Moe Ajam, an Iowa-based entrepreneur with a Ph.D. in computer-based instruction, had no idea that the 1994 Christmas Eve dinner he was attending would spawn the creation of his latest business. Expecting to discuss his impending Christmas Day plans, he instead listened to his medical doctor friends lamenting about medical malpractice and not being able to get their patients to understand the illnesses they had or the procedures that they were about to undergo. Ajam thought he had the answer and in 1995 he started The Patient Education Institute (PEI).

PEI provides doctors and hospitals a way to educate, and more importantly, document that patients understand the procedures they are about to undergo or the disease that they are suffering from. PEI’s current software suite is called X-Plain and, according to Ajam, uses theories of learning to engage and deliver patient-specific information. The software also presents the material in a way that forces the patients to be active, which increases their level of attention. “Our niche is developing engaging multimedia programs that provide evidence of usage and comprehension,” said Ajam. Doctors also see the programs as value-added because they increase patient satisfaction and they reduce medical malpractice risk. The PEI started with educational programs focused on neurosurgery and has, through the years, expanded into 30 medical specialties.

Even though the PEI is in its growth stages, and has just inked a large deal with The National Institutes of Health, the firm has had its share of challenges. “We have to update our content all the time. If you don’t update, you don’t stay in business very long,” said Ajam. Because of new advances and information about new illnesses, such as H1N1, the PEI has had to update 85% of its content in the last 18 months. The recession has also slowed growth slightly, but Ajam admits he is growing and in a “pretty good” industry. “Right now, the health care industry is talking about reducing cost through educating people about being healthier. We are happy to be in this industry because government and medical experts are realizing the cost savings that can be realized by engaging the patient and health consumer in their health care,” said Ajam.

Ajam realizes that success did not come easy and the Small Business Development Center played a critical role in the early stages of his company. Ajam worked directly with University of Iowa SBDC Regional Director Paul Heath to formulate a business strategy for long-term success and also to secure financing. “The SBDC provided us with unbiased information on grants, export information and provided great network opportunities. It’s our tax dollars put to good use,” said Ajam.

To date, The Patient Education Institute has educational materials that cover 732 topics ranging from diabetes to how to eat healthier. It has over 1.1 million users a month. More information on PEI can be found at http://www.patient-education.com.