On May 8, the NJ offices of OCHWW hosted the 2nd Annual E.H.R. Apex event. This exclusive and interactive conference gathered more than 50 industry-experts to explore the electronic health record landscape and how it is used, both as a tool for patients and as a channel for brand strategy. Take a look at the top learnings and takeaways from this year's event. All sketchnotes featured were developed by OCHWW's Chris Cullmann; see all of the animations here: http://bit.ly/2qn7X4t.

1. Angelo Campano │ Ritesh Patel
May 2017

3. THE STATE OF E.H.R.
• The E.H.R. space is fragmented and many physicians are using more than one
E.H.R. platform
• E.H.R. vendors and biopharma have the same customers, which are providers
and health systems. They need to partner in order to deliver value-adding
solutions
• Consolidation of the healthcare space is slow, and switching costs for E.H.R.s
are high. Some smaller E.H.R.s maintain market share because they remain
relevant to small practices that can’t afford to switch
Stephanie Neuwirt | Ogilvy CommonHealth Worldwide

5. ACCESS POTENTIAL
IN THE E.H.R.
• DrFirst is a medication management company with 75,000 active
prescribers, writing almost 100 million prescriptions annually
• With real-time benefit checking (RTBC), electronic prior authorization
(ePA), financial savings programs, and adherence programs, you can
engage your targets where it matters most—at the point of encounter
• Drive enrollment to brand adherence programs/HUBs with DrFirst. They
can assist the patient journey through electronic enrollment when
brands are ePrescribed within workflow
• DrFirst can alert appropriate patients who may be compatible for clinical
trials, and get them to the recruitment phase
Kathleen Bresette | DrFirst

7. UNDERSTANDING
HOW PHYSICIANS
ENGAGE WITH E.H.R.
• A typical Practice Fusion Provider will spend more than 3 hours per day on their E.H.R.
platform
• There are distinct workflows throughout the day that lend themselves to different
marketing objectives and solutions. For example, a clinical encounter represents a
different opportunity than practice management
• Changes in the regulatory and legislative landscape (ie, the transition to value) are
leading to not only the consolidation of the E.H.R. marketplace, but also the
requirement for life science companies to market to and support providers around this
critical new paradigm with appropriate resources. They should be marketing-oriented,
but clinical and outcomes-driven as well, which will change the evaluation of what “ROI”
could and should represent
Damon Basch | Practice Fusion

9. NAVIGATING PHARMA IN THE HOSPITAL
Bobby Lee | New York-Presbyterian Hospital
Within each healthcare organization, there is a formulary process needed to approve pharmaceutical
agents which helps guide the below:
Addition Requested
Reviewed and approved by
subcommittee or drug
information
Reviewed and approved by P/F
and T
Actual coding and testing
Available in system for patient
Life Cycle of Formulary Addition
1. Cost
2. Inventory management
3. Regulatory
4. Proper use of medication
5. Safety/efficacy
6. Best effective use of limited resources
Life Cycle of a System Change
System Change requested
Reviewed and approved by
subcommittee or drug
information
Reviewed and approved by P/F
and T
Reviewed and approved by IT
Reviewed and approved by IT
change control
Feasibility of the requested
change
Requested change with vendor
codes
Development and testing
Implement system for patients

13. Hashtag
#APEXEHR

14. THOUGHTS AND REFLECTIONS
“Marketers often rely exclusively on less effective, one-way
communication channels like display advertisement. For
some, learning the deep understanding of how to deliver a
message in the E.H.R. is something that successful marketers
have begun to leverage, looking towards the E.H.R. as the
start of a story arc to deeply engage the physician (while with
the most appropriate patient) with a story-telling narrative
that truly helps improve loyalty and increase product
satisfaction—our Apex helps drive this!” –Angelo Campano
“The Apex gave our clients (and our internal team alike!) the
unique opportunity to hear different perspectives from different
realms in the industry. This is still unchartered territory for
many, so learning about the ever-evolving landscape helps to
set us all up for success.”
– Andrea O’Brien

15. THOUGHTS AND REFLECTIONS
“The most fascinating thing about brand strategy in the
E.H.R. is that you are able to take every engagement with the
physician, and store those touch points (and more) into a
database and use that data to better inform other initiatives.
It’s physician behavior at the point of care that you were not
able to get insight on before.” –Winnie Tan
“The APEX was great in that it helped me to realize that all of
us, E.H.R.s, Providers, Manufacturers, and us as an Agency
are working towards a common goal: improved patient
outcomes; and only through collaboration and
communication can we truly succeed.”
–Sara Petherbridge

16. THOUGHTS AND REFLECTIONS
“The 2nd Annual E.H.R. Apex was an innovative and
exciting experience. It was extremely valuable to learn
more about the entire E.H.R. industry and have insight to
key information I can use in my day-to-day job.”
–Angie Cruz
“This year’s diverse panel of experts gave real-life and real-
time perspective for the constantly changing E.H.R. space.
Seeing it from the aggregator’s and client’s viewpoints
offered solid reference on how to nurture and grow the
presence of E.H.R. for marketers.” –Regina Paris