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IHE Cardio Marketing/Education Plan
Discussion SlidesDraft – Rev 4
12 September 2004
Purpose These slides are an outline of the
work to be done in support of the Marketing/Education activities of the IHE Cardiology Planning Committee.
Near term goal is to focus on high level messages that affect ALL constituents.
The ACC & IHE The ACC needs its membership to take an
active role in communicating the long term benefits of the IHE in Cardio to vendors, institutional CIO’s and the broader community. The ACC believes that the membership can greatly accelerate adoption of the IHE and the accompanying benefits.
The Vendor community needs to be touched by the ACC as well to expedite the process and “get them off of the fence”
IHE Cardio Marketing Plan Who are the “customers”? Broad messages to all are key What are the messages/customer How do we deliver the messages?
Marketing Education
Marketing the Call for Participation Demonstration plan
Who are the “Customers”? Clinical Users
Cardiologists, Cardiac Care Assistants Technologists, clinical operational managers
Administration Dept managers & administrators, CxO’s Group purchasing (eg MDBUYLINE)
IT Professionals Hospital IT staff Consultants
Governments Prof Societies
ESC, JCC, SMR, ASE, SNM, SCA&I, NASPE/Heart Rhythm, ACCAA, other
Advocacy groups (eg Leapfrog) Vendors General Public (low priority)
Broad Messages IHE can help solve critical problems for
the Cardiologist, Tech, Administrator or related IT professional, and purchaser IHE can help solve key “pain points” in the
process of integrating healthcare• IHE will improve workflow and reduce medical
errors: saving time, money & leading to better care• Over time, IHE will remove obstacles to multi-vendor
integration IHE is a gradual process on an annual
schedule that solves specific clinical problems and builds up over time
• For Cardiology this is at least a 5 year process
Pain points the IHE will help Multiple entry of demographics and associated
error and workflow issues Consistent access to results (EKG) – Unneeded repeat studies Resource management inefficiencies Timely report completion and distribution Delays in charge posting Facilitate data gathering for registries Extracting salient data from
modalities/acquisition devices Consistent representation of data from multi
stage stress protocols Today’s “solutions” are cumbersome, expensive,
error prone and are not upgrade “friendly”
High level candidate tag lines “IHE is HOW” and we are underway.
It’s a marathon not a sprint, the exciting part of a marathon is the finish, but you need to start…
“IHE is how it all gets done” “Making integration happen” Pre-canned integration solutions IHE, “is your vendor doing it?” N vendors tested M systems – was
your vendor there?
Messages IHE can help solve key “pain points” in the
process of integrating healthcare IHE will improve workflow & reduce errors:
saving time, money; leading to better care Over time, IHE will remove obstacles to multi-
vendor integration enabling easy upgrades IHE can streamline the RFP process and remove
vendor bias as enable purchasing for individual institutions
IHE is underway in Cardio. The year 1 Technical Framework has been developed to address broad needs for integration including echo & cath lab workflow, EKG retrieval.
There is a 5 year roadmap and the ACC invites members to provide input on the priorities as the roadmap evolves.
Marketing Goals for Year 1 Build an IHE Cardio development
community Broaden user base of Cardio
administrators & clinicians that aware of IHE & its value
Reach ACCA (Mar 3-5) and give them the brief overview
Encourage vendor participation Seed future success story sites
Accomplishments – Year 1 Year 1 Cardio targets were:
3 profiles. Year 2 prioritization discussion is
underway and will be defined in Spring 05.
Manage Expectations Don’t oversell, but maintain enough
interest. There are real risks to miss-setting
how long it will take for real benefits in clinical practice to be realized.
Need to stress that there really is no other way to achieve the key goals and that we need to start now and stay the course.
External Outreach Suggest that ACC send out a low profile
mailing to target IT/Integration consultants: First (FCG), Forester, IMV, Frost & Sullivan, Gartner, ECRI, MD Buyline, KLAS, Booz Allen, Delliote & Touche/Bearing Point, Accenture, Cap Gemini, Clinica, EDS, McKinsey, Superior, other International consultants.
ACC to send a mailing to leadership of the vendor community.
Defer outreach to major payors later
Outreach within the ACC Provide chapters with some info that says “as
leaders, be aware that the IHE is coming to the ACC 2005” Five key messages max. Same thing used for agenda books for ACC committee meetings.
Bridging science into practice: leverage ACC 05 as the beginning of the IHE journey. ACC is looking for input to shape the path, direction: Encourage members to provide input to the priorities and technical content.
Provide sample text to ACC members for a letter “To Your CIO” saying “what’s our Institutional IHE plan for Cardiology”?
Clinical Users Goal: Basic understanding and
expectations – “IHE will save us time & money, reduce errors and let us get access to key data when/where we need it to do our jobs”
Overview of IHE… Realistic expectation on the scope and
timing of IHE results IHE is a gradual process, but with tangible
short term goals Describe IHE Year 1 in Cardio
Indication of long term roadmap
Administrators IHE as a tool for managing
purchases including RFP’s IHE can save money in the
department IHE can reduce “switching costs” IHE can help reduce errors
General Public Promote the value of ACC’s support
of the IHE to improve timely access to health care and to promote best practices which improve patient outcomes and reduce errors.
MARCOM Goals Create awareness/buzz Get customers to demo area Have customers leave demo area
thinking “this IHE stuff is great” Get the customers to spread the word Get customers to cajole vendors… “How can I get more involved in the
IHE” Enable education
MARCOM Methods to Consider Journal(s) Print Direct Mail Bus Video Web presence
Background info RFP language kit
Booth placards/tent cards Time lapse video of connectathon & demo set up What other meetings does ACC IHE Cardio have
to be visible at (ESC, AHA, TCT, Euro Echo, JCC, ASE, etc) ASE has expressed interest in leveraging materials for
their June conf.
Education Goals Introduce Terminology Get some “volunteer sites” Set Expectations How to use IHE Cardio for RFP’s
Education Methods Need to evaluate/prioritize:
Short theatre presentation Tutorial Session @ ACC Brochure Kiosk Web presence Presentations