Education: Awareness, Engagement, and Value
Always seeking to improve education for members, the AAO-HNS Foundation embarked on a year-long education needs assessment in 2013. The recent member-wide survey provided enlightening and actionable data regarding member’s perceptions of our education offerings. The five central themes that emerged were described in the January 2014 Bulletin: member awareness, engagement, and value; existing education products; technology and learning styles; collaboration; and ideal education platform. In the first of the series, this article presents findings from the survey regarding member awareness, engagement, and value in Foundation education and knowledge resources. Member Awareness Though a vast majority of members showed familiarity with the Annual Meeting & OTO EXPOSM and the Home Study Course, the familiarity did not extend to the 15-plus other knowledge products provided by the foundation. More than half of members are not aware that the Foundation offers free education resources such as online courses and lectures, COOL, COCLIA, and eBooks as a member benefit. More than one-third of the members were unable to distinguish between free education resources and those that are fee-based. Whether you are a long-time member or relatively new to the specialty, you may also be missing out on valuable resources. Take a look at the 2014 Educational Opportunities at www.entnet.org/EducationAndResearch/upload/2014_AcademyU_EduOpps_Final_Optimized.pdf or visit www.entnet.org/academyU to check your own knowledge of AAO-HNSF’s education and knowledge resources. Member Engagement The survey provided some positive news about member engagement in education, but also showed some opportunity for improvement—particularly for longer-term members. According to the survey, two-thirds of the respondent’s current continuing education needs are fulfilled by the Foundation. Half of those completing the survey plan to continue to or increase their engagement in education with the Foundation during the next three years. Newer members are particularly heavy users, indicating that they have accessed four or more education resources in the past three years. While this is all great news, we also learned that nearly one-third of long-term members have not used any Foundation education resources in the past three years. While one-third of members receive all of their education from the Foundation, many turn to other organizations as well. An additional one-third of respondents indicate that they rely on one other organization in addition to the AAO-HNSF for their education. Members list a variety of organizations they use for continuing education purposes with other otolaryngology specialty organizations making up the majority of other resources. Value The perceived value of the Foundation’s education content is high among long-time members, but newer members rate the value significantly lower. This decline in value between long-term and short-term members may indicate there are gaps in quality content, learning formats, delivery of information, or some combination of all three in the minds of the short-term members. In general, the Foundation has a positive reputation among its members in terms of education. More than half of members rate the value of education resources as very good and also indicate they are very likely to recommend them to others. However, both value and likelihood to recommend is lowest for younger members. The most common reasons the Foundation education resources offer better value than other organizations include: Education content is more relevant to area of practice or interests Wider variety of topics covered Greater quantity of offerings / resources More advanced / in-depth content Accessibility / navigation / organization More online offerings Current / cutting edge The most common reasons the Foundation education resources offer worse value than other organizations include: Education content is less relevant to my area of practice or interests Expense of education products Content is too broad / too focused on generalists Fewer offerings available Poor accessibility Not as current or up-to-date Members do not see the Foundation as “providing one-stop-shopping” for all education needs.” Significant work will be required on the part of our education leadership to determine whether that goal is achievable, and if so, how to raise the bar to that level. The relationship between member awareness, engagement, and value of education and knowledge resources will be an overarching measure of success as we work to build a better education platform for members. Through improving the perceived value of its offerings, the Foundation will secure its spot as the primary source for otolaryngology education.
Always seeking to improve education for members, the AAO-HNS Foundation embarked on a year-long education needs assessment in 2013. The recent member-wide survey provided enlightening and actionable data regarding member’s perceptions of our education offerings. The five central themes that emerged were described in the January 2014 Bulletin: member awareness, engagement, and value; existing education products; technology and learning styles; collaboration; and ideal education platform. In the first of the series, this article presents findings from the survey regarding member awareness, engagement, and value in Foundation education and knowledge resources.
Member Awareness
Though a vast majority of members showed familiarity with the Annual Meeting & OTO EXPOSM and the Home Study Course, the familiarity did not extend to the 15-plus other knowledge products provided by the foundation. More than half of members are not aware that the Foundation offers free education resources such as online courses and lectures, COOL, COCLIA, and eBooks as a member benefit. More than one-third of the members were unable to distinguish between free education resources and those that are fee-based.
Whether you are a long-time member or relatively new to the specialty, you may also be missing out on valuable resources. Take a look at the 2014 Educational Opportunities at www.entnet.org/EducationAndResearch/upload/2014_AcademyU_EduOpps_Final_Optimized.pdf or visit www.entnet.org/academyU to check your own knowledge of AAO-HNSF’s education and knowledge resources.
Member Engagement
The survey provided some positive news about member engagement in education, but also showed some opportunity for improvement—particularly for longer-term members. According to the survey, two-thirds of the respondent’s current continuing education needs are fulfilled by the Foundation. Half of those completing the survey plan to continue to or increase their engagement in education with the Foundation during the next three years. Newer members are particularly heavy users, indicating that they have accessed four or more education resources in the past three years. While this is all great news, we also learned that nearly one-third of long-term members have not used any Foundation education resources in the past three years. While one-third of members receive all of their education from the Foundation, many turn to other organizations as well. An additional one-third of respondents indicate that they rely on one other organization in addition to the AAO-HNSF for their education. Members list a variety of organizations they use for continuing education purposes with other otolaryngology specialty organizations making up the majority of other resources.
Value
The perceived value of the Foundation’s education content is high among long-time members, but newer members rate the value significantly lower. This decline in value between long-term and short-term members may indicate there are gaps in quality content, learning formats, delivery of information, or some combination of all three in the minds of the short-term members.
In general, the Foundation has a positive reputation among its members in terms of education. More than half of members rate the value of education resources as very good and also indicate they are very likely to recommend them to others. However, both value and likelihood to recommend is lowest for younger members.
The most common reasons the Foundation education resources offer better value than other organizations include:
- Education content is more relevant to area of practice or interests
- Wider variety of topics covered
- Greater quantity of offerings / resources
- More advanced / in-depth content
- Accessibility / navigation / organization
- More online offerings
- Current / cutting edge
The most common reasons the Foundation education resources offer worse value than other organizations include:
- Education content is less relevant to my area of practice or interests
- Expense of education products
- Content is too broad / too focused on generalists
- Fewer offerings available
- Poor accessibility
- Not as current or up-to-date
Members do not see the Foundation as “providing one-stop-shopping” for all education needs.” Significant work will be required on the part of our education leadership to determine whether that goal is achievable, and if so, how to raise the bar to that level.
The relationship between member awareness, engagement, and value of education and knowledge resources will be an overarching measure of success as we work to build a better education platform for members. Through improving the perceived value of its offerings, the Foundation will secure its spot as the primary source for otolaryngology education.