EHR Marketing Strategy: The Last Impression in Treatment Decisions

Wesley van den Heuvel [00:00:10] Good morning everyone. I hope everyone’s having a good day so far. My name is Wesley van den Heuvel. I lead the omnichannel engagement team at Novo Nordisk. Very excited to moderate a panel of industry experts from EHR. And why don’t we introduce ourselves to the audience? Maria, let’s start with you. Sure.

Maria O’Mara [00:00:26] Thanks so much. Maria O’Mara. With ConnectiveRX.

Maria Cipicchio [00:00:30] Maria Cipicchio, you OptimizeRX.

Damon Basch [00:00:33] Damon Bash, Veradigm.

Thomas Shea [00:00:43] There we go. Tom Shea, Doceree.

Wesley van den Heuvel [00:00:47] Great. Well. Welcome everyone. I’m super excited to lead this panel. As I’m sure everyone knows, the EHR is one of the fastest growing channels for marketing investment. So learning a little bit more about it should be very valuable for you. Today we’re going to start off with you at a higher level and really talking about how EHR really fits into your overall marketing strategy. What are some key things to know when you think about your full marketing strategy and where EHR might fit in? So Damon why don’t we start with you?

Damon Basch [00:01:12] Sure, I’d be happy to. So [00:01:13]I was backstage talking to doctors Norfleet and Eagle, and they use EHRs five six hours a day. They don’t just use it when they’re in their clinical practice. They use it the night before. As you heard from Doctor Eagle. They use it on the weekends, just like we use our own software in our lives. [16.2s] And we know a lot about this as an EHR company. And their clinical encounters all have a very common theme to them. You look at the charts before they come in, they look at their chief complaint. They see the initial presentation when they walk in the room, they go through differential diagnosis after reviewing all the chart diagnosis. And finally they’ve arrived at the part that every single marketer in this room is focused on. And that is the prescription. [00:01:53]The doctor can write a prescription in three clicks. Usually it’s more. It takes about two minutes. What happens in those two minutes? There’s an awful lot of friction as it relates to what ultimately gets written versus what they start to write. Understanding that process, understanding the clinical workflow is essential if you’re going to create a glide path for your brand in that environment, or if you’re going to get disintermediated at the point of care and the point of prescription. Without going too much deeper into it: real time benefit check price transparency; prior authorization payer suggested therapeutic alternatives; script triage for specialty medications; connectivity to hub services. All of these things happen in a fraction of time. So for any brand, it’s critically important that you understand that workflow and that you’re there. Because everything you’ve done prior to it at the top of the funnel, all the way down to the end with engagement–conversion is impacted by understanding EHR point of care and clinical workflow. [48.9s]

Wesley van den Heuvel [00:02:45] Good stuff. I think it’s important to remember that, you know, that it’s not just at the end of it, but throughout that workload, there are opportunities to have your messaging there to help an HCP, you know, move through that workflow, because we all know they don’t like skipping out of EHR to go somewhere else. So keep them in there. And and you know, having the right content is really important. So great points, Damon. Maria C., why don’t we go to you?

Maria Cipicchio [00:03:04] Yeah, absolutely. I wanted to take some time, just sort of building on some of the points that we’ve actually heard a lot today. And on top of, Damon’s points, about the, way to add EHR into kind of your overall, omnichannel mix, and taking a bit of a next best action type approach. We conducted a survey last year, and I think actually touched on this as well of the value of the point of care within your mix. [00:03:33]And we conducted a survey last year and found that physicians were preferentially consuming life sciences related information across ten channels, meaning they weren’t overwhelmed by the number of channels that were there. And so what that means is really understanding what the EHR’s place is when you are engaging with physicians. And so if you’re thinking about that, you know they are looking for directly actionable information in their EHR systems–things like qualification information, affordability, adherence information–and it really functions, if you’re looking at the patient journey in a similar capacity to how a shopping cart,would in an e-commerce environment. And so when you look at that, it becomes sort of a focal point around which you can arrange, the rest of the tactics that you have. But in order to do that, you really have to have coordinated data sets and a predictive look around, when the patient and the doctor are actually going to come together, because it’s all about that context of the patient and the doctor coming together and making that treatment decision. [67.1s] And you can’t do that unless you’re, you know, sort of having an understanding, of that as well. And then you sort of think about how you then align your offline tactics, with that. And of course, your, digital boards like sending field sales reps and things in, during those, care windows when patients and doctors are coming together.

Wesley van den Heuvel [00:05:01] That’s great. I definitely look forward to talk to you more about next best action integration with EHR. Big topic for us. Other Maria, you want to jump in?

Maria O’Mara [00:05:10] There’s two of us. Yeah. So I think that, you know, at the end of the day, from an EHR perspective, you think of it as a channel? But, when I think about the best use cases for the EHR channel, it’s not about content delivery. It’s not about repurposing something that you have on, you know, another platform and essentially just making sure that you’re getting increased share of voice and reach and frequency. It’s really about leveraging that workflow, understanding that workflow. And that’s where I think, you know, everybody from this panel really has a lot of expertise in that to understand those friction points, as Damon mentioned, and really help to break down barriers and help to support the prescribing, help to support clinical decisions that are occurring. And then ultimately, once those patients are on product or excuse me, are prescribed product, it’s how can you help reduce the barriers to ultimately getting them to fill and to have a positive experience with that medication because they’re taking it correctly? So again, from a overall perspective, it’s not just the content that you’re putting in, but it’s really how are you leveraging those different critical points through a doctor’s workflow and injecting the right message at the right time to the right audience? Super cliche, but in EHR, you really do have the opportunity to do that.

Wesley van den Heuvel [00:06:30] It almost sounds like a mini omni channel engagement process right there within that workflow. I like that, I like that language. Tom, you want to round this out?

Thomas Shea [00:06:39] Yeah. And I’ll double down on the right message at the right time. That’s pretty much what we preach. [00:06:45]It’s going to be the last message the physician sees before making that treatment decision. It is measurable. It is trackable. It’s easier to run than you might think. Unlike typical channels–connected television display mobile–where you are typically not seeing the message from the physician side, it’s sometimes it’s hard to understand what that interaction looks like. But it is something where we can get that message in front of that physician at the exact time they’re making those treatment decisions. [27.2s] And at the exact time they’re in front of the perfect patient for what we’re looking to essentially message them for.

Wesley van den Heuvel [00:07:20] Awesome. Thanks for that. And thanks, everyone, for for getting a start and really kind of illustrating the different areas within EHR that your marketing strategy can integrate with into the workflow within the end, the script and even beyond, you know, the patient getting script and keeping it here. And yeah, I think that’s really critical. And a great intro to the session. So, you know, let’s do a little bit more of a deep dive in some topics so we can get into some, some of the serious stuff, I mean my own. With the EHR started, you know, much longer ago, I think 2010, when we launched. You know, one of our products and, you know, we’re managing some of the EHR processes. But it was really around kind of that copay support and adherence play. But now there’s so many more opportunities, you know, within EHR that can be leveraged. You know, so what’s kind of explore one of them. So that’s like a one scenario where we have an established brand. It recently gets a new indication, which is, you know, you know, more and more common these days, have multiple indications for a molecule and may have some experience with that myself. But when how do we leverage when that happens? How can we, you know, use EHR? There’s a new indication for a new disease state, you know, to help those health care providers become aware and more importantly, really enable those new patient starts.

Damon Basch [00:08:27] I’m happy to jump in on that. I mean, when you’re standing above point of care, it’s very NPI centric. [00:08:33]We were using all of the tools that we have now with adtech and martech and identity resolution to create kind of a harmonized journey for the NPI. But now for a new indication, we’re looking at a clinical environment and an actual clinical encounter. And so what that transition looks like is from an NPI centric approach, which we can still do, to a very patient centric approach. In other words, we’re in any EHR, we have the data to understand what’s going on in this encounter. It’s de-identified, of course. But, what medications is the patient on? What is their insurance? What diagnoses have they had in the past? Have they tried and failed on their first therapy in order to step up to a new indication for an expensive biologic? So that patient centricity is where you have the opportunity to build awareness and understanding how to write and treat with a new therapy in a much more targeted way that is germane to the clinical errand of the provider with a patient. And there’s an awful lot of power in that. [55.3s] Also, for new indications, there could be challenges around prior authorization or, again, about script triage or connecting the patient to hub services for care coordination. All of these new experiences that come with a new indication and point of care is the ideal place, right time, to kind of bring that awareness about how to navigate all of that, when they’re with the patient.

Wesley van den Heuvel [00:09:51] Excellent. And some definitely some great points. Maria, do you want to jump in? Yeah.

Maria O’Mara [00:09:55] So I think Damon spoke about helping to identify and make sure that doctors are aware that this new indication is available. and leveraging that clinical decision support because we know who that patient is. But then kind of doubling down on once that doctor actually makes that selection, how do we remove the barriers. So price transparency. We know when there’s new indications, new launches, a lot of times there’s not coverage. I think back in the day. Brands used to hope that they would get coverage within a couple of months. Sometimes that’s pushed out a year. That is significant. [00:10:29]Doctors are hesitant to write a product if they don’t believe that ultimately their patient can afford it. So how can we leverage the EHR to drive awareness and to drive support post-selection? And that’s something that we focus on a lot, where you can help to enroll in hub services. Are these specialty products? We see launches. A lot of them are within the specialty space. There’s a lot of steps that a patient, doctor, and the doctor’s office have to go through in order to make sure that that patient can ultimately go and fill product and they can do so at a price point that’s going to be palatable for them. So we can leverage all of this really rich data and we can help to support the selection and ultimately the prescribing of a product. [47.2s] We talked earlier about the patient. So we’re focusing a little bit on the physician, but also the patient. How can we provide support services to those patients. Because they might have just newly been diagnosed. They’re walking out of the doctor’s office–I mean, who remembers? You used to walk out with a prescription in hand. You could go do some research on your own. Now you’re getting a product prescribed, a product you might not even know what that product name is, right? So how can we help to support those patients to make sure that they can become their own advocate, that they can absorb the information in a time and point that is best for them when they get home, maybe going it over with her husband. So I think that like, again, leveraging the rich data, but then also making sure that we’re supporting the HCP and the patient during these critical times is really how you can leverage EHR to its utmost value.

Wesley van den Heuvel [00:12:08] Great. And I think you both hit on two critical points that I want to, you know, dive into a little bit because I think they’re very critical for, you know, how we think about our businesses, you know, you know, one on you know, that, you know, that new indication for a patient. So HCP is maybe very used to a molecule being used for one thing. And now as a new indication. And [00:12:26]when I think back to my brand days one of the things we always talked about is doctors would say, ‘tell me how to use your product. Who is that right patient for this product to leverage EHR in a way that helps enable that for new indication? I think it’s huge. [11.9s] If you’re on a brand team that is something you should be thinking about is all right. How am I making sure this HCP is aware of this new indication and helping them identify like, hey, here’s the types of patients that would be beneficial for an indication like that. So, you know, on the one side, I think that’s huge because that’s what, you know, we always arm their sales reps it’s like this is the patient. This is the patient profile. Using EHR To help kind of pull that through is critical. The other side of it is like that access to product. That’s the other part of it. [00:13:05]The last thing a doctor’s office wants is a pharmacy calling them, letting them know, ‘hey, the patient can’t afford it. They don’t have coverage’ Or something else that prevents them from getting that script. Then they have to now cycle back and figure out something else. So having EHR that helps that physician not get that phone call means that patient is walking out now with a e-prescription versus that piece of paper but knows are going to pharmacy armed with a copay card and the information that means they’re going to be able to walk out with product. [25.9s] So I think those are two great points that you both made around how we can leverage EHR to help with that you indication. So let’s kind of, you know, flip to the other side, you know, rare disease I think is getting more and more attention as a category. And I think, you know, with, you know, with the smaller, you know, biopharma and there’s more products coming out to help with rare disease, which is great, but it’s also a very different marketing plan. It’s a very different audience. You know, so let’s talk about how do we use EHR to kind of, you know, help with the rare disease and targeting those patients, you know, helping doctors, you know, identify someone who’s maybe not have been diagnosed yet, but has the markers because they have EHR, you know, you know, information to help identify them more to see what start with you.

Maria Cipicchio [00:14:13] Absolutely. Thank you. Yeah. I mean, when you think rare disease, you’re obviously thinking about limited patient populations. But backing up from that, and that complexity that you’re looking at, [00:14:26]there are a lot of macro challenges that are sort of true of that space. Is underdiagnosis, undiagnosis, delayed diagnosis, lots of comorbidities, lots of different specialists usually involved. And so patient data is very siloed and living in a lot of different EMRs. So really understanding the patient journey requires connecting those things together. And then on top of that, you’ve got a lot of treatments, especially coming into market, where they’re extremely time sensitive in the time that they need to be actually administered to a patient. [37.1s] And so I wanted to give a little bit of, practical application of the EHR and like how we have seen it work really well. And, we recently well… [00:15:17]This program has been running for a year and a half, but a little background on the indication itself is it’s a rare autoimmune disorder. Lots of body systems involved in it. And the brand that we’re actually working with on that is indicated for relapses of that disease. However, it is very beneficial to get started on the brand before there’s an actual relapse. And so really you’re looking at, since there are so many body systems also involved in this, a hugely diverse kind of care team. What we’re trying to do in the EHR was really raise the awareness among the full care team that there’s actually a diagnosis at play here in the patient’s history. So, our client at that time also asked us to kind of focus on the main treating physician. So they of course had done their own mapping out of HCPs who are treating this. And it was largely rheumatologists and nephrologists. So they had, of course, tiered and segmented their audience before coming to us. But what we really did was take an AI model and train that model, to look for early signs of a relapse so that we had a good care window within which to actually reach out to the full care team. So you’re sort of catching that patient and that provider at the time that they’re coming together during those early stages of relapse. [107.5s] To actually train the model, what we did was look back over five years of data for 40,000 patients and took a look at what caused them to relapse–how much time before their relapse. And we saw the model really starting to learn that as it went live in market. And what was really cool. About that, and I did forget to mention, we did take out patients who were already in relapse. So we knew that we were working with about 55% of the active population. And we’re constantly adding to that population as people are getting diagnosed. What was really cool about that is that [00:17:45]we could see the model actually starting to find and identify the relapses before the care teams were seeing them. And so what happened in practice was, for the nephrologists and the rheumatologists to the client thought, was, ‘okay, these are the ones.’ They were actually only seeing 21% of the patients early on in that relapse journey. And so when the script impact came back, we only impacted scripts in that group by about 3%. But if you’re looking at the extended care team and the people who were actually identifying those relapses, they actually started writing those scripts earlier and we impacted there about 20%. And it was super interesting because, the model guessed right 96% of the time. [50.6s] And so it became, a very effective campaign. And the goal of it was to raise awareness of diagnosis. So the EHR was really the perfect place to do that.

Wesley van den Heuvel [00:18:50] Wow. That’s incredible. And for those of you who are taking bets on the first mention of AI, it was at 17 minutes. So mark that on your bingo cards. Hope you won. And we’re going to dive into AI a little bit later, so don’t worry, there’s more to come on that. But, Tom, do you want to kind of add to what Maria was talking?

Thomas Shea [00:19:05] Yeah. I think within the year, you you don’t need to look at if we’re talking about rare disease, a large target list, and just focus on the target list. The beauty about EHR is it allows all of that clinical data to pass through and tell you who to target in real time. So you can use that target list maybe for a more of an awareness message on a login screen but then allow the EHR to provide the data to show you who you should be targeting off of that target list. [00:19:34]Because if you can put in certain lab or certain NDC codes or whatever clinical data is passing through that EHR, it gives you the ability to serve the message to that group of physicians that you might have not known where the actual physicians you needed to be targeting before the campaign began. And it’s the ability to do all of that in real time and really determine which physicians to see the message based upon the actual data that you’re seeing and not based upon a predetermined target list that could be a year old and could be three times, four times, five times the size of the actual treating physician group. And so by being able to use the data from EHR, it allows you to really hone in on who should see that message. [36.1s]

Wesley van den Heuvel [00:20:12] That’s great. And I promise I did not see all these omni channel like tidbits, that are coming from the panel today. But I certainly appreciate it. And it keeps me, in, in a job a little bit longer, let’s hope. But also some, you know, some great points about rare disease, right? I mean, we have products, you know, at Novo that are in the rare disease category, where if we get ten patients in a year where we’re exceeding expectations, that it’s a very different marketing approach, you know, than a product like, like, Ozempic, where you might be doing something differently. But what I think is critical of what you said, especially in the case study, is really recognizing that ability to now help hcws better treat their patients. And you mentioned like that, preventing the relapse. So like if that’s your product, then you’re just substantiating that product in mind. And the HCP is like, okay, like I’m getting graded on quality, I’m getting graded on outcomes. That affects my reimbursement as a physician. This system, this is helping me. But also, you know, for the product, it’s reinforcing that, hey, this product is preventing that. And the EHR helped me identify it. You know, that’s additive to the overall reputation of the product, which I think is huge. I’m going throw you a little bit of a curveball because I’m curious and, you know, this come up, I, I have a friend who is still undiagnosed with something, but he’s been living with whatever it is for for many years. And and what he comments to me that, you know, one of the challenges he has that going through all these specialized testing and all that around different centers is, you know, how close are we getting it? And I think you mentioned a little bit, I’ve actually experience in my personal life to a degree of the ability to link all that testing and information throughout an EHR systems so that when one goes to another health system, etc., we’re not retelling that story, but like that data is traveling. And I recently had an appointment and I don’t I’m not the person with the rare disease, I promise. Where my doctor like mentioned. So I’m like, oh yeah. Like I, you know, I saw this and like, of course, part of me being in marketing it’s like, oh God, how do you know that? But the other part is like, okay, like these systems are getting better at talking to each other and sharing information. And you’re like, do you all see any, you know, future advances in that, that, you know, that would apply to a marketing perspective of, hey, because we’re leveraging this technology, you’re going to be better able to do this with that linkages. And I know it’s a curveball, but, you’re just curious.

Maria Cipicchio [00:22:21] Yeah. No, that’s okay because it’s actually something I forgot to say.

Wesley van den Heuvel [00:22:26] You’re welcome (laughter).

Maria Cipicchio [00:22:28] Like, I think for me, the key there is, [00:22:31]you’re looking at the patient longitudinal data. And so you can’t be overly reliant on the data that resides in the native EMR. And so ultimately you do have to kind of step back and take a look at the actual person rather than the data point that’s present in the EHR because most of those times you’re looking for complex data. So in case of somebody that’s undiagnosed, that’s living for a long time with that, or it’s delayed and they’ve probably got comorbidities, there’s lots of different specialists that are out there ordering tests or clinical assessments because you’re looking at a lot of times even the lab tests are nonexistent. You’re looking at combos of tests plus clinical assessments, and they’re not done by the same doctors. And so it’s really important, I think, to not be overconfident in the native EMR and kind of stepping back and looking at that holistically. [53.7s]

Maria O’Mara [00:23:26] Great. And I was going to say, I think that we’ve had some significant advances. If you think about it, like back in the day, I knew that I as a patient, I used to go to my doctor’s office and they’d ask for me to enroll, you know, via the app, and I provide all my information, and then I get to the doctor’s office, and I have to do it all over again. I’m kind of like, hey, guy?. But in the last couple of years, I think that with, you know, the, move to write more of the IDN model where you have these larger systems buying up all the mom and pops, you’re starting to see data actually integrate. It’s always going to be a challenge. It’s always something that I think, you know, we’re thinking and would like to be five steps ahead. But I do think that there’s been some pretty significant advances. And when you think about what is pharma’s role in the future? I think we have to remember that, like the end of the day, that is probably data. And connecting the data is where the EHRs want to be, and that’s what’s keeping them up at night. It’s not necessarily us integrating into their systems and interjecting, which is one of the reasons why, as marketers we need to be very conscious of the, injections and the nudging and the communications that we’re putting within this very clinical setting. So, I think there’s enhancements, I think there’s advancements, but we’re still, you know, looking at things in a little bit of silos.

Wesley van den Heuvel [00:24:51] Damon, did you want to say something or say, bring the mic up? But I don’t want to put pressure.

Damon Basch [00:24:55] No I think they covered it beautifully.

Wesley van den Heuvel [00:24:55] Okay, perfect. All right, so let’s let’s shift a little bit, you know? You know, right now, I think there’s still, a lot of traditional approaches to marketing that I see even in my own organization. I had this conversation about this reach and frequency target list approach. What do you think marketers misunderstand? Most about EHR messaging in relation to that. And Tom I think you kind of touched on it, but what are the marketers room that need to hear about how they should be looking at the EHR when they historically just do reach in frequency and target?

Thomas Shea [00:25:25] Yeah, I think [00:25:27]with an EHR for most of our campaigns that are further down in the workflow–so past the patient chart  and prescribing–we look at it a far less on a check box of, ‘This physician got three messages. Great. We can move on to the next physician and the next physician.’ We take a lot of effort before the campaign begins to focus on which activity within that EHR needs to determine whether that physician should even see the message. And if that happens once a week, five times a day,we let the data coming from the EHR determine what that frequency should be. More than just getting a target list, matching the target list, and reaching those physicians once a day, twice a day, whatever that frequency cap might be. So it’s determined a lot more by what’s actually happening. And it could be a different frequency, but based upon the different business rule or different, trigger or a different way we channel, the workflow through for a login screen all the way through to maybe e-prescribing. [56.9s] Anybody else want jump in on that?

Damon Basch [00:26:28] Well, look, I think agencies have a challenge with this because they’re trying to build an omnichannel, meaning all channel strategy. And so it’s a very different concept when you’re thinking about a provider watching Gilmore Girls versus when they’re actually sitting there with a patient. But you need some methodology to build an entire plan and harmonize against, in our case, an NPI. So the biggest challenge [00:26:53]we have is helping our agency partners and brand teams understand, again, the clinical workflow and how physicians are thinking differently. There’s a mind shift when they’re in the office and when they’re outside of the office, the messaging can be the same, but you really do want to try and curate a bespoke experience specific to the practice, the specialty, the modeling of that practice, how they write and treat and the patient, him or herself. [23.9s] So it shouldn’t be intimidating because, you know, we work with hundreds and hundreds of brands amongst all of us, but there does need to be a level of education where you step away from the NP eyeballs approach and think about the clinical workflow approach in the clinical encounter. And if you have that in mind and understand what’s going on for the doctor, then you can deliver value for them in a way that makes a whole lot more sense, which will enhance conversion, patient fill, patient adherence and outcomes. And so that’s the conversation that we like to have with our partners.

Wesley van den Heuvel [00:27:51] All right. That’s great. I think it’s interesting that Gilmore Girls was your reference for TV. You know, so I look forward to chatting with you about that.

Damon Basch [00:27:58] I have Two teenage daughters. They’re not doctors but it’s a steady stream of Gilmore Girls.

Wesley van den Heuvel [00:28:03] I think it’s fantastic. Related to that, but kind of the other side of it. You know, I think measurement is also sometimes misunderstood or cumbersome when it comes to EHR. Yeah, I know, you know, I definitely would ask a lot of questions on measurement. Maria knows that for a fact. When I was on brand, you know, what are things that people need to know about how you measure impact in the EHR and what’s capable because, you know, you mentioned, you know, you know, agencies, you know, obviously the marketers, at the end of the day, they want to know, hey, if I do this, is it making an impact? If I if I leverage this channel, am I meeting my marketing goals? You know, what are some thoughts about how measurement should be done or best practices in measurement from an EHR perspective?

Maria O’Mara [00:28:40] Yeah, I can take that. So, you know, I think the first answer to that question is, you know, we’ve come a long way from where we’ve been. And I think that, you know, collectively, all of us on the stage have really come up with some really unique and innovative ways to be able to show impact. So I spoke earlier about that. [00:29:01]It is a clinical setting. And there’s a lot of privacy involved, especially when you’re talking about rare disease. You can be identifying a needle in a haystack. And that could ultimately go back to a specific patient. So there’s a lot of sensitivities when it comes to data and being able to share data. So I think number one is that you can leverage your vendors to determine what the best way to just to understand success. From our perspective, it’s not about clickthrough. You’re not trying to get a doctor to click on a banner within the EHR and go out of workflow. That’s the opposite of what we’re looking for. But what are we doing to support their decision? And there is a lot of data that we have access to that can help you to answer that question. Whether it be from a testing control environment to actually isolate the impact. Are you driving more scripts? Are you driving more patient identification?  [56.4s] Maria spoke to some stats that she was able to pull from a rare disease campaign. But it’s really about understanding what it is that you’re looking to do. And then you work with your team to be able to measure that. And I think that, you know, there’s also the ability to leverage third parties, you know, sharing of NPI level data, sharing of zip data to be able to really isolate that impact. And, you know, I think that. At the end of the day, like there is an inferred ROI as well. Like you are reaching an HCP when they are making a treatment decision. And that alone is just impactful.

Wesley van den Heuvel [00:30:33] So is everyone seeing just how much the Italian is coming out? She’s clearly passionate about data and measurement. Anybody else want to weigh in there? Because I think it’s a it’s a big important topic.

Maria Cipicchio [00:30:45] Yeah. I’m happy to take up a bit about that as well. I mean, we see a lot of people asking you covered pretty comprehensively. You know what you’re trying the actions that you’re trying to drive, in EHR, which the obvious way to measure it is looking at, scripts and script impact. But the other things that we’re seeing a lot in terms of leading indicators that people ask for are like how much am I actually touching specific NPIs or HCPs while they’re in their workflow? And I think a lot of people don’t necessarily know how to use that data quite yet. It’s like everybody’s sort of feeling it out. Everybody wants to have it. And what do you want to have it for is you want to understand your footprint with people.  And so what are the actions that are important to be driving in EHR? [00:31:30]A lot of times agencies will ask us about clicks. Well do you really want to drive a provider outside of the workflow while they’re they’re sitting with a patient? Not really. So clicks aren’t necessarily the most important thing to be looking at there. [15.0s] And we did do a study, last year, also looking at script searching behavior in EHR. And something that we found that was really interesting there was that depending on how often providers were being messaged there’s sort of a [00:32:03]sweet spot for messaging at a volume of around between 20 and 30 times in a month of touchpoints with a provider. That was actually really heavily impacting their searching of scripts in EHR, which is super interesting. And so if you were kind of going over that, there was a point of diminishing returns, and if you were going under it, you know, you were really leaving some opportunity on the table. [25.1s]

Wesley van den Heuvel [00:32:30] You know, that’s great. And I think we could probably talk about measurement, you know, into the afternoon. But, I did promise the audience, some talking AI, and I don’t want the feedback to be a great panel, but the moderator lied to us. So, let’s use some of the time left. I mean, the larger question is, what is that next big thing in any EHR, right? I mean, I think with any channel, we’re asking what’s coming next. I think obviously AI is a big part of the, you know, the conversation with everything. How does AI, you know, relate to EHR and Maria C you you mentioned a little bit of the algorithm and what do you think?

Damon Basch [00:33:01] Well, it’s a it’s a game changer both on the clinical workflow side for the providers but also for the marketer. So on the clinical workflow side, we just acquired a company called science IO. And those [00:33:11]capabilities around AI are going to drive change in all of our solutions, whether it’s revenue cycle management, EHR quality improvement or risk adjustment with payers for the physician. Over time, you’ll start to see things like the ability to process a prior authorization using AI for probabilistic or deterministic outcomes, for the structuring of unstructured notes, for script triage, for patient onboarding–all of those critical things–so that it’s automatic and for the physician and their staff do not have to think about it anymore. And everyone in this room will benefit from that in in innumerable ways. For marketers, I think AI is going to be, very, very useful for crunching data in a way to help with audience quality. And we’re targeting, you know, we’re able to take more data, cleaner data, process it more quickly, make some modeling decisions in real time, and then target and deploy against that information in a much more meaningful way. That’s already starting to happen. [57.6s] And we’re seeing some of that in programmatic. I think it’s just going to continue to accelerate.

Wesley van den Heuvel [00:34:14] Yeah. No. That’s fascinating. I think, you know, we could all agree that, you know, helping with prior authorization in that processing, it’s huge benefit. You know, a lot of people in the room, I’m sure, anybody else want to weigh in on AI I know I we’re running out of time, but I think it it is a topic that a lot of people care about where we got it.

Thomas Shea [00:34:29] Sure, I can touch on. So from an marketers perspective on AI, for what we’re using it for primarily is to just make things easier, whether it’s pulling report, determining who you should target, having the data transfer faster, we’re really using it just to make things go quicker, go easier, have less interaction essentially with a platform and for our platform specifically, and being able to use it to, to search and to make things just happen a lot quicker and a lot easier without having to do it more manually. Did you bring it up to say something I did?

Maria Cipicchio [00:35:02] Okay. Sure. Okay.

Wesley van den Heuvel [00:35:04] Yeah.

Maria Cipicchio [00:35:04] Super quick. Okay. I think that it’s important when you’re evaluating AI solutions in the in the EHR to see how it accelerates and makes the fundamentals of marketing easier because they’re still true in the EHR and the fundamentals. And so AI should be helping you with that.

Wesley van den Heuvel [00:35:22] Great. So, you know we are out of time. So first let me thank the panelists for joining and lending their time and experience. I did a great job. Hopefully made me look good. I don’t know if they’re surveys, but, I would appreciate the highest marks you can give me. So they invite me back. But I think the key takeaway is really that there are multiple points in the workflow that we have opportunities to leverage EHR for our marketing strategies. You know, so I think it’s important that that’s a key takeaway for the audience. [00:35:52]Think through what your biggest pain points are for your brands. What are the unmet needs. And EHR probably offers you an opportunity to to leverage that and address that with your customers. [9.8s] So thank you for your attention. Thanks for laughing at my bad jokes, and I hope everyone has a good rest of your day.