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The 2nd Annual E.H.R. Apex 2017: Learnings and Takeaways


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On May 8, the NJ offices of OCHWW hosted the 2nd Annual E.H.R. Apex event. This exclusive and interactive conference gathered more than 50 industry-experts to explore the electronic health record landscape and how it is used, both as a tool for patients and as a channel for brand strategy. Take a look at the top learnings and takeaways from this year's event. All sketchnotes featured were developed by OCHWW's Chris Cullmann; see all of the animations here:

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The 2nd Annual E.H.R. Apex 2017: Learnings and Takeaways

  1. 1. Angelo Campano │ Ritesh Patel May 2017
  2. 2. THE STATE OF E.H.R. • The E.H.R. space is fragmented and many physicians are using more than one E.H.R. platform • E.H.R. vendors and biopharma have the same customers, which are providers and health systems. They need to partner in order to deliver value-adding solutions • Consolidation of the healthcare space is slow, and switching costs for E.H.R.s are high. Some smaller E.H.R.s maintain market share because they remain relevant to small practices that can’t afford to switch Stephanie Neuwirt | Ogilvy CommonHealth Worldwide
  3. 3. ACCESS POTENTIAL IN THE E.H.R. • DrFirst is a medication management company with 75,000 active prescribers, writing almost 100 million prescriptions annually • With real-time benefit checking (RTBC), electronic prior authorization (ePA), financial savings programs, and adherence programs, you can engage your targets where it matters most—at the point of encounter • Drive enrollment to brand adherence programs/HUBs with DrFirst. They can assist the patient journey through electronic enrollment when brands are ePrescribed within workflow • DrFirst can alert appropriate patients who may be compatible for clinical trials, and get them to the recruitment phase Kathleen Bresette | DrFirst
  4. 4. UNDERSTANDING HOW PHYSICIANS ENGAGE WITH E.H.R. • A typical Practice Fusion Provider will spend more than 3 hours per day on their E.H.R. platform • There are distinct workflows throughout the day that lend themselves to different marketing objectives and solutions. For example, a clinical encounter represents a different opportunity than practice management • Changes in the regulatory and legislative landscape (ie, the transition to value) are leading to not only the consolidation of the E.H.R. marketplace, but also the requirement for life science companies to market to and support providers around this critical new paradigm with appropriate resources. They should be marketing-oriented, but clinical and outcomes-driven as well, which will change the evaluation of what “ROI” could and should represent Damon Basch | Practice Fusion
  5. 5. NAVIGATING PHARMA IN THE HOSPITAL Bobby Lee | New York-Presbyterian Hospital Within each healthcare organization, there is a formulary process needed to approve pharmaceutical agents which helps guide the below: Addition Requested Reviewed and approved by subcommittee or drug information Reviewed and approved by P/F and T Actual coding and testing Available in system for patient Life Cycle of Formulary Addition 1. Cost 2. Inventory management 3. Regulatory 4. Proper use of medication 5. Safety/efficacy 6. Best effective use of limited resources Life Cycle of a System Change System Change requested Reviewed and approved by subcommittee or drug information Reviewed and approved by P/F and T Reviewed and approved by IT Reviewed and approved by IT change control Feasibility of the requested change Requested change with vendor codes Development and testing Implement system for patients
  6. 6. Hashtag #APEXEHR
  7. 7. THOUGHTS AND REFLECTIONS “Marketers often rely exclusively on less effective, one-way communication channels like display advertisement. For some, learning the deep understanding of how to deliver a message in the E.H.R. is something that successful marketers have begun to leverage, looking towards the E.H.R. as the start of a story arc to deeply engage the physician (while with the most appropriate patient) with a story-telling narrative that truly helps improve loyalty and increase product satisfaction—our Apex helps drive this!” –Angelo Campano “The Apex gave our clients (and our internal team alike!) the unique opportunity to hear different perspectives from different realms in the industry. This is still unchartered territory for many, so learning about the ever-evolving landscape helps to set us all up for success.” – Andrea O’Brien
  8. 8. THOUGHTS AND REFLECTIONS “The most fascinating thing about brand strategy in the E.H.R. is that you are able to take every engagement with the physician, and store those touch points (and more) into a database and use that data to better inform other initiatives. It’s physician behavior at the point of care that you were not able to get insight on before.” –Winnie Tan “The APEX was great in that it helped me to realize that all of us, E.H.R.s, Providers, Manufacturers, and us as an Agency are working towards a common goal: improved patient outcomes; and only through collaboration and communication can we truly succeed.” –Sara Petherbridge
  9. 9. THOUGHTS AND REFLECTIONS “The 2nd Annual E.H.R. Apex was an innovative and exciting experience. It was extremely valuable to learn more about the entire E.H.R. industry and have insight to key information I can use in my day-to-day job.” –Angie Cruz “This year’s diverse panel of experts gave real-life and real- time perspective for the constantly changing E.H.R. space. Seeing it from the aggregator’s and client’s viewpoints offered solid reference on how to nurture and grow the presence of E.H.R. for marketers.” –Regina Paris