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Curbside Consult with Dr. Jayne 8/15/16

August 15, 2016 Dr. Jayne 4 Comments


There are a lot of people in the clinical informatics field who have participated in vendor focus groups and other information-gathering activities. Those can be a lot of fun as well as a great way to meet other physicians in the field. They can also be a great opportunity to see the “next big thing” as it evolves and makes its way to market.

I’ve made some good friends in the marketing space. They’ve introduced me to other organizations that might be looking for some physician input on their product campaigns. Over the last year or two, I’ve had the opportunity to work in depth with a couple of organizations.

The first engaged me to assist with questions around their functionality. Although they had a strong development team, their clinical input was limited to a handful of informatics physicians and end users of their current product. This is fairly common with startups, who might not have the to put a physician on the payroll. Sometimes they do have the funding, but are spending it in areas other than clinical expertise, and it becomes my challenge to help them see the value that regular physician input might bring to their products and their development process. It’s much easier to have someone who can vet your designs immediately rather than having them get close to release and be shot down by a focus group because you missed the mark.

In addition to working with them on product development, they also engaged me to assist in marketing efforts and in ensuring that the script for their product demonstrations was both medically accurate and clinically relevant. I can’t understate the value of having solid clinical input in this area. There is nothing that causes a physician’s brain to shut off like being presented with a clinical scenario that makes no sense or is insultingly dumbed down. It’s one thing to use a straightforward scenario, like a visit for an acute illness, so that you can highlight the product’s abilities and not distract the user’s attention. But it’s another thing entirely to work through a scenario choosing nonsense data, explaining it away “because it doesn’t matter.” Especially where features such as clinical decision support are involved, the information needs to make sense for it to be believable.

They were also one of the more fun groups I worked with. They brought me back to do some product naming work, and although none of the names we came up with in our working session were ultimately chosen, it was exciting to be part of that process and to use the creative side of my brain. I was so proud when their product launched and every time I see it in the wild, it’s fun to know I had a hand in it.

My next adventure was with a startup EHR company. One of the founding partners fully realized that they needed physician input to ensure they were spending their clinical development resources wisely. Unfortunately, the other founding partner was not completely with the program. They were more interested in bells, whistles, and flash than they were in creating a product that could meet the needs for complex documentation, and what they ultimately produced could be described as Franken-EHR. Parts of it were beautiful and glossy, but lacked the clinical functionality that physicians want these days, such as the ability to link scanned images to open orders. Other parts of it were intended to allow robust documentation with plenty of discrete data, but ended up being a complete and total click-fest. Yet another piece of it looked as if it had been clearly lifted from another vendor where a third founder had once worked. I realized a bit later that it had – when I went to remove some of their code from my laptop, I found that one of the embedded components had a license linked to another vendor. Oops!

Another group engaged me to help recruit clinical participants for a focus group. I’m also working with them to gather materials to use when the group meets. The project is primarily around selecting images for a redesigned website and some marketing slicks. I’ve been visiting quite a few competitor websites to identify potential points that might resonate with physicians so that we can present them to the group. In the course of that project, I’ve stumbled on some great marketing efforts and also on some that are truly awful. One made me question whether the vendor (who happens to be large and very successful) even had marketing professionals involved in the creation of their materials, or whether they just threw some stuff together.

In putting together stats about the clinical representations – whether they showed the physician practicing, with a patient actor, or in home/leisure pursuits – I was struck by how much stereotyping I saw in some of the ads. The majority of the physicians represented were white males, with leisure pursuits of golf and skiing represented. One did have a physician testimonial showing him having more time for his grandchildren, which was a nice change. In the majority of campaigns I’ve viewed, women are largely featured in supporting roles as are non-white males. That certainly doesn’t look like the medical world I practice in. I was surprised at how often I saw those patterns.

My absolute favorite marketing piece (in the humor category) was all around being able to see your schedule from anywhere. This was primarily funny because pretty much every single product these days has that feature, so it’s hardly a market differentiator, yet the company had latched onto that idea and featured it prominently on their home page. It was even more funny because they included an embedded animation with a clinician at the gym, lifting weights. He stops in the middle of a set, grabs his phone, makes a couple of taps, then does some kind of smile/chuckle thing.

I don’t know about the rest of the clinicians out there, but it’s rare that I look at my patient care schedule and chuckle. It looked more like he was seeing an inbound text or a witty Facebook post, and the whole “multitasking at the gym” thing just felt a bit off-putting. We’ll see what the focus group says, because we’re going to include similar content to see what the participants think. If they’re anything like the physicians I talk to regularly, they’re more likely to be checking their schedule while they’re in the carpool line trying to drop off their kids at school, or while trying to hustle to the hospital to round on patients over lunch. Either way, once a feature becomes commonplace, I’m not sure why you’d market around it, but at least we’re going to find out if we do want to market a time-saving feature, what the best scenarios might be.

With the consolidation in the EHR market and the boom in add-on solutions, there is plenty of marketing out there. I’d be interested to hear from readers what kind of marketing they feel hits the mark, and what should be sent to the hall of shame.

Got marketing stories? Email me.

Email Dr. Jayne.

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Currently there are "4 comments" on this Article:

  1. Enjoyed reading about your efforts and commitment to making sure the technology being developed actually complements and supports a true clinical workflow, Dr. Jayne. My hope would be that other physicians and nurses continue to get involved and vendors start/continue to welcome, and even pay for, this input. I don’t see any real downside to that! 🙂

  2. So, was the guy at the gym an orthopedist? 🙂
    Seriously, I am in marketing and spend hours going through stock photos to avoid the “white male, model, perfect hair” look.

  3. I’m sorry, but what is the article’s main message? It reads as a meandering stroll through a diary page written at 3 AM.

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