The History of the Cardio-School Project: Original Courses for Doctors from a Practicing Cardiologist

Contents:

• Cardio School
• How Cardio School appeared and developed
• How Cardio School courses are organized now
• What problems of formal education does Cardio School solve?
• How courses are promoted and how recognition is growing
• What success metrics are truly important and what are the plans for the school's development

"Cardio School"

The project is aimed at solving a specific problem or meeting the needs of the target audience. The main goal is to create an effective product or service that can improve the quality of life of users. We strive for innovation and the use of modern technologies to achieve high results. Each stage of development takes into account the opinions and needs of clients, which allows us to adapt to changing market conditions. As a result, we offer a solution that not only meets the requirements of the time but also exceeds user expectations.

Online courses and in-person trainings for cardiologists are an important tool for informal self-education. These educational programs emphasize practical skills, as well as the implementation of modern technologies and innovative teaching methods. Participation in these courses allows cardiologists to deepen their knowledge, master new approaches to the diagnosis and treatment of cardiovascular diseases, and exchange experiences with colleagues. The online format provides flexibility in learning, while in-person training facilitates active interaction and the practical application of acquired knowledge.

The year of a project's launch is a key moment determining its history and development. At this stage, the main goals and objectives are formulated, which will guide all future work. A successful launch can have a significant impact on attracting an audience and investors, which in turn facilitates the growth and popularity of the project. Properly timing the launch allows for the most effective use of available resources and opportunities.

The year 2018 saw many significant events that impacted various areas of life. It was a year of technological advances, political changes, and cultural events. In the technological field, the growth of artificial intelligence and its integration into everyday life continued, leading to new business opportunities and improved quality of life. The political scene was also intense: elections, international conflicts, and changes in government policy shaped a new world order. Cultural events such as film festivals and music concerts attracted millions of people, highlighting the importance of the arts in society. 2018 marked a significant milestone that influenced subsequent years and shaped new trends in various fields. A city is a complex social structure, representing a place where various aspects of social life are concentrated. Cities concentrate not only people but also cultural, economic, and educational resources. They are hubs of trade and business, where new technologies and innovations develop. Urban infrastructure includes roads, transportation systems, healthcare and educational institutions, ensuring comfortable living and access to essential services. The city also serves as a space for cultural exchange, hosting various events, exhibitions, and festivals. Urban ecology is also an important aspect, as sustainable development and environmental concerns are becoming priorities in modern urban planning. Urban development directly impacts the quality of life of its residents, so it is important to consider all aspects of their functioning and development. Solnechnogorsk is a city located in the Moscow region, known for its picturesque natural surroundings and historical landmarks. The city is located just a few dozen kilometers from the Russian capital, making it attractive to those seeking tranquility away from the bustle of the city. Solnechnogorsk is famous for its green parks and nature reserves, where residents and tourists can enjoy outdoor activities. Popular places to visit include Lake Senezh, which is ideal for swimming, fishing, and boating. The historical part of the city is also attractive. Here you can find architectural monuments such as churches and ancient buildings that reflect the rich history of the region.

Solnechnogorsk is becoming an increasingly popular place to live and relax thanks to its well-developed infrastructure, including educational institutions, medical facilities, and shops.

The city is actively developing, offering new opportunities for business and investment. Solnechnogorsk is an ideal place for those who value comfort, nature, and history.

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Cardiologist Olga Savonina, previously focused on her clinical practice, had not considered teaching or the educational business. However, after launching a small medical blog for patients, she received a request from a colleague for informal mentoring. This made her realize that doctors also need accessible information on cardiology, which, in turn, will help improve the quality of medical care for patients. This is how the Cardio School was born. By 2024, more than 3,500 doctors, including both young specialists and experienced professionals, have completed the school's courses. Olga has no plans to leave clinical practice, and for her, creating the school is not a change of career, but a continuation of her medical career, a way to share experience and develop in her field. The founder of the Cardio School shared her views and experience in cardiology with Skillbox Media. She discussed the importance of cardiovascular health and offered tips for maintaining it. The interview covered key aspects of heart disease prevention, as well as the role of physical activity and proper nutrition in maintaining health. The founder emphasized that regular medical examinations and awareness of one's own health play a critical role in the prevention of cardiovascular diseases.

• How, thanks to informal mentoring, she decided to create her first online course independently and how she then assembled the school team.
• How Olga "pumped up" existing and new courses with the help of methodology training.
• How the creation of a curatorial department helped the school develop.
• How training is organized at the "Cardio School" and what problems typical for university medical education and formal continuing professional education does it solve.
• What indicators of the project's success does she consider truly important and how she plans to develop the school further.

How the "Cardio School" appeared and developed

I am a practicing physician. Until 2018, I hadn't even considered creating an online school. However, while working at a public clinic, I often noticed systemic errors in patient interactions. During these times, I gathered colleagues for roundtable discussions where, as a cardiologist, I shared my knowledge, experience, and current medical news. This experience became my first step in teaching and sharing my knowledge with other specialists.

In 2017, I created a cardiology blog on Instagram, designed for patients. In videos and posts, I shared accessible information about the symptoms and diagnosis of various cardiac conditions, as well as examinations and methods for maintaining cardiovascular health. Initially, the blog was small, with an audience of only about 150 subscribers, but it was from this moment that my active work in the field of medical education began. Not only patients but also fellow physicians showed interest in the blog, confirming the importance and relevance of the topics raised.

In 2018, a subscriber and colleague from another city, a young physician who had just completed her studies, contacted me. She was just starting her practice and was looking for a mentor to advise her on complex issues. I agreed to help her, and for three months we actively communicated, emailing and calling. During this time, I noticed how my colleague significantly improved her professional skills. She also noted that my explanations were clear and understandable, which inspired me to consider teaching.

Many physician bloggers, including myself in the past, focus on their patients. However, I've always been drawn to the idea that by educating one physician, you can help thousands of their patients. This opens the door to a more significant impact on the health of society as a whole.

I created a new, private Instagram account dedicated to educating physicians. In the blog, I announced that this page would be specifically for medical professionals. Initially, about 40 people joined. It all started with a live broadcast in which I shared news from the European Congress of Cardiology. Then, I independently developed my first online course, which covered five topics related to various cardiac diseases. The course was conducted as a live broadcast, where I shared my experience and answered questions from participants. I also included homework assignments, such as case studies and ECGs, which participants responded to in the comments. I also organized free webinars, and access to the course itself cost only 500 rubles. This experience has allowed me to effectively share knowledge and develop a professional community of doctors. Before starting the course, I thought, "If just one person signs up, it will already be a success." However, about 20 participants joined the first cohort, and I received numerous positive reviews. This success inspired me to launch a second cohort, and then a third. With each new cohort, the course became more comprehensive. By the end of 2018, I migrated it to the specialized Pruffme platform and increased the price to 3,500 rubles. Throughout this time, I worked independently on the course and its promotion, including manually sending students emails with access to the course after payment. This allowed me not only to improve the quality of the material but also to create a more convenient experience for learners. After switching to Pruffme, I launched the second course and, over the next year, organized marathons and intensive courses. Ideas for new educational products arose from audience requests. I constantly monitor and analyze questions my followers ask on social media to understand what topics interest them. If a request is repeated, this indicates a need to create a corresponding product.

K In 2020, two years after launching the course on Instagram, the number of students increased to 50-100 per stream. This made it difficult for me to independently organize the process, monitor payments, and manage access. At this point, Cardio School took an important step: the courses were transferred to the GetCourse platform, and I brought in a marketer and a technical specialist. This decision required a one-time investment of 70,000 rubles, which was a significant step in the project's development.

Our company has already built a client base and implemented automated email marketing. We successfully launched the courses through sales webinars and recorded video lessons, supplementing them with live classes. The initial investment paid off from the very first launch—we sold access to the course worth 300,000 rubles, with each access costing around 9,000.

Our team consists of three people. I am a course author, speaker, and instructor, as well as a marketer. This specialist, as I often say, is my right and left hand. In addition, the team includes a technical specialist who is responsible for platform support and lesson recording. Our coordinated work allows us to create high-quality educational materials and provide a high level of service to our students.

When Cardio School launched on the GetCourse platform, I decided to strengthen the methodological foundation to improve the quality of the courses. While developing the new project, our team completed a course on Mikhail Dashkiev's methodology, which was a valuable experience for us. This training significantly improved our approaches to developing educational programs and allowed us to create more effective courses for our students.

Three years ago, I completed a professional retraining program in educational psychology and took a coaching course with Itzhak Pintosevich. I believe that coaching for doctors is an important tool that facilitates effective communication with both colleagues and patients. This approach helps develop interpersonal skills, which is especially important in the medical field. The use of coaching methods allows doctors to better understand patients' needs and find common ground with them, which in turn improves the quality of medical care. For the past six months, I have been collaborating with business mentor and methodologist Alexandra Goreva-Kurtysheva. We are working together to improve the Cardio School courses, making necessary changes and finalizing the materials. Learning this methodology has significantly changed my approach to teaching and course development. Previously, I sought to provide students with as much information as possible, sharing everything I knew. Now I realize that this approach is ineffective and requires revision. I carefully select the content I offer students, asking myself about its significance. For example, when closing a slide in a training presentation, I analyze whether the absence of this information will affect the student's performance and whether their work will change. This filtering process allows you to focus on key aspects of learning and improve the effectiveness of the educational process.

Lessons have become more The curriculum is compact and informative, with varied homework assignments. In one module, you need to diagnose a patient and select a treatment, while in another, you need to explore the possible causes of their condition. The main goal is to move away from a stereotypical approach and develop multifaceted clinical thinking in doctors. To increase engagement, game mechanics are being introduced, such as team competitions for bonus educational materials. This helps create a dynamic educational environment and encourages doctors to actively participate in the learning process. For a long time, I personally interacted with students, checked homework, and provided feedback. The decision to delegate these tasks was difficult for me. I was concerned that even with mentors, I would still have to supervise their work and monitor chat activity, which would only increase my workload. Furthermore, I was concerned about how students, who previously received feedback directly from me, would perceive the changes if the mentors, rather than the course author, began providing feedback on assignments. However, it's important to understand that delegation can significantly improve work efficiency and enhance the quality of education.

By 2023, the workload had increased significantly, which compelled me to consider hiring mentors. I approached this process with particular care. First and foremost, it was important to me that the mentors were practicing physicians, ensuring a high level of professionalism. Furthermore, I selected only graduates of our courses at the Cardio School, ensuring they were familiar with the specifics of our educational program. Finally, I sought people who were not only qualified specialists but also shared my values, both professionally and in life. This approach ensures high-quality education and meets the needs of our students.

After selecting the new staff, I organized a two-month training session on interacting with students and other mentoring tasks. As a result, a mentoring department consisting of six specialists was created at the Cardio School. This training improves the quality of student support and increases the department's efficiency.

I was concerned about how course buyers would perceive my lack of personal involvement in its supervision. However, student feedback shows that they highly value working with their mentors. Students develop positive relationships with their mentors, and when enrolling in subsequent courses, many of them express a desire to work with the same specialists again, for example, "I want to return to Yulia's group" or "I would like to work with Alexander." This makes me happy and confirms that the chosen approach is effective.

Mentors in our system are not tied to one specific course. We adhere to an approach of mentor interchangeability, which helps avoid fatigue from working with the same topics. This approach provides flexibility in regulating the workload and allows colleagues to easily take over the group in case of unforeseen situations. This not only improves the quality of support but also creates a more dynamic educational environment for students.

The introduction of mentors has significantly facilitated my work. Thanks to this, we successfully launched two new courses and created an alumni club last year. This allowed us to increase our student body and double our revenue compared to 2022. I am very pleased with this decision, and had I known about these results, I would have made it a year earlier.

How the Cardio School courses are currently structured

The Cardio School offers six core courses, which we call cycles. These courses are our flagship offerings in cardiology and arrhythmology, as well as the management of pregnant patients with cardiovascular diseases. We have also launched a new project—a three-month mentoring program dedicated to developing a physician's personal brand on social media and monetizing their knowledge. This project arose not only from audience feedback but also from my belief that a physician should be not only a qualified specialist but also financially successful. We are confident that the combination of medical experience and competent promotion on social media will open up new opportunities for physicians.

The Cardio School offers video lectures hosted on the GetCourse platform. All materials are proprietary, but we periodically invite specialists from related fields of medicine to conduct webinars. This allows participants to broaden their horizons and deepen their knowledge of cardiology and related disciplines.

The courses are organized using a modular learning system, allowing students to study the material sequentially. Each module includes video lectures and practical assignments, which are reviewed by mentors. Webinars and masterminds are also held within the modules, with recordings available in students' personal accounts. Upon completion of the course, students complete a final assignment, and the mentoring program includes the defense of an individual project. Access to educational materials is maintained for three to six months, depending on the course and the chosen plan. Students have the option to extend access to the materials once for an additional fee.

Cardio School currently does not have an educational license, but we are actively working to obtain one. We currently offer access to educational materials designed for informal self-education of physicians. Our goal is to support professional development and improve the qualifications of medical specialists in the field of cardiology.

In Russia, the system for continuing medical education is regulated by official standards. To obtain accreditation, each physician must accumulate 250 points within the CME (continuous medical education) system over five years. These 250 points include points earned through participation in continuing professional education programs, online courses, and specialized events. This system promotes the continuous development and updating of physicians' knowledge, which in turn improves the quality of medical services and patient safety.

In 2022, Cardio-School entered into an agreement with an accredited training center, allowing us to expand the capabilities of our training programs. Now, in addition to standard access to courses, we offer plans that include CME points. Upon completion of the course, graduates undergo additional testing at our partner training center, receiving CME points and a certificate of advanced training. These changes allow us to ensure high-quality education and meet current requirements in the field of cardiology.

We have introduced the opportunity to earn additional credits to attract a wider audience. However, it is important that physicians do not choose our courses solely for these credits. Our educational system allows you to enroll in a course, receive the necessary educational materials, take an assessment, and receive a certificate. This process is fairly simple, but it does not guarantee that a physician will truly delve into the topic and master it to the required level. We strive to ensure that our courses are not just a formal procedure but also a platform for deep knowledge and practical skills.

Our courses include homework with manual review, which is an important element of the learning process. If a student fails one of the assignments, they will not be able to proceed to the next module and, accordingly, will not be able to pass the final assessment. I am responsible for student results. With the receipt of an educational license, we plan to increase the requirements for earning credits to encourage students to learn consciously and desire to develop. We strive to ensure that students attend the course not out of compulsion, but with an inherent desire to learn and expand their knowledge. It should be noted that the introduction of courses with additional CME has not resulted in significant growth in enrollment. Currently, interest in these courses accounts for only about 30% of overall demand, which is significantly lower than for standard courses.

We created an alumni community club for post-course support. This club was founded last year in response to requests from alumni who noted the lack of a consistent platform for communication and mutual support outside of the course. We aimed to make this space more than just a chat room, but a place where participants can interact, share experiences, and find useful activities to form long-term connections. The club offers unique opportunities for professional growth and knowledge sharing, which contributes to the development of the community and strengthens the bonds between its members.

Our alumni club was created to organize events that are scheduled seasonally. Each season is dedicated to a specific theme and lasts two months. In addition to events, we offer various chat rooms where you can discuss leisure activities or get advice on clinical matters from colleagues. Club membership is open only to those who have successfully completed one of our flagship courses. Access to the club is paid, with the option to pay for the whole year or for a separate season.

During Each season, we host about five online events featuring myself and invited experts, as well as a two-day in-person meeting. Last year, we held offline meetings in Moscow, St. Petersburg, Kazan, and Nizhny Novgorod, and in February, we visited Yaroslavl. Our organization has formed an active community where participants not only gain new knowledge but also have the opportunity to meet with their families and spend time together. For example, in the chat, you can write, "Who's in Novosibirsk? Let's go to the theater," and immediately find a colleague to spend time with. Given the lack of face-to-face communication, this is very important and valuable for all members of our community.

What problems of formal education does the "Cardio School" solve?

As a doctor, I regularly take continuing professional education courses, primarily at state universities. I carefully analyze this experience, and it helps me understand the mistakes to avoid when developing and launching my own courses. The knowledge and observations gained serve as the basis for improving the quality of the educational process and increasing its effectiveness.

The primary challenge of formal medical education, including both continuing professional education and basic training, is the relevance of the information presented. Educational institutions have an established curriculum that students follow for several years, and introducing changes requires overcoming numerous bureaucratic barriers. At the same time, medicine is constantly evolving: new diagnostic and treatment methods are emerging, and clinical guidelines are regularly revised. This creates a gap between the theoretical knowledge acquired in educational institutions and the practical skills needed for effective medical practice. Updating educational programs and integrating modern scientific advances into the educational process are key steps to improving the quality of medical education and training qualified specialists.

At Cardio-School, we constantly monitor the relevance of our content, offering students only modern and proven knowledge. We are often approached by physicians with 20 years of experience seeking to update their professional skills. This eliminates the need to search through multiple sources and allows us to receive all important updates in one program. We provide access to the latest advances in medicine, making our training especially valuable for specialists striving to stay on the cutting edge of medical knowledge.

I initially targeted practicing physicians who, due to their high workload, cannot keep up with all the latest developments in cardiology. However, I soon noticed that many medical students also contact us. They are trying to understand whether they should choose cardiology as their specialization or consider other areas.

After completing the cycle, it is especially gratifying to see young specialists discover cardiology and confidently choose their professional path. Our audience also includes physicians on maternity leave who are concerned that they may have lost their skills during their time off and missed out on important innovations in the field. These professionals are looking for opportunities to fill knowledge gaps so they can return to work with confidence and up-to-date knowledge.

One of the key challenges in higher medical education and continuing professional development programs for physicians is the lack of practical experience. Although we attract highly qualified specialists with diplomas, many of them face difficulties applying their theoretical knowledge in practice. According to our research, approximately 85% of Cardio School students seek opportunities to practice in a safe environment. This space should allow them to ask any questions and receive constructive feedback, without fear of being judged for a lack of knowledge.

Our program is structured so that 20-30% of the time is devoted to theoretical materials, and 70-80% to practical exercises. During the course, students complete homework assignments based on clinical problems and participate in group analyses of medical cases. We also use interactive elements, such as quests in a chatbot, where participants work with a virtual patient. Two of our courses feature "AI patients"—bots that allow you to interact almost as if you were interacting with real patients. During masterminds, we examine clinical cases from real-life situations that both the students and I have encountered. This learning structure ensures a deep understanding of the material and the development of the practical skills necessary for successful work in the medical field.

How the courses are being promoted and how recognition is growing

Our advertising budget is around 50,000 rubles per month, which is a fairly limited amount. We periodically place ads on Telegram channels and use contextual advertising on Yandex. Interestingly, our experiment with advertising on VK showed that organic posts without explicit advertising attract more subscribers than paid ads. I continue to manage all of our social media myself, and thanks to this, our audience is growing organically. Word of mouth is also an important source of new students: our graduates actively recommend Cardio School to their colleagues, which significantly contributes to our development.

We were pleased to hear one of our students mention the Cardio School in response to a curator's question about how she learned about our courses. She said she received a recommendation for our programs from one of the state medical universities in St. Petersburg, where she completed her advanced training. This confirms the high quality of our education and our positive reputation among medical institutions.

We are proud of the recognition from our state university for the work we do. We recently hosted a lecture by a renowned speaker and doctor from the National Medical Research Center for Therapy and Preventive Medicine. Before agreeing to participate, he carefully reviewed our website and student reviews, after which he expressed a desire to speak with us. This has become important confirmation of the quality of our educational process for us.

What success metrics are truly important and what are the plans for the school's development?

"Cardio School" is my first business project. I continue to consider myself an informal entrepreneur, as I do not focus on quantitative success metrics such as planned revenue or the number of students attracted. We do not set sales volume targets in our activities.

Student results are a priority for me, and it is by this criterion that I evaluate the success of "Cardio School." The results include not only the theoretical knowledge acquired by students but also their practical achievements. In our graduates' reviews, we often hear that they have become more confident professionals, found jobs in prestigious clinics, or moved from small towns to Moscow for career advancement. Our graduates also report receiving exceptionally positive reviews from patients on aggregator platforms and becoming trusted peers. These real-life examples and positive reviews are key indicators of our school's success.

Our strong performance is confirmed by a significant repeat sales rate of approximately 65%. Many participants return to courses they took several years ago to refresh their knowledge and learn relevant information from the updated program. New courses also attract a largely loyal audience, a testament to the quality of our content and its relevance to participants.

In a recent conversation with the curator, we concluded that the Cardio School is not focused on aggressive marketing or mass client acquisition. This school is not for everyone, not because it is exclusive, but because it is focused on people who share our values. We strive to create a community where every member will find support and understanding based on a shared approach to health and lifestyle.

We focus on sales based on trusting relationships with our audience and respect for our students. The idea that someone will remain unsuccessful without purchasing our course is alien to me. Our students are capable of handling any challenge, and our job is to help them reach new heights and simplify certain tasks.

Our main priority is retaining loyal customers, not attracting new ones. Retaining existing customers plays a key role in the stability and growth of the business.

I would not consider leaving medical practice to pursue teaching. In my opinion, these two fields are inseparable. The training of future doctors is impossible without practical experience. I do not want to belittle the achievements of my colleagues working in the scientific field, but a doctor's departure from practice and interaction with real patients significantly impacts the quality of education. Practice and education must go hand in hand to prepare competent specialists.

I plan to develop the Cardio School while remaining a physician. One of my immediate goals is to obtain an educational license. We also intend to develop our offline operations, including in-person trainings and other educational events both in Russia and the CIS countries. We have already begun working in this direction through alumni club meetings. I also periodically conduct corporate training sessions for private clinic employees, covering both medical topics and related aspects, such as effective communication with patients and colleagues. This will not only enhance knowledge but also improve interaction within the medical community.

This year, we are announcing two new projects. The first is a series of events on functional diagnostics, aimed at in-depth study of diagnostic methods and their practical application. The second project is an interactive simulator dedicated to effective communication. This will be a board game in which participants can assume the roles of a physician, a primary care physician, or a patient. The game will help develop communication skills and understanding in the medical environment, which is an important aspect of the work of medical professionals.

A court has ruled to ban Meta Platforms Inc. from operating in Russia, including its operations in the social networks Facebook and Instagram. This decision is based on accusations of extremist activity.

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