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IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004
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IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Mar 27, 2015

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Page 1: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

IHE Cardio Marketing/Education Plan

Discussion SlidesDraft – Rev 4

12 September 2004

Page 2: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Purpose These slides are an outline of the

work to be done in support of the Marketing/Education activities of the IHE Cardiology Planning Committee.

Near term goal is to focus on high level messages that affect ALL constituents.

Page 3: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

The ACC & IHE The ACC needs its membership to take an

active role in communicating the long term benefits of the IHE in Cardio to vendors, institutional CIO’s and the broader community. The ACC believes that the membership can greatly accelerate adoption of the IHE and the accompanying benefits.

The Vendor community needs to be touched by the ACC as well to expedite the process and “get them off of the fence”

Page 4: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

IHE Cardio Marketing Plan Who are the “customers”? Broad messages to all are key What are the messages/customer How do we deliver the messages?

Marketing Education

Marketing the Call for Participation Demonstration plan

Page 5: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Who are the “Customers”? Clinical Users

Cardiologists, Cardiac Care Assistants Technologists, clinical operational managers

Administration Dept managers & administrators, CxO’s Group purchasing (eg MDBUYLINE)

IT Professionals Hospital IT staff Consultants

Governments Prof Societies

ESC, JCC, SMR, ASE, SNM, SCA&I, NASPE/Heart Rhythm, ACCAA, other

Advocacy groups (eg Leapfrog) Vendors General Public (low priority)

Page 6: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Broad Messages IHE can help solve critical problems for

the Cardiologist, Tech, Administrator or related IT professional, and purchaser IHE can help solve key “pain points” in the

process of integrating healthcare• IHE will improve workflow and reduce medical

errors: saving time, money & leading to better care• Over time, IHE will remove obstacles to multi-vendor

integration IHE is a gradual process on an annual

schedule that solves specific clinical problems and builds up over time

• For Cardiology this is at least a 5 year process

Page 7: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Pain points the IHE will help Multiple entry of demographics and associated

error and workflow issues Consistent access to results (EKG) – Unneeded repeat studies Resource management inefficiencies Timely report completion and distribution Delays in charge posting Facilitate data gathering for registries Extracting salient data from

modalities/acquisition devices Consistent representation of data from multi

stage stress protocols Today’s “solutions” are cumbersome, expensive,

error prone and are not upgrade “friendly”

Page 8: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

High level candidate tag lines “IHE is HOW” and we are underway.

It’s a marathon not a sprint, the exciting part of a marathon is the finish, but you need to start…

“IHE is how it all gets done” “Making integration happen” Pre-canned integration solutions IHE, “is your vendor doing it?” N vendors tested M systems – was

your vendor there?

Page 9: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Messages IHE can help solve key “pain points” in the

process of integrating healthcare IHE will improve workflow & reduce errors:

saving time, money; leading to better care Over time, IHE will remove obstacles to multi-

vendor integration enabling easy upgrades IHE can streamline the RFP process and remove

vendor bias as enable purchasing for individual institutions

IHE is underway in Cardio. The year 1 Technical Framework has been developed to address broad needs for integration including echo & cath lab workflow, EKG retrieval.

There is a 5 year roadmap and the ACC invites members to provide input on the priorities as the roadmap evolves.

Page 10: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Marketing Goals for Year 1 Build an IHE Cardio development

community Broaden user base of Cardio

administrators & clinicians that aware of IHE & its value

Reach ACCA (Mar 3-5) and give them the brief overview

Encourage vendor participation Seed future success story sites

Page 11: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Accomplishments – Year 1 Year 1 Cardio targets were:

3 profiles. Year 2 prioritization discussion is

underway and will be defined in Spring 05.

Page 12: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Manage Expectations Don’t oversell, but maintain enough

interest. There are real risks to miss-setting

how long it will take for real benefits in clinical practice to be realized.

Need to stress that there really is no other way to achieve the key goals and that we need to start now and stay the course.

Page 13: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

External Outreach Suggest that ACC send out a low profile

mailing to target IT/Integration consultants: First (FCG), Forester, IMV, Frost & Sullivan, Gartner, ECRI, MD Buyline, KLAS, Booz Allen, Delliote & Touche/Bearing Point, Accenture, Cap Gemini, Clinica, EDS, McKinsey, Superior, other International consultants.

ACC to send a mailing to leadership of the vendor community.

Defer outreach to major payors later

Page 14: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Outreach within the ACC Provide chapters with some info that says “as

leaders, be aware that the IHE is coming to the ACC 2005” Five key messages max. Same thing used for agenda books for ACC committee meetings.

Bridging science into practice: leverage ACC 05 as the beginning of the IHE journey. ACC is looking for input to shape the path, direction: Encourage members to provide input to the priorities and technical content.

Provide sample text to ACC members for a letter “To Your CIO” saying “what’s our Institutional IHE plan for Cardiology”?

Page 15: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Clinical Users Goal: Basic understanding and

expectations – “IHE will save us time & money, reduce errors and let us get access to key data when/where we need it to do our jobs”

Overview of IHE… Realistic expectation on the scope and

timing of IHE results IHE is a gradual process, but with tangible

short term goals Describe IHE Year 1 in Cardio

Indication of long term roadmap

Page 16: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Administrators IHE as a tool for managing

purchases including RFP’s IHE can save money in the

department IHE can reduce “switching costs” IHE can help reduce errors

Page 17: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

General Public Promote the value of ACC’s support

of the IHE to improve timely access to health care and to promote best practices which improve patient outcomes and reduce errors.

Page 18: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

MARCOM Goals Create awareness/buzz Get customers to demo area Have customers leave demo area

thinking “this IHE stuff is great” Get the customers to spread the word Get customers to cajole vendors… “How can I get more involved in the

IHE” Enable education

Page 19: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

MARCOM Methods to Consider Journal(s) Print Direct Mail Bus Video Web presence

Background info RFP language kit

Booth placards/tent cards Time lapse video of connectathon & demo set up What other meetings does ACC IHE Cardio have

to be visible at (ESC, AHA, TCT, Euro Echo, JCC, ASE, etc) ASE has expressed interest in leveraging materials for

their June conf.

Page 20: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Education Goals Introduce Terminology Get some “volunteer sites” Set Expectations How to use IHE Cardio for RFP’s

Page 21: IHE Cardio Marketing/Education Plan Discussion Slides Draft – Rev 4 12 September 2004.

Education Methods Need to evaluate/prioritize:

Short theatre presentation Tutorial Session @ ACC Brochure Kiosk Web presence Presentations