3 things you should know or know how to do

1. WHAT SICK CARE TECHNOLOGY
AINTREPRENEURS SHOULD
KNOW
The Doctor Perspective

3. WHAT CLINICIANS WANT YOU TO DO
QWILT SET
 Improve quality of my outcomes (clinical, financial, operations)
 Don’t mess with my workflow
 Increase my income
 Don’t get me sued
 Save me time
 Do the social, emotional and technical jobs to be done

4. OVERCOMING THE BARRIERS TO
DISSEMINATION AND IMPLEMENTATION
 TECHNICAL
 PEOPLE
 ETHICS/LEGAL/REGULATORY/IP
 ENVIRONMENTAL AND BUSINESS MODEL BARRIERS TO ENTRY
 TRANSACTIONAL v PARTNERSHIP
 THE ABCDE’s OF TECHNOLOGY ADOPTION

5. THE ABCDE’S OF TECHNOLOGY
ADOPTION
 Attitudes: While the evidence may point one way, there is an attitude
about whether the evidence pertains to a particular patient or is a
reflection of a general bias against “cook book medicine”
 Biased Behavior: We’re all creatures of habit and they are hard to
change. Particularly for surgeons, the switching costs of adopting a new
technology and running the risk of exposure to complications, lawsuits
and hassles simply isn’t worth the effort. Doctors suffer from
conformation bias, thinking that what they do works, so why change?

6. THE ABCDE’S OF TECHNOLOGY
ADOPTION
 Cognition: Doctors may be unaware of a changing standard, guideline
or recommendation, given the enormous amount of information
produced on a daily basis, or might have an incomplete understanding
of the literature. Some may simply feel the guidelines are wrong or do
not apply to a particular patient or clinical situation and just reject them
outright.
 Denial: Doctors sometimes deny that their results are suboptimal and in
need of improvement, based on “the last case”. More commonly, they
are unwilling or unable to track short term and long- term outcomes to
see if their results conform to standards.

7. THE ABCDE’S OF TECHNOLOGY
ADOPTION
 Emotions: Perhaps the strongest motivator, fear of reprisals or
malpractice suits, greed driving the use of inappropriate technologies
that drive revenue, the need for peer acceptance to “do what everyone
else is doing” or ego driving the opposite need to be on the cutting edge
and winning the medical technology arms race or create a perceived
marketing competitive advantage. Everyone buys emotionally and
justifies rationally.

8. UNDERSTAND BUYER GROUP DYNAMICS
People
Personas
Culture
Decision making process
Sales cycle
Criteria for selecting vendors

9. THANK YOU
Arlen.meyers@ucdenver.edu
http:www.sopenet.org