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.

1. The EMR/EHR and Health IT
Landscape
Where do EMRs fit in your
customers’ technology priority list?

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
http://healthcareguy.com)
• 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)
www.netspective.com
Author of Chapter 13,
“You’re the CIO of your Own
2
Office”

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
www.netspective.com
3

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
www.netspective.com
HIMSS
4

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
www.netspective.com
5

6. The current vision of health
reform, reducing costs, and
improving quality are
impossible without a national
health network and connected
IT systems
www.netspective.com
6

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
www.netspective.com
7

8. The Federal Government
believes collecting healthcare
data is so important that
“Meaningful Use” of health IT is
a national $20 billion priority
www.netspective.com
8

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.
www.netspective.com
9

10. PBU: Payer vs. Benefiter vs. User
When selling, make sure you understand your audience before making the case
User
Benefiter
Payer
www.netspective.com
10
10

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.
www.netspective.com
11

12. Meaningful Use (MU) Roadmap
Your customers are scared and they want to know that you’ll help them through it all
www.netspective.com
Source: PriceWaterhouseCoopers
12

13. Your customers’ business concerns
The government cares about data, but the physician cares about income
www.netspective.com
13

14. Cost for MU goes beyond EHR
Your customer will know that they won’t get fully reimbursed for their purchases
www.netspective.com
14

15. Hospitals are pushing your customers
Many of the technology priorities are being set upstream or downstream
www.netspective.com
Source: The Advisory Board
15

16. Technology that will hit your clients
Source: Gartner; “Hype Cycle for Healthcare Provider Applications and Systems, 2010”
www.netspective.com
16

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
www.netspective.com
17

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.
www.netspective.com
18

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?)
www.netspective.com
19

20. Thank you
Rapid-fire Q&A