The EMR/EHR and Health IT Landscape for Sales Professionals


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This presentation was made to multiple national sale force teams who are selling EHRs and other health IT products.

Topics covered:
* Where do EMRs / EHRs fit and why?
* What are the most important considerations for customers?
* What are their top problems?
* How to approach customers with marketing messages that matter.
* How to cut through sales clutter.

Published in: Health & Medicine, Business
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The EMR/EHR and Health IT Landscape for Sales Professionals

  1. 1. The EMR/EHR and Health IT Landscape Where do EMRs fit in your customers’ technology priority list?
  2. 2. Speaker: Shahid N. Shah • 10+ years of sales and marketing experience in health IT • 20+ years of software engineering and multi-site healthcare system deployment experience • 12+ years of healthcare IT and medical devices experience (blog at • 15+ years of technology management experience (government, non-profit, commercial) • 10+ years as architect, engineer, and implementation manager on various EMR and EHR initiatives (commercial and nonprofit) Author of Chapter 13, “You’re the CIO of your Own 2 Office”
  3. 3. Agenda What you’ll get out of today’s presentation • Where do EMRs / EHRs fit and why? • What are the most important considerations for customers? – What are their top problems? • How to approach customers with marketing messages that matter. – How to cut through sales clutter. • Rapid fire Q&A 3
  4. 4. Commonly Used Acronyms AHRQ Agency for Healthcare Research and Quality HIE Health Information Exchange CDISC HIT CCHIT Clinical Data Interchange Standards Consortium Certification Commission for Healthcare Information Technology CDS Clinical Decision Support HIPAA Health Information Technology (Health IT) Healthcare Information Management Systems Society Health Insurance Portability and Accountability Act CIO Chief Information Officer HL7 CISO Chief Information Security Officer JCAHO Health Level 7 Joint Commission on Accreditation of Healthcare Organizations CMS Centers for Medicare and Medicaid Services MU Meaningful Use CONNECT NHIN gateway NHIN CPRS Computerized Patient Record System ONC EHR Electronic Health Record ONCHIT Nationwide Health Information Network Office of the National Coordinator (preferred abbreviation for ONCHIT) Office of the National Coordinator for Health Information Technology EMR Electronic Medical Record PQRI Physican Quality Reporting Initiative FHA Federal Health Architecture SNOMED HHS Department of Health & Human Services VistA Systematized Nomenclature of Medicine Veterans Health Information Systems and Technology Architecture HIMSS 4
  5. 5. Setting the stage EMRs and EHRs are nothing new and expectations for return on investment is high EMR / EHR Experience and Expectations Current EMR / EHR Adoption 5
  6. 6. The current vision of health reform, reducing costs, and improving quality are impossible without a national health network and connected IT systems 6
  7. 7. What are the big unsolved problems? These are problems that insurers talk about but are not important to your customers Cost per patient per procedure / treatment going up but without ability to explain why Cost for same procedure / treatment plan highly variable across localities Unable to compare treatment effectiveness across patients Variability in fees and treatments and lack of data sharing promotes fraud Lack of data sharing and visibility of entire patient record causes medical errors Lack of data sharing prevents evidencebased care to drive policy 7
  8. 8. The Federal Government believes collecting healthcare data is so important that “Meaningful Use” of health IT is a national $20 billion priority 8
  9. 9. Your customers don’t care about you and they don’t care about the same things that the government and insurance companies care about. 9
  10. 10. PBU: Payer vs. Benefiter vs. User When selling, make sure you understand your audience before making the case User Benefiter Payer 10 10
  11. 11. Meaningful Use (MU) You need to help map the Government’s priorities to your customers’ priorities “Enable significant and measurable improvements in population health through a transformed delivery system.” 2011 • • • • • 2013 2015 Improving quality, safety, and efficiency as well as reducing health disparities. Engage patients and families in their health care. Improve care coordination. Improve population and public health. Ensure adequate privacy and security protections for health information. 11
  12. 12. Meaningful Use (MU) Roadmap Your customers are scared and they want to know that you’ll help them through it all Source: PriceWaterhouseCoopers 12
  13. 13. Your customers’ business concerns The government cares about data, but the physician cares about income 13
  14. 14. Cost for MU goes beyond EHR Your customer will know that they won’t get fully reimbursed for their purchases 14
  15. 15. Hospitals are pushing your customers Many of the technology priorities are being set upstream or downstream Source: The Advisory Board 15
  16. 16. Technology that will hit your clients Source: Gartner; “Hype Cycle for Healthcare Provider Applications and Systems, 2010” 16
  17. 17. Your customers’ IT teams’ concerns You need to be talking about the same things your customers are worried about • • • • • • • • • • EHR Adoption & Meaningful Use HIPAA 5010 ICD-10 PHI Security Wireless Networking/Mobile Healthcare Clinical Decision Support E-Prescribing Electronic Medication Administration Disaster Recovery/Business Continuity Tie – Document Imaging/Management and Telehealth 17
  18. 18. General do’s and dont’s for selling • Don’t assume that your customers are not buying because they are technically challenged or simply technophobes (they’re neither, they’re just busy saving lives) • Don’t try to sell a complex, full-featured, product or solution; do sell tools that have the capability of interoperating with other solutions. • Don’t assume that the decision makers are within the clinic; it’s more likely that a consultant will be significantly influencing the decision. 18
  19. 19. Best approach for targeting clients If you pick the right customers to go after, you’ll get a better close rate Geography EMR, PM purchase status Level of pain being felt Patient panel size Patient demographic mix Clinical care vision Business model vision Decision-maker (docs or consultants?) Hospital IT influence (a little or lot?) 19
  20. 20. Thank you Rapid-fire Q&A