Journal
 Peer reviewed physician research
 Printed 8x per year
 Key value proposition for ASAPS members
 Competition Emerging
 Competing journal launched a “reader” app in
2010
 Members requested same options for ASAPS
journal
 Our Response
 Our publisher couldn’t create a reader app
 Researched alternatives

7. Our Vision
More Than A Reader - A Digital Knowledge Platform
• Portable, professional
knowledge
For
Physicians
• Member engagement
platform
For Societies
• Physician education channel
For Industry
• Physician communications
channel
For Patients

8. RADAR Resource
Readily Available Digital Aesthetic Resource
The very best in aesthetic education:
 Comprehensive digital library of Aesthetic knowledge
 Aesthetic Surgery journal from 1995 to today
 Articles, newsletters, toolkits, webinars, videos…
 Search and browse all the latest Industry offerings
 Customize the subject matter
 highlight, bookmark, and annotate text and videos
 create and organize your own digital binders
 Upload and annotate your personal PDF documents
 Engage in discussions with ASAPS colleagues and peers
 Earn Category 1 CME and Patient Safety credits
 subscriptions available for purchase
Access to RADAR is FREE to Members and Candidates of The Aesthetic Society

9. How Do People Learn?
Level of Mastery Approach Techniques
Lowest
Highest
Reading Web pages, books, magazines, articles…
Hearing Lectures, podcasts, conference calls…
Watching Charts, images, videos, animations…
Interacting Highlighting, discussing, note-taking, editing…
Doing Labs, simulations, on-the-job exercises…
Teaching Mentoring, explaining, advising, coaching…
Based on “The blended learning book: best practices, proven methodologies, and lessons learned”, Josh Bersin - Pfeiffer - 2004

10. Key Learning Tools in RADAR
Resource
 Multimedia library of medical information
 Trusted, peer-reviewed
 Searchable, current, mobile
 Personalization, annotation, binders
 Professional social network of medical colleagues
 Discussions, consultations and collaboration
 Best practices and experience sharing
The Goal: Turn Information Into Knowledge

11. What Makes Social Networks
Work?
1. Personal Profile
 Ability to create and share a personal profile
2. Content Sharing
 Ability to post photos, music, videos, personal blogs…
3. Friends/Community
 Ability to find and make friends with other site members
4. Communications/Messaging
 Ability to message or communicate with others in the community
11

12. Old School vs New School
Traditional Information Sources
 Printed scientific journal
 DVDs and thumb drives
 “Clip and file” articles
 “Curbside” consults
 Face-to-face meetings
 Industry sponsors
 Fragmented “apps” and sites
RADAR Resource
 Private mobile community
 Multi-media libraries
 Content personalization/annotation
 Community collaboration
 Member messaging
 Industry education
 Single consolidated platform

13. Demo

14. The Business Model
Loyalty + Non-Dues Revenue
Member Loyalty and
Engagement
 Free to members
 Member benefit
 Easy, electronic journal
access
 Online delivery
 Full history (18 years of
issues)
 Fully searchable
 Community status via
Discussions
 Expertise = reputation
 Create personal libraries
 Sticky!
 CME credits
Shared-Revenue Model
 Premium content
 e.g. toolkits, meeting videos,
courses
 Premium services
 e.g. CME Search
 Industry resources
 Educational content and videos
 Storage

15. What Does It Cost?
 Product
 Buy vs Build
 Staff
 Administer content
 Market to members
 to drive adoption and engagement
 Liaison between suppliers
 AnzuMedical, Journal Publisher, and other content
providers

16. Implementation Challenges
 Partner with journal publisher
 Branding/naming
 Member engagement and marketing
 End user training
 Generational issues
 Industry partners and sponsors
 Initially, iPad access only

17. Key Factors
 Content is king
 Do you have electronic distribution rights to your content?
 Ubiquitous access
 Drive adoption and usage
 Prime the pump with early adopters/champions
 Gamification can help drive engagement
 Reduce friction
 Online store
 Pivot when you have to

18. The Early Results
ASAPS Demographics
Membership 2200 aesthetic plastic surgeons
iPad Ownership 50%
Average Age 53
Gender
88% male
12% female
RADAR Usage Statistics
(since May 2012)
Registered Users 1918 (includes ASJ subscribers)
Publication
Downloads
20,680
Binders
Created
1,163
Document
Annotations
1,829

19. The Future of RADAR
Resource
 Residency program
 Early adoption
 HIPAA Discussions and Messaging
 “Content Aggregation”
 Gamification
 Drive engagement and adoption
 Consumer-facing application
 Patients, etc.
 Broader platform support
 Web, smartphone (iPhone and Android)
 Creating complementary consortia
 The “Aesthetic Community”

20. Q&A
Want to Learn More?
Sign up for a personal demo of AnzuMedical,
the engine that powers RADAR Resource.
http://www.anzumedical.com/demo
Or contact us at sales@anzumedical.com.