August 22, 2014

Work Group: Vista Marketing

Highest Rating – Medscape survey

Linked In discussion

If Physicians Prefer the VA's EHR, Why Is Adoption Outside the VA So Low? 

If physicians overwhelming prefer the VA's EHR, then why is adoption outside the VA so low? Dr. Edmund billings shares his insights. Let’s start simply with the results. The questions will come later. In their 2014 EHR Report—a survey of 18,575 …

Disruptive marketing

Are there lessons from the Linux success that are applicable??

Work Group charter

DRAFT: To elevate Vista in the marketplace as a comprehensive, top-rated, cost-effective EHR through jointly coordinated strategic marketing.

SWOT AnalysisStrengths

Weaknesses

Opportunities

Threats

•Lack of $$ marketing budget•Historical focus on code – content (use cases, best practices, compelling stories)

• See Midland TX•Need more test data•Need engage more users•Requires different business model•Little public knowledge & awareness •Not in KLAS, Gartner, others

•Non-Vista companies marketing ‘open source’ efforts – via open API’s•Large number of EHR choices•Perception of lack of service-providers

•Vista best-rated EHR by physicians•Large and active development ctty•Free education resources•Code base is open source (not just API’s)•Cost-effective•International uptake•Ongoing investment•MU certified•Growing capability through open API’s to be compatible w/ services-oriented architecture•Business-friendly licensing•Blue Button compatible•Supports multiple biz models – can get support or develop it yourself•Compatible with different size systems

•States looking for cost-effective EHR•Behavioral health•International awareness•Interoperability is built-in•DoD seeking a solution

Strategic Issues

1. Bust myths• Based on outdated technology (non-GUI)• Uses client-server technology (not web-based)• MUMPS technical resources scarce• Inability to customize• Lack of billing module• Not relevant for private sector use

2. Elevate strengths• Ease of data entry• Usefulness as a clinical tool• Comprehensive/Connectivity• Reliable• Easy to learn• Cost effective

3. Appeal to likely audiences • States

4. Get it out there – how are EHR decisions made?• American EHR Partners• EMR News• FierceHealth

Tactics

Social media campaign• Clean and crisp branding• Develop VistA infographic• Develop VistA video?• Develop 2-4 case studies• LinkedIn, Twitter

Vista Infographic

3000 worldwide installations Top-rated EHR by physicians >70% of physicians are trained on Vista Healthcare facilities spent >$1T on EHRs since 2009 Failure rate for proprietary EHRs 60-80% Open source EHRs show savings of 75% in the short term Vista is lowest cost EHR Large and growing open source community leverages

prior investments, collaborates on future enhancements vibrant implementation & support system 100’s of add-ons & enhancements

VistA as an asset is valued at between $2-$3B (study from India)