Advertising as Education: CME
When
physicians become licensed to practice medicine, they must continue to
stay informed regarding the wide variety of treatments and procedures
available to their patients. To ensure that
doctors stay informed, it is required that they receive “continuing
medical education,” which theoretically keeps physicians updated about
the latest developments in their specialty area. So
far, so good. But what, exactly, is continuing
medical education (CME)?
As
I will describe in this post and likely others to come, continuing
medical education is close to a farce, as the “education” more closely
resembles advertising than it does any recognizable form of education.
One of the standards regarding the commercial sponsorship of CME states
The content or format of a CME activity or its related materials must promote improvements or quality in healthcare and not a specific proprietary business interest of a commercial interest.
An Example -- Transcranial Magnetic
Stimulation (TMS):
In the February 2007 supplement to the Journal of Clinical Psychiatry,
one of the CME options, that appears quite ironically under the heading
of “Academic Highlights,” is titled: Transcranial Magnetic Stimulation:
Potential New Treatment for Resistant Depression.
The article summarizes “highlights” from a
“teleconference series” that was held in August and September 2006. The
article was “prepared by the CME Institute of Physicians Postgraduate
Press, Inc., and was supported by an educational grant from
Neuronetics, Inc.”
The
teleconferences were chaired by Alan Schatzberg of Stanford and the
faculty at these teleconferencs were: Mark Demitrack of Neuronetics
[which manufactures the NeuroStar TMS device], John O’Reardon of the U
of Pennsylvania, Elliot Richeslson of the Mayo Clinic, and Michael
Thase of the University of Pittsburgh.
Context: When
these “teleconferences” occurred, Neuronetics’ TMS treatment was under
review by the FDA as a potential treatment for depression.
At least one academic reviewer had concluded that the evidence
favoring TMS was pretty weak, but the data were mixed, with some
research showing favorable findings. Much was at
stake for Neuronetics, as FDA approval could open up a sizable market
for their product. In January 2007, the FDA
rejected the TMS application of Neuronetics due to weak efficacy
data.
Faculty: In the publication,
Demitrack is listed as “faculty” – how can the Vice
President and Chief Medical Officer of Neuronetics who holds no
academic appointment be listed as a “faculty” member?
Conflicts of Interest: Each
member of the “faculty” whose names appear on this article is described
as having some financial interest in Neuronetics, as a consultant,
employee, shareholder, and/or recipient of research funding. Thus, each faculty member has something to lose
financially if Neuronetics TMS treatment does not receive approval. Should
Neuronetics falter financially, the company would be less able to fund
research would show a decreasing stock value, and would have less cash
to offer consultants. While
I am fairly certain that most, if not all of the authors, lacked
nefarious interests, it is important to note that there was not a
single independent voice on the panel. In CME
articles such as this, however, this is just par for the course.
Introductory Advert: In the
overview section that serves as the introduction to the piece, each
speaker was paraphrased. Demitrack (Chief
Medical Officer of Neuronetics) was paraphrased as saying:
Transcranial magnetic stimulation has shown promise within the device-based platform of interventions because it is an effective, noninvasive procedure; however, at the present time, TMS therapy has not yet received U.S. Food and Drug Administration approval.
Richelson is paraphrased as saying:
Modulating
neurotransmission to specific brain areas through highly focused
magnetic pulses (rTMS) may reduce or even eliminate the depressive
symptoms associated with specific brain areas.
Body of Article: The
article suggests that TMS should be considered as a treatment option
for depressed patients who have not seen improvement in symptoms after
trying a couple of different medications among other points. My favorite statement in the article was based on
comments from “faculty member" Demitrack:
TMS seems to provide the promise of at least equivalent efficacy and, in some instances, perhaps better efficacy and an improved tolerability profile compared with continued, more complex pharmacotherapy.
Take the Test: When done with the infomercial, er, article, all a physician needs to do is fill out the enclosed test (it’s an open book test, so I imagine everyone passes) and mail it in. Physicians can even complete the test online.
Labels: continuing medical education, Journal of Clinical Psychiatry, Neuronetics
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