EHR Playbook Executive Summary - PDR

EHR Playbook
Executive Summary
Expert Solutions for the EHR Channel
PDR provides the insights you need to effectively deliver brand
messages, tools and resources where they matter most
The EHR Playbook—Expert Solutions for the EHR Channel
Develop a brand strategy that stands out
Over the last several years, the healthcare
information landscape has undergone a
fundamental shift. Across the nation, a record
number of practices of all sizes have adopted
Electronic Health Record systems (EHRs). These
EHRs have come to influence how physicians
spend their time and how they want to receive
important information.
Through our established national network of
more than 200 EHR partners/vendors, we have
been able to reach more than 160,000 prescribers
(providers) and nearly 600,000 users including
nurse practitioners, physician assistants and office
managers in order to glean invaluable insights. Our
extensive proprietary qualitative and quantitative
market research studies have revealed a great deal
about preferences and behaviors of EHR-enabled
physicians and their patients. From our findings,
we have created the EHR Playbook.
This executive summary provides a snapshot
of the invaluable information offered in the
EHR Playbook—including an inside look at how
physicians are accessing and utilizing their EHR, as
well as what brand messages and resources they
want to access within the EHR and how they wish
to receive them. As you will see in this executive
summary, the EHR Playbook was designed to
provide you with the expert solutions and tools you
need to navigate a unique course for your brand.
Leading the way
in EHR-integrated
Communication
Welcome to a new age in
the practice of medicine.
A record number of
physicians are transitioning
to electronic health record
(EHR) systems.
For biopharmaceutical marketers,
this represents an unprecedented
opportunity to reach physicians and
their patients within the workflow—
often, in the exam room itself.
Because EHRs represent a distinctly new
communication channel, they demand a new set
of strategies, best practices and metrics. Research
shows, for a successful brand strategy, it is not
enough to repurpose existing digital resources for
the EHR. Instead, information must be tailored to
meet the needs of the EHR physician.
As you will see in this executive summary, we have
developed the EHR Playbook to provide the insight
and guidance to develop brand communications
that stand out in the EHR channel. After getting a
taste of everything PDR has to offer, I hope you visit
www.pdrnetwork.com/EHRplaybook-fullversion
to download your copy of the full EHR Playbook.
Sincerely,
Jeff Davis
Senior Vice President, PDR Network
Start leveraging the EHR channel today
DOWNLOAD
your copy of the EHR Playbook at
www.pdrnetwork.com/EHRplaybook-fullversion
EHR Playbook Executive Summary January 2014
The EHR Playbook—Expert Solutions for the EHR Channel
Identifying gaps and uncovering opportunity
In the last three years, EHR use has entered a period
of unprecedented growth thanks to $20 billion in
government-backed financial incentive programs. In
2012, the EHR adoption rate for office-based physicians
reached 72%, up from 48% in 2009, and it is projected
to grow to 80% by 2017.1
EHR Adoption Rate for
Office-Based Physicians
With the adoption of EHR systems on the uptick, the
systems themselves continue to evolve. Originally
touted as a way to revolutionize how medical offices
operate, many of the early EHR systems have proven far
from perfect.
According to a recent Health Affairs study, EHRs
were associated with a negative ROI of more than
$40,000 per physician over the five years following
implementation.2 Consequently some of the practices
that bought into early EHRs are now looking to make a
switch to a system that better suits their needs.3
As practices hone in on what they need from their EHRs,
brand marketers have an unprecedented opportunity
to develop tools and resources that help answer those
needs within the workflow, at the point-of-care.
80%
72%
48%
2009
2012
2017
The PDR Playbook provides
invaluable insight into what
brand information physicians
are looking for in their EHRs—
at the point of care.
Learn more about
opportunities for your brand
DOWNLOAD
your copy of the EHR Playbook at
www.pdrnetwork.com/EHRplaybook-fullversion
EHR Playbook Executive Summary January 2014
The EHR Playbook—Expert Solutions for the EHR Channel
Physician access and usage
Our research shows, while physicians use a variety of devices professionally, it is the desktop/laptop
that is used the majority of time to access the EHR. According to a physician attitude study, in 2013:4
Physicians are now tied to their
laptop/desktop screens in a way
they have never been before—
surprisingly so. PDR research
reveals that physicians now
spend an eye-opening amount
of time interacting with the EHR
throughout their day: in the
exam room, between patient
visits and at the end of the day.
The Majority of Physicians Access EHRs on Laptop/desktop Units
85% of physicians
utilized their laptop/desktop to access
their EHR. Other devices such as
tablets are supplemental and primarily
used for checking information outside
of workflow or office hours.
While EHRs have been seen as a perfect opportunity
to “lift and shift” existing digital assets, PDR research
provides proof that the wholesale borrowing of
existing assets, display advertising in particular, is not
the most effective approach for the EHR channel.
Though some physicians clearly tolerate traditional
display advertisements within their EHR (particularly
if that EHR is free), many find this approach disruptive.
These physicians are likely to ignore these intrusive
messages and may develop a negative brand
association in the process.
The PDR playbook provides insight into the type
of digital approach that works best within the EHR
workflow—one that meets physician needs, while
delivering key brand messages.
Which one of the resources below would
be welcome in your EHR workflow?
(melavinus)
Full Prescribing Information
Boxed WARNING
Alerts
Patient
Drug Info
REMS
Patient Adherence Program Now Available
$50 Savings Card Offer
Terms of Service
Option A
Preferred by 70%
of providers surveyed
Option B
Source: PDR Physician Engagement
Program, March-June 2013.
(n=1,168)
Learn how you can customize your brand
communications to reach EHR physicians
DOWNLOAD
your copy of the EHR Playbook at
www.pdrnetwork.com/EHRplaybook-fullversion
EHR Playbook Executive Summary January 2014
The EHR Playbook—Expert Solutions for the EHR Channel
Give physicians what they need, when they need it most
It’s not surprising that most EHR-physicians say they want access to clinical drug information within
their EHR, thus alleviating the need to leave their normal workflow to consult with outside sources
such as smartphone drug reference apps, websites, and printed material.
And for busy physicians, it is important to glean the specific information they need as quickly as possible
from lengthy drug labels. PDR research reveals that physicians may welcome information on your brand
as long as it provides value and utility. For instance, we found that 83% of physicians referenced dosing
information when prescribing a drug.
By identifying clear areas of physician need or interest, the PDR Playbook highlights opportunities for brand
marketers to reach a wide range of physicians within their workflow with valuable brand information.
4 out of 5
physicians
want access to full,
current FDA prescribing
information in their
EHR workflow.5
And the opportunity to provide brand
information doesn’t stop there.
Learn more about how to deliver valuable
information on your brand within the EHR
DOWNLOAD
your copy of the EHR Playbook at
www.pdrnetwork.com/EHRplaybook-fullversion
EHR Playbook Executive Summary January 2014
The EHR Playbook—Expert Solutions for the EHR Channel
Access to education materials enhances patient adherence
Patient adherence, a crucial step toward treatment success, starts at the point of care. Patients often have
questions about the medication their physicians prescribe. Many questions originate in the exam room
when a patient first receives a prescription, while others pop up after reading the pharmacy-generated
patient information packaged with their filled prescription.
PDR conducted a series of in-depth, hour-long interviews with patients to better understand the role that
physician-provided information plays in their ability and willingness to start and remain on therapy. What
we found was that regardless of when and where patients’ questions originate, when left unanswered they
have the potential to grow into significant adherence barriers.
Unfortunately, PDR has found that many patients
do not receive the patient-appropriate drug
education they need in the doctor’s office. This
information is vital when it comes to a patient’s
decision to fill a prescription and take the
medication as the physician has directed.
When you download the full EHR playbook at
www.pdrnetwork.com/EHRplaybook-fullversion,
you will to learn how availability and accessibility
of patient support materials greatly impacts
their distribution. And you will learn tips for
crafting and delivering valuable patient support
materials within the EHR.
Find out more about the role of
educational brand information EHR
DOWNLOAD
Increasing Distribution of
Patient Education Information
PDR research finds that availability
and accessibility to patient
support materials greatly impacts
their distribution, with
63% of physicians
stating they would be
more likely to provide
content if it was
accessible within
their EHR.6
your copy of the EHR Playbook at
www.pdrnetwork.com/EHRplaybook-fullversion
References:
1. Hsiao Chun-Ju and Hing E. Use and characteristics of electronic health record systems among office-based physician practices: United States, 2001-2012. NCHS Data
Brief;2012:No.111. http://www.cdc.gov/nchs/data/databriefs/db111.pdf. Accessed November 6, 2013.
2. Adler-Milstein JA, Green CA and Bates DW. A survey analysis suggests that electronic health records will yield revenue gains for some practices and losses for many. Health
Affairs Web site. http://content.healthaffairs.org/content/32/3/562.abstract. Accessed November 6, 2013.
3. Vaidya A. Number of buyers replacing their EHRs up by 10%. Becker’s Hospital Review. Available at: http://www.beckershospitalreview.com/healthcare-informationtechnology/number-of-buyers-replacing-their-ehrs-up-by-10.html. Accessed November 6, 2013.
4. PDR Physician Attitude Study, August 2013.
5. PDR Network, Patient Drug Education Research, Conducted by Sommers Consulting, July 2013.
6. PDR Physician Engagement Program, March-June 2013 and 2013 EHR User Conference Surveys.
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EHR Playbook Executive Summary January 2014

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