Overview
This document is an overview of the role of digital media in meeting capture.
Technology
The technology for producing digital media content has migrated from text to audio tapes (cassettes) to audiovisual digital capture.
Revenue and sustainability are key considerations for which media to use.
Podcast vs On Demand Audiovisual Materials
Audio Podcasts have been used by many associations; unfortunately, there is little revenue that has been generated. Many members assume that podcasts should be free or offered at very little cost. For example, many associations offer Podcasts as supplements to their annual meetings- but charge very little or no fee for this material. These associations charge substantial fees for access to their audiovisual (on demand) media products.
Live versus OnDemand
Very few organizations have generated revenue from Live simulcasts. Time zones and consumptions patterns associated with media limit the audience; i.e., doctors do not want to interrupt their practice to view lectures- and prefer watching in evenings and weekends.
The success stories associated with live presentations typically focus on the use of the media in the context of international broadcasts. For example, a ‘sponsored’ broadcast to Japan or Egypt on a focused track of information. These simulcasts may also have a special introduction which differs from the live meeting- to put the track in context or to provide additional recognition of a sponsoring corporation or organization.
Online versus Fixed Media
While the Internet provides a great means for efficiently broadcasting lectures; many individuals desire obtaining the media in a more ‘permanent’ fashion. Most organizations offer an ‘up sell’ opportunity to purchase a USB stick/drive or DVD containing the content. Physicians have bought this option 70-85% of the time when it is available in addition to online access.
The reasons for this purchase include:
- Desire to view content during flights
- Knowledge that the materials will be available after the conference is over (some associations remove content from the web after one year)
- Capability to more readily share content with their colleagues
Changing Hardware and Physician Computer Use
It is important to note that computer hardware is rapidly changing. The advent and increasing acceptance of Net Books and devices such as MacBook Airs no longer have optical disc drives. In addition, end-users want their material immediately accessible. As a result, archival media is migrating to USB-based devices (thumb drives, hard drives, solid state hard drives).
Mobile interfaces for conference capture (iPhone, iPad and Android implementations)
Associations distribute virtual meeting archives for mobile, PC/Mac and fixed media. In this example, a USB stick contains the entire ACC meeting contents.
An attractive branded stick and a container with magnetic lid are used for shipping and storage of the sticks.
Associations distribute virtual meeting archives for mobile, PC/Mac and fixed media. In this example, a USB stick contains the entire meeting content. An attractive branded stick and a container with magnetic lid are used for shipping and storage of the sticks.
Mobile Computers and Smart Phones
The average mid-large size medical conferences have shown that attendees are now traveling with multiple mobile devices- typically a laptop, a tablet (e.g., iPad or Android tablet) and a smart phone. The growing expectation is that medical meetings will provide content on these devices.
Recent surveys have demonstrated that over 80% of hospitals are evaluating the use of tablet computers to assist in the provision of care.
A few key facts:
- There are now more cell phones than people in the United States (source:10/13/11- CTIA)
- The average person looks at their mobile device more than 150 times per day… (Source: Nokia)
This chart demonstrates the rapid rise of the mobile Internet. Mobile Internet is expected to eclipse fixed-line PC based Internet by 2014.
24 hour availability
Almost all of the major medical associations offer content within 24 hours. Associations have found that purchases do not occur and interest drops off when the content is not available during the live conference. Demonstrable content assists in onsite sales as well as making the material more relevant to the attendees (who are the largest purchasers of the virtual meetings). Content that takes longer to post, runs the risk of having contradictory medical information which may be made available in the interim. Editorial processes that examine the content after the event introduce many additional issues and liabilities and is not the standard practice with any of the major associations that post content from meetings. In fact, an editorial process which occurs after the meeting transforms the meeting content into another type of content.
Competition
Many commercial ventures are harnessing the internet to create summaries of meetings. Many of these summaries are sponsored by Industry. With rapid turn-around of content, growing distribution; these efforts will undermine the membership draw and informational value of meetings.
Sponsorship/Advertiser Opportunities
Sponsors and Advertisers want to be associated with successful efforts- involving wide distribution and viewership. On Demand Digital Media fulfills this need. Depending on association guidelines and/or CME, different models exist for sponsorship and advertising. For example, one association places the sponsors logo on the disc printed cover but not in any other way associated with the educational materials. Other organizations require multiple sponsors in either graphic print recognition or electronic. In addition, regulations (when ACCME credit is provided) limit when and where recognition of an industry sponsor can be displayed.
Association Leadership
A clear picture emerges when the question is asked – ‘who is responsible for the digital archives and products originating from meetings?’ The question is answered in the vast number of cases:
- Meeting Management
- Publications
- Professional Education
- CXO
Often this group is complemented by IT. Continuing education is included as a support department if and when continuing education is offered as part of the product. Rarely is the CME department directly involved- primarily because CME offerings can change over time due to changing CME guidelines. Digital media planning involving pricing, extensive logistics, marketing and other aspects which need to be maintained and grown over the course of the years and CME can be offered in various ways during this cycle (e.g., for the live course but not the archive, for both, or other variations). Organizations need the combination of long-range planning plus the agility of changing the offering to accommodate CME; however, if CME is not part of the offering; there needs to be an independent group that can still manage the digital offering.
Revenue Opportunity
Revenue from digital meeting archives is typically ‘found revenue’ for associations and represents a welcome form on ‘non-dues’ revenue as well as satisfying unmet attendee needs to have a full-fidelity archive. The amount of revenue varies according to organizational size, registration price, percentage of membership that attends the meetings and several other factors. Year over year growth in revenue typically occurs. Call Astute for an estimate of revenue based on the above factors.
Association Staffing Requirements
Many associations are cutting back staff. As a result, the digital media efforts are typically staffed and managed externally.
Here is a picture of a booth that was designed to sell digital media onsite.
The staffing and administrative functions, help desk and other functions are outsourced so that the association does not have an additional burden of managing this effort.
Integration of CME into Meeting Capture
About 40% of associations provide continuing education credits for viewing meeting capture. The provision of continuing education typically involves either gathering questions by lecture track from faculty or staff for pre- and post surveys. These questions can be inserted into the framework. Appropriate disclosure forms are displayed as well as system requirements, sponsor/supporter information and other required information. While the provision of CME helps to enhance the marketability of the product; it should be noted that there is usually a very small proportion of end-users that actually submit for credits. The number is typically less than 3%.
Patented Technology
Astute Technology (Astute) has been providing leading services to organizations in the enterprise, association and government space for over ten years. Astute Technology’s solution will leverage our patented digital video conference capture allowing for full-motion video capture, and distribution of sessions online within 24 hours, when content is most relevant and provides the highest potential for sales. (U.S Patent Nos. 7,689,898, 6,789,228 and Patent Application Publication No. 2010/0328465 with additional patents pending).
