Cameron Paula, MacKinnon Kelly, Mahalik Anne
J Am Pharm Assoc (2003). 2024 Mar-Apr;64(2):483-491. doi: 10.1016/j.japh.2024.01.008. Epub 2024 Jan 19.
Coronavirus disease 2019 (COVID-19) public health protocols required medical educators to rapidly move curricula online. This included academic detailing (AD), a form of one-to-one or small group educational outreach for primary care providers (PCPs).
This study aimed to contribute to the sparse evidence base exploring virtual AD by exploring strengths, challenges, and best practices.
This case study drew on 3 methods: (1) observations of AD visits (n = 5 sessions), (2) group (n = 6 detailers) and one-on-one interviews (n = 5 PCPs, n = 3 detailing staff), and (3) document analysis of curriculum and policy documents (n = 10 documents).
Our analysis identified several strengths of virtual detailing: (1) inherent benefits of virtual programming, (2) pre-existing strengths in program leadership, (3) global move toward telehealth amid COVID, (4) pre-existing detailing relationships, and (5) pre-existing roles and attributes of pharmacists. Several challenges were also identified: (1) virtual presence in group visits, (2) establishing consistency across modalities, and (3) technological issues.
Virtual detailing has posed unique challenges and opportunities for innovation. Our study supports a blended model moving forward-one that balances strengths and challenges of virtual and in-person delivery and considers logistics, efficiencies, environmental impacts, and unique participant needs.
2019年冠状病毒病（COVID-19）公共卫生协议要求医学教育工作者迅速将课程转移到线上。这包括学术推广（AD），这是一种针对初级保健提供者（PCP）的一对一或小组教育外展形式。
本研究旨在通过探索虚拟学术推广的优势、挑战和最佳实践，为探索虚拟学术推广的稀少证据库做出贡献。
本案例研究采用了三种方法：（1）观察学术推广访问（n = 5次会议），（2）小组访谈（n = 6名推广人员）和一对一访谈（n = 5名初级保健提供者，n = 3名推广工作人员），以及（3）对课程和政策文件进行文献分析（n = 10份文件）。
我们的分析确定了虚拟推广的几个优势：（1）虚拟项目的固有优势，（2）项目领导方面预先存在的优势，（3）COVID期间全球向远程医疗的转变，（4）预先存在的推广关系，以及（5）药剂师预先存在的角色和属性。还确定了几个挑战：（1）在小组访问中的虚拟存在，（2）在不同模式之间建立一致性，以及（3）技术问题。
虚拟推广带来了独特的挑战和创新机会。我们的研究支持一种混合模式——一种平衡虚拟和面对面交付的优势和挑战，并考虑物流、效率、环境影响和独特参与者需求的模式。
