This month, we focus on program management. As defined by the Alliance’s CPD Cornerstones, program management is the strategic oversight of continuing education programs, which focuses on delivering high-quality, impactful learning experiences.

As members of the CPD community, we know that program management is an ever-changing and evolving space. We are continually seeking ways to improve our educational content, accreditation processes, faculty development, technology integration, application of adult learning principles, event execution and more! In many ways, program management touches every aspect of what we do as CPD professionals.

Often, program management involves testing new approaches. We are constantly trying something to see whether it succeeds or falls short because every membership and attendee base is unique. Each role, work setting and event we manage is different. What works well for one audience may not work for another. Through this cycle of trial and refinement, we gain valuable insights that guide future programs and enhance the learning experience for our participants.

One quote from a previous Almanac article, “Marketing Matters: Marketing Matters: How to Get Your Direct Mail Past the Saboteurs, Screens, and Gatekeepers,” author Dr. David Shore particularly resonated with me. Program management is not only about bringing people to an event, but also about ensuring they leave with a positive and meaningful impression of the experience. Participants may not remember every session or detail of the day-to-day program, but the key highlights and landmark talks leave a lasting impact on how they approach their healthcare practice.

Early in the 50-year timeframe reviewed, program management was largely administrative and relied heavily on manual processes. Marketing materials were printed and distributed by mail and overall coordination required significant hands-on effort with limited automation.

While many of the core facets of program management have remained consistent, just evolving over time, one area that has significantly reshaped the CPD landscape is technology. The rise of new event management platforms, audience polling tools, digital evaluation systems and the rapid expansion of online and hybrid learning have transformed how we design and deliver educational programs. As a result, CPD professionals have needed to continuously learn how to access, implement and leverage these technologies effectively.

With that in mind, here are some of the key program management takeaways that have guided our work over the years:

• Start with a clear mission: Ensure your mission defines goals, scope, audience and activity types and communicate it widely to all stakeholders.
• Quality alone does not guarantee success: In an increasingly competitive CME/CPD market, strong programming must be paired with effective marketing and audience engagement.
• Marketing is continuous: Successful programs rely on ongoing outreach that converts interested participants into returning attendees.
• Let data guide program design: Regular needs assessments, forecasting and program evaluations help align activities with learner needs and intended outcomes.
• Expect and plan for change: Program management requires flexibility, including last-minute updates, additions and mid-course adjustments.
• Design for engagement: Incorporate interactive learning strategies such as case studies, discussions, point/counterpoint debates, hands-on simulations and myth-versus-fact exercises.
• Meet learners where they are: Activities should accommodate varying levels of expertise and learning preferences.
• Use evaluation as a learning tool: Event feedback should inform continuous program improvement, whereas through word of mouth, interest groups, online surveys, etc.
• Leverage technology: The shift from print and direct mail to digital platforms, mobile tools and online learning has transformed program delivery and marketing.
• Build strong faculty development: Coaching faculty to incorporate educational design principles and interactive teaching methods strengthens learner outcomes and supports behavioral change.
• Cultivate your program’s brand: A clear identity helps distinguish your activities in a competitive education marketplace
• Foster collaboration in the CPD community: Continuous communication, networking and shared learning among CPD professionals remain essential to advancing education and improving patient care.

As our field evolves, the role of program management remains critical in aligning stakeholders, guiding strategy, and ensuring the successful delivery of high-quality education. As we prepare for the next 50 years, one key element that stands out in this ever-changing CPD landscape is the importance of networking and connecting with peers One constant has been the ongoing need to communicate and collaborate with others in the CPD space. We must remain lifelong learners, continually sharing ideas and experiences with colleagues as we work to improve our programs and positively impact the quality of patient care. Even as technology continues to evolve, the relationships we build and the knowledge we share with one another remain central to advancing our work and strengthening the CPD community.

Kristi King, MHA, is the senior education manager at the American Association of Neurological Surgeons and has been in the CPD education space for nine years.