January 2008

Such Dedication

It's safe to say this isn't a doctor's plate ;)

Posted by Shawn Whalen on January 26, 2008 at 5:03 PM
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Lists, Grids and Quadrants

Our Next Installment in a Continuing Series on Healthcare IT PR Tactics and Strategies

Industry analyst relations are always a popular topic, one which I've blogged on before. With the New Year underway, vendors look forward to the industry analyst leadership grids, wondering how they can get good placement on them. In this post, we'll look at the top three grids. In part two we'll look at how to get good grid position.

Gartner's Magic Quadrant is the best known, followed by Forrester's Wave. IDC has sporadic leadership grids; the Health Industry Insights group will be starting "Short Lists" soon. These highly coveted reports rank IT solutions using detailed technical standards, end-user feedback and analyst opinion. Excluded from this discussion are the popular survey-based KLAS rankings (arguably more valuable than all the analyst grids put together) and juried best-in-show contests from the likes of TEPR and HIMSS.

According to Gartner, the Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace. Gartner is careful to say the quadrant does not endorse any vendor, product or service depicted (and relationship between paid clients of Garner and rankings is purely coincidental ;) Similarly, they coyly do not advise technology users to select only those vendors placed in the "Leaders" quadrant.

A list of Magic Quadrants to be published in '08 is here. In October there was a Magic Quadrant for U.S. Enterprise CPR, and the previous year a Quadrant for U.S. Physician Office Systems. Check with analysts, as the Quadrant schedule isn't always final.

The Forrester Wave is similar in intent but more interactive and, I think, useful. Forrester says their Forrester Wave is a detailed analysis of vendors' products and services based on "transparent, fully accessible criteria." It includes an Excel spreadsheet that allows you to easily compare products and get in-depth data and analysis about each one. In addition, there are tools to develop a custom shortlist based on your company's requirements.

For a schedule of upcoming Forrester Waves click here.
Check with analysts however, as some healthcare topics aren't on this though they may be covered.

A recent example of a Forrester Wave is their Jan. 17, 2008, Healthcare Claims Platforms Q1 2008. To continue reading about this and Health Industry Insights/IDC's Short List, click the "Continue Reading" link.

Continue reading "Lists, Grids and Quadrants" »

Posted by Shawn Whalen on January 24, 2008 at 4:41 PM
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HIMSS Media Tips

With the big HIMSS show around the corner, healthcare IT PR folks are hoping to line up as many media interviews as they can.  So it's worth revisiting Schwartz Communications advice.

Before the show, do some strategic thinking in regards to your news. Do you want to pre-brief the media and issue news prior to the show in order to drive booth traffic? Or would you like to leverage news datelined at the show in order to get face time with reporters there? Once you've determined the goal, you can time your news accordingly.

When you make appointments before the show, be realistic about the reporter's schedule. Don't be surprised at no-shows. There's a good chance that a reporter who gets big news or a prized interview will miss your appointment. Try to get the reporter's cell phone so you can communicate on the show floor. Then fill in the gaps by recruiting interviews right there on the show floor.

Here are some more tips and techniques for PR at trade shows:

  - If your company has exhibit space, prep the booth staff on exactly what to do if the media drop in. Designate a spokesperson and make sure everyone understands to immediately bring the media to him or her.

  - Boil your pitch down to exactly one sentence. That's about how much time you'll have when you buttonhole a reporter on the show floor. Make it pithy, exciting and newsworthy. Remember that you're competing with hundreds of other companies for that reporter's attention.
 
  - To stimulate TV coverage, prepare a demo that's visual and exciting. For print coverage, be ready with news that will interest attendees of that specific show.

  - Be fearless. Walk the aisles looking for those press badges. Approach reporters with a direct, concise and confident pitch. When you get rejections from hurried and hassled reporters
(and you will!), shrug them off, so you're ready to approach the next reporter with confidence.

  - Become the reporter's friend. Instead of handing over a heavy press kit, consider a CD or offer to send the paper kit after the show. Help them find other (non-competitive) vendors to cover on the show floor to round out their story.

  - At major shows, the biggest coup is TV coverage. Here's a great tip for maximizing exposure. Put your attendee badge on and go outside the show floor about 20 minutes before the doors open. At the bigger shows, you'll see TV crews waiting to go in. Approach the one you'd most like for an interview, and offer to get them in early, if they'll take a few moments to meet with your company. Chances are they will jump at the chance to get a head start on their day. Escort them quickly past the guards with an authoritative "interview with the media." Then on to your big moment in front of the cameras.

  -Finally, at the end of the day, don't forget the parties, especially those sponsored by the media. They can be great places to make friendships with reporters and editors.

Posted by Shawn Whalen on January 17, 2008 at 10:12 AM
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2008 Trends to Watch

Industry analyst firm Health Industry Insights released their 2008 healthcare IT predictions. Business intelligence tops the list.  Their announcement discusses how data integration and interoperability will continue to drive major shifts in IT spending. These initiatives will be sharpened by an industry focus on cost containment, process improvements, and improved patient outcomes. Listed below are key highlights from their provider and payer top ten trends.

U.S. Provider 2008 Top 10 Predictions identifies major trends that will impact the provider IT landscape in 2008. The industry is approaching a critical turning point whereby delivery models and applications are increasingly accessible and easier to use providing much needed data exchange and interoperability. Providers need to examine opportunities to expand EMR investments as this is becoming a key requirement in the inpatient and ambulatory care setting. Health Industry Insights also predicts that providers should keep an eye on Health 2.0 as it is changing the way consumers interact with healthcare information.

U.S. Payer 2008 Top 10 Predictions reflect a volatile and changing business and technology environment, with investment planned in multiple traditional areas and new initiatives, rather than the more single-themed focus of some previous years (e.g., HIPAA, consumerism, the collaborative business model). Business intelligence, prioritized investment on consumer information management and transaction tools, as well as "extra-enterprise" technology investment emerge as overarching themes and areas of the greatest investment in the next 12-18 months. Fragmentation and high technology costs will continue as the U.S. healthcare payer market technology investment encompasses over 50% of the total worldwide healthcare payer IT spend.

Health Industry Insights’ Top 10 predictions across the industry sectors include:

- Business intelligence and related information management are leading categories of technology spending increases in 2008 across all segments
- Outsourcing seen as instrumental as the focus on cost reduction continues to increase
- Drug safety will remain front and center as a primary concern in 2008
- SaaS (software as a service) will spur adoption of EMR's for small providers
- Healthcare/financial services interface and competition will heat up in 2008 as healthcare payers shift costs and payment responsibilities to consumers
- "Extra-enterprise" investments become mainstream as over 40% of healthcare payers report technology investments for use by consumers and providers
- Retail clinics and their technology will proliferate, increasingly disrupting healthcare delivery

"We predict there will be accelerated investment in 2008 in the Business Intelligence segment with spending growing more than 13% over the next 12-18 months," said Scott Lundstrom, vice president of Research, Health Industry Insights. "In addition, the healthcare industry should anticipate more innovative use of Web 2.0 technologies in healthcare by mainstream technology vendors and niche companies over the next 12-24 months."

Posted by Shawn Whalen on January 14, 2008 at 10:32 AM
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Tax Cut an Answer

There are almost 20 different proposed government bills for healthcare IT. I personally think the most sensible solution is the one endorsed by the American Medical Association. It's a full, refundable federal tax credit for the cost of purchasing and implementing clinical IT, including EMRs.

Small and medium sized medical practices can't afford this technology, so a tax break makes sense. About 12% of office-based physicians used a comprehensive EMR system in 2006, according to an October Centers for Disease Control and Prevention report. That figure fell to 7% and 9% for solo and two-physician practices, respectively.

For EMR and PPM vendors, this situation lends itself to PR that highlights the plight of small physician groups. These make up a majority of the care continuum in the U.S., yet are the least able to afford the technology. Trade reporters may respond to trend stories or case studies on low cost solutions that demonstrate ROI. The software-as-a-service model is gaining steam. Illustrate your customer's story in a problem-solution-benefit format to gain the attention of healthcare media.

Posted by Shawn Whalen on January 10, 2008 at 12:02 PM
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Putting Money Where Your Mouth Is

All the Presidential hopefuls are singing from the same hymnal that EMR is part of the solution to improve healthcare quality and cut costs. I wonder if the next President will put his money where his mouth is and better fund the Office of the National Coordinator for Health IT.  The current administration set the '08 budget at $61.3 million, the same as last year, which was down from $125 million the previous year. 

This anemic amount will further slow efforts such as the National Health Information Network (NHIN), pilot programs and an architecture standard for personal health records (PHR).  Obviously government won't make reality Bush's EHR-for-every-citizen-by-2014 pipedream.

This gives healthcare IT vendors a PR opportunity to highlight how they are making this vision a reality. Consider thought leadership PR for your executives to comment on the government fiscal short-comings, and how the private sector led by companies such as yourselves are solving healthcare's problems.

Posted by Shawn Whalen on January 3, 2008 at 5:04 PM
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