More and more health economies across the globe are deploying Electronic Health Records with some countries reaching full adoption by 2017. This means we, as healthcare marketers, now have a vital new channel to reach and educate decision makers.
6. The Key Terms
Digital version of patient’s paper chart. Also refers to the digital version of
patient’s paper chart but also includes
the capability of being shared with
other providers across more than one
healthcare organization.
A digital form of a paper prescription
that is sent to your pharmacy or lab via
the EHR delivery mechanism.
EMR
Electronic Medical Record
EHR
Electronic Health Record
ERx
Electronic Prescription
7. FAQ
“I want to have a presence in the EHR, where do I start?”
10. The Ogilvy EHR Practice
HCP EHR
Workflow
Diagnostics Diagnosis Treatment
Consideration
PrescriptionPatient
Consultation
Trailblazing
Leadership in EHR innovation over
the past 6 years
Imaginative
A proprietary business rules
engine, known as Percept
Collaborative
Partnerships and connectivity to
reach 70% of the US Physician
audience
11. Supporting a number of clients - Globally
12
54
Brands
16
Manufacturers
7
Countries
(USA, UK, Japan,
Germany, Australia,
France, Canada)
12. 72%
Use the ePresciber in their
EHR as the primary way to
write an Rx for a patient
62%
View sub pages in
the EHR as a way
to obtain new and
needed
information
78%Prefer
pharma/healthcare
companies send product
updates to their office via
their EHR Messaging
System
85%Say they NEED to have product
information/brochures/savings cards on hand at all
times while entering
information in their EHR
57%
Are using the EHR
across their entire
practice for all
office functions6.1.16 (n=12,150)
Physician EHR Use
13. Our USA EHR universe
500 500+ Total EHR Platforms in allowing marketing
communication
7 Total EHR Communication Partners
2.1M Total Prescribers taking eRx action out of the EHR
Communication
2.3M Healthcare Providers Reached in the EHR
14
14. Our global EHR universe
Total EHR Platforms in
communication
Total EHR
Communication
Partners
Total Prescribers taking
eRx action out of the
EHR Communication
(35% of total Ex-US
Prescribers)
1. Forrester / NOTE: HCP = Physician, NP/PA, Medical Assistant, RN, LPN, Pharmacist,
Healthcare Providers
(HCP) Being Reached in
the EHR
15. Countries most active in the EHR
16
Australia (97%)Norway (98%) Netherlands (98%)
UK (97%) Germany (82%) USA (69%)
France (67%) Canada (56%) Switzerland (47%)
16. Forms of Clinical Messages
Context TargetingBrief
• EHR enables patient specific disease state identification
• 360○ view of HCP Interaction data for program with automated interventions for
qualified patients
Coupons
18. Reports and Insights
Our Powerful Business Rules Engine
Partners & Tactic Response Data
Highlights
• Allows use of all EHR services
(using only the best service that
each supplier has to offer)
• Allows access to existing EHR
business rules and methodologies
• Compile partner data weekly using
standard data spec sheets for all
services
• Capability to compile data from
different services
• Guide/program any/all 'business
decisions’
EHR User
OCHWW FTP
Secured Database
(SAS)
Aggregated Point of
Contact
Percept
EHR Data
Business Rules
EHR Platform
EHR User
20. EHR Module
Patient
Consultation
Diagnostics Diagnosis Treatment Decision Rx
Promotion Types
Banner:
Unbranded
Banner: Unbranded (specific to testing)
Banner: Branded
Clinical Message:
Unbranded
Banner: Branded
Banner: Branded
or Unbranded
Promotion Link/Site
Destination
Unbranded Site Unbranded Site
Branded Site or
SPMC
Branded Site or SPMC Unbranded Site
ICD Code(s) Trigger ICD-9-238.7 (MDS), ICD-9-275.03 (IOL
Products Designated
DC: 00078-0468, 00078-
0469, 0007-04670
Blood test to check for Hemoglobin
S, Hb S, Hgb S
Chronic Iron Overload
NDC: 00078-0468,
00078-0469, 0007-
04670
DC: 00078-0468, 00078-
0469, 0007-04670 Exjade/Jadenu
SOAP Notes
MDS, Abnormal Blood
Chemistry, Iron Overload
Chronic Iron Overload, blood
transfusion, Myelodysplastic
Syndrome
ICD9-238.7, ICD9-
790.6, ICD9-275.03,
ICD10-R79.0
ICD-O 9980/0-M9989/3
Diseases DB 8604
eMedicine med/2695
ped/1527 MeSH
D009190
N/A
Charting MDS, Iron Overload
Myelodysplastic Syndrome,
Deferoxamine Injection, Desferal
Injection, Myelodysplastic
Syndrome
Chart notes
“Chronic Iron
Overload”
Myelodysplactic
Symdrom
MDS, Chronic Iron
Overload
Myelodysplactic
Symdrom,
Deferoxamine
Injection, Desferal
Injection
Precision targeting of specific messages: Business Rules Example
21. Access/Formulary
Messages
ePrior Auth
eVoucher/
eCoupon
Patient Education/
Adherence
Patient Assistance
HCP Workflow
EHR Services
Patient
Consultation
Clinical Decision
Support
Diagnostics
Clinical Decision
Support
Diagnosis
Treatment
Consideration
Competitive Messaging
Complementary/Self
Messaging
Product Messages
Prescription
Clinical Decision
Support
Competitive Messaging
Product Messaging
Login/Help
General
Messaging
Based on User Profiles
Physician, Medical
Asst. or Nurse
Medical Asst. or
Nurse
Physician,
NP, or PA
Physician,
NP, or PA
Physician,
NP, or PA
Physician,
NP, PA, Medical Asst,
Billing, or Nurse
26. EHR Workflow Message Focus
Front
Office
Exam
Room
Area Front Office Exam Room
Message Type Unbranded Message Drug Information Message
Type Display Message Clinical Message
Drives To: unbranded.com Website
Patient Information/Brochure (PDF)
Service Partner Demandbase TrakCare
Area Log-On Screen EMR Screens
Targeting HCP Physicians and Nurses Physicians and Nurses Only
Front
Office
Exam
Room
27. Demandbase
Account-based targeting
• IP targeting used to identify key accounts and display banners
directly on the EHR logon screen
• Target IDNs and other institutions (satellite outpatient practices
of major hospitals utilizing a centralized EHR)
• Ability to retarget HCPs by following IP address and apply
Branded Messages on relevant websites of Brand’s choice
28. TrakCare
In EHR application Delivery of Materials
• PDF for Support can be delivered on
specific drug name
• Manufacturer sponsored material available
only in ERx Module of EHR
• Message Targeted on ‘clinical conviction’
(only available when patient has been
diagnosed)
29. Savings Card Offer
33
• Specialty Product
• 2,000 Coupon Deliveries over 3 months (total 24K NRx per year)
• 90% Redemption Rate at Pharmacy (due to in EHR Adjudication)
Good Read.
32. ‘Log-On’ Screen of EHR
36
Health System Banner Messaging Health Systems Offers
33. Voucher
Link to site
• Placement occurs in overlay and drug search tab within patient record
• Coupon and offer message appears if rules-based targeting criteria are met
• Recommend targeting by ICD9/10 codes (such as prior conditions), as well as NDC codes and
diagnostics
Co-Pay/Voucher Available with-in the ePrescribe
34. How to get started…
1. Discovery
(We learn and research what it is we will do for the
brand)
2. Set up
Onboarding of all vendors/establish best-in-class
program
3. Manage
We execute the program and monitor interactions
to make them better
• What’s the goal?
• What vendors will we use?
• For How Long?
• Establish business rules and
data collection to database
• Monitor analytics
• Real-time program
adjustments
37. Want this deck?
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What do you mean (what do you really want to convey by this Headline...)
"The New Frontier of Engagement"
"The Power of Connectednesss"
"From Powerless to Powerful"
What do you mean (what do you really want to convey by this Headline...)
"The New Frontier of Engagement"
"The Power of Connectednesss"
"From Powerless to Powerful"
But to understand the perfect promotion – let me give you the right context…
We have found the most successful approach is to outline what we are capable of integrating and allowing the health system to drive that conversation.