The systems of correlation and association that form the basis of CEME were first created in 1983 by Keith McCormack.
Today, CEME describes the use of proprietary desktop methods that consist of relational databases. Using data mining algorithms CEME searches for previously-unknown relationships between data. No prior assumptions are made about what those relationships might be.
It is these previously-unknown relationships that constitute the basis for deriving new teachings by realigning an active pharmaceutical ingredient (API) with the most advanced understanding of the disease processes for which it is an approved treatment.
Additionally, CEME can explore heterogeneity in response, together with the prospect for identifying subgroups of patients with a high probability for a maximal response.
The CEME process is extremely rapid and produces outcomes usually within ten to fifteen weeks. At the end of this period, following delivery of the final report to the client, McCormack’s skills and considerable experience are available in providing ongoing support in guiding and facilitating dissemination and communication of CEME. Examples of the numerous and diverse routes are presented below.
Dissemination, communication and promotion of CEME
Initially, there is rapid and early communication of CEME as new and exciting teachings to all stakeholders, especially key opinion and thought leaders. Communication of these teachings results in immediate and robust differentiation of the client’s brand given that the API or the novel formulation is inseparable from, and is a central component of these new teachings.
This may be followed by dissemination of CEME as presentations to all stakeholders that notably include healthcare professionals and researchers at well-attended international, national and regional meetings.
Most importantly, dissemination by publication within respected, well-read and peer-reviewed clinical and scientific journals ensures that subsequent marketing strategies allow communication of these new teachings in a wholly professional style that is beyond reproach. That is, there is complete transparency whereby stakeholders can assess the outcomes with confidence, knowing that the findings have been subjected to peer-review and scrutiny, together with full disclosure of funding.
With increasing acceptance and support for these new teachings there are a myriad of additional routes that will facilitate and catalyze the process of dissemination that include using digital marketing to engage directly with stakeholders, real-time interaction with specialist sales representatives, recorded forums and interviews with experts, and online animated cartoon presentations; communication of breakthrough findings through press releases; involvement of patient groups, patient advocate groups and carer communities.
