PEER TO PEER CASE STUDY
UAB MedCast: On‑Demand CME That Clinicians Actually Use
How UAB Medicine expanded CME access and engagement with a peer‑to‑peer podcast – boosting participation, earning recognition, and giving busy clinicians on‑the‑go learning options.
Problem
Traditional CME delivery at UAB Medicine can be costly, resource-intensive, and inflexible – requiring significant planning and limiting access for busy clinicians. The system needed a more convenient and scalable way to share the latest clinical and research innovations, giving healthcare professionals the ability to learn on the go, even during a commute, while still earning CME credit.
At the same time, UAB Medicine was seeking additional methods to offer high-value educational content to referring physicians and support the physician relations team with materials to enhance their outreach.
UAB needed a solution that could deliver peer-to-peer education in a personalized, accessible format while also deepening engagement with the broader community of providers.
Limitations:
Traditional CME programs were expensive, time – consuming to organize, and lacked the flexibility to reach providers on the go – leaving both clinicians and physician relations teams without accessible, ongoing educational resources.
Challenge:
UAB needed a scalable, more flexible way to deliver CME that fit into clinicians’ busy schedules while also creating valuable peer-to-peer content to strengthen relationships with referring physicians in the community.
Solution
To overcome the high costs, complexity, and limited reach of traditional CME, UAB launched the MedCast podcast as a peer-to-peer educational platform. This format gave clinicians an easy, flexible way to share expertise, while allowing listeners to earn CME credit on their own time – even during a commute. It also created a steady stream of high-value content for referring physicians, giving the physician relations team another powerful resource to strengthen outreach in the community.
With DoctorPodcasting managing recording, editing, and distribution, the process is seamless: providers bring ideas, the production team schedules and records, approvals are handled quickly, and episodes are published within days. By removing logistical hurdles, UAB MedCast not only expanded access to CME but also positioned UAB as a leader in innovative, on-demand medical education.
Ease for Providers:
Recording is a light lift, allowing busy clinicians to contribute without major time or resource demands.
Streamlined Workflow:
DoctorPodcasting manages scheduling, recording, editing, and approvals, ensuring a fast, efficient process.
On-Demand CME & Outreach:
Episodes provide free CME credit for listeners and generate fresh, high-value content the physician relations team can use in community outreach.
Results
Since launch, UAB MedCast has become one of the system’s most valuable CME resources – delivering free, on-demand education to clinicians, providing physician liaisons with ongoing content to share in the community, and gaining broader visibility through promotion in the UAB MD Learning Channel newsletter, all while driving year-over-year audience growth and earning strong support from both clinicians and leadership.
Continual CME Access:
MedCast delivers free, on-demand CME opportunities for busy clinicians, making education more flexible and accessible.
Growing Engagement:
Listenership and participation increase each year, with providers praising the simple, positive experience of recording and sharing their expertise.
On-Demand CME & Outreach:
Episodes provide free CME credit for listeners and generate fresh, high-value content the physician relations team can use in community outreach.
Awards
UAB MedCast earned a Gold Award in the Healthcare Digital Marketing Awards program.
“UAB MedCast is an innovative tool for providers to showcase their expertise to the healthcare community. It’s a fantastic highlight reel of the new and cutting‑edge developments going on at UAB Medicine.”
— Kate Hiden, Physician Marketing Manager, UAB Medicine