Online CME use is growing rapidly and is likely to be half of all CME consumed by practicing physicians within a few years. The pattern is consistent with Christensen's model of "disruptive innovation," whereby an innovative technology eventually displaces an incumbent technology by first providing a relatively low-quality, low-cost product that meets the needs of unserved customers. The technologies being developed for online CME may facilitate broader changes in medical education as well.

Promoting online CME, even well-received free CME, to busy community physicians requires resources, in this case at least $75 per physician reached. The effective use of promotional resources needs to be considered when developing social marketing strategies to improve community physician practices. Organizations with an interest in promoting online training might consider the use of e-promotion techniques along with conventional promotion strategies.