Beyond the blink: Mastering EHR and POC in omnichannel healthcare marketing

Beyond the blink: Mastering EHR and POC in omnichannel healthcare marketing

Join Damon Basch, Veradigm’s VP of strategic partnerships, as we explore how a well-conceived omnichannel strategy can face unexpected challenges at the crucial moment of care. We discuss the intricacies of decision-making at the point-of-care (POC) where seconds define success. We examine the pivotal role of electronic health record (EHR) platforms and the challenges and opportunities of integrating this into omnichannel marketing strategies, the significance of understanding HCPs’ clinical workflow, and strategies to ensure that your brand not only survives but thrives in the moments that matter most.

Key takeaways from the discussion include:

1. Bespoke Marketing Support: Basch underscores the value of bespoke marketing support tailored to specific provider clients. This personalized approach ensures that brands not only survive but thrive in the critical moments of healthcare decision-making.
2. Challenges in Omni-Channel Integration: As POC marketing budgets increase and EHR platforms play a pivotal role in reaching physicians, marketers face challenges in integrating EHR into broader media plans. Basch highlights the pitfalls that may arise and stresses the need for a nuanced understanding of the clinical environment.
3. Navigating EHR Complexity: Basch explains the complexities within EHR systems, including variations in clinical workflows and the impact of factors like benefits verification outcomes and therapeutic alternatives on prescription decisions.
4. Brand Equity and Clinical Environment: The discussion underscores the importance of maintaining brand equity in the clinical environment, where factors like brand safety and respect for the physician’s experience are crucial.
5. Future Trends: While discussing future trends, the podcast touches upon the potential integration of social determinants of health (SDOH) data into EHR systems and the evolving role of EHR platforms in supporting value-based care models.