The EMR/EHR and Health IT Landscape for Sales Professionals

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.

Transcript

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

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   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 non-
   profit)
   Author of Chapter 13,
   “You’re the CIO of your Own
   Office”
   

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   Agenda
   • 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
   What you’ll get out of today’s presentation
   

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   Commonly Used Acronyms
   AHRQ Agency for Healthcare Research and Quality
   CDISC Clinical Data Interchange Standards Consortium
   CCHIT
   Certification Commission for Healthcare
   Information Technology
   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)
   HIMSS
   Healthcare Information Management Systems
   Society
   HIPAA
   Health Insurance Portability and Accountability
   Act
   HL7 Health Level 7
   JCAHO
   Joint Commission on Accreditation of Healthcare
   Organizations
   MU Meaningful Use
   NHIN Nationwide Health Information Network
   ONC
   Office of the National Coordinator (preferred
   abbreviation for ONCHIT)
   ONCHIT
   Office of the National Coordinator for Health
   Information Technology
   PQRI Physican Quality Reporting Initiative
   SNOMED Systematized Nomenclature of Medicine
   VistA
   Veterans Health Information Systems and
   Technology Architecture
   

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   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
   

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

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   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
   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 evidence-
   based care to drive
   policy
   These are problems that insurers talk about but are not important to your customers
   

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

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   Your customers don’t care
   about you and they don’t
   care about the same things
   that the government and
   insurance companies care
   about.
   

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

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    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.
    

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

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    Your customers’ business concerns
    The government cares about data, but the physician cares about income
    

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

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

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

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    Your customers’ IT teams’ concerns
    • 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
    You need to be talking about the same things your customers are worried about
    

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    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.
    

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    Best approach for targeting clients
    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?)
    If you pick the right customers to go after, you’ll get a better close rate
    

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20. Rapid-fire Q&A
    Thank you
    

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