This presentation was made to multiple national sale force teams who are selling EHRs and other health IT products.
* 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.
The EMR/EHR and Health IT
Where do EMRs fit in your
customers’ technology priority list?
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
• 12+ years of healthcare IT and medical
devices experience (blog at
• 15+ years of technology management
experience (government, non-profit,
• 10+ years as architect, engineer, and
implementation manager on various EMR
and EHR initiatives (commercial and non-
Author of Chapter 13,
“You’re the CIO of your Own
• Where do EMRs / EHRs fit and why?
• What are the most important considerations
– What are their top problems?
• How to approach customers with marketing
messages that matter.
– How to cut through sales clutter.
• Rapid fire Q&A
What you’ll get out of today’s presentation
Commonly Used Acronyms
AHRQ Agency for Healthcare Research and Quality
CDISC Clinical Data Interchange Standards Consortium
Certification Commission for Healthcare
CDS Clinical Decision Support
CIO Chief Information Officer
CISO Chief Information Security Officer
CMS Centers for Medicare and Medicaid Services
CONNECT NHIN gateway
CPRS Computerized Patient Record System
EHR Electronic Health Record
EMR Electronic Medical Record
FHA Federal Health Architecture
HHS Department of Health & Human Services
HIE Health Information Exchange
HIT Health Information Technology (Health IT)
Healthcare Information Management Systems
Health Insurance Portability and Accountability
HL7 Health Level 7
Joint Commission on Accreditation of Healthcare
MU Meaningful Use
NHIN Nationwide Health Information Network
Office of the National Coordinator (preferred
abbreviation for ONCHIT)
Office of the National Coordinator for Health
PQRI Physican Quality Reporting Initiative
SNOMED Systematized Nomenclature of Medicine
Veterans Health Information Systems and
Setting the stage
EMRs and EHRs are nothing new and expectations for return on investment is high
EMR / EHR
Current EMR /
The current vision of health
reform, reducing costs, and
improving quality are
impossible without a national
health network and connected
What are the big unsolved problems?
Cost per patient per
procedure / treatment
going up but without
ability to explain why
Cost for same
procedure / treatment
plan highly variable
Unable to compare
Variability in fees and
treatments and lack of
data sharing promotes
Lack of data sharing
and visibility of entire
patient record causes
Lack of data sharing
based care to drive
These are problems that insurers talk about but are not important to your customers
The Federal Government
believes collecting healthcare
data is so important that
“Meaningful Use” of health IT is
a national $20 billion priority
Your customers don’t care
about you and they don’t
care about the same things
that the government and
insurance companies care
PBU: Payer vs. Benefiter vs. User
When selling, make sure you understand your audience before making the case
Meaningful Use (MU)
You need to help map the Government’s priorities to your customers’ priorities
2011 2013 2015
“Enable significant and measurable improvements in population health
through a transformed delivery system.”
• 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.
Meaningful Use (MU) Roadmap
Your customers are scared and they want to know that you’ll help them through it all
Your customers’ business concerns
The government cares about data, but the physician cares about income
Cost for MU goes beyond EHR
Your customer will know that they won’t get fully reimbursed for their purchases
Hospitals are pushing your customers
Many of the technology priorities are being set upstream or downstream
Source: The Advisory Board
Technology that will hit your clients
Source: Gartner; “Hype Cycle for Healthcare Provider Applications and Systems, 2010”
Your customers’ IT teams’ concerns
• EHR Adoption & Meaningful Use
• HIPAA 5010
• PHI Security
• Wireless Networking/Mobile Healthcare
• Clinical Decision Support
• Electronic Medication Administration
• Disaster Recovery/Business Continuity
• Tie – Document Imaging/Management and
You need to be talking about the same things your customers are worried about
General do’s and dont’s for selling
• Don’t assume that your
customers are not buying
because they are technically
challenged or simply techno-
phobes (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.
Best approach for targeting clients
Level of pain
little or lot?)
If you pick the right customers to go after, you’ll get a better close rate