HP_SWD_Healthcare_Guide_071408_Comp1

A guide for HP Sales Reps and HP Channel Partners sellingto SMB and Enterprise customers.

The HP StorageWorks HealthcareSales guide

July 2008HP restricted for HP Partner and internal use only

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A big opportunity for youThe storage hardware market for healthcare is expected to grow to reach $1.3 billion peryear in 2008 in the U.S., with disk-based storage as the fastest-growing media type. In facthealthcare tops all other verticals with a CAGR of 14.3% (avg 5.7%) and exceeds the averageof the ratio of storage to total hardware spend with 30% (avg 22%), according to IDC.

The average hospital has roughly 150 different applications, all generating fixed and dynamicdata, each with their own requirements for retention storage, data protection, access, sharing,and mining. In addition, the average hospital requires ~60TB of storage for their image archivesof the 60,000–500,000 studies they perform annually and this amount keeps growing. Withdata volumes are doubling every 2 years; specifically, the number of image studies is growingat >30% per year, and image size is also increasing, the need for scalable storage to supporthealthcare-specific application environments such as Picture Archiving & Communication System(PACS) is greater than ever.

Use this door-opener guide to augment your current solution selling approach and help prepareyou take advantage of the big storage opportunities that await you.

People

SWD Worldwide MarketingArturo Gamboa-Aldeco, WW Solutions MarketingManager for Healthcare & Life Sciences Solutions1.408.404.5632, [email protected]

Ian Selway, WW Solutions Marketing Manager1.408.447.2315, [email protected]

Things

Data Management for Healthcare Providers http://www.hp.com/go/healthcare

HIMSS™ Analytics Database, http://ww.himssanalytics.orgInternal Monthly newsletter—Americas HealthcareExternal Monthly newsletter—TAW-HealthAmericas Healthcare Monthly Sales CallsContact: Tracy Sinclair for database access and to subscribe, 1.970.898.2012, [email protected]

Up-to-date HP StorageWorks and HP MAS certifications for Healthcare applicationshttp://tsgonline.hp.com/alliances/verticals/healthcare/ Contact: Frank Orlando, 1.508.467.2701

HP SWD sizer tool http://www.hp/com/go/storageworks/sizerHP Storage/Healthcare customer success stories http://www.hp.com/go/storage/casestudiesHP IM & MAS WW Public Sector Seminar (March 2006) NEED LINK

Resources

About the guidePage Section names Descriptions

3 Level Setting Get context around business drivers, business initiatives,critical success factors, and key market trends that will helpget your arms around what’s influencing this dynamic industry.

4 Buying Center Learn who are the most important and influential rolesEcosystem that have direct and indirect impact on the deal.

5–7 Target Audience What makes buyers tick? Use these helpful profiles to getSnapshots inside the minds of the targets with whom you’ll engage.

Find out what they’re worried about, what perceptions theyhave, and any gotchas to be aware of.

8–9 Identify the Figuring out the right sales play to run is important. AnswerOpportunity a few questions to help point yourself in the right direction.

Then use the sales play section to get yourself prepared towin the deal.

10–18 Sales Plays Once you’ve identified which is the right play to run, spendsome time getting familiar with each of the sales plays—what triggers to listen for, what to ask first, what specificmessages to communicate, how to handle objections, andwhat to do next.

19 Solution Quick reference on the primary SWD technologiesComponents and services that will make up the customer’s solution.

20–23 Partners Application Vendors (DVARs and ISVs) have a uniqueposition within Healthcare. They are often the “go to”partner for their technology needs and they often make thedecisions on behalf of the customer. Learn about the differentHealth Management Systems and refer to the Partnerspotlights to get a better understanding for HP’s relationshipwith them and how to best insert yourself.

24–25 Competitors You’ve only got a few chances to combat the competition’sstrengths and pounce on their weaknesses. Familiarizeyourself with these quick sell-against strategies and keepthe competition at bay.

26 Customers See how other HP Storage sales reps have been successfulwith customers so you can name drop, in the moment, on thebig results we’ve helped deliver.

27 Glossary Every industry has its own terminology, acronyms, andentities. Reference this glossary to freshen up on these soyou can “talk the talk” with your prospects

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Why your customers careHere’s a quick look at several factors that could cause your customers to consider Healthcare solutions. Understanding what they need andwhat’s making them bleed will help you meet new prospects on familiar ground.

Top pressures facing Healthcare ProvidersChanges outside the provider business—Patients’ are demanding for easier access to their medical records and are driving providers toimplement better ways to integrate and share patient information while maintaining privacy. At the same time, tense competition amonghealthcare providers requires a better understanding of the business to gain advantage. This has heightened pressures for better accountability,which is driving the centralization of all IT.

Healthcare is one of the most regulated industries—Regulatory pressures continue to fuel significant upgrade cycles and the need to replaceaging infrastructures are fueling significant purchases. Additionally, many regulatory requirements dovetail with the providers’ drive to ensurethe security and privacy of health information, which requires using sophisticated technologies. Many people and devices are involved in thehandling of sensitive information, making the end goals of privacy and security a constantly moving target.

Key initiatives underwayPatient care and safety—Providers are striving to improve the quality of care they deliver. In fact, 100,000 care-attributable deaths occur a yearin the US alone1. Facing a shortage of nursing and clinical specialists as patient numbers increase due to aging baby boomers and a generaldecline in government-funded health services, providers are deploying hospital and clinical systems as well as analytics to be more efficient in thedecision making process with the limited resources they have and improve the quality of the care they offer.

Electronic health records—Federal mandates such as the one for EHRs for all Americans by 2014 are aimed at collecting more patient medicaldata, sharing data, and making the exchange of that data much easier, in an effort to reduce skyrocketing healthcare costs and improve patientcare. Technologies involved include storage devices, smart handheld devices, PCs, and network applications, as well as industry-specificapplications such as claims and care management systems. Data integration is necessary to pull everything together into a cohesive picture.

HIPAA and regulatory compliance—Funding and measurements to address regulations (e.g. HIPAA, JCAHO) and enable providers to respondto audits are still getting the highest levels of attention and affect what is acquired. Integrating these IT acquisitions and processes continue tochallenge the daily business operation that require continuous systems uptime, management, and agility.

Potential roadblocks to successPower struggle—Historically, there has been departmental-level control over application operations. This control remains today since healthcareapplications are difficult to manage by IT generalists, leading to an ongoing resistance to centralizing the management of such specializedapplications.

Difficult to standardize—The unique data structures in these cross-health systems creates inconsistency that further restricts standardization withinmulti-site systems. As these applications are managed separately, it has made it quite difficult to get a handle on real cost for IT systems andmanagement.

Limited IT resources—With a multitude of vendor technologies, there is a clear lack of interoperability further complicating management andincreasing costs. Many provider organizations have IT departments that lack the resources, funding, and sometimes power to take control overthe broader storage infrastructure and deliver IT services as a business billed back to the hospital.

Level Setting

Trends in healthcareIncreased human capital capacity—Thereis a shortage of practitioners, an agingworkforce, a scarcity of IT professionalswho understand healthcare, and limitedtime of administrators to analyze andunderstand information.

Healthcare delivery integration—Greaterexpectations for increased coordinationand integration along the continuumof care.

Greater business accountability—Payersand patients are applying pressure todeliver greater value for the money—yetas people get older, long term sustainabilityputs more requirements on increasing staffand services to accommodate.

Shifts from treatment to wellness—Expectations that healthcare industry shouldembrace and implement methods towardprevention, holistic health, and alternativesolutions.

$1.4 millionEvery minute of HIS downtimecosts more that $264 for an average500-bed hospital. According to thatresearch, each incremental 1%of downtime per year could costa 500-bed hospital more than$1.4 million.

Source: Healthcare Informatics, 2002

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1 Source: IDC, Worldwide and U.S. External Disk Storage System 2007–2011 Forecast by Vertical Market and Company Size

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Where to find the most likely prospectsUse this quick snapshot of key target companies and their common concerns to frame up the best prospects to find.

Buying Center Ecosystem

CIO

#1a

ClinicalDepartment

Head

#1b

App Vendor(DVARs

and ISVs)

SpecializedVARs (SIs)

ApplicationAdmin

#2

ISCommittee

CEO/CFO

ChiefMedicalOfficer

Influencer, Technical Buyer• May have the most storage-intensive

environment in the hospital• Knows a great deal about storage

and their precise requirements; can be very involved in bigger storage decisions for their application

Business Decision-Maker• Responsible for Business Continuity

plan and execution• Typically has 3% or less of operating budget

and works with departmental heads to ensure funding for new that exceed his budget

• Often spends lots of resources maintaining legacy technology applications because business side has no plans to upgrade/replace

Technical Buyer• Responsible for providing applications to the

department to ensure proper patient care with maximum productivity.

• Sets and tracks SLAs; escalates issues to CEO/CFO • May fund department-level applications and

supporting IT requirements (e.g. storage, servers)• Internal customer to CIO

Key Influencer, likely Account-Lead• In smaller hospitals, they operate as System Integrators for a

region and have specialized health practices and put together projects that include Application Vendor software with hardware.

• HP PBM manages relationship and can help steer the VAR’s recommendation

You

Key Influencer, likely Account-Lead• If client is using their application, they have account control and heavily

influence IT systems decisions for the application including storage for short and long term retention

• HP PBM manages relationship and can help steer the Application Vendor’s recommendation

Influencers

Understanding relationshipsInfographic representation of relationships between decision-makers and key influencers

Midsize Hospitals • Community, independent, or in partnership with other hospitals or part of an IntegratedDelivery Network (IDN)

• Has less than or equal to 250 beds• Approximately 3,000 hospitals in the U.S.

Research Centers and Hospitals: such as St. Jude Children’s Research Hospital or MD Anderson University or Academic Hospitals: such as Duke or Stanford Medical Center

Key target companies Common concerns

• Difficulty sharing and accessing patient information, clinical/research data, and image studies• Aggregation of significant data volumes• Applications are mission-critical, no tolerance for downtime or loss of data • Difficulty accessing, integrating and sharing all patient records especially those outside the hospital

• Difficulty integrating research and clinical data and long term management and access ofexponentially growing volumes that now include images

5Target Audience Snapshots 5

TitleCIO: Midsize to Large Hospitals/Clinics

VP/Director of IT: Small to Midsize Hospitals/Clinics

Reports toPeer Groups, Systems Integrators, IS Committee

Influenced bySystems Integrators, Peer Groups, IT Committee

Roles and responsibilitiesResponsible for overall hospital/clinic IT environment;oversees IT Department; is part of IS Committee

Mandates IT architecture and systems; sets strategies includingstorage strategy, disaster recovery plan, and sharedinfrastructure initiative

Sets and owns the IT budget; business decision maker forlarge IT purchases and makes final recommendation to CFOand IS Committee

Will likely be involved in storage solution purchases that areselected by clinical departments through their own DVARrelationships

Owns SLA agreements for information access, uptime, etc.with clinical and administration side of the hospital

Why they are importantThe CIO is responsible for the budget for all infrastructure and IT services in the hospital. They own all IT plansto unify, standardize, and modernize the infrastructure towards virtualization, greater disaster recovery andbusiness continuity. They identify the needs for scalability to serve the constantly changing requirements from all applications across the environment. They often own the compliance plan and execution and need to supportthe legal department for discovery projects. The CIO manages a limited staff and looks for managementsolutions for applications and infrastructure that reduce the burden on his staff.

Pain pointsComplexity—Shortage of time for strategicthinking/planning; overwhelming backlog ofrequests/projects; unknown/unrealistic expectationsfrom the business; inability to seamlessly manage thedispersed storage infrastructure

Costs—Limited budgets—69% of CIOs have <3% ofthe hospital operating budget for IT

Control—Lack of business sponsorship and/oraccountability for IT projects yet needs to build anopen infrastructure to accommodate new/changingapplications and IT initiatives across the hospital

Resource-constrained—Doesn’t have the staff todedicate to individual departmental IT needs; doesn’thave the tools to allow team to manage easily acrossthe environment

Compliance—Needs to meet compliance andgovernance requirements. Needs to provide andmanage systems that protect privacy of patientinformation, protect the data and ensure informationavailability.

Day in lifeThe CIO spends the majority of their day with project requests and interacting with CXOs and other executivesto make strategic business and systems decisions. They are also focused on business planning, leading strategicprojects, designing and optimizing business processes, and hiring/developing/managing IT staff. They interactwith their LOB counterparts, and key IT vendors and suppliers to manage crisis situations.

CIO

“I’m looking for storage and disaster recoverystrategies that connect across the enterprise.“

PerceptionsSees HP as a Tier 1 vendor, largely for servers and PCs,but isn’t looking to them as a primary strategic softwareor storage or consultative partner

Unless they have a strategic relationship with HP andprefer to procure their hardware from a single vendor,they will be greatly influenced by the applicationvendor’s recommendation

If EMC has been able to present to the departmentheads and set a storage agenda (and HP has not) thenthe CIO will request quotations from application vendorson EMC hardware, due to their market leadership

They’ve outgrown existing primary PACS storage and/orplanning for expansion of new facilities or modalitiesand may not know that HP has custom solutions formedical image archiving“Gotchas”

If you can to the CIO directly, you’ve got the right person. If not, consider starting with the Clinical DepartmentHead and/or the Application Administrator(s) to build relationships that can open the door to the CIO. Beprepared to make a broader, more strategic case that connects HP Storage beyond just PACS for Radiology—they’ll be looking for “big thinking” that solves a much bigger problem.

Target Audience Snapshots 6

TitleClinical Department Head

Reports toChief Medical Officer, Clinical Services Director, orManaging Director

Influenced byThe Application Vendor, with whom she maintains a directrelationship

Roles and responsibilitiesThey and their department are heavily involved in creating theshortlist of application vendors based on clinical utility but arenot the ultimate buyers; not involved in hardware decisions

Manages the physicians and other resources and isresponsible for all patient care in department as well as maintaining productivity and satisfaction

Can be an internal champion and requestor for solutions that improve the department’s performance and service tophysicians

Would be concerned that application(s) have the right uptime,information accessibility, scalable, and not incur hidden costsor performance hits due to upgrades

Why they are importantThe Clinical Department Heads can help you get a deep understanding of the current issues associated withapplication issues with information management and retention, as well as plans for application improvementsthat may be under consideration. Since their departments generate huge volumes of data, the collectiveinformation they provide (across all clinical department heads) will be quite valuable when you’re talking with the CIO about the storage requirements across the entire hospital.

Pain pointsAccess—Needs to enable fast access to records and images for diagnostic or clinical use. Needs to support immediate access for images in emergencysituations. May experience delays in accessingstudies in imaging archive, which requires advanced scheduling.

Reliability—Concerned about reliability of IT systemsand applications to deliver critical information to care providers in the department when and where it is needed as well as maximizing the departmentefficiency. Can’t consistently rely on systems forretrieval regardless of catastrophe, large datavolumes, systems upgrades, or data migration.

Quality—Inability to access data on old media impacts ability to serve patients

Day in lifeA clinical department head is deeply involved in the daily clinical and technology issues that impact theirteam’s productivity and performance. They may fight battles when their team competes with other “ologies” for budget for devices, modalities, storage, and IT resources. Their team’s time is expensive, so they use theirleverage to get IT’s help to improve the access and sharing of information/records to serve their patients. They make priority decisions when faced with storage limitations and while evaluating costs and plans for long-term archiving.

Clinical Department Head

“I’m responsible for decisions about technologythat improve my department’s performance.“

PerceptionsThey are likely predisposed towards EMC to supportthe storage for new applications because EMC spenda great deal of face-time building the relationship andpromoting their strong ISV partnerships, and listens tothe recommendations of their application vendorswho, often, recommend EMC

They are probably very unaware of HP’s strongpresence and thought leadership in Healthcare, yet aware of EMC’s market leadership

“Gotchas”Remember that the “ologies” in hospitals are not just departments—they are profit-generating centers. Gettingclinical department heads to see that improved uptime, fast and easy access to studies, mission-critical dataprotection, and remote accessibility means efficiencies that contribute to increased revenue and profit, you’ll beable to support and elevate their “hero” status.

Your ultimate goal is to have them communicate their preference for HP to their Application Vendor so theyhave to ask HP to partner with them for the RFP. But if they are not interested in getting involved at thetechnology level, find out who their Application Vendor rep is, and reach out to them to get in on upcomingupgrades or implementations.

Target Audience Snapshots 7

TitleApplication Manager, PACS Administrator

Reports toClinical Department Head (for Electronic ImagingManagement systems), or CIO, VP/Director of IT (forElectronic Records Management systems)

Influenced byApplication Vendor (DVAR or ISV), Specialized VARs)

Roles and responsibilitiesOwns the daily operations and maintenance of a single ormultiple applications with a department, or a applicationacross the hospital

Member of application buying team; may help writeapplication RFPs; coordinates vendor activities

Why they are importantPACS is a radiology application that requires a huge amount of storage for on-line and archival. Usually youmay find a second dedicated PACS to cardiology. The Application Administrator is a significant influencerof the choice for storage hardware. They are closest to the storage requirements of their application andwould evaluate and potentially recommend vendor choice to their Application Vendor.

PerceptionsDue to leadership in the healthcare industry, may be predisposed to EMC technology due torecommendations from healthcare ISVs/PACS vendors who are also EMC resellers and often lead with EMC directly.

Is most likely aware of HP for servers but may not have high awareness of or knowledge about HP Storage, HP Software, or HP MAS.

May be looking for an enterprise-class archivalstrategy that includes primary storage for short-termapplication requirements and long-term archival anddata consolidation—since they’ve outgrown existingstorage and/or planning for expansion of newfacilities or modalities.

Pain pointsPerformance—Needs to deliver on the SLAs to thehospital at large for applications such as HIS, ordirectly to the various “ologies” (e.g., Radiology,Cardiology) for life-critical patient data; must optimize performance and load balancing acrossstorage/bandwidth/CPU.

Reliability—Needs to ensure that image availability isavailable to radiologists and clinics in spite of varyingworkloads throughout the day. Since imaging is usedround the clock they are very concerned aboutminimizing downtime due to system failures or forupgrades and maintenance. They trust that the

Application Vendor has partnered with the rightstorage vendor to create a good disaster recoverysolution.

Control—Often last to know that physicians are using a new scanning protocol that doubles or triples thevolume of images PACS has to manage or notconsulted about PACS improvement when newmodalities come online. Is responsible for managingupgrades while maintaining availability; and forprotecting and migrating data from deviceobsolescence.

Day in lifeTheir day is primarily consumed by issues that impact the uptime and performance of this application. They’ve been on-call, troubleshooting and resolving configuration, server, and storage infrastructure issuesworking closely with the IT Department. When not fighting fires, they try to focus on the interoperability withother hospital applications, modalities, hospital information systems, and radiology information systems.

Application Administrator

“I’m focused on the uptime and performance of my application—day-to-day and long-term.“

“Gotchas”Can often be influenced by their healthcare DVAR, ISV, or specialized VAR. Immediately engage the HP PBM,and an HLS specialist who can keep the focus on aspects that the Application Administrator can’t address (e.g.,file system interfaces, data sharing, virtualization, etc.). The PBM manages the relationship with the ApplicationVendor and can help ensure a more level playing field for the hardware opportunity.

Identify the Opportunity 8

Choose your best selling angleTo help you pursue the ripest opportunities, this guide has broken down specific sales plays that frame up the best Healthcare Provider opportunities and theones that help you drive the overall HP StorageWorks agenda. Each play will take a particular selling motion and recommend which titles to approach, thequestions that will help you maneuver properly and the right messages to deliver that are consistent with HP’s strategy.

Enterprise Storage for Midsize Hospitals Storage for Healthcare Applications

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Do they have an out-of-date or no Disaster Recoveryor Business Continuity & Availability plan in place?

Do they have only a single site or a second site thatis too close in proximity to primary site?

Are they at risk, right now, regarding, recordretention, or regulatory (e.g. HIPAA, JCAHO) issues?

Do they have insufficient infrastructure to supportboth fixed content (images and studies) anddatabase applications (billing, patient records)?

Are they are using older or proprietary storagesystems that are not compatible with changingclinical and business applications?

Do physicians, researchers, and clinics fund their ownapplication implementations?

Have they experienced the inability to easily access thedata/files/studies required to treat patients?

They require constant uptime due to dependency onapplications and information for critical patient care?

Is their current infrastructure not compatible with/certifiedfor the new application?

Do they have their own funding and approval authority forIT engagements, independent from the central IT group?

Are they a dedicated research center or have a largeresearch practice?

Are they planning to open a new or expand their researchfacilities to accommodate recently awarded research grants?

Are there multiple internal and external stakeholdersparticipating in research studies?

Do they utilize multiple intake formats, from paper or manualto data capture via tablets and PCs?

Do they require simpler, faster, and more secure ways to gainand share access to the captured research data and performqueries that don’t require advanced programming?

Research Center Infrastructure

If they answer “Yes” to these questions, it’s a good indicator to run these plays.

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Up sell the entire HP StorageWorks and serverinfrastructure to net-new or installed base accounts to Strategic IT/CIO audience.

Look for application upgrade, refresh, or expanding/modernizing application infrastructures to sell HP SWD &HP MAS to the department heads across the hospital—fromthe clinics and into the functional departments (e.g.Electronic Medical Record).

Focus on installed base accounts that have heavy researchcenters for best opportunity to sell the broad SWD portfolio,HP Software and HP Consulting & Integration services to theStrategic IT/CIO. Leveraging the “better together” idea willprove we can help from intake to intelligence.

How these plays connectPlay 1: Enterprise Storage for Midsize HospitalsAlways run this play in a midsize hospital, regardless of whether or not you’re walking in the door because of an isolated application storage request (Play 2).It’s not only critical for building relationships at the CIO-level but this is the play that will help HP establish a strong footprint within the IT organization—as weexpect the centralization of storage to eventually occur due to increased regulatory compliance and disproportionate costs to manage IT vs. purchase IT.

Play 2: Storage for Healthcare ApplicationsIf you can’t gain access to the CIO right away, run this play across each of the clinical departments in the hospital to uncover individual storage needs thatare funded and managed at the clinic level. Remote and satellite clinics often have needs very similar to remote and branch offices with an opportunity forvolume storage at the branch connected back into the data center. However, do this with the intention of using the information you gather across the clinics.With the help of one of the Clinical Department Heads, plan to then run Play 1 and show how IT could better serve the global storage needs—today andtomorrow—for all of the hospitals clinics.

Play 3: Research Center InfrastructureThis play supersedes Play 1 if the medical center has a strong research focus. You can run Play 1 after you’ve address their specific research infrastructurerequirements, but if they are a net-new account, you will have better chance of success leverage current research needs in light of a new grant than trying torun Play 1 from a general storage infrastructure perspective.

Keep in mindThe DVAR will be thereseller or decision-maker for hardware inthese situations. Also,ISVs will have systemspreferences. If you canget in early enough,your HP PartnerBusiness Manager canengage these partnersto specify HP and you’llstill get the business.

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Prepare for the meetingPlanning objectives for this critical first meeting is essential. Use this quick snapshot ofdifferentiators as your one-minute cheat sheet to describe what makes HP for StorageHealthcare unique. Also, use the advice below to remind you of helpful steps to takeprior to your meeting, and tips for the best next steps.

Identify the Opportunity

After the meetingAdvise the PBM of the opportunity—Reachout to the HP PBM (Partner BusinessManager) and advise them know of thepotential opportunity. The PBM will be ableto drive inroads at the macro-level of therelationship and help you maneuverthrough the specific engagement.

Bring in the specialists—Schedule a follow-up session with the CIO and his extendedteam (IT/Storage/Server Manager(s),Application Managers) and bring in theHP “big guns” (an HLS specialist) to usetheir deep industry expertise to uncover thebig issues which will ultimately draws theproblem box bigger and helpsdemonstrate HP’s intimacy with theirneeds. Contact the PBM for the partner tostrategize on the best way to work with theISV so HP is part of the solutionpresentations and bids on the engagement.

Engage the application sales rep—Makecontact with the Application Vendor sales rep counterpart. Let them know that you’veengaged the account and want to partnerwith them. They need to believe that HP’ssolution is right for the customer—and willhelp them deliver on the SLAs they’vepromised. Check the competitive sell-against strategies on pages 24-25 if theirrep prefers another vendor. In some cases,offer to help with their bid to include otherHP portfolio solutions (e.g. if this an EMRproject, suggest IPG solutions to integratepaper into the EMR).

Before the meetingVisit HIMSS Analytics™ Database—Dosome initial research on the HIMSSAnalytics™ Database to learn as much asyou can about the prospect hospital’senvironment. It can be a great head start touncover key IT contacts and their ITenvironment including what applicationsthey run. Then check the Healthcare ISVapplication certifications website or contactyour Alliances representative to determine if HP systems are validated. Also checkHIMSS to see if they have an IS StrategicPlan or a DR plan that’s coming up for renewal.

Do your own research—Check the web forrecent press announcements that canadvise you of any expansion plans,acquisitions, or research grants that havebeen awarded. These usually signal majortechnology purchases. Also find out asmuch as you can about your prospect’sbusiness before ever picking up the phone,so you can tune your approach to fit thebig issues they’re facing. Also considerchecking the news or website of rivalhospitals to see if they’ve experiencedrecent outages or disaster.

Key differentiators at a glance

Trusted partner for healthcare—HP is completely dedicated to helping the Healthcare industry. HP has already certified and validated HP Storageworks technology with all major healthcare software players inthe industry on literally hundreds of healthcare applications and we areconstantly validating new applications and hardware.

Unified storage—Healthcare providers require a cost-effective way tobridge the gap between the explosion of imaging studies (both quantityand size) as well as critical patient care information and their storageinfrastructure. Only HP can help them create a single storage strategy for both fixed (e.g. image studies) and dynamic (e.g. medical records,email, and billing) content that provides fault tolerant configurations for continuous access to all data with automated restoration in case of incident.

Better together—HP is the only trusted vendor that can offer the complete spectrum of ITY infrastructure servers and storage, informationmanagement and business technology optimization software, consultingand integration services, supported by “HP-badged” engineers across the infrastructure.

Manageability—Fast provisioning, within a few clicks, significantlyminimizes budget and time previously required for management.

Highly secure data integrity—HP understands the secure nature of datacaptured and used for research. Our technologies offer data encryption,digital fingerprints, self-healing and proactive data integrity verification. We also provide WORM for all tiers of storage, ensuring complete dataintegrity for long-term storage of research studies, images, and data.

Change-ready approach—Grow as you go modular approach to storagelets your department scale on demand, without interruptions.

HP MAS/Anti-obsolescence—Seamless removal and addition of storagebuilding blocks (software, servers, and storage) by transparently migratingdata to new or existing systems with minimal intervention using the only archive solution specifically developed for image archiving by a Tier 1 vendor.

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Enterprise Storage for Midsize Hospitals Play: Discover & Probe 10

Take these steps to make Enterprise Storage sales Use this two-page play section to guide you through an initial face-to-face meeting. First understand the customer’s situation and environment and then segue intocommunicating the HP solution and demonstrating the value it will deliver. This strategy is not meant to prescribe the full extent of your conversation, but rather tosupport you with key questions, specific signals for which to listen, and then consult on the right solution that lead and drive the relationship towards a sale.

Enterprise Storage for Midsize Hospitals Play

Key purchase triggersDoes not have a DR plan in place, is in process to develop, or existing plan is due for re-evaluation

Single site IT went down due to recent incident or disaster

M&A forces application/system consolidation

IT gaps that cause audit failure (internal, JCAHO, SOX, HIPAA)

Legacy systems that can’t ensure patient information privacy

Hit storage ceiling with exponential data volume growth

Investigating server and infrastructure virtualization which will force a storage conversation

Why

Who

What

This is the basic “block and tackle” IT play to get the majority of mid-sized hospitals from limited or siloedstorage, to unified, multi-tiered storage for a repeatable infrastructure that can transform IT into a sharedservice delivered to the hospital.

Currently, in the U.S., there are roughly 3,000 hospitals with <250 bed-size that are not getting a greatdeal of HP attention yet still have big storage sales opportunities. You will find that many of these hospitalsdo not have a basic Disaster Recovery plan in place, or believe that their second IT environment locatedelsewhere on the same premises suffices as such.

The primary sale here is to establish a solid, flexible storage foundation through consolidation andaccommodating their DR needs which will allow a hospital’s IT department to take control over theirstorage environment and provide a repeatable infrastructure that can handle new and changingapplications and their requirements on storing, archiving, securing, and retrieving critical data.

Ask Listen for

Is current storage infrastructure pacing your growing volumes of fixed(e.g. imaging studies) and dynamic (e.g. medical record/email) content?

What strategies or initiatives are setting the course for IT here? Are youdeveloping or re-evaluating your DR plan?

Has a merger/acquisition required large-scale changes that introducenew technologies or increase your risk?

Learn the scopeof their storageenvironment

Environments with over 25TB show strong potential for a unified, manageable storageenvironment

If they mention DR Strategy, Regulatory Compliance, or other, probe on the timing,where are they in the process, how long has it been in force, and when is the renewal.

Any M&A activity is a huge opportunity for storage consolidation and DR. Probe onhow the process has gone and what adverse conditions have surfaced.

What are your most critical applications? Who do you use for?Imaging (X-ray, Cardiology, Pathology, Ambulatory)? Clinical (EMR,CPOE, HIS, LIM, CIS)? Administrative (EPR, Pharmacy, SCM, HR, DocMgmt, Email, MS Office)? Access & Distribution (EMR Portals, ECM,Desktop Virtualization, SharePoint, HIE)?

Are you considering/implementing any application upgrades orchanges (PACS/HIS/EMR)? Which ISVs are you evaluating?

Understand theirapplicationenvironment

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Take notes on all the applications they are using so you can identify which ones are inplay for storage so you can confirm HP certification. Probe on the applications they don’tmention from your list to challenge them on how long the hospital could do without. Withdiscussion, most applications will increase in importance.

Upgrades in 12–18 months are ideal. This also lets you know if the CIO or the ClinicalDepartment Heads leads the charge for department applications.

Are you experiencing performance or downtime issues?

What are your Recovery Point Objectives and Recovery TimeObjectives (RPO/RTO)? If so, are they being met? If no, why?

Are you looking to cut IT infrastructure costs by deployingvirtualization?

What are the gaps in your risk management plan for record protectionand availability that could lead to non-compliance?

Expose keychallenges andissues they face

Listen for blackouts, lost data, or inability to bring data back for long periods of time.

If they don’t have these, then you know a DR plan is not in force. If they do, thenunderstanding their objectives will help you determine a solution that can meet their needs.

If yes, this is an ideal opportunity for a SAN conversation as most VMwaredeployments are in high-availability configurations that require shared storage.

Listen for any protection or availability issues from recent HIPAA or JCAHO audits.

Enterprise Storage for Midsize Hospitals Play: Advise & Engage 11

Handling objections“We need to simplify storage management—not add more complexity.”

That’s good to hear because HP is all about simplicity. There’s seamless integration across our systems, a commonmanagement environment for our software, and our end-to-end services support you at whatever level you need, allwith single-vendor accountability. This is all to help you reduce complexity and easily fit into whatever environmentyou have. And to make it easier for you to manage and grow, day-to-day.

“We’re not ready, and don’t have the resources, to implement and manage a complex DR strategy.”

You don’t need to implement a full DR strategy in order to protect your environment from disaster. HP can easily helpyou, to whatever degree is appropriate, take the first step towards DR with solid and reliable backup solutions thatprotect the application data from zero-downtime to local or remote data replication and then gradually move youtowards a complete second datacenter site for complete disaster tolerance.

Say Do

I’d like to show you how HP can help you bridge that gap between the dataexplosion you’re experiencing, your need for basic disaster recovery and howenterprise storage from HP can help.

You need to mitigate—even avoid—the impact of a disaster and other forms ofdowntime. You must maintain access to data, hardware and software necessary fordelivering quality patient care—and you must keep applications up and running.

Set our the HPSWD valueproposition

Draw the diagram on Page 11 on the whiteboard that shows the current single-site hospital and how quickly getting a second site replicated can instantlyprovide a level of disaster recovery they didn’t have before.

Write the following fact on the board while you tell them, “In fact, 100,000hospital deaths per year are attributable to human error in the U.S.

HP offers solutions that can help you achieve the level of disaster recovery that’sright for you. If you perform basic storage consolidation, from backupconsolidation, to application and database consolidation, to Online/SANconsolidation, you immediately reduce your exposure to disaster.

By adding the basic tiers of storage, you are able to consolidate the right data onthe right storage systems—from online storage (SAN) with XP, EVA, or MSA arrays,to nearline storage (NAS, MAS) to long-term archive and backup (Tape, VirtualLibrary, or D2D Backup)—and then look to replicating this storage infrastructure toaddress your disaster recovery needs.

Present HPStorageConsolidationoptions as thefoundation for DR

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Take them through HP storage consolidation solutions: Backup consolidation—Consolidate and integrate all backup processes to cutthe total cost of protecting data while lowering risk of data loss.Application consolidation—Reduce application instances across theorganization and consolidate the data to decrease cost, time, and risk fromapplication and database upgrades and expansions.Online/NAS/SAN consolidation—Centralize storage into a single SAN,simplifying data protection and also increasing the ability to maintainavailability and performance. HP ProLiant Storage Server or PolyServe NASclusters as part of a SAN implementation can address the huge volumes ofunstructured file data such as images.

Make sure they understand the tiers of storage concept—pay for the level ofaccess required by data type, age, and retention requirements.

For DR, HP has solution options that help your hospital easily protect itself anddeliver on the RPOs and RTOs that match the requirements to maintain patient care.Our Data Protection and Recovery solutions for traditional backup to tape librariesthat are stored offsite or two-stage backup that allows you to write a local backup toyour EVA disk volumes as well as create a copy to tape for offsite storage.

Replicating your storage infrastructure in a second site that is geographicallydistant from your primary site offers much stronger protection in response todisaster. Achieve through remote replication, or full-site replication with, orwithout, automated failover depending on your RPOs and RTOs.

Present optionsfor BC&A via ourbasic DataProtection andRecovery solutionas a goodstarting point.

Show on whiteboard the single and two-stage backup processes so they seehow easy—yet valuable—basic data protection and recovery can instantlygive them a level of protection in light of a disaster.

Draw on the whiteboard a single site. Now in a geographically distantlocation, draw site 2. Thinking long-term is good but you’ll have to balancewhere they are today with their ability to execute. Consider proposing aphased approach that matches their budget and resources.

“We already have EMC storage in our shop. Why should I consider moving to HP?”

If you have content management with EMC, HP can complement. Our biggest benefitis the simplicity of our management tools. You’re probably managing a great deal—with individual tools. HP Storage Essentials is a single tool that is self managing.

37.8%According to IDC, this is the increase in Worldwide External Disk StorageSystem Spending for the Healthcare industry from 2008 to 2011 ($987.3M to$1,360.9M)—the largest increase in % and dollar volume of any industry.

!!

Enterprise Storage for Midsize Hospitals Play Diagram 12

Storage infrastructure “sprawl”Independently run application environments create a multitude of systems, SANs, andmanagement tools for an overly complex storage infrastructure with no centralized view orcontrol over the environment. Compliance is difficult, data protection is compromised, and cost control is non-existent. This single-site model also prevents the hospital from implementing a solid Disaster Recovery plan and puts the entire facility—including its patients—in a constantstate of risk.

Unified, centralized storage infrastructureHP Storage Consolidation simplifies the management of the existing applications and lets ITfocus on the deployment of new applications with an infrastructure that is scalable and robust. In a consolidated environment the secondary data center provides disaster recovery and soliddata protection for all applications instead of just select ones. The unified, centralized storageinfrastructure makes it easier to establish an enterprise security system that delivers full dataaccessibility, while protecting patient privacy and records and making it auditable forcompliance without increasing management costs.

Storage Infrastructure “sprawl” Unified, centralized storage infrastructure

HIS

Billing

HR

Email

Cardiology Ambulatory Clinics(Orthopedics, Ophthalmology,Pathology, Dermatology, ENT)

EMR

X-Ray

Silos of clinical and administrative informationlimit delivery of healthcare due to a lack ofintegration creating inefficiencies

Access Controls Compliant and adheresto governance Reducedrug and medical errors

Second site with local or remote duplicationgives hospital solidDR protection

Encryption ensures thatpatient and hospital recordsare protected, on and offsite,while information staysavailable when needed.Compliance Log warehouseimproves auditability of datamanagement and access

•Storage Virtualization enableseasier procurement and set upfor growing storage for existingapplications or deployingnew ones

It is difficult to serve patientsacross separate infrastructures.No centralized cost control,no efficiencies or ability to scale,as needed, across the environment

Multiple storageinfrastructure createsbig (and growing)compliance/riskmanagement issues

Single site withno central controlover data protection,recovery, and disastertolerance puts hospital,patients, and allinformation at risk—with considerablefinancial implicationsin the event of disaster

Data Center

ProtectEnterprise backupwith HP TapeLibraries, VLS,and D2D

Consolidated,Multi-tieredApplications

File Services

Cost control; Scalable,consolidated which enables“do more with less” Focus ITresources to addressbusiness problems

Imaging ClinicalAdministrativeAccess & Distribution

ArchiveHP MASHP IAP

Data Center

Secondary Data Center

Archive

Storagetiers

Data MobilityEmail

Efficient administration;IT can support currentand new business andclinical initiatives

StoreSAN (XP, EVA, MSA)NAS (ProLiant Storage Servers, PolyServe)MSOStorage Blades

Storage for Healthcare Applications Play: Discover and Probe 13

Take these steps to make Storage for Healthcare Application salesUse this two-page play section to guide you through an initial face-to-face meeting. First understand the customer’s situation and environment and then segue intocommunicating the HP solution and demonstrating the value it will deliver. This strategy is not meant to prescribe the full extent of your conversation, but rather tosupport you with key questions, specific signals for which to listen, and then consult on the right solution that lead and drive the relationship towards a sale.

Storage for Healthcare Applications Play

Key purchase triggersUpgrading existing application that will not be supported byexisting infrastructure

Implementing new application that requires dedicatedinfrastructure

Announcement around new hospital initiatives for EMR, EHR, or other advanced capabilities

The addition of new clinics or specialty capabilities for thehospital

Why

Who

What

The average hospital is running ~150 applications throughout their environment, many focused onadvanced applications that reside in a particular clinic or “-ology”. Often, these implementations are notfunded from the overall IT budget and are not evaluated or approved by the central IT organization.Doctors and Clinical Department Heads have their own budgets for such initiatives. The volumes of datathey create are substantial and require significant storage capability to support both short- and long-termstorage. In fact, the 4 to 5 largest applications may account for 80% of the storage volume in the hospital.

Since the application is driving the initiative—the DVAR or ISV partner is the lead and the applicationrequirements drive the project, where software and hardware purchases are decided as part of thepurchase. The Department Head will often ask the application vendor for a recommendation andreferences for running the application on a particular operating system, servers, and storage.

Be advised that many of these point application initiatives occur throughout the entire hospital environment.It is important to identify as many as you can. In fact, the central IT group could absorb the infrastructurethat manages these applications to gain better control over all the fixed and dynamic data—to improvecompliance, disaster recovery, and overall utilization.

Ask Listen for

What are the major applications that support the work of thedepartment physicians and nurses? Are any of these applicationsexclusive to your department or used enterprise wide?

Focus aroundtheir applicationenvironment

Confirm with what you learned from HIMSS research. If used enterprise wide, find out who would know when the support contracts for the applications expire.

What are your current challenges with your application environment(e.g. PACS, HIS, etc.)? Access or performance issues? Whichapplications? Access or retrieval issues to the data, studies, orinformation that serves your specialists?

Uncover thedifficulties they areexperiencing

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This should uncover issues of scalability or access, but also probe on issues withdifficulty (time/effort) managing systems, impact to service delivery, competing withother departments for resources.

What ongoing upgrades and improvements have you initiated to keeppace with the volume growth of your images/studies/data? What newapplications are in the plan for implementation? In what state of theacquisition are they?

Get insight tonear-termupgrades

Projects to upgrade or refresh within the next 12–8 months are ideal. These usuallyentail purchase of new storage and archiving technologies. See if they’ll share who they are considering as vendor of choice.

Do you feel your storage approach is optimal for the long term? Is the integrity of your information protected?

Do you feel that response time is adequate for healthcare specialists to access old information from tape or optical?

Identify if they’rehappy with theirlong-termstorage plan

Listen for issues about impact to application performance, inability/need to share, costassociated with purchase and ongoing management. If they use tape, remind them thatretention usually is longer than the media it’s archived on. Have they experienced this?

Don’t dig on specific retrieval times, just get a sense for overall dissatisfactionassociated with ease and speed of access to critical patient information.

5What would happen if you experienced a natural disaster? Whatlength of time/amount of loss data can you accept?

Probe on theirdisaster recoverycondition

This will establish the mission-critical nature of the application and whether they havethe systems in place to recover, as such. If not, make sure you tell the brief disasterrecovery solutions that can match their RPOs and RTOs.

14Storage for Healthcare Applications: Advise and Engage

Say Do

Because of the issues you’ve experienced (e.g. with application performance, accessease and speed, costs to buy and manage) HP has cost-effective StorageWorks solutionsthat allow you to create a flexible and scalable storage and archive foundation, built onopen standards and simple management, that allows you to lower your total cost ofownership and meet your growing storage/archive requirements.

Connect HP SWDsolutions asthe answer to their issues

Share a customer example, perhaps the Norman Regional HealthSystem example on Page 23, and how they experienced overall ROIof 167% and a payback period of 18 months.

Not only does HP provide general storage systems, software and management for thecontent that you need constant, immediate access to but we also has the HP MAS(Medical Archive solution) that lets you offload volumes of your fixed data, like imagestudies, into a single unified repository.

Mention both HPstorage systemsand HP MAS

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Further explain that the HP MAS is a long-term archive solution and ispart of HP’s broader multi-tier approach to storage, so they can betterutilize primary storage (XPs, EVAs, and MSAs) for highly valuabledata, and move less clinically valuable data into a more cost-effectivearchive system.

We work closely with all the major ISVs to ensure that our systems are certified andvalidated on the application and platforms used most by modalities and departmentssuch as yours.

Communicateour Healthcareindustryexpertise

Make sure you’ve confirmed the validation on the applications they’recurrently running and any under consideration for upgrade or refresh.A lack of certification is the fastest way to end the conversation andopportunity.

Handling objections“I don’t get involved with hardware decisions.”

We’re not merely talking about hardware. We’re talking about a storage infrastructure strategy that will allow you to deliver on business issues related to meeting service levels for the most accurate patient care and diagnosis, TCO that can help you redirect funds to other pressing initiatives, and simply the ongoing application changes your experience.

“I like what you’re saying, but you’ll need to make sure my Application vendor is on board.”

HP is dedicated to the Healthcare industry and works will all major ISVs to validate our systems on all major platforms. We also have strong relationships with your DVAR partner [insert name] and upon recommendation from you; we can workwith them to architect the right solution.

“You’ve convinced me however you’ll need to get clearance from my Application Administrator. He’s closer to therequirements and will need to see the proof.“

HP is the world’s largest storage vendor so we are confident that your Application Administrator and other technical evaluators will find our systems, management software, and services stand up against any competitors for cost-effectiveness, ease of use, and reliability.

Get the HP PBMs involved earlyPrimarily, the applications that are driving the volume of data andinformation are PACS, EMR, and other clinical applications. In thesesituations, the account control will most likely lie with the partners(McKesson, Cerner, GE, Siemens, etc.). However, don’t rely on thepartners to walk HP into the deal. You’ll need to work through yourPBM or the Application Vendor reps to get HP in the door. Also, if the opportunities support initiatives around more fundamentalapplications, such as email or collaboration, a direct deal is likely but may still involve partners, to some degree.

!!

100,000 The number of Hospital deaths per year attributable to medical errorin the U.S. Medication error is a leading cause for such deaths.

!!

Storage for Healthcare Applications Play Diagram 15

Independent application and data storageClinical applications, in local and offsite clinics, often control their own infrastructure andmanagement. Although this contributes to overall increasing IT costs and limits the ability tointegrate results with a hospital-wide EMR initiative, it’s quite common today and remains so as long as Doctors and Clinical Department Heads control their own budgets. They are oftenrunning out of storage space and primarily store active and inactive data, images, and recordinformation on expensive, legacy online storage systems. They do not leverage any tieredapproach to long-term storage and often do not have solid data protection software andprocesses in place.

Tiered storage for Healthcare ApplicationsImplementing a tiered approach to storing all information on HP systems, matched to the valueof the information as it relates to the business operations of the clinic or department, allows themto free up valuable storage space on more expensive, online systems while moving inactive orarchive data to less-costly, secure tape libraries, virtual libraries, or image studies to HP MAS.With built-in encryption and deduplication, the volume of data stored is minimized and isprotected, to provide compliance at the departmental level.

Independent application and data storage Tiered storage for Healthcare Applications

HIS

Billing

HR

Email

CardiologyPathology

EMR

X-ray/PACS

Difficulty scaling to changing needs.Since departments are not primarilyfocused on IT, no/limited long-tern strategyfor backup and archive beyond adding moreboxes when capacity is required. No costefficiencies across the hospital

When application upgradesand refreshes occur, new storagetechnology is usually required tohandle increased size and volumeof new information and data

No central control over data protection,recovery, compliance, and disaster tolerance

puts hospital, patients, and all informationat risk—with considerable financialimplications in the event of disaster

Multiple storage infrastructuresmeans more resourcesindividually managing with noperspective to shared resourcesor improvedutilization

Ineffectively usingexpensive diskarrays to storeinactive information

X-ray/PACS

XP or EVA

Store: Active data that iscritical to daily operationsand patient care

NAS

Archive: Long-term archivefor fixed data, information,and images

EML/ESL Tape Libraries

Protect: Long-term backupfor inactive, structured data

• CT• MRI• MAMMO• Cardiology

Tier 2

GatewayPACSStorage Archives

Virtual library

MAS

Example

Research Center Infrastructure Play: Discover and Probe 16

Take these steps to make Research Infrastructure salesUse this two-page play section to guide you through an initial face-to-face meeting. First understand the customer’s situation and environment and then segue intocommunicating the HP solution and demonstrating the value it will deliver. This strategy is not meant to prescribe the full extent of your conversation, but rather tosupport you with key questions, specific signals for which to listen, and then consult on the right solution that lead and drive the relationship towards a sale.

Research Center Infrastructure Play

Key purchase triggersReceiving grant for new study and must meet service levelagreements for information management

Research data collection points do not automatically link andfeed into existing databases, archiving, or storage systems

Do not have a federated repository that allows access to allinternal and external constituents

Difficult/expensive to respond to requests from pharmaceuticalpartners during clinical trials, and access or review of all relatedresearch data

Why

Who

What

Research projects are information-intensive and require the ability to generate and capture data frommultiple input points (tablets, paper, desktops, and disk) and then must store it, retrieve it, and federate it so it can be pulled or pushed to any number of internal and external constituents.

Research Centers and Hospitals such as such as Duke, John Hopkins, or Mayo Clinic, require a storageinfrastructure that can store all the information in a federated repository, yet isolate it from the rest of thedata/information in the hospital (e.g. billing, HIS). The IT infrastructure at a Research Hospital is nodifferent than a regular hospital—but they have different requirements around access and queries.

Currently, the multiple intake points are feeding data and information into an outdated, overly secure, two-generations-old database that can’t give them back the sophisticated intelligence required to make decisions.

Laying out a broad HP infrastructure—one that spans the spectrum from systems, software, and services(specifically C&I)—sets you up for a solid “better together” solution.

Ask Listen for

What was the process for information capture with regards to your mostrecent research study? What different types of data and what intakeprocedures and devices were used?

Who were all the stakeholders involved in the study? How many differentdepartments and organizations (internal and external) were contributing to—and accessing—the data?

How were you able to intelligently query the data in order to gain insightsand make decisions from the research study?

Understand theircomplete data-capture process

Look for multiple different forms of data (imaging studies, raw data files, etc.) as well as intake devices such as paper/manual, tablets, PCs, files, etc.

Probe on external stakeholders such as associations (e.g. National CancerSociety, Visiting Nurses Association, Pharmaceuticals) to help show thecomplexity.

Find out how long it took analysts to develop custom queries and reportingtemplates. What was the time and tax on systems to perform data-intensivecalculations and reporting?

What was difficult about the collection and storage for that research studyconsidering the data types, intake formats from the multiple stakeholders?

What were the difficulties or limitations you experienced when trying toextract the information for analysis?

Identify all theirissues andchallengesassociated withdata capture andstorage

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Listen for issues regarding lack of interoperability of systems, lack of dataintegration, time/cost for manual data entry.

Could external stakeholders, such as Pharma, gain access to the research data so they could do their own analysis in preparation for clinical studies?

3What is the strategic research plan for attracting world class researchers?How do you leverage your facilities’ innovations for technology as a way toattract or win research projects?

Learn if they usetechnologyinnovation as a competitiveadvantage

Listen for specific numbers of programs or new staff they plan to attract. Forward-thinkers will be able to communicate how their technology innovation is leveraged as a differentiator. Also, a large increase in either programs or staffalso sets up the requirement to manage more information.

17Research Center Infrastructure Play: Advise and Engage

Say Do

HP is the only vendor that has the complete end-to-end portfolio, from intaketo intelligence, to help you execute a closed-loop research study, moreefficiently, cost-effectively, and securely.

Position as theonly vendor thatcan help theirentire process

Draw on the whiteboard the “current state”—that matches what they described toyou during the discover and probe stage. Show and label multiple stakeholders,data types, and intake devices all contributing information.

As the world leader in storage, we have every tier of storage required tosecurely store, protect, and archive this critical information. Store online,critical data on a single SAN made up of high performance XP disk arrays,EVAs, or MSAs. Keep nearline data protected and available on NAS or localD2D backup systems and archive long-term image studies to HP MAS orinactive content to HP Tape Libraries or Virtual Libraries.

Present HP’sstorage tiers andhow they alignwith their levelsof information

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Now draw a solid line through the middle—to represent a single pipe into thestorage environment that all the intake devices connect to. Then show a secondtier below that which is the NAS or the online storage tier, and then below thatthe long-term archive and backup tier. Identify each layer with product names;e.g. HP ProLiant Storage Server or PolyServe NAS clusters connected to EVA, XP,or MSA SAN, with HP MAS at the archive tier.

The protection, security and integrity of your research data are critical. Ourdata protection and recovery software, data encryption, and our disasterrecovery services make sure that all the information is secured to the levelsyou specify—and that backup and replication occurs either locally or offsite.

Place emphasison criticality ofdata protection

Circle the entire tiered storage visual and then draw a second, smaller version of that off to the side to represent the replicated infrastructure.

Handling objections“We don’t have the resources to manage and implement an end-to-end infrastructure for a single research study.”

HP’s approach is to help healthcare providers build a flexible, repeatable infrastructure that can scale to meet your changing requirements. We offer the hardware, software and services to deliver the needed solution to the organization.

“Research data requires extreme privacy and security. How can you ensure such privacy when you’reallowing such open access?”

HP has LTO-4 strong encryption (meets HIPAA privacy rule) and centralized key management. A hardenedappliance manages the keys and makes sure the keys are available when needed by people in a defined chain of trust.

“We are also considering EMC or IBM as a vendor for our research data storage needs.”

Neither IBM nor EMC can offer a complete end-to-end solution. HP is the only trusted partner that can care for your entire needs from devices, to systems, software, and services all with a single-point-of-accountability.

4

We also have HP Neoview which is a data warehousing platform thatprovides a low-cost, easy-to-use business intelligence tool that comescomplete with the basic software, services, and hardware for fast analysis of your research data to gain insights for making critical decisions.

HP’s Consulting and Integration group can assist you in implementing a datawarehousing solution. We offer the hardware, software and consultingservices to accomplish your BI or clinical research goals.

Use our softwareand services tocomplete the“better together”story

Draw a vertical box that spans the tiers of storage—label it HP Neoview—andnow draw arrows from a few of the various stakeholders into Neoview and thenshow arrows going back out to them to illustrate accessibility.

Consider leveraging a C&I customer case study to support our expertise fordesigning and implementing robust storage and software solution.

Duke wanted to do research where they could pull data from all points andacross multiple locations. They needed to capture it, store it, retrieve it, andfederate it—so they could monetize it. HP was the only vendor that had the fulloffering. IBM doesn’t have it. When we tied that all together—we had Dukechomping at the bit.

Source: District Healthcare Manager

QQ “

“

Research Center Infrastructure Play Diagram 18

Disconnected research infrastructureResearch projects are information-intensive and have demanding storage requirements. Researchdata collection points do not automatically link and feed into existing databases, archiving, or storage systems and there isn’t a federated repository that allows access to all internal andexternal constituents. It is then difficult and expensive to respond to requests from pharmaceuticalpartners, scientists, and physicians, during clinical trials, to then access and review all relatedresearch data to make life-changing decisions.

Integrated research center infrastructure: intake tointelligenceRegardless of data type, and regardless of capture device, HP has the technology to helpcapture and direct the right information to the right place based on the protection required. HP StorageWorks, applied in a tiered approach, and designed with our Consulting andIntegration Services experts, we can help simplify, automate, and secure all research data so centers can gain competitive advantage through technology.

Disconnected research infrastructure Integrated research center infrastructure: Intake to intelligenceLab Research

Clinical Studies

Visiting NursesAssociation

Pharmas& BioTech

Societies &Associations

AcademicHospital

Physicians

Research Centerpartners

SAN HP XP/EVA/MSANAS ProLiant Storage, PolyServe

Store

Encryption, deduplicationTape/VLS/D2D

Protect

Offline Archive HP MAS, HP IAP

Archive

Analyze

Data Warehousing and BINEOVIEW

Imaging Studies

AcademicHospital

Pharmas& BioTech

Societies &Associations

AnalystsLengthy, and costly creation of

custom programs to analyze datain multiple locations, that are

not integrated

Inability to easily query andretrieve information in specificoutputs that accelerate analysisand ultimately, impact andimprove patient care

Multiple data types, multiple capture devices, multiple contributors (internal and external), stored in siloed storage that is not integratedor easily accessible

Desi

gn a

nd Im

plem

ent

Uni

fied

Man

agem

ent

HP Consulting &Integration Serviceshelps design andimplement a complete infrastructure solutionbasedon yourcustomer’s uniqueresearch requirements

Gain control throughvisibility into your entireenvironment and manageit all with a singlemanagement tool,HP StorageEssentials

Tiered approach allows proper s storagefor each data type—primary, active datain SAN and Online, easily accessible

Protect the critical integrity of the researchdata—for privacy and regulatory complianceas well as protection against

Save image studies to offline archive wherethey can be stored for the long-term but alsoaccessed easily to be used in researchstudy analysis

HP Neoview provides simple, cost-effectivedata warehousing platform that allows easyaccess and reporting for all related researchinformation. Extend access out to keystakeholders outside the internal community.

Solution Components 19

Build the right solution for your customers You have an arsenal of technologies’—systems, software, and services—that spans the needs of large and small storage environments.Combine the right mix based on the customers’ objectives, budget, and requirements to architect the right solutions.

Fewer, high-performance scalable, and reliable HP StorageWorks XP or EVA disk arrays, or MSA storage arrays lets you unify all siloedSANs onto a single SAN environment and HP NAS (HP ProLiant Storage Server, HP PolyServe), MSO, or HP Storage Blades helps toensure information access and quick recovery even through technology downtime—with less risk and lower costs

HP SIM, HP Storage Essentials Suite, HP DCM, Thin Provisioning, Utility Computing & Utility Ready Storage helps healthcare providersscale-up and scale-out clinical, imaging and administration applications through management, virtualization, and consolidation

From instant failover solutions, zero downtime, data encryption, deduplication built into our Data Protection and Recovery softwareHP Data Protector and HP Secure Key Manager, and disk-to-disk-to-tape backup solutions HP D2D, HP Tape Libraries, HP VirtualLibrary Systems

Store, secure and protect informationavailability that is vital for patient careand privacy

Protect the privacy of patient informationand the integrity of all hospital data

Increase and extend automation anddigitalization to all elements of thehealth delivery chain

Customer need HP Solution Components

Meet HIPAA, JCAHO, and other federalregulations for retention and compliance

Desire a single-point of accountability and support

Aggregate and analyze clinical, researchand administrative data to improvedecision making

HP Information Management software such as HP Email Archiving software and HP Database Archiving software improve your abilityto archive, search and retrieve patient and hospital information in order to satisfy e-Discovery, corporate governance, legal andcompliance demands Business Technology Optimization (BTO) software like HP Neoview is a highly scalable platform for implementing a high performanceenterprise data warehousing so clinicians and administrators find and analyze data for better patient care and efficient operation. HP BI Services (formerly Knightsbridge) help customers ensure a successful BI project planning and implementation

HP Archival Solutions such as HP Medical Archive Solution, HP Integrated Archive Platform, and HP Archiving/Vaulting Services preserveand retain imaging studies, email, files, and all other critical information for the long term

HP StorageWorks Services provides a single-point of accountability and support delivered through a comprehensive services portfolioincluding IT consulting, systems integration, installation and startup services, migration support, hardware and software support,outsourcing, and recovery services

Partners 20

Healthcare Management Systems that matter mostYour prospects will be more receptive if they believe you understand their unique business challenges and the initiatives and applications they’reusing to address them. Familiarize yourself with this snapshot of Enterprise applications that—when implemented—often result in technology refreshand significant opportunities for storage as well as place significant storage demands and can leverage the whole SWD portfolio.

And as you explore the Healthcare Management Systems also remember that you’re keeping your ears open regarding customers’ needs aroundadministration and other IT applications such as email, communication, ERP, CRM, HR systems, and productivity tools such as virtualization.

Electronic Health Record (EHR)—A patient’s health record that has been compiledof multiple medical records into a single, digital formatElectronic Medical Record (EMR)—A patient’s medical record, in digital format,specific to an individual healthcare provider or physicianComputerized Physician Order Entry (CPOE)—The computer system that allowsdirect entry of medical orders by the person with the licensure and privileges to do soHealth Information Exchange (HIE)—Capability to electronically move clinicalinformation between disparate health care information systems while maintaining themeaning of the information being exchanged. HIE projects are referred to as RHIOs(Regional Health Information Organizations)

Cerner: MillenniumGE: GE Centricity Enterprise and Centricity EMRMcKesson: Horizon Patient Folder & ClinicalsSiemens: Soarian Integrated Care Suite Epic: EpicCareMEDITECH: Enterprise Medical Record

Patient Treatment—More complete, timely, and accurate information for treatingpatientsAccessibility—Makes it easier to access information when and where needed andreduce the load on already over-burdened personnelMedical Errors—Better quality information, easily accessed, reduces risk of poor—or wrong—treatmentCost Control and Efficiency—Minimize the costs and time for additional orunnecessary tests and procedures; reduce claim-to-cash process and claim denialCompliance—Improved access controls and more complete information helphospitals meet regulatory mandates and pass audits while improving patient safetyand delivering effective care and protect privacy

Picture Archival & Communication System (PACS), e.g. in Radiology andCardiology—Enterprise system dedicated to the storage, retrieval, distribution andpresentation of high-resolution images (X-rays, MRIs and CAT scans) for diagnostic(radiology & cardiology) and hospital clinical use (cardiology, ICUs, and wards),Most often sold as a solution that includes workstations, servers, storage andapplication SW. Integration of the Electronic Image Management system withAmbulatory Clinics is a current challenge yet provides for a more complete EMR.Document Imaging—Solution to capture paper documents and integrate them intothe Electronic Medical Record. This will include prescriptions, patient charts, andmedical orders

Non-invasive diagnosis—Faster, more efficient technologies to reduce morbidity andburden on hospital resources. Image growth—Provide a streamlined, efficient way to manage explosive growth ofimage studies—both file size and volume. Records integration—Allows for the integration of paper-based processes withelectronic records—and patient imaging records with electronic medical recordsManageability—Provides for more secure and accessible archiving procedure tosimplify management Compliance—Automation and access controls to help meet privacy and dataprotection regulations

Cerner: ProVision PACSGE: Centricity PACSMcKesson: Horizon Medical Imaging (formerly ALI), Horizon Medical Imaging v11,Horizon Document Imaging, Horizon Cardiology PACS V11 Siemens: Syngo Imaging (formerly Cosmos)Syngo Dynamics (formerly KinetDx)Agfa: Impax; Heartlab Cardiology PACS

Electronic Records ManagementHealthcare Management

Systems Electronic Image Management

Healthcare TechnologyInitiatives

BusinessProblemsAddressed

Key Partners and their

HP-validatedapplications

This is not an exhaustive list of all the DVAR and ISV applications that your customers may be using in their own environments. For a current list of all partner applications, versions, and for whichplatforms and HP storage systems they’ve been validated, visit http://tsgonline.hp.com/alliances/verticals/healthcare/.

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21

Partner spotlightPartners

Company details MTS revenue, ending March 2008, was approximately $3B

HIMSS Analytics 2006 showed McKesson had 16.79% of theEnterprise Electronic Medical Record market (2nd place afterSiemens Medical Solutions), and 12.53% of the RadiologyInformation Systems market (4th place behind GE Healthcare,Cerner Corp, and Siemens Medical Solutions)

Key locations: Corporate Headquarters—Alpharetta, GA;Boulder, CO (Horizon Clinical development); Charlotte, NC(Paragon development); San Francisco, CA (Corporate HQ);Vancouver, BC, Canada (Horizon Medical Imaging GroupDevelopment)

HP-certified applications & technologies • Horizon• Paragon (a small hospital system)• PACS (formerly known as ALI)

Who to contactHP Partner Business ManagerJack Lyons, [email protected], 1.202.256.8418

The joint HP value propositionTogether, HP and McKesson provide valuable technologysolutions for healthcare. Our combined efforts help us growour market share in the industry, and increase salesthroughput of the HP channel through simplicity,standardization, and faster time-to-delivery.

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Business & industry summaryA business within McKesson Corporation, McKesson Technology Solutions (MTS), is a leader in software, hardware,automation, services and consulting to hospitals, physician offices and home health care organizations. MTS possessesover 75 applications in the areas of Clinical management, Resource/supply chain Management, Revenue cycleManagement, Ambulatory care & Physician management.

From an infrastructure perspective, MTS offers a comprehensive range of services to assist organizations to build andmaintain computing environments to support MTS applications. These services include the provision of related hardwareproducts, infrastructure design, implementation and support.

MTS also offers an outsourcing alternative to those organizations that wish to externalize their infrastructure requirements.

Competitive relationship status EMC is more assertive and spends more time calling on the end-user level in the accounts—so they are buildingpreference from the ground up. They go in more often andare calling on all sizes of healthcare organizations—notjust big enterprise. There are 3,000 small sized hospitalsthat they are paying attention to—and we are not.

Relationship tips and “gotchas”McKesson clients include large EAM accounts as well as mid and small hospitals. McKesson has a good relationship withHP, overall, however they see HP as a technology vendor more than a strategic partner.

Since they have account control, it is critical to defer to McKesson where they are “prime” and engage in an influencer strategy. Avoid a “direct” sales approach unless McKesson has acknowledged that HP can be “prime” in thedeal. Joint development efforts are paying off in Integrity based applications—make sure to mention the success here.

Leverage the excellent reference clients on HP—St. Lukes in Kansas City, MO; Wheaton Franciscan in Milwaukee, WI.

Maneuver the sales processIn healthcare providers that leverage McKesson applicationtechnologies, it is common that the company will look toand follow the recommendations of McKesson—even forhardware purchases. McKesson will often want to sell theentire IT solution to its customers.

In these instances, it is important to make sure you notifythe HP PBM for McKesson and advise them of upcomingrefreshes, implementations, or planned initiatives so thePBM and EAM can develop the appropriate strategy toinfluence McKesson to select and sell HP StorageWorkstechnologies as part of their overall solution.

McKesson TechnologySolutions (MTS) A McKesson Corporation business

2222

Partner spotlightPartners

Company details Headquartered in the United Kingdom, GEHC is a $17 billionunit of General Electric Company and employs more than46,000 people. GEHC IT division is a $1.7B division ofGEHC. GEHC IT is comprised of three major divisions:

•Centricity Enterprise, Seattle (Revenue $300 Million): CIS Centricity EMR

•Centricity Imaging, Chicago (Revenue $1.2 Billion): PACS(Picture Archiving Systems); RIS (Radiology Information Systems)

•Centricity Business, Vermont (Revenue $200 Million):Revenue Cycle Management (Formerly Flowcast); CentricityPractice Management (EMR); Practice Managementsolutions for Small, Med, Large Physician Practices; UnifiedHosting Center, Chicago (e-Commerce)

HP-certified applications & technologies Centricity Enterprise1, Centricity Imaging1, Centricity Business1

Who to contactJoanne Van Stry, HP GE Healthcare Partner BusinessManager 1.781.696.9687 (U.S. contact)

John Judge, HP GE Healthcare Global Enterprise AccountManager, 1.617.515.4690

John McCormack, HP GE Healthcare Storage Specialist,1.617.515.4904

Business & industry summaryGE Healthcare (GEHC) sells complete solutions direct to the customer as well as offering hosted services. Their vision for the future is to enable a new “early health” model of care focused on earlier diagnosis, pre-symptomatic disease detection and diseaseprevention. Business areas include Diagnostic Equipment and related services, Healthcare Facilities services, Healthcare IT,Diagnostic Pharmaceuticals, and Life Sciences.

The business segment, GE Healthcare IT, provides comprehensive clinical & financial information technology solutions including enterpriseand departmental IT products, PACS/RIS and CVIS (Cardiovascular Information Systems), revenue cycle management and practiceapplications, to help customers streamline healthcare costs and improve the quality of care. The acquisition of IDX enhanced GEHC’sposition in the EMR market, along with a unique collaboration with one of America’s leading providers, Intermountain Healthcare.

Competitive relationship status EMC does an excellent job covering the entirepartner. They provide engineering, marketing, supplychain, and sales support. EMC is calling on allhealthcare accounts where HP is not present. HPneeds to do the same and build the demand andrelationships with the healthcare market that we needto accelerate the storage revenue with GEHC.

Relationship tips and “gotchas”Centricity Enterprise—Early Sales engagement with GEHC is necessary to help support this very complex sale, betterunderstand timing of the opportunity and drive an Enterprise Storage Strategy with XP. Specifically engage with the GEHCNonStop sales specialist early and work with them to leverage the Centricity Enterprise budget for storage.

Centricity Imaging—Build relationships with GEHC sales teams early in the cycle—like EMC has done for years. A strong salesengagement with GEHC is key in the Imaging space and will drive storage deals and disrupt EMC’s model.

Centricity Business—Early Sales engagement with the GEHC Sales teams are key to understanding where joint opportunitiesare and how you can assist in the sale and acceleration and expansion of the HP solution that GEHC will resell.

GE Healthcare

The joint HP value propositionAs strategic partners for over 15 years, HP and GE Healthcarehelp organizations provide better care to customers, managecosts, and reduce risks. Our partnership, joint technologysharing/certifications and development of solutions improvecurrent models of care by enabling high-quality informationexchange throughout the complex healthcare system. GEHC andHP are positioned to accelerate this transformation of quality ofcare, stabilize costs, and increase access to critical data.

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1 For up-to-date certifications and validations of GE Healthcare applications and technologies on HP StorageWorks, HP MAS, and HP servers, visit http://tsgonline.hp.com/alliances/verticals/healthcare/ or contact: Frank Orlando 1.508.467.2701

Maneuver the sales processCentricity Enterprise—Ideal accounts are Enterprise and C1 NamedAccounts. Since the HP NonStop is the only solution certified forGEHC, competitive threat is not there today.

Centricity Imaging—Ideal for all accounts in HP’s HLS marketsegmentation. HP ProLiant/Linux servers are embedded in the OEMmodel and is the standard. EMC has very tight relationships with field imaging sales teams. HP Storage solutions are all certified and compared to EMC’s offering, are extremely attractive—lower in cost, easy to build, and have integrated service and support.

Centricity Business—Best for PS, C1 and C2 accounts. Since GEHC’sRevenue Cycle Management solution is saturated in the market (80%on Alpha/OVMS) there is opportunity to upgrade to HP Integrity anddrive Storage Consolidation on HP StorageWorks EVA. Keep in mindthat GEHC Practice Management solutions are certified with HP EVAand HP MAS.

2323

Partner spotlightPartners

Company details Cerner’s revenue ending December 2007 was $1.5B. Cernerhas over 7,600 associates worldwide and locations in USA,Spain, Ireland, Egypt, Australia, Canada, Germany,Malaysia, Singapore, UAE, England, and France.

HP-certified applications & technologies • Millennium (Hospitals & Health Systems)• Physician Practice• Life Sciences• Hosting Services

Who to contactHP PBM for reseller opportunities, please contact:

Richard Lambert, [email protected], 1.913.579.5662

Jim White, [email protected], 1.913.486.7469

The joint HP value propositionHP’s depth and breadth of product solutions, adaptiveinfrastructure and services address the entire value chain to support Cerner’s solutions in healthcare. Furthermore,Cerner is interested in being the enterprise storage providerfor the customer and can provide HP solutions for emailArchiving, Disaster Recovery, Backup and more.

!!

Business & industry summaryCerner is the leading U.S. supplier of healthcare information technology solutions that optimize clinical and financialoutcomes. Around the world, health organizations ranging from single-doctor practices to entire countries turn to Cerner for our powerful yet intuitive solutions. Cerner offers clients a dedicated focus on healthcare, an end-to-end solution andservice portfolio, and proven market leadership.

Cerner’s mission is to connect the appropriate persons, knowledge and resources at the appropriate time and location to achieve the optimal health outcome. Cerner’s vision of proactive healthcare management drives innovation in thedevelopment of effective solutions for today’s healthcare challenges, while creating a foundation for tomorrow’s healthypopulations. Cerner also offers an outsourcing alternative to those organizations that wish to externalize their infrastructure requirements.

Competitive relationship status EMC is by far the most aggressive competitor in the storage area with Cerner. Their reps arebringing storage deals directly to the Cernerreps. EMC will be aggressive in all of Cerner’sinstalled base accounts, whether they are HP orIBM server based. EMC maintains a strict controlon channel engagement around HLS dealswhich is a positive for Cerner.

For more information on overcoming EMC in a Cerner opportunity, please contact Cerner HLS account team for advice. If the customer has a preference for procurement of HP storagethrough a local reseller, discuss this with theCerner PBM team to maximize customerpreference for HP.

Relationship tips and “gotchas”Cerner has been a HP DAVAR for 24+ years and should be considered a very strong HP resell partner. Cerner’sMillennium clinical applications drive the sale for HP hardware/software. Where Cerner applications are installed, workwith Cerner on proposing the HP systems/storage that supports those clinical applications and other enterprise needs.

Cerner also resells IBM servers/storage and EMC storage. Cerner sells storage matched with the servers that are runningthe Cerner Millennium solution. For HP Integrity servers running Millennium, Cerner will push HP storage (EVA, XP, MAS,MSA). Likewise, for IBM. EMC is very aggressive getting customers to ask for EMC storage, regardless of server vendor.

Reference good Cerner/HP installed base accounts like; Memorial Hermann in Houston, Baptist Health in Jacksonville,University of IL Medical Center in Chicago. All of these accounts use HP StorageWorks EVA and XP storage and arelooking at the HP Medical Archive Solution (MAS).

Maneuver the sales processBest Criteria—Cerner Millennium or Classic applications alreadyinstalled at the customer site.

Call Richard Lambert or Jim White to get engaged with the properCerner rep as early as possible. If the account is running the Cernerclinical applications, engage with Cerner for servers/storage that will be supporting these applications as well as other enterpriseapplications. Experience shows that HP and Cerner have the mostsuccess by promoting a strong exclusive partnership within the account.Find out customer preference for HP storage procurement and discusswith Cerner PBM on how and when to engage a local HP reseller.

HP sales reps should encourage the Cerner sales rep to use its owncompany as a reference. Cerner is its own best reference. The CernerRemote Hosting Facility houses over 4 petabytes of HP storage andprovides quality service to hospitals across the country. The HPStorageWorks XP is the only tier 1 storage on the floor and the HP StorageWorks EVA is the only tier 2 storage on the floor.

Cerner Corporation

Competitors 24

Their strengths HP’s response

Their weaknesses HP’s response

Long-term, well established EMC customerrelationships are difficult to overcome,even with technology superiority

Focus on applications warranty and support contract renewals.Ensure all application vendors include HP in their bids. Leveragelikely leadership with servers, IPG or PSG in account to helpapplication vendor win deal that includes HP storage. Discuss withcustomer a more strategic partnership with HP for all their IT needs.HP Financial Services can also create lease financing for customers

IT consulting experience and geographicalreach

HP acquisitions of Knightsbridge and EDS provide concreteleadership in consulting in Healthcare

Dell/EMC strategic partnership andIntegrated end-to-end solutions portfolio forhealthcare providers and healthcare payers

EMC can only address storage needs. Reliance on DELL increaseschannel conflict and impact response to customer issues. HP deliversa single vendor and point of contact for all IT needs (servers andstorage) as well as workstations, printers & services. Lack of serversis EMC biggest weakness. EMC has very few specific solutions forHealthcare relying mostly on Documentum. HP Healthcare solutionportfolio is a broader portfolio of Healthcare solutions

Dependence on Dell for mid market sales Dell’s traditional pattern is to learn a market through suchpartnerships and then eliminate the partner. This is the biggestweakness of EMC. Point to complete portfolio of HP not just forstorage and servers but also printers, workstations, services

HP is the number one vendor for storage WW. HP has leadershipposition in storage systems for mission critical applications in allindustries. HP has shipped more TBs of disk storage, more externaldisk storage arrays and more NAS systems across all industries.

Support structure & Limited storage supportgeography (dependent on North America)

Support structure not flexible; only one real support offering(Global Proactive 24x7 support—similar to Support Plus 24). Asthe resources as spread thin to cover all geographies. HP globalservice infrastructure is an advantage

EMC is perceived market leader forstorage in Healthcare and a Tier OneStorage vendor while HP is not

Perception of bringing forth new, innovativetechnology, expanded functionalities

Need to tell HP story on Healthcare with innovative solutions built ontop of the whole HP portfolio of leading products and services withpartnerships with the leading application vendors to speedinnovation to practice such as drug pedigree, identity management,digital hospital, Drug Design and development, business intelligence.Leverage HLS Americas resources to tell the story

Competitors 25

Their strengths HP’s response

Their weaknesses Their weaknessesHP’s response HP’s response

Perceived as innovator. Release of newproducts and increasing collaborationwith technology partners

The key is collaboration with the Application Vendors inHealthcare. HP has a very robust partnership andcertification program for storage with the leadingapplication vendors

Equipment lease renewals by incumbentvendors largely handled before storagerequirements can be pursued by NetApp

Largely direct engagement model forenterprise customers

HP broad partner strategy gives customers of all sizesflexibility to procure HP products and solutions directlyfrom application vendors, trusted, local partners or HP.

No recent technology refresh with high-end (IBM DS8000)

Continuous innovation for the XP product line (XP10000,Thin-Provisioning). XP is certified with applicationrequiring maximum availability.

Perceived as medium SAN player withsmall presence in NAS market

HP has superior products—XP (Ext virtualization,throughput), EVA (manageability), AiO (simplicity),PolyServe (utilization).

NetApp offers software that supports itsentire product line

Healthcare customers need a complete storageoffering that includes SAN, NAS, tape, SW. NetAppSW does not span to 3rd party storage

Company stability and stock price While NetApp stock declined to the point of becomingan acquisition target HP stock has more than doubled.Healthcare customers need reliable vendors that will bearound for the long term as HP has.

Lacks solutions specifically for healthcareproviders

HP Digital Hospital provides a solution focused inaddressing key clinical and management problemsin hospitals leveraging ESS portfolio for anadaptive infrastructure.

Customers looking for a complete storage line fromSAN to NAS and tape as well as servers and otherIT infrastructure. Customers looking to avoidcomplexity in their IT purchases and service.

Small presence in SAN market Focus discussion on the need to simplify the procurement,management and service for a multi-tier storage offeringas well as all their other IT needs by one vendor

Market leader in NAS

Their strengths HP’s response

Long-term, well established IBM customerrelationships are difficult to overcome.

Focus on applications warranty and support contractrenewals. Ensure all application vendors include HP intheir bids. Leverage leadership with servers, IPG or PSGin account to help application vendor win deal thatincludes HP storage

Recognized as Tier One Storage Vendor,while HP does not.

Not so in the Healthcare market. HP and EMC are thestorage leaders with application vendors who resell storage

Comprehensive open-system StorageResource Management (SRM) portfolio &integrated product line from heterogeneousmanagement to storage virtualizationappliances

Focus on applications. Leverage leadership on serverswith Application vendors and include PSG, IPG in bid

IBM cuts low-profit and low-volumeproducts from portfolio causingongoing support issues

HP is a SAN and NAS leader and continues to fullydevelop and support all its storage. Customers needto be assured that service for mission critical systemswill be handled as fast as possible and with minimalhand-offs

Solution/application based sellingapproach

Leverage the HLS Americas team & resources totell the HP Healthcare strategy focused on solvingclinical/business problems vs. NetApp solutionfocus on infrastructure.

Big gaps in solutions for informationmanagement

HP has a wider portfolio of storage and informationmanagement solutions

Narrow IT consulting experience &geographical reach

Wide IT experience and geographical reach by EDSand Knightsbridge Healthcare practices and GSIalliances

Increasing focus on becoming a servicespartner (offering solutions & consulting)with strategic focus on Healthcare andmedia hype for healthcare initiatives

EDS and Knightsbridge bring to HP strong practices inHealthcare & give HP leadership position

Continues their “Lock-in” strategy withtheir own proprietary technologies.

HP’s Industry Standard Storage architecture drivesdown costs, prevents lock-in and increases customervalue. HP Storage Essentials is open, standards-basedSRM.

Use HIMSS database to target NetApp customer due forupgrade and offer a complete storage portfolio solution

Customers 26

Prove that big results are real

• The right storage infrastructure to makeinformation available for cancer researchand attract/retain world class researchers

• Improve storage capacity and applicationperformance to handle 20TB of new dataevery year

• Archive medical images and businessinformation

• Meet HIPAA and other governmentregulations

• Offer disaster recovery and businesscontinuity

• Needed to capture, manage, andintegrate massive data sets (genomics,proteomics, images) required to speedinnovation and gain a betterunderstanding of underlyingmechanisms of cancer

• Integrated storage platforms to supportindustry leading bioinformatics andcomputational capabilities

• Deploy a high-performance, highlyreliable computing infrastructure forrunning MEDITECH applications

• Lower operational costs, increaseefficiency & continue delivering award-winning quality patient care

Two HP StorageWorks EVA8000(EVA8000) disk arrays withContinuous Access EVA software; a10-terabyte HP StorageWorks MedicalArchive Solution (MAS); an HPStorageWorks Integrated ArchivePlatform (IAP); an HP Enterprise FileServices (EFS) Cluster Gateway; anHP StorageWorks Cluster Extension(CLX), and clustered HP ProLiantservers

The solution’s individualcomponents offered superiorfeature sets compared to thecompetition, and the solutionwas also priced more favorablyChoosing a comprehensive, end-to-end solution from HP ensuredsystem compatibility and easyintegration

• $7.5M benefit due to increased IT and staffproductivity (50% of this $7 million deal ison EVA)

• Efficiency gains and decreased downtime• 107% ROI with a 22 month paybackperiod.

An HP platform consisting of multipleHP ProLiant DL360 & DL380 servers(for running applications & databases)& 2 HP StorageWorks EnterpriseVirtual Arrays (for storage, backup & disaster recovery)

HP was the only vendor with acomplete, end-to-end server &storage platform certified to workwith MEDITECH’s HealthcareInformation System (HCIS)

• Expected cumulative 5-year net benefit of$6.1 million

• Projected ROI of 167%, and a paybackperiod of 18 months

• Hospital personnel enabled to work withoutdelays & manual workarounds—resulting inan estimated cumulative $8.7 million inincreased productivity over 5 years

Linux based; 1024 CPU/256 Nodecluster; 2.1TB peak performance; 15TBstorage platform (shared file system); 2 EVA 8000s for studies and results

HP had already worked withthe ISVs to certify and validateall the storage systems, whichensured optimal configurationfor application to deliverinformation with safety andefficacy

NEED ROI/IMPACT

Roswell Park Cancer Institute

MD Anderson CancerCenter University of Texas

Norman Regional Health System

Customer name Critical success factors The Unique Value of HP that won the deal

HP solution components Big results

We’ve guided Gwinnett Medical Center on a storage journey over theyears. We started them off with a SAN years ago. Over the years we’veadded Tier 2 and Tier 3 storage. They now can grow as needed tohandle increases in dynamic data. They are very happy.

Source: District Manager, Healthcare Strategic Accounts

QQ “ “

Glossary 27

Glossary of common Healthcare industry terms

Procedure to image the blood vessels. This generates very large exams (100-1000 MB)Clinical Information System—Collection of SW modules used inmanaging data collection of physical complaint, patient symptoms,diagnosis, treatment, physician/med orders, lab orders/results,etc…that support the clinicians(could be a subset of HIS)Any organization that must comply with HIPAA, Medicare protocolsand submit performance metrics against quality measures in order to qualify for reimbursement for service renderedComputerized Physician Order Entry—The computer system that allows direct entry of medical orders by the person with the licensureand privileges to do soComputed Radiography—Modality that produces electronic X-rayimages using an electronic film cassette that needs processingModality used to create very high resolution digital images of breast exams. Each exam generates about 160m MBsDigital Radiography—Modalities that produce electronic X-ray images directly and ready for review in PACS Electronic Health Record—A patient’s health record that has beencompiled of multiple medical records into a single, digital formatElectronic Medical Record—A patient’s medical record, in digitalformat, specific to an individual healthcare provider or physicianGood Manufacturing Practices—Quality control proceduresdescribed by the FDA as pre-requisite for their approving productsunder their process of certification for manufacturing/servicingmedical devicesValidation of HW with SW that application vendors will do tomaintain FDA compliance with GMP for a medical deviceHealth Information Exchange—Capability to electronically moveclinical information between disparate health care information systems while maintaining the meaning of the information beingexchanged. HIE projects are referred to as RHIOs (Regional HealthInformation Organizations)Health Information Management System Society—Internationalorganization focused on helping organizations improve IT quality to support Health care and quality. Their major conference isattended by major clinical information system vendors, consultants,and technology vendors

Angiography

CIS

Covered Entity

CPOE

CR

Digital Mammography

DR

EHR

EMR

GMP

Hardware Certification/Qualifications

HIMSS

HIE

Common terms Definition

Healthcare Insurance Portability and Accountability Act—Describesprocedures for securing and protecting patient privacy andmanagement of patient recordsHospital Information System—Collection of SW modules responsiblefor patient administration (from admission to patient management to billing)Joint Commission on Accreditation of Healthcare Organizations(pronounced “Jay-kho”)—Audits and reviews protocol andprocedures necessary for a provider to achieve accreditation onprocedures/services for which it bills patients/insurers(Multidetector) Computed Tomography—Key device that producescross sectional slices of images using X-rays. Heavily used inRadiology and Cardiology. Produces 100-1000 GB per examLegal term—Device, software or system that interacts with patient or patient data and is used for the purpose of rendering directclinical decisions. Medical Devices cannot be sold or used withoutthe manufacturer submitting and/or providing certificationdocumentation to the FDA for approval. Device that produces medical images (ex: X-ray, MRI, CT, Echo,Ultra-Sound, Nuclear Medicine)Magnetic Resonance Imaging—Device producing cross-sectionalmedical images using intense Magnetic fields and RF to differentiate tissuePicture Archiving and Communication Systems—Enterprise systemdedicated to the storage, retrieval, distribution and presentation ofhigh-resolution images (X-rays, MRIs and CAT scans) for diagnostic(radiology & cardiology) and hospital clinical use (cardiology, ICUs,and wards), most often sold as a solution that includes workstations,servers, storage and application SWRegional Health Information Organization—The application of theunderlying infrastructure (HIE) built on a legal agreement betweenentities in a geographical region or state (ex: CalRHIO)Radiology Information System—Usually a module of a HIS or CIS.Used to manage operations in Radiology. Often associated/soldwith PACSRadiological Society of North America—Largest annual conferencefor radiology, every November with 50,000+ attendees, includingmodality, PACS, and HIS/RIS vendors

HIS

JCAHO

MDCT/CAT/CT

Medical Device

Modality

MRI

PACS

RHIO

RIS

RSNA

Common terms Definition

HIPAA

To learn more, visit www.url.com

© 2008 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

July 2008 XXXX-XXXX