Last Wednesday, John and Rory attended the latest MedComms networking event, an informal Q&A-style meeting with Dr Ben Goldacre – writer, broadcaster and author of Bad Science, a scathing indictment of the (mis)presentation of scientific research by government, the pharma industry and the media. Addressing an audience of MedComms professionals, there was little doubt that this would be a lively discussion on both sides, especially in light of Elliott Ross’ inflammatory article ‘How drug companies’ PR tactics skew the presentation of medical research’, published only a few days ago.
Ben made it clear from the outset that he was not overstating the issue by saying that the pharmaceutical industry’s “systematic control and skewing of the evidence base had killed patients”. Strong words. But his audience didn’t back down lightly: they argued that Ben didn’t fully appreciate the issues surrounding the presentation of data to different audiences, the need to publish manuscripts as opposed to simply listing data in an unrefined form on online databases; or that pharmaceutical organisations are structured such that the medical writers and information specialists are far removed from the decision makers.
However, in the end, most acknowledged that despite recent improvements in self-regulation and transparency over the past 10 years or so, the industry still has some way to go before it can claim to be whiter than white. Ben’s insistence on mutual criticism and standing up for best practices should not be taken as blanket criticism but as a call to arms to ensure that we continue to take steps to improve the reputation and standards of conduct within our industry.
Friday, 3 June 2011
Thursday, 9 December 2010
The problem with legislation. Or why the world is smoking itself to death.
Good news at the end of November from the ‘fourth session of the Conference of Parties signed up to the UN WHO Framework Convention on Tobacco Control, otherwise known as COP4 WHO FCTC’ (who names these meetings?): world governments have pledged to commit to smoking cessation education programmes, for which there is dire need. Every year, more people are killed by smoking-related illnesses than by HIV/AIDS, illegal drug use, alcohol use, motor vehicle injuries, suicides and murders combined1.The jargon from this convention in Paraguay shrouds something of a landmark change in efforts to combat one of the planet’s biggest health problems.
The most popular method employed to curb smoking rates has been legislation – in recent years, national governments have banned tobacco advertising and smoking in public places, and raised the legal age at which one may buy cigarettes, and smoke them. In Europe, the trend is particularly marked: health authorities in the UK have floated plain packaging as a solution; 2 and the Finnish parliament would like to outlaw all forms of tobacco consumption in an effort to drive down smoking rates.3
It’s easy to see why legislation is a favoured answer to a public health scourge such as smoking. Most obviously, legislation is cheaper than educational programmes and this sits well in ‘an age of austerity’. Furthermore, the short-termism of politics encourages policies with an immediate impact, which reflect positively on politicians in the media and public eye.
But prohibition has a long history of very public and embarrassing failures. There is no reason to suppose that a ban on cigarettes would be any more successful in cutting smoking rates than alcohol prohibition was in the US, or indeed, the UK’s ‘war on illegal drugs’ is today.4 Besides, the tobacco lobbying industry is so powerful that legislation is nearly always contested at great lengths and expense through the courts. In the long run, it appears that education programmes aimed at smoking cessation and prevention are more effective at reducing smoking rates.5 It is easier to nudge a sea-change with educational policies rather than legislation – it just requires more time and investment.
And the lessons for education-based public healthcare programmes can be seen in other fields. In time for World AIDS Day this month, the UNAIDS programme published the heartening news that the HIV/AIDS epidemic has been halted.6 The same could happen in the battle to push back tobacco use around the world – this agreement at the WHO Convention on Tobacco Control in Paraguay is a first step towards achieving this goal.
1 http://www.cdc.gov/tobacco/data_statistics/fact_sheets/health_effects/effects_cig_smoking/
2 http://www.guardian.co.uk/society/2010/nov/20/cigarettes-plain-brown-packs
3 http://news.bbc.co.uk/1/hi/8459947.stm
4 http://www.guardian.co.uk/society/2010/nov/01/alcohol-more-harmful-than-heroin-crack
5 http://online.wsj.com/article/SB10001424052748703957804575602822217085074.html?mod=rss_Health
6 http://www.bbc.co.uk/news/health-11819901
The most popular method employed to curb smoking rates has been legislation – in recent years, national governments have banned tobacco advertising and smoking in public places, and raised the legal age at which one may buy cigarettes, and smoke them. In Europe, the trend is particularly marked: health authorities in the UK have floated plain packaging as a solution; 2 and the Finnish parliament would like to outlaw all forms of tobacco consumption in an effort to drive down smoking rates.3
It’s easy to see why legislation is a favoured answer to a public health scourge such as smoking. Most obviously, legislation is cheaper than educational programmes and this sits well in ‘an age of austerity’. Furthermore, the short-termism of politics encourages policies with an immediate impact, which reflect positively on politicians in the media and public eye.
But prohibition has a long history of very public and embarrassing failures. There is no reason to suppose that a ban on cigarettes would be any more successful in cutting smoking rates than alcohol prohibition was in the US, or indeed, the UK’s ‘war on illegal drugs’ is today.4 Besides, the tobacco lobbying industry is so powerful that legislation is nearly always contested at great lengths and expense through the courts. In the long run, it appears that education programmes aimed at smoking cessation and prevention are more effective at reducing smoking rates.5 It is easier to nudge a sea-change with educational policies rather than legislation – it just requires more time and investment.
And the lessons for education-based public healthcare programmes can be seen in other fields. In time for World AIDS Day this month, the UNAIDS programme published the heartening news that the HIV/AIDS epidemic has been halted.6 The same could happen in the battle to push back tobacco use around the world – this agreement at the WHO Convention on Tobacco Control in Paraguay is a first step towards achieving this goal.
1 http://www.cdc.gov/tobacco/data_statistics/fact_sheets/health_effects/effects_cig_smoking/
2 http://www.guardian.co.uk/society/2010/nov/20/cigarettes-plain-brown-packs
3 http://news.bbc.co.uk/1/hi/8459947.stm
4 http://www.guardian.co.uk/society/2010/nov/01/alcohol-more-harmful-than-heroin-crack
5 http://online.wsj.com/article/SB10001424052748703957804575602822217085074.html?mod=rss_Health
6 http://www.bbc.co.uk/news/health-11819901
Monday, 19 July 2010
Reforming the NHS
Last week, health secretary Andrew Lansley unveiled his ‘radical’ new proposals for the NHS, outlining changes which many commentators have hailed as the most revolutionary since it’s inception in 1948.
The reforms aim to rid the health service from the tyranny of "unnecessary" bureaucracy by outlining a vision for an NHS led not by politicians, but by patients and healthcare professionals. The restructuring will see the dissolution of strategic health authorities and primary care trusts (which at present manage the majority of the NHS budget) with GPs across the country becoming responsible for managing a sizable £80bn NHS budget. Ministers hope that the new system will reduce bureaucracy and give doctors and patients more control over treatment, whilst also helping to reduce management costs by up to 45% (the NHS is tasked with making some £20bn savings by 2014).
At the heart of the reforms are GPs, which Lansley believes are better placed to make decisions than managers. Through the creation of some 500 GP consortia, the new plans will see GPs working together to select and commission the NHS services their patients need. Each local GP consortium will take charge of local hospital, mental health and community services (specialist services and dentistry excluded), whilst local authorities will take control of public health. The GP consortia will in turn be held accountable by the formation of an independent NHS board which will be responsible for setting standards across the country. Hospitals are to be moved outside of the NHS and are to be turned into freestanding ‘social enterprises’. The gradual phasing out of the 10 strategic health authorities and 150 primary care trusts will occur over the next 4 years as GPs begin to take control of their managerial responsibilities.
Patient empowerment is also at the core of the shake-up, with an aim to give them more involvement within the decisions that affect how and where they are treated. The freedom to choose is also provided, with the abolishment of GP boundaries, allowing patients to register with any doctor they want. A new body called Health Watch England is also to be set up to help ‘strengthen the voice of patients’ and to share information on the performance of local health services.
The inevitable impact on those working within NHS administrative roles is obvious; thousands of jobs will be lost. There are also concerns over whether GPs have the time or necessary skills to discharge their new responsibilities effectively. It is expected that GPs will have to outsource; commissioning support from private firms, which many believe would do little to reduce spending. It has also been announced that £1.7bn will be set aside for the reorganisation – more than seven times what it aims to save on management.
The public sector union Unison has warned that the proposals were “a recipe for more privatisation and less stability”. It is perhaps this concern of ‘denationalisation’ with the expansion of private firms’ involvement within the NHS which appears to have produced the greatest controversy. Opponents have already pointed towards the ‘conspiracy’ to privatise the NHS, predicting an environment of conflicting interests, where patient needs ultimately fall foul to profit margins.
Nonetheless, we are living in an economic environment which can no longer support the NHS as it stands. The British Medical Association’s response to the restructure, reflected positively in agreement, stating that ‘doctors are ideally placed to help determine the health needs of their local population’. These changes, whilst representing a significant gamble, do offer the potential for savings whilst maintaining a quality health service.
It is clear that the government now has two major hurdles to overcome as the new plans are rolled out over the coming years. Firstly, the restructuring must be carried out efficiently and in consultation with GPs so as to avoid any needless disruption to frontline services. Secondly, and perhaps more importantly, these reforms must bring about the improvements we have been promised they will provide. The future of our national health service now rests delicately in the hands of the coalition Government and it's health reforms. Fingers crossed.
The reforms aim to rid the health service from the tyranny of "unnecessary" bureaucracy by outlining a vision for an NHS led not by politicians, but by patients and healthcare professionals. The restructuring will see the dissolution of strategic health authorities and primary care trusts (which at present manage the majority of the NHS budget) with GPs across the country becoming responsible for managing a sizable £80bn NHS budget. Ministers hope that the new system will reduce bureaucracy and give doctors and patients more control over treatment, whilst also helping to reduce management costs by up to 45% (the NHS is tasked with making some £20bn savings by 2014).
At the heart of the reforms are GPs, which Lansley believes are better placed to make decisions than managers. Through the creation of some 500 GP consortia, the new plans will see GPs working together to select and commission the NHS services their patients need. Each local GP consortium will take charge of local hospital, mental health and community services (specialist services and dentistry excluded), whilst local authorities will take control of public health. The GP consortia will in turn be held accountable by the formation of an independent NHS board which will be responsible for setting standards across the country. Hospitals are to be moved outside of the NHS and are to be turned into freestanding ‘social enterprises’. The gradual phasing out of the 10 strategic health authorities and 150 primary care trusts will occur over the next 4 years as GPs begin to take control of their managerial responsibilities.
Patient empowerment is also at the core of the shake-up, with an aim to give them more involvement within the decisions that affect how and where they are treated. The freedom to choose is also provided, with the abolishment of GP boundaries, allowing patients to register with any doctor they want. A new body called Health Watch England is also to be set up to help ‘strengthen the voice of patients’ and to share information on the performance of local health services.
The inevitable impact on those working within NHS administrative roles is obvious; thousands of jobs will be lost. There are also concerns over whether GPs have the time or necessary skills to discharge their new responsibilities effectively. It is expected that GPs will have to outsource; commissioning support from private firms, which many believe would do little to reduce spending. It has also been announced that £1.7bn will be set aside for the reorganisation – more than seven times what it aims to save on management.
The public sector union Unison has warned that the proposals were “a recipe for more privatisation and less stability”. It is perhaps this concern of ‘denationalisation’ with the expansion of private firms’ involvement within the NHS which appears to have produced the greatest controversy. Opponents have already pointed towards the ‘conspiracy’ to privatise the NHS, predicting an environment of conflicting interests, where patient needs ultimately fall foul to profit margins.
Nonetheless, we are living in an economic environment which can no longer support the NHS as it stands. The British Medical Association’s response to the restructure, reflected positively in agreement, stating that ‘doctors are ideally placed to help determine the health needs of their local population’. These changes, whilst representing a significant gamble, do offer the potential for savings whilst maintaining a quality health service.
It is clear that the government now has two major hurdles to overcome as the new plans are rolled out over the coming years. Firstly, the restructuring must be carried out efficiently and in consultation with GPs so as to avoid any needless disruption to frontline services. Secondly, and perhaps more importantly, these reforms must bring about the improvements we have been promised they will provide. The future of our national health service now rests delicately in the hands of the coalition Government and it's health reforms. Fingers crossed.
Wednesday, 5 May 2010
Vote for Science
With only hours left now until voters head to the polls, how will the outcome of the election influence the UK’s scientific community?
The economic crisis has threatened many areas of government spending, and whoever wins the keys to number 10 is going to have to make unpopular decisions about where to cut government spending. But how will the science budget be affected, and what priority do the three main parties place on research funding as both a key to economic recovery, and as an academic necessity? A brief trawl through the three main parties’ manifestos reveals a little about what to expect from them regarding the future of science (and particularly science funding) in the UK.
All three of the main parties acknowledge the importance of investment in science as a tool to promote economic growth. Labour argues that during its tenure, investment in science and research has doubled in real terms, and that under a continued Labour government, science would remain a priority. A great deal of emphasis is placed on converting research into innovation; targeting science funding according to its applicability to business. Conservative science policy is similarly business-focused, featuring promises to create more high-tech jobs and joint university-business R&D institutes. The Liberal Democrats science policy diverges from the other two parties, with commitments to increase the number of scientists by “tackling the gender gap at all levels of scientific study”, and to open up public access to all state-funded research.
How useful is it to tie the value of science directly to business? Undoubtedly a healthy R&D environment can only aid economic growth, so perhaps in a recession is appropriate to channel research funds towards business relevant science. However, putting aside the observation that science seems to be the only academic pursuit that has to constantly justify its usefulness, narrowing scientific investment into just what is immediately applicable, may be somewhat short sighted. Often the impact of “blue skies research” will only emerge years later (see for example green fluorescent protein, originally a mere biological curio when discovered in the 1960s, now an indispensable, and Nobel Prize winning tool of molecular biology).
Neither Labour nor the Conservatives makes any mention of this issue directly in their manifestos; i.e. how would the science budget, whatever its eventual magnitude, be divided up between the business- and interest- driven research. A little indication was given in interviews with the Guardian newspaper, in which the Labour Business Minister Pat McFadden (note not the Science Minster Lord Drayson), said Labour would continue to support “curiosity driven research”. The Conservative Science and Innovation spokesman, Adam Afriyie, went somewhat further by stating his party’s intention to postpone the government’s Research Excellence Framework. This is a controversial system, whereby funding for universities is linked to research impact, so Conservative plans to review it could offer some defence for low impact disciplines. The Liberal Democrats, in stating in their Manifesto that research funding decisions would be “made on the basis of peer review not Whitehall interference”, go further still, indicating the party’s commitment to the independence of science from politics. This sentiment is echoed in a pledge to amend the Ministerial Code in order to prevent government from mistreating scientific advisors and protect academic freedoms. These changes would help to prevent repetition of the scandal that arose over the sacking of Professor David Nutt in October last year. The Liberal Democrats also support of scientists’ stances on issues such as libel reform and alternative medicines.
However when it comes down to the actual spending commitments to science, there is little difference between the three main parties. All have agreed to maintain the ring-fenced science budget, meaning that once money has been allocated to science, it cannot be reassigned to different areas. However, given the economic situation the UK faces, none are prepared to commit to an increase in science investment, and so whatever the outcome on Friday morning, the UK scientific community can expect some frugal times to come.
Useful links:
http://www.conservatives.com/Policy/Manifesto
http://www2.labour.org.uk/uploads/TheLabourPartyManifesto-2010.pdf
http://www.libdems.org.uk/our_manifesto.aspx
http://www.guardian.co.uk/science
The economic crisis has threatened many areas of government spending, and whoever wins the keys to number 10 is going to have to make unpopular decisions about where to cut government spending. But how will the science budget be affected, and what priority do the three main parties place on research funding as both a key to economic recovery, and as an academic necessity? A brief trawl through the three main parties’ manifestos reveals a little about what to expect from them regarding the future of science (and particularly science funding) in the UK.
All three of the main parties acknowledge the importance of investment in science as a tool to promote economic growth. Labour argues that during its tenure, investment in science and research has doubled in real terms, and that under a continued Labour government, science would remain a priority. A great deal of emphasis is placed on converting research into innovation; targeting science funding according to its applicability to business. Conservative science policy is similarly business-focused, featuring promises to create more high-tech jobs and joint university-business R&D institutes. The Liberal Democrats science policy diverges from the other two parties, with commitments to increase the number of scientists by “tackling the gender gap at all levels of scientific study”, and to open up public access to all state-funded research.
How useful is it to tie the value of science directly to business? Undoubtedly a healthy R&D environment can only aid economic growth, so perhaps in a recession is appropriate to channel research funds towards business relevant science. However, putting aside the observation that science seems to be the only academic pursuit that has to constantly justify its usefulness, narrowing scientific investment into just what is immediately applicable, may be somewhat short sighted. Often the impact of “blue skies research” will only emerge years later (see for example green fluorescent protein, originally a mere biological curio when discovered in the 1960s, now an indispensable, and Nobel Prize winning tool of molecular biology).
Neither Labour nor the Conservatives makes any mention of this issue directly in their manifestos; i.e. how would the science budget, whatever its eventual magnitude, be divided up between the business- and interest- driven research. A little indication was given in interviews with the Guardian newspaper, in which the Labour Business Minister Pat McFadden (note not the Science Minster Lord Drayson), said Labour would continue to support “curiosity driven research”. The Conservative Science and Innovation spokesman, Adam Afriyie, went somewhat further by stating his party’s intention to postpone the government’s Research Excellence Framework. This is a controversial system, whereby funding for universities is linked to research impact, so Conservative plans to review it could offer some defence for low impact disciplines. The Liberal Democrats, in stating in their Manifesto that research funding decisions would be “made on the basis of peer review not Whitehall interference”, go further still, indicating the party’s commitment to the independence of science from politics. This sentiment is echoed in a pledge to amend the Ministerial Code in order to prevent government from mistreating scientific advisors and protect academic freedoms. These changes would help to prevent repetition of the scandal that arose over the sacking of Professor David Nutt in October last year. The Liberal Democrats also support of scientists’ stances on issues such as libel reform and alternative medicines.
However when it comes down to the actual spending commitments to science, there is little difference between the three main parties. All have agreed to maintain the ring-fenced science budget, meaning that once money has been allocated to science, it cannot be reassigned to different areas. However, given the economic situation the UK faces, none are prepared to commit to an increase in science investment, and so whatever the outcome on Friday morning, the UK scientific community can expect some frugal times to come.
Useful links:
http://www.conservatives.com/Policy/Manifesto
http://www2.labour.org.uk/uploads/TheLabourPartyManifesto-2010.pdf
http://www.libdems.org.uk/our_manifesto.aspx
http://www.guardian.co.uk/science
Tuesday, 12 May 2009
TVF Communications attends eyeforpharma
We recently attended the 4th annual eyeforpharma eMarketing Summit held in Munich. This international congress is a fantastic opportunity to hear key innovators in the pharmaceutical industry sharing their experiences in e-marketing and how they see the industry moving forward in the digital arena.
The hot topic this year was the place of the pharmaceutical industry in social media. Some trailblazing companies such as Boehringer Ingelheim and MSD have already embraced the social media of Twitter and Facebook, and are utilising these platforms to initiate dialogue with both patients and physicians. In fact, Twitter was such a hit that during some of the sessions delegates were actively encouraged to tweet comments and questions on their smart phones.
We have been providing digital strategy and implementation for some of our clients for over 3 years now and it is fantastic to see that e-marketing is being embraced by more and more marketeers as not just 'a website' but a new portal to communicate with their customers. The fact that pharma is still lagging behind other industries in this area has a lot to do with the regulations governing communications (e.g. ABPI Code of Practice); however, this conference shows that a lot more is possible and that the results can pay dividends.
Salmaan
Friday, 20 March 2009
RCN Accreditation
We recently completed an accredited elearning resource for nurses. Although there is no formal points system for nurses, as there is with CPD for physicians, nurses none-the-less need to undergo professional development throughout the year. This offers a fantastic opportunity for Pharma to reach an influential customer group.
The resource we developed combined our expertise in producing bespoke elearning programs with our in-depth medical writing and training experience. The program provided all of the essential elements that are required to develop an engaging and highly effective training program and included a combination of writing styles, quizzes, pop-ups, animations and interactive video case studies.
The content was thoroughly reviewed at the RCN by an educational reviewer (who checked the content for educational clarity) and a content reviewer (an expert in the field who checked the content for accuracy).
Wednesday, 18 March 2009
Broadcast & Video Expo
A couple of weeks ago I attended the annual Broadcast & Video Expo, the
As exciting a prospect is Adobe CS4, which includes essential video software like Premier Pro (for editing footage), After Effects (for creating stylish animated sequences) and Encore (for authoring DVDs). The new offering is very streamlined, allowing for dynamic, on-the-fly swapping of video sequences between the programs without the need for any rendering. It also offers a ‘media encoder’ applet independent of the programs, in which anything that needs rendering or encoding can be dumped and left to tick over in the background. For one that has spent many an hour staring at render bars this is a huge benefit.
There were many other demonstrations and seminars in addition to these – in fact, too many to see all of them. Next year I’ll have to get there even earlier!
Thursday, 12 February 2009
NHS Healthcare Innovations Day - Review
The NHS Healthcare Innovations Day (see original post “NHS Healthcare Innovations Day” Tuesday 10 February 2009) proved to be an interesting experience on a number of levels. While the content of the presentations were both interesting and thought provoking, the pioneering aspect of this meeting was that it could be attended online through Second Life.
The Second Life event drew a respectable audience with over 35 delegates attending the meeting online, set in a bespoke open-air auditorium. Within the Second Life auditorium, meeting delegates could view video screens showing live video feed from the real-life venue as well as other supporting materials they needed to follow the meeting.
There were a few issues with the audio feed during the first session, but the Second Life audience still remained strong, with over 20 delegates present by the time the meeting broke for lunch.
Given that approximately 80 people attended this meeting in person, it is of significance that the online event attracted an additional 25% more delegates, with attendees from the UK, USA and Sweden amongst others.
The Second Life audience wasn’t passive either; like the real-life setting, the Second Life auditorium was equipped for audience voting with some 10 snap polls taken with both audiences able to vote interactively. Delegates attending the meeting through Second Life could also contribute questions for panel discussion.
All this was achieved with relatively low cost, low carbon footprint and a global reach that wouldn't have otherwise been possible.
Much of this could have been achieved with one of a number of web-based conferencing solutions, but there was one significant aspect that was truly unique to the virtual world experience and was the personal highlight of my day: a guided tour of the NHS Second Life training hospital.
Based on a faithful replica of a London hospital, the Second Life training hospital has been constructed to teach familiarity in terms of the layout, equipment and processes the hospital follows. For example, a trainee must follow the correct sequence of operations and be wearing the correct clothing in order to enter an operating theatre. Failure to do so triggers an alarm and instructional training on the correct procedures, right down to video segments showing how to safely open and handle sterile packaging.
Therefore the Second Life training hospital is able to accurately simulate hospital procedures and provide contextual training on how they should be followed, without compromising real-life patient care. However this doesn't just stop at the operating room, but extends to a simulated ward with accompanying equipment and patients. The virtual hospital is even being used to help nurses gain familiarity with a new type of bedside infusion device ahead of its implementation in everyday practice.
What the NHS Healthcare Innovations Day has shown us is that the NHS is already delivering innovative solutions, and has made a success of integrating real life and the virtual world for effective communications, collaboration and training.
The Second Life event drew a respectable audience with over 35 delegates attending the meeting online, set in a bespoke open-air auditorium. Within the Second Life auditorium, meeting delegates could view video screens showing live video feed from the real-life venue as well as other supporting materials they needed to follow the meeting.
There were a few issues with the audio feed during the first session, but the Second Life audience still remained strong, with over 20 delegates present by the time the meeting broke for lunch.
Given that approximately 80 people attended this meeting in person, it is of significance that the online event attracted an additional 25% more delegates, with attendees from the UK, USA and Sweden amongst others.
The Second Life audience wasn’t passive either; like the real-life setting, the Second Life auditorium was equipped for audience voting with some 10 snap polls taken with both audiences able to vote interactively. Delegates attending the meeting through Second Life could also contribute questions for panel discussion.
All this was achieved with relatively low cost, low carbon footprint and a global reach that wouldn't have otherwise been possible.
Much of this could have been achieved with one of a number of web-based conferencing solutions, but there was one significant aspect that was truly unique to the virtual world experience and was the personal highlight of my day: a guided tour of the NHS Second Life training hospital.
Based on a faithful replica of a London hospital, the Second Life training hospital has been constructed to teach familiarity in terms of the layout, equipment and processes the hospital follows. For example, a trainee must follow the correct sequence of operations and be wearing the correct clothing in order to enter an operating theatre. Failure to do so triggers an alarm and instructional training on the correct procedures, right down to video segments showing how to safely open and handle sterile packaging.
Therefore the Second Life training hospital is able to accurately simulate hospital procedures and provide contextual training on how they should be followed, without compromising real-life patient care. However this doesn't just stop at the operating room, but extends to a simulated ward with accompanying equipment and patients. The virtual hospital is even being used to help nurses gain familiarity with a new type of bedside infusion device ahead of its implementation in everyday practice.
What the NHS Healthcare Innovations Day has shown us is that the NHS is already delivering innovative solutions, and has made a success of integrating real life and the virtual world for effective communications, collaboration and training.
Tuesday, 10 February 2009
NHS Healthcare Innovations Day
The NHS (with the help of the National Physics Laboratory and
Both myself (Second Life name: AlanTVF Proto) and Chris Degg (Second Life name: ChrisTVF Nightfire) will be attending the Innovations day and I will be blogging the event live.
Thursday, 5 February 2009
Advent of the Online Video
Judson Laipply’s ‘Evolution of Dance’ video has been viewed online over 112 million times – and that’s just on Youtube. ‘Charlie bit my finger’, an innocuous video in which baby Charlie bites his brother’s finger and giggles afterwards, has been viewed 77 million times. And a 5-second clip of a chipmunk with a seemingly startled expression has close to 13 million views.
Bandwidth constraints on uploading and downloading mean that a lot of online videos are seen at low quality. Youtube converts all uploaded video files to Flash (.flv) format, which leads to inevitable declines in quality. Yet even with the option to download high quality files, most users wouldn’t have the patience to do this. Quality is not the major concern for the online viewer – it’s all about the idea. A video will rise and fall on the strength of its idea, how funny or bizarre it is and, accordingly, whether it has mass appeal.
Popular video virals also spawn ‘remixes’ and ‘mash ups’ with other topical icons. A little searching reveals an ‘Evolution of Dance’ starring Optimus Prime, of the Transformers franchise, a video entitled ‘Charlie bit Sarah Palin’ and a mash up of the dramatic chipmunk and Michael Jackson’s ‘Thriller’. While these videos haven’t been viewed as many times as the originals, they still reach incredible numbers (the Thriller chipmunk currently has 700,000 views). What this shows is that we are no longer passive viewers, but actively recycle and recreate what we see and enjoy. Video is no longer controlled by a small group of people with extensive training and high-tech equipment.
Second, it is very difficult to predict which ideas will take off. The successful virals have the fascinating effect of snowballing – eventually their attraction becomes the fact they’ve been viewed so many times. It’s an online version of our natural instinct to be drawn to the crowd surrounding a street performer – we reason that if something is of that much interest, it must be important to us too. In theory, any video could begin to snowball – there is no sure-fire hit.
Considering Youtube has only been around since 2005, it is hard to imagine what video and its delivery will look like in five, ten… twenty years’ time. I can’t wait to see the ‘Evolution of Video’ viral on the Youtube of the future.
Friday, 16 January 2009
Sleigh-Hem fever!
This year we decided to inject some shameless fun, and a little healthy competition, into the build-up to Christmas with a highly addictive seasonal game called Sleigh-Hem. The idea was that you had to aid Santa’s safe passage above the rooftops, avoiding the chimney pots and storm clouds while collecting as many Christmas puds as possible. The person with the highest score would win a bottle of champers. Sounds simple enough but it required masterful mouse control and a lot of practice!
After a slow start, the leader board soon became full as the competition to win a bottle of champagne hotted up. Despite one early high scorer being top for a week ('SW'), the eventual winner came out of nowhere with an unbeatable score in the dying minutes of the 24th. Congratulations to ‘KG’ who was our winner with a staggering score of 26,548.
We have already had requests from our clients for more seasonal games so watch this space…
Susie
After a slow start, the leader board soon became full as the competition to win a bottle of champagne hotted up. Despite one early high scorer being top for a week ('SW'), the eventual winner came out of nowhere with an unbeatable score in the dying minutes of the 24th. Congratulations to ‘KG’ who was our winner with a staggering score of 26,548.
We have already had requests from our clients for more seasonal games so watch this space…
Susie
Wednesday, 7 January 2009
A Thought on Modern Cancer Therapies
As a medical writer aiming to keep abreast of new developments, I recently read a report on the genetic analysis of lung tumours with interest, especially having worked in cancer genetics as a research scientist. In this Nature article, the authors analysed a sample of lung adenocarcinomas and identified 26 genes that were highly mutated, including some not previously associated with lung cancer and some known to be mutated in other cancers.1 These genes will no doubt be the subject of further study, paving the way for possible new targets of therapy in the future.
This work is one example of an increasing view in the modern post-genomic era of cancer not simply as an anatomically-defined disease, but as a collection of diseases owing to particular dysfunctional genes. 2, 3 So to a clinician, a patient does not merely present with lung cancer or breast cancer, but a cancer of mutated genes x, y and z. Hand-in-hand with this view is the increasing trend for developing targeted therapies, where a drug no longer strikes tumours by virtue of their rapid growth, taking a host of other, healthy tissues with them, but hones in on the abnormality specifically expressed in the cancerous cells. Herceptin, which targets the HER2 receptor that is over-expressed in 20-30% of breast cancers,4 and Glivec, inhibitor of the aberrant kinase expressed by the BCR-ABL gene that causes chronic myeloid leukaemia,5 are only two examples that have made a great impact on our quest for effective therapies.
We know that some breast cancers show HER2 over-expression but others do not, and that genes can be mutated in some lung tumours but not in others, illustrating the fact that different faulty genes contribute to tumour development in different individuals. 1 Furthermore, evidence suggests that the mutational status of certain genes can affect a tumour’s sensitivity to chemotherapy or radiotherapy.6 Our understanding of the roles played by different genes is ever-expanding thanks to basic bench research, be it with in vitro systems, in vivo models, using single-celled organisms or more evolved animals. Together with the rapidly developing technologies for genetic profiling, it may one day become possible to determine the genetic basis for every patient’s cancer and tailor a cocktail of therapies just for them.7 We may never find that elusive “cure” for cancer, but using our best efforts to understand its causes and progression, we may be able to tame it into something we can control and live with.8
References
1. Ding L et al. Somatic mutations affect key pathways in lung adenocarcinoma. Nature 2008; 455: 1069-1075.
2. Geddes L. Cancer special: living with the enemy. New Scientist; 22 October 2008. Available online at: www.newscientist.com [accessed January 2009].
3. Dong LM et al. Genetic susceptibility to cancer: the role of polymorphisms in candidate genes. JAMA 2008; 299: 2423-2436.
4. Roche Products Ltd. Herceptin Summary of Product Characteristics (Date of revision: September 2008). Available online at: www.emc.medicines.org.uk [accessed January 2009].
5. Novartis Pharmaceuticals UK Ltd. Glivec Summary of Product Characteristics (Date of revision: November 2007). Available online at: www.emc.medicines.org.uk [accessed January 2009].
6. Weichselbaum RR et al. An interferon-related gene signature for DNA damage resistance is a predictive marker for chemotherapy and radiation for breast cancer. PNAS 2008; 105: 18490-18495.
7. Ley TJ et al. Molecular sequencing of cytogenetically normal acute myeloid leukaemia genome. Nature 2008; 456: 66-72.
8. Aldhous P. Cancer special: old killer, new hope. New Scientist; 22 October 2008. Available online at: www.newscientist.com [accessed January 2009].
Ellen
This work is one example of an increasing view in the modern post-genomic era of cancer not simply as an anatomically-defined disease, but as a collection of diseases owing to particular dysfunctional genes. 2, 3 So to a clinician, a patient does not merely present with lung cancer or breast cancer, but a cancer of mutated genes x, y and z. Hand-in-hand with this view is the increasing trend for developing targeted therapies, where a drug no longer strikes tumours by virtue of their rapid growth, taking a host of other, healthy tissues with them, but hones in on the abnormality specifically expressed in the cancerous cells. Herceptin, which targets the HER2 receptor that is over-expressed in 20-30% of breast cancers,4 and Glivec, inhibitor of the aberrant kinase expressed by the BCR-ABL gene that causes chronic myeloid leukaemia,5 are only two examples that have made a great impact on our quest for effective therapies.
We know that some breast cancers show HER2 over-expression but others do not, and that genes can be mutated in some lung tumours but not in others, illustrating the fact that different faulty genes contribute to tumour development in different individuals. 1 Furthermore, evidence suggests that the mutational status of certain genes can affect a tumour’s sensitivity to chemotherapy or radiotherapy.6 Our understanding of the roles played by different genes is ever-expanding thanks to basic bench research, be it with in vitro systems, in vivo models, using single-celled organisms or more evolved animals. Together with the rapidly developing technologies for genetic profiling, it may one day become possible to determine the genetic basis for every patient’s cancer and tailor a cocktail of therapies just for them.7 We may never find that elusive “cure” for cancer, but using our best efforts to understand its causes and progression, we may be able to tame it into something we can control and live with.8
References
1. Ding L et al. Somatic mutations affect key pathways in lung adenocarcinoma. Nature 2008; 455: 1069-1075.
2. Geddes L. Cancer special: living with the enemy. New Scientist; 22 October 2008. Available online at: www.newscientist.com [accessed January 2009].
3. Dong LM et al. Genetic susceptibility to cancer: the role of polymorphisms in candidate genes. JAMA 2008; 299: 2423-2436.
4. Roche Products Ltd. Herceptin Summary of Product Characteristics (Date of revision: September 2008). Available online at: www.emc.medicines.org.uk [accessed January 2009].
5. Novartis Pharmaceuticals UK Ltd. Glivec Summary of Product Characteristics (Date of revision: November 2007). Available online at: www.emc.medicines.org.uk [accessed January 2009].
6. Weichselbaum RR et al. An interferon-related gene signature for DNA damage resistance is a predictive marker for chemotherapy and radiation for breast cancer. PNAS 2008; 105: 18490-18495.
7. Ley TJ et al. Molecular sequencing of cytogenetically normal acute myeloid leukaemia genome. Nature 2008; 456: 66-72.
8. Aldhous P. Cancer special: old killer, new hope. New Scientist; 22 October 2008. Available online at: www.newscientist.com [accessed January 2009].
Ellen
Monday, 5 January 2009
Job Application Tips for Designers
Reviewing the CVs of people I'm looking to employ is a weekly task for me. It is especially important at the moment as I am trying to recruit a junior designer/interactive developer for TVF Group.
The thing that I regularly find is that designers might be good at putting together a portfolio to showcase their work, but are not as skilled when it comes to writing a CV.
I want to take this opportunity to share my experience of the way that companies look for new employees and give a few pointers on what I look for when I read through CVs and portfolios.
When you respond to an advert, there should be three things that you send in with your application: (1) a covering letter, (2) your CV and (3) your portfolio.
(1) Your covering letter is an opportunity to make your application relevant to the job in question. Your CV will probably be quite generic, but your covering letter can take the facts from your CV and show how these relate to the role you are applying for. This is one of the ways that you can differentiate yourself from everyone else applying for the role.
(2) Your CV tells the company about your experience, skills, education and interests. This is an important document - as much so as your portfolio - because it tells the company about how you work, what you've worked on, what you know, how you learn and what you want to be. Remember to include everything here. If your CV is too brief, it can appear as though you have nothing to put into it. Your CV demonstrates your commercial and academic performance. HR people will be looking at this to check that you have enough relevant experience, qualifications and skills to make you a viable candidate.
Your covering letter and CV together serve to show the person you are and your goals, drive, personality and approach to creativity.
(3) Your portfolio shows that you can actually do what your CV says you can do. But there is something significant that commonly gets missed: your portfolio needs to be relevant and needs to show some commercialy viable work. I regularly see people applying for a job as a designer by sending a portfolio that contains artwork. Whilst it's good to see that you are so creative (and on the strength of some of the work I've seen recently, take time to only pick your best work), I need to see that you can use your creativity to communicate information in a commercial context. Make sure you include at least a few examples of brochures /adverts / posters / branded items / stationary. This stuff is essential to show your ability to work within the constraints given by the requirements of the project, brand and format. It doesn't really matter how you send your portfolio - real print, PDF or website. As a personal preference, I like PDF because I can print it if I want to and I know that I'm seeing the work as intended, rather than how my web browser has chosen to implement it.
These three elements work together to show how you as an individual fit the role as a designer and how you fill the requirements of the advert, but there is one other thing that you can do: phone. Taking the time to make a call for feedback will always count in your favour and can help you fine-tune your CV and portfolio.
Good luck with your job hunting, and please do send me your CV - I keep them on file in case I need either permanent or freelance staff.
Alan
The thing that I regularly find is that designers might be good at putting together a portfolio to showcase their work, but are not as skilled when it comes to writing a CV.
I want to take this opportunity to share my experience of the way that companies look for new employees and give a few pointers on what I look for when I read through CVs and portfolios.
When you respond to an advert, there should be three things that you send in with your application: (1) a covering letter, (2) your CV and (3) your portfolio.
(1) Your covering letter is an opportunity to make your application relevant to the job in question. Your CV will probably be quite generic, but your covering letter can take the facts from your CV and show how these relate to the role you are applying for. This is one of the ways that you can differentiate yourself from everyone else applying for the role.
(2) Your CV tells the company about your experience, skills, education and interests. This is an important document - as much so as your portfolio - because it tells the company about how you work, what you've worked on, what you know, how you learn and what you want to be. Remember to include everything here. If your CV is too brief, it can appear as though you have nothing to put into it. Your CV demonstrates your commercial and academic performance. HR people will be looking at this to check that you have enough relevant experience, qualifications and skills to make you a viable candidate.
Your covering letter and CV together serve to show the person you are and your goals, drive, personality and approach to creativity.
(3) Your portfolio shows that you can actually do what your CV says you can do. But there is something significant that commonly gets missed: your portfolio needs to be relevant and needs to show some commercialy viable work. I regularly see people applying for a job as a designer by sending a portfolio that contains artwork. Whilst it's good to see that you are so creative (and on the strength of some of the work I've seen recently, take time to only pick your best work), I need to see that you can use your creativity to communicate information in a commercial context. Make sure you include at least a few examples of brochures /adverts / posters / branded items / stationary. This stuff is essential to show your ability to work within the constraints given by the requirements of the project, brand and format. It doesn't really matter how you send your portfolio - real print, PDF or website. As a personal preference, I like PDF because I can print it if I want to and I know that I'm seeing the work as intended, rather than how my web browser has chosen to implement it.
These three elements work together to show how you as an individual fit the role as a designer and how you fill the requirements of the advert, but there is one other thing that you can do: phone. Taking the time to make a call for feedback will always count in your favour and can help you fine-tune your CV and portfolio.
Good luck with your job hunting, and please do send me your CV - I keep them on file in case I need either permanent or freelance staff.
Alan
Friday, 21 November 2008
Movember
Day 0
A Mo named “Desire”
For those of you who don’t know who I am, I’m Bryan Field, leader of the Mo-Rons. This is my second year attempting to raise money for the noble cause of Movember - a time when real men from all walks of life band together under the common cause to grow and groom a Mo in order to raise money for research into prostate cancer.
Good causes aside, there are many motivations for growing a Mo but none as strong as my desire to have a
What more manly statement is there than growing a Mo? It tells everyone that I hunt and gather my own food, eat with my bare hands and that the thick carpet of hair on my chest has begun to encroach upon the vast untapped plains of my back. All that remains on my journey to manliness is a top lip full of coarse Brillo pad-like golden bushels of hair.
Unfortunately we live in an age where such ambitions are frowned upon. Manscara, guy-liner, latest anti-wrinkle creams, skinny jeans; these are the topics of office banter. Movember changes that; ice hockey, Tom Selleck, cut-throat razors and wrestling grizzly bears are back in fashion.
This is my chance to shine. By bucking all social order, Movember places Mo’s and their wearers firmly back to the top of the alpha-male ranks.
So with such an overwhelming sense of place and destiny, I proudly begin my month-long journey through Movember. With my Mo leading the way I can hold my head high in the office, stand tall alongside clients and charm the girls with my real-man-not-metrosexual swagger. I am my Mo and all it stands for.
Day 1
The golden haze
It’s day 1 and my inbox is empty. Male colleagues avoid eye contact. I cannot believe that all my effort of recruiting and canvassing has come up empty handed. Not a single friend or colleague is going to join me on my crusade for men’s health and raising awareness of prostate cancer. Impotence on all of them. I will go it alone.
Day 2
Serendipity
Success!!! TVF has decided to use my Mo as a showpiece on their newly formed land in SecondLife. Today has been spent breathing life into my
Day 3
Stolen glances
Unfortunately for me, my Mo is more of a Slow-Mo! Pale ginger with a reluctant bald spot right in the middle, my ambition of being considered a real man is going to take longer than I thought. I will have to endure days of “oh, you’re doing that Movember thing, when’s it starting?” “You haven’t got a Mo, I gave you sponsorship for nothing!” “Is that really 3 days growth?” “Why don’t you dye it?” The girls in the office being particularly mean.
My saving grace is the tube. Under the intense scrutiny of the fluorescent lights and chicken coop-like conditions I am bound to get noticed. It is here that my Mo steals the show, embracing fellow commuters who can do nothing but stand and stare in its golden glow. I see the glances starting already, stolen from behind up-turned coats, woolly scarves and newspapers. Soon I’ll spot a fellow Mo-Brother and we will share a Mo-ment. Nothing is more special during Movember than a Mo-ment; a knowing nod and a slight curling of the top lip is all it takes, but this secret line of communication is reserved only for the manliest of men. It’s what Movember is all about.
Day 4
Social standing
Given my follicularly challenged lip there are certain comments that indicate I am getting a return on investment, “German pervert” springs to mind! I still face a daily barrage of comments.
The plans for SecondLife are taking shape nicely. We have constructed a building and plan to house information regarding prostate cancer and my daily photo in there. Check it out!
Monday, 8 September 2008
Accessibility for People with Learning Disabilities
Accessibility is designing products and services so it can be used by people with disabilities.
The above statement by accessibility expert Shawn Lawton Henry indicates accessibility is an extensive area of study and work for web design and development.
In May 2008, I was invited to attend a 2 day web accessibility workshop organized by the Inclusive New Media Design team. The INMD is a research project that aims to investigate best practices of accessible web design methods for people with learning disabilities.
The workshop participants were first introduced to the different types of intellectual disabilities, after that we looked at assistive technologies followed by testing with a group of users with learning disabilities.
Here are some of my observations and thoughts at the end of day 2 as we sat down to discuss our experiences.
The audiences INMD look at in their research are a rather specific user group (with varied levels of learning disability – mild, moderate, severe, profound). When designing with these users in mind, we have to consider the below:
You might be thinking... "what if I’m not designing for people with intellectual disabilities alone?". When designing for a wider audience, the accessibility concerns will need to cover the above considerations and also general user needs. The BBC websites have accessibility as their core design principal. Perhaps we can take a closer look and discuss in another post.
It would be good practice to have accessibility in mind when setting out planning a web project. It will make project planning a much thorough exercise, maximizing the usability outcome, and minimizing the possibility of usability failures during launch, thus giving it a better ROI.
June
"Accessibility makes user interfaces perceivable, operable, and understandable by people with a wide range of abilities, and people in a wide range of circumstances, environments, and conditions."
- Shawn Lawton Henry
The above statement by accessibility expert Shawn Lawton Henry indicates accessibility is an extensive area of study and work for web design and development.
In May 2008, I was invited to attend a 2 day web accessibility workshop organized by the Inclusive New Media Design team. The INMD is a research project that aims to investigate best practices of accessible web design methods for people with learning disabilities.
The workshop participants were first introduced to the different types of intellectual disabilities, after that we looked at assistive technologies followed by testing with a group of users with learning disabilities.
Here are some of my observations and thoughts at the end of day 2 as we sat down to discuss our experiences.
- Disabled people feel connected using the web & technology. They feel they can be independent to a certain degree.
- The web can be a useful alternative channel for users with learning disabilities to attain information/news, entertainment, learn, and socialize.
- Many disabled participants who were testers had mobile phones, digital cameras, and email accounts.
- We generally think that web users with learning disabilities might seem like a minority group – think again! There are nearly 30million (14%) of UK population with a registered disability.
- There are varied types of learning disabilities, and there are different degrees of disabilities.
- Users with learning disabilities use technology the same way all other users do – in individually adapted ways. Users with same disability might use different modes & methods of access.
- Carrying out user testing with the target audience reveals invaluable insight to their real needs!
- Users with no access to the technology you design for, think about what other methods or channels you can reach them with?
- Web accessibility knowledge should be much more widely shared & practiced, not only within the web design & development circle, also to a wider public.
The audiences INMD look at in their research are a rather specific user group (with varied levels of learning disability – mild, moderate, severe, profound). When designing with these users in mind, we have to consider the below:
- Assistive technologies that users would employ to browse
- screen readers, screen magnifiers, switches, concept keyboards, specialised pointing devices
- screen readers, screen magnifiers, switches, concept keyboards, specialised pointing devices
- Structure & Navigation
- different navigational methods for varying levels of disability – e.g. simplified, reduced nesting structure; 2 item choice based structure; linear structure
- different navigational methods for varying levels of disability – e.g. simplified, reduced nesting structure; 2 item choice based structure; linear structure
- Content
- use of clear, simple, concise language
- use of visuals/symbols as alternative to text
- use clear concise headings
- group text into blocks under each heading
- use lists where appropriate
- use descriptive link text
- front load content
- use of clear, simple, concise language
- Images
- only use image where it is adding value to the content
- alternative attributes should succinctly describe content of the image
- if images are for decorative purposes, they should be coded in the cascading style sheets
- only use image where it is adding value to the content
- User testing
- it is crucial when developing a website, as it makes a better web product when you are testing with real audience
- it is crucial when developing a website, as it makes a better web product when you are testing with real audience
You might be thinking... "what if I’m not designing for people with intellectual disabilities alone?". When designing for a wider audience, the accessibility concerns will need to cover the above considerations and also general user needs. The BBC websites have accessibility as their core design principal. Perhaps we can take a closer look and discuss in another post.
It would be good practice to have accessibility in mind when setting out planning a web project. It will make project planning a much thorough exercise, maximizing the usability outcome, and minimizing the possibility of usability failures during launch, thus giving it a better ROI.
June
Tuesday, 29 July 2008
World in Motion
Welcome to World in Motion, the video segment of the TVF Communications blog. It is here that Nick and I will be discussing all things video: the latest technological innovations, filmmaking practices and terminology, and our experiences on the job.
Video makes up a large part of the work we do in the Studio – given its constant evolution, we make sure we keep on top (and ultimately take advantage) of any major developments. We’re interested in new and emerging technologies, such as Blu-ray and high-definition (HD) systems, as well as the changing ways in which we transmit and receive video. We’ll also be looking at how these advances have influenced the development of the industry and in particular medical communications, and their possible impact in the future.
Look out for our next update, which will kick off the World in Motion series. Before we sign off though, we’ll leave you with the first of many video ‘jargon busters’…
Crossing the line
During filming, a basic guideline states that two characters in a given scene should maintain a fixed left¬–right relationship with one another; the camera shouldn’t pass over the imaginary axis determining their relative positions on screen – i.e. cross the line. Crossing the line leads to a reverse angle, where the characters’ positions are inverted.
Crossing the line can create a number of problems, not least revealing filming equipment and crew that were previously off shot. It can also be very disorienting for the viewer due to the inevitable changes in lighting, backdrop and position.
As with any guideline, however, exceptions can be found. A director may deliberately cross the line to disorientate the audience, or rotate the camera around two characters, crossing the line multiple times, for dramatic effect.
Tom
Video makes up a large part of the work we do in the Studio – given its constant evolution, we make sure we keep on top (and ultimately take advantage) of any major developments. We’re interested in new and emerging technologies, such as Blu-ray and high-definition (HD) systems, as well as the changing ways in which we transmit and receive video. We’ll also be looking at how these advances have influenced the development of the industry and in particular medical communications, and their possible impact in the future.
Look out for our next update, which will kick off the World in Motion series. Before we sign off though, we’ll leave you with the first of many video ‘jargon busters’…
Crossing the line
During filming, a basic guideline states that two characters in a given scene should maintain a fixed left¬–right relationship with one another; the camera shouldn’t pass over the imaginary axis determining their relative positions on screen – i.e. cross the line. Crossing the line leads to a reverse angle, where the characters’ positions are inverted.
Crossing the line can create a number of problems, not least revealing filming equipment and crew that were previously off shot. It can also be very disorienting for the viewer due to the inevitable changes in lighting, backdrop and position.
As with any guideline, however, exceptions can be found. A director may deliberately cross the line to disorientate the audience, or rotate the camera around two characters, crossing the line multiple times, for dramatic effect.
Tom
Friday, 4 July 2008
All about learning...
As a first blog, I thought I would clear up some of the confusion surrounding different learning formats and strategies. So for now, here are some definitions of common terminology in the big wide world of learning.
Instructor-led learning
OK, self-explanatory, but I thought I’d start at the beginning…
This is the traditional, classroom-style learning where the student is taught face-to-face by the instructor. Although it can be effective, it is often seen as out of touch with our wired world.
E-learning
E-learning broadly refers to a form of learning in which the student is connected to learning content through the use of online technologies.
Traditionally, the development of e-learning involves using subject matter experts (SMEs) to pass on information to the instructional designer who, in turn, designs the solution. A developer then builds the interactive solution based on this design.
Rapid e-learning
Rapid e-learning is a form of e-learning that can be developed quickly (within days or weeks) and inexpensively. It is typically authored by SMEs and uses tools and processes that do not require any IT expertise. It is an increasingly popular and fast-growing type of online training.
M-learning
M-learning takes advantage of learning opportunities that can be delivered by wireless devices such as mobile phones, PDAs, iPODs, tablet PCs, personal audio players and hand-held games consoles.
Blended learning
Blended learning combines the strengths and benefits of technology-based learning, self-study and classic instructor-led learning. This approach blends multiple teaching models, learning styles and modes of delivery.
Just-in-case learning
With this type of learning, everything is taught ‘just in case’ it is needed in the future. However, this strategy rarely meets the demands of 21st century learners who are looking for the highest learning efficiency.
Just-in-time learning
The concept behind just-in-time learning is to enable the users to access a specific learning resource when and where they need it. Users can tap into web-based tutorials, interactive CD-ROMs and other tools to find the relevant piece of information required to solve problems, perform specific tasks or quickly update their skills.
The key aim of this approach is to make a specific learning resource available on the job while doing the job. With other learning strategies, certain activities may not be accessible when they are needed, leaving the user with the challenge of sifting through (or participating in) the entire content of the resource to locate the information they need.
Just-enough learning
‘Just enough’ means not more than is necessary for reaching the study objectives – the right amount of knowledge is received when needed. The aim of this strategy is to overcome the inefficiencies and frustrations of having to go through large volumes of content (e.g. from manuals, workshops, internet resources) when a particular piece of knowledge or information is needed.
Just-for-me learning
Training is often designed with a ‘one size fits all’ approach. It’s assumed that users will all learn in the same way and at the same pace. In reality, however, they will have different learning needs and varying gaps in their knowledge.
The just-for-me strategy aims to customise learning and knowledge to meet the unique needs of an individual user. By providing a dedicated and personalised study course, many learners with differences in their personal skills and knowledge are able to meet their study targets. An assessment process or ‘filter’ is used to assess learning experience prior to designing the learning package.
Sheetal
Instructor-led learning
OK, self-explanatory, but I thought I’d start at the beginning…
This is the traditional, classroom-style learning where the student is taught face-to-face by the instructor. Although it can be effective, it is often seen as out of touch with our wired world.
E-learning
E-learning broadly refers to a form of learning in which the student is connected to learning content through the use of online technologies.
Traditionally, the development of e-learning involves using subject matter experts (SMEs) to pass on information to the instructional designer who, in turn, designs the solution. A developer then builds the interactive solution based on this design.
Rapid e-learning
Rapid e-learning is a form of e-learning that can be developed quickly (within days or weeks) and inexpensively. It is typically authored by SMEs and uses tools and processes that do not require any IT expertise. It is an increasingly popular and fast-growing type of online training.
M-learning
M-learning takes advantage of learning opportunities that can be delivered by wireless devices such as mobile phones, PDAs, iPODs, tablet PCs, personal audio players and hand-held games consoles.
Blended learning
Blended learning combines the strengths and benefits of technology-based learning, self-study and classic instructor-led learning. This approach blends multiple teaching models, learning styles and modes of delivery.
Just-in-case learning
With this type of learning, everything is taught ‘just in case’ it is needed in the future. However, this strategy rarely meets the demands of 21st century learners who are looking for the highest learning efficiency.
Just-in-time learning
The concept behind just-in-time learning is to enable the users to access a specific learning resource when and where they need it. Users can tap into web-based tutorials, interactive CD-ROMs and other tools to find the relevant piece of information required to solve problems, perform specific tasks or quickly update their skills.
The key aim of this approach is to make a specific learning resource available on the job while doing the job. With other learning strategies, certain activities may not be accessible when they are needed, leaving the user with the challenge of sifting through (or participating in) the entire content of the resource to locate the information they need.
Just-enough learning
‘Just enough’ means not more than is necessary for reaching the study objectives – the right amount of knowledge is received when needed. The aim of this strategy is to overcome the inefficiencies and frustrations of having to go through large volumes of content (e.g. from manuals, workshops, internet resources) when a particular piece of knowledge or information is needed.
Just-for-me learning
Training is often designed with a ‘one size fits all’ approach. It’s assumed that users will all learn in the same way and at the same pace. In reality, however, they will have different learning needs and varying gaps in their knowledge.
The just-for-me strategy aims to customise learning and knowledge to meet the unique needs of an individual user. By providing a dedicated and personalised study course, many learners with differences in their personal skills and knowledge are able to meet their study targets. An assessment process or ‘filter’ is used to assess learning experience prior to designing the learning package.
Sheetal
Guidelines for social computing in the workplace
Roo Reynolds from IBM/Eightbar recently posted one of the most useful documents I have seen in quite a while on his blog. The IBM Social Computing Guidelines are used by IBM to govern their use of social computing within the workplace and offer a good balance of insight and common sense. Essential reading.
Alan
Alan
Lauren : Medical and Editorial Director
Hi, I’m Lauren,
I’ve been with TVF Communications since 2005 and have 10 years’ experience in the industry. I manage our in-house team of medical writers across a wide range of medical education and training projects, and provide editorial and project management support. I also offer guidance and training on ABPI compliance.
Lauren
I’ve been with TVF Communications since 2005 and have 10 years’ experience in the industry. I manage our in-house team of medical writers across a wide range of medical education and training projects, and provide editorial and project management support. I also offer guidance and training on ABPI compliance.
Lauren
Sheetal : Medical Writer and Head of E-learning Content Development
Hi, I’m Sheetal,
My role involves researching and writing medical content for a range of materials, including e-learning programs, training manuals, slide kits and video scripts. As Head of E-learning Content Development, I am also responsible for the development of e-learning concepts and resources at TVF Communications, and work closely with account managers and the studio to develop innovative and creative materials.
Over the next few months I’ll keep you posted on learning concepts, formats and methodologies, and the approach we are taking to learning at TVF Communications.
Sheetal
My role involves researching and writing medical content for a range of materials, including e-learning programs, training manuals, slide kits and video scripts. As Head of E-learning Content Development, I am also responsible for the development of e-learning concepts and resources at TVF Communications, and work closely with account managers and the studio to develop innovative and creative materials.
Over the next few months I’ll keep you posted on learning concepts, formats and methodologies, and the approach we are taking to learning at TVF Communications.
Sheetal
Subscribe to:
Posts (Atom)