iMedConsent Application Training - Dialog Medical drug monographs, and over 4,000 patient education...
Transcript of iMedConsent Application Training - Dialog Medical drug monographs, and over 4,000 patient education...
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 1
iMedConsent™
Application Training
Presented by Tim Kelly I August 23-25, 2011
Background History and Elevator Description
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 2
Background
Founded by a physician
Early work in practice-based urology and ophthalmology
Secured a national Department of Veterans Affairs contract in 2004 (153 medical centers)
Member of National Quality Forum since 2004
Developed a promotional program with the American College of Surgeons in 2007
Private-sector clients include: MDA, EMMC, SLEHS, RHC, LAC
Partnerships and Insurers: ACS, AUA, Scrubs, CMIC, MedPro
History
3
Background
The iMedConsent™ application is a software tool that standardizes and
automates the informed consent and other patient communication processes.
This web-based application prepares easy-to-understand, procedure-specific
consent forms for more than 2,200 treatments and procedures. The clinical
content library includes anatomical images, pre-procedure and discharge
instructions, drug monographs, and over 4,000 patient education documents.
The iMedConsent™ application may also be used to facilitate the electronic
completion of research consents, advances directives, HIPAA
acknowledgements, and related forms – documentation requiring increased
attention due to the HITECH Act.
Trusted by more than 15,000 physicians and in over 200 hospitals, this novel
solution is integral to efforts to enhance patient safety, reduce risk, ensure
compliance, improve satisfaction, lower costs, and better document patient
communications.
“Elevator Description”
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Atlanta, GA 8-23-11 to 8-25-11 3
Agenda
Agenda
Why Sell the iMedConsent™
Application
Value Proposition
• Patient Safety
• Risk Reduction
• Compliance/Quality
• Efficiency
Targeting Discussion
“Main Course”
6
History/Elevator Description
Detailed Product Overview
Pricing Review
Resources
Other Call Points
Success Strategies
Leads
Rules of Engagement
Competition
Role Play Exercise
Meaningful Use
“A la Carte”
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Why Sell the iMedConsent™
Application?
Why Sell iMedConsent™?
Commissions/$500 Qualified Lead Incentive
Opportunity to expand Call Points within a facility:
• Risk Manager
• Surgeon
Strengthens your(our) product portfolio
• Supports the Standard Register mission to offer a
comprehensive suite of solutions for managing patient
communications and workflows
Value to the SR Rep and BDM
8
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Value Proposition
Value Proposition
10
Ring DC, Herndon JH, Meyer GS.
N Engl J Med 2010;363:1950-7.
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Patient Safety
A 65-year old woman was evaluated for pain and
stiffness in the ring finger of the left hand.
Dexamethasone was injected locally.
Eight weeks later there was no improvement and
informed consent was obtained for a release of trigger-
finger procedure.
The Case of the Trigger Finger Release
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Patient Safety
One hour before the procedure Dr. Ring, the surgeon,
translated the preoperative preparation for the patient
because no Spanish–speaking interpreter was
available. Dr. Ring confirmed the persistent trigger-
finger of the left ring finger with the patient.
Dr. Ring then left to perform an extremely challenging
carpal-tunnel release procedure on a different patient.
That patient was very agitated both before and after the
procedure. Dr. Ring told himself that the next operation
would be “the best carpal-tunnel release that I have
ever performed.”
The Case of the Trigger Finger Release
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Patient Safety
Delays by other surgeons caused a change in the
operating room and in the operating room staff,
including the nurse who had performed the preoperative
assessment on the patient scheduled for the trigger-
finger release procedure.
When Dr. Ring arrived at the OR, the patient was
already prepped. Dr. Ring spoke briefly with the patient
in Spanish – that conversation was believed by the OR
staff to be a time-out.
No formal time-out took place.
The Case of the Trigger Finger Release
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Patient Safety
Dr. Ring performed an uneventful carpal-tunnel release
on the patient.
15 minutes later, when dictating the report of the
procedure, Dr. Ring realized the error.
Dr. Ring immediately apologized to the patient and
offered to perform the correct procedure.
The staff was reassembled and the trigger-finger
release procedure was performed without complication.
The Case of the Trigger Finger Release
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Patient Safety
Is Case 34-2010 and anomaly?
15
Patient Safety
State of Pennsylvania
30-month period
A wrong-site surgery event will reach a patient once per year in a 300-bed hospital
Failure to verify consent forms was a major contributor to errors resulting in the initiation of wrong-site surgery
Wrong-Patient/Procedure/Site Surgery
16
Clarke JR, Johnston J, Finley ED. Ann Surg
2007;246:395-405.
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Patient Safety
17
Patient Safety
WHO Surgical Safety Checklist
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N Engl J Med 2009;360:491-9. N Engl J Med 2010;363:1928-37.
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Patient Safety
Brief Demo Employing the ACS Consent Template Containing the WHO Surgical
Safety Checklist
Could Use of the iMedConsent™
Application Have Prevented This
Medical Error?
19
Value Proposition
Patient Safety
20
Captures headlines
Difficult to get hospitals
to acknowledge that
they may have a
problem
Difficult to identify any
clients where this was
the primary rationale
for purchasing the
iMedConsent™
application
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Value Proposition
Clarke Article
• Very powerful reference:
Great database
“…once each year in a 300-bed hospital.”
Preventing wrong-site surgery – verifying consents,
second only to intervention by patients
• Available via NIH:
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1959354
/pdf/20070900s00006p395.pdf
Patient Safety
21
Call Points
Needs:
• Improve the safety record of his/her facility relative to
national or local criteria
Never Events/NCDs
Patient Safety Officer
22
• Implement safety
initiatives that address
areas of identifiable
weakness
WHO Surgical Safety
Checklist
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Value Proposition
Story
• Tell me about your use of surgical checklists
• Cite the ACS strategy of appending the WHO Surgical
Safety Checklist at the end of the consent and
bringing in the procedure and site, from the consent,
for verification
Bring the patient into the Time-Out
• Invent your own story
Patient Safety
23
Patient Safety
Questions or Comments on the
Patient Safety Value Proposition
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Value Proposition Risk Reduction
Risk Reduction
This Corrective Action Plan
and Claims Summary are in
the public domain and were
retrieved from the internet.
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Risk Reduction
27
Risk Reduction
$1.9 Million Case
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Risk Reduction
Corrective Action - iMedConsent™
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Risk Reduction
Is informed consent a factor in
medical liability claims?
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Risk Reduction
Only 39% of 3,269 closed claims against
anesthesiologists were judged to have
adequate informed consent1
Inadequate informed consent was pursued as a
secondary cause in more than 90% of
ophthalmologic malpractice cases2
Lack of informed consent is one of the top 10
reasons for hospital malpractice claims3
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1Caplan RA, Posner KL. ASA Newsletter 1995;59(6):9-12.
2Kiss CG, Richter-Mueksch S, Stifter E, et at. Arch Ophthalmol 2004;122:94-98.
3Glabman M. Trustee 2004;57(2):12-16.
Value Proposition
Primary reason for “Practice Edition” (PE) sales
Major reason for some facilities
• LA County (Proof Source: PS&QH, 2010)
Targets
• Risk Management
• Claims
• Lesser Players
Quality
Patient Safety
Risk Reduction
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Value Proposition
Extremely sensitive area
• Need to “earn the right” to discuss
Positioning
• WRONG: Protection in a lawsuit
• RIGHT: Avoid lawsuits by better managing
expectations
Risk Reduction
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Call Points
Needs:
• Effectively contain/minimize the impact of adverse
events
Most of these folks are reactive – not proactive
• Address areas of systemic weakness
• Ensure standardization across providers (particularly if
all physicians are not employees)
Risk Management/Legal
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Value Proposition
Story
• Physicians do a great job with informed consent…the
verbal discussion
• Physicians do a poor job documenting what they have
discussed
• Patients do an awful job remembering what was
discussed
• Patient’s families are more of a problem
Risk Reduction
35
Value Proposition
Jim Gottesman, MD
• Two things you never want to hear:
“Had I known this would happen I would have…”
“Wish I had known about Option B…”
• Best scenario with a bad outcome: “It’s OK doc, we
know that this was a possibility”
Gary Wortz, MD
• Frustration = Difference between Expectations and
Reality
Risk Reduction
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Patient Safety
Questions or Comments on the
Risk Reduction Value Proposition
37
Value Proposition Compliance/Quality
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Compliance/Quality
Then 8-hospital Chicago-area system
Facing a compliance survey (HFAP)
Investigated all alternatives
Implemented the iMedConsent™
application to ensure CMS
compliance
Resurrection Health Care
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Value Proposition
Accreditation organizations
• Joint Commission
• HFAP
• DNV
CMS/State
Can be a high-urgency factor for facilities
• Reason for RHC purchase (HMT article)
• A factor in the Newton-Wellesley purchase
Compliance/Quality
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Compliance/Quality
Name of hospital*
Name of treatment or procedure*
Name of practitioner performing the treatment
or procedure*
Name of practitioner who conducted the
informed consent discussion
Listing of material risks of the procedure *Minimum required element. State law may also apply.
CMS Requirements
41
CMS State Operations Manual (Rev. 47, 06-05-09). Regulations and Interpretive
Guidelines for Hospitals §482.24(c)(2)(v).
Compliance/Quality
Statement that the treatment or procedure,
benefits, material risks, and alternative
therapies were explained to the patient*
Patient’s signature*
Date and time patient signed the consent*
Witness signature
Date and time witness signed the consent *Minimum required element. State law may also apply.
CMS Requirements
42
CMS State Operations Manual (Rev. 47, 06-05-09). Regulations and Interpretive
Guidelines for Hospitals §482.24(c)(2)(v).
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Compliance/Quality
Issa MM, Setzer E, Charaf C, et al.
Informed versus uninformed consent
for prostate surgery: the value of
electronic consents. The Journal of
Urology. 2006;176:694-699.
Actual Entries From
Fill-in-the-Blank
Consent Forms
43
Value Proposition
Binary issue – they have a problem or they don’t
Targets
• Director of Compliance
• Director of Quality
• Accreditation Team
Compliance/Quality
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Call Points
Needs:
• Successful TJC/HFAP/DNV accreditation surveys
• Compliance with CMS guidelines
• Ensuring provider compliance with institution policies
• Cultivating practice standardization across providers
Quality/Compliance Officer
45
Value Proposition
Story
• When is your next TJC (HFAP, DNV, CMS) audit?
• Are your consents accessible (see Efficiency) and
compliant
Proof Source: J of Health Care Compliance, 2007
Compliance/Quality
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Compliance/Quality
Questions or Comments on the
Compliance/Quality Value Proposition
47
Value Proposition Efficiency
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Efficiency
Lean 6-Sigma Team was
investigating inefficiencies
Looked at the Pre-
Anesthesia Consult Clinic
Found that missing
documentation was
causing delays
Eastern Maine Medical Center
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Efficiency
Major Cause – lost consent documents
Found that these forms were often faxed in from remote
physician offices
EMMC’s Chief of Surgery had heard of the
iMedConsent™ application
Eastern Maine Medical Center
50
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Value Proposition
Components
• Scanning consents
Destroying the originals
• Dictating the note documenting the consent discussion
• Delays due to lost or misplaced consents
Up to $580,000 per year
A significant factor for many facilities
• Primary reason for Eastern Maine Medical Center
Efficiency
51
Value Proposition
Story
• Do you scan consents?
• Have you experienced instances when a surgical
procedure has been delayed due to the inability to
locate a consent form?
Efficiency
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Efficiency
Questions or Comments on the
Efficiency Value Proposition
53
Product Overview
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Product Overview
Basic Options – Hospital Versions (web-based)
• DM-hosted or Client-hosted
Client hosting allows greater control and
management of non-consent documents
• ADT interface (bring in patient information)
• Signature capture and Document Management
System interface (paperless, requires and ActiveX
component)
• EHR interface (posting of notes to the EHR)
Configuration Options
55
Product Overview
Unusual Configurations
• VA (thick client)
• M.D. Anderson (ActiveX embedded in Clinic Station)
• UT Health Sciences Center (Research, IRIS interface)
• Ogden Clinic
• Scrubs RRG
Practice Edition (PE)
• Legacy thick client
• Web-based version
Configuration Options
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Background
Demo Site: http://salesdemo.imedconsent.com/imed4web/lite.aspx
User Name: Your Standard Register Email Address
(e.g. [email protected])
Password: consent
Demonstration
57
Targeting Discussion
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Targeting Discussion
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Alaska
Texas
Utah
Montana
California
Arizona
Idaho
Nevada
Oregon
Iowa
Colorado
Kansas
Wyoming
New Mexico
Missouri
Minnesota
Nebraska
Oklahoma
South Dakota
Washington
Arkansas
North Dakota
Louisiana Hawaii
Illinois Ohio
Florida
Georgia Alabama
Wisconsin
Virginia
Indiana
Michigan
Mississippi
Kentucky
Tennessee
Pennsylvania
North Carolina
South Carolina
West Virginia
New Jersey
Maine
New York
Vermont
Maryland
New Hampshire
Connecticut
Delaware
Massachusetts
Rhode Island
Tim G.
Scott G.
Jim P.
Philadelphia
(JP)
(207)
(15)
(317)
(138)
(99)
(167)
(136)
(82
)
(208) (628)
(122)
(137)
(526)
(110) (248)
(175)
(203)
(134)
(110)
(116)
(55)
(78)
(172)
(66)
(65)
(107)
(164)
(29)
(31)
(62)
(71)
(55)
(55)
(157)
(136)
(163)
(112)
(185)
(158)
(254)
(327)
(19)
(48)
(20)
(147)
(36)
(57)
(74
)
(29)
(314)
Department of Defense &
Indian Health to Scott F.
Pricing Review
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Pricing Review
Hosted or Enterprise
• Hosted
Do not own the application
Nominal hosting fee (~$500/year)
• Enterprise
Own the application
Software maintenance fee (20%)
Number of Beds
Interfaces
Implementation
Variables
61
Pricing Review
Approximate Pricing
62
Year One Year Two
Beds Enterprise Hosted Enterprise Hosted
100 $52,000 25,200 $17,000 14,800
200 $74,200 38,100 $31,000 26,800
300 $95,900 51,300 $42,500 36,200
400 $112,000 59,300 $51,200 43,200
500 $127,600 67,600 $57,400 47,800
600 $137,500 69,700 $61,100 49,900
700 $146,900 71,900 $62,100 51,000
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Pricing Review
Hosted – 250 bed facility, 80 hours implementation,
$2,000 travel
• $49,000 Year 1
• $32,000 Year 2 (annual renewal)
Enterprise - 250 bed facility, ADT interface, Document
Management System Interface, 120 hours
implementation, $2,000 travel
• ~$90,000 Year 1
• $39,000 Year 2 (annual renewal)
Examples
63
Resources
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Resources
Live websites
• Demo Site:
http://salesdemo.imedconsent.com/imed4web/lite.aspx
User Name: Your Standard Register Email Address
(e.g. [email protected])
Password: consent
Virtual machine option
Product Demo
65
Resources
Dialog
Medical
Website Link
66
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Resources
Sell Sheets link link-SR Design
Reprints
Odd pieces
• Cost of doing it oneself link
• Product matrix link link-short
Collateral Pieces
67
Resources
Sales Team
• Scott Fleischman, Jim Purcell, Scott Gray, Tim
Gottesman
Marketing Team
• Tim Kelly, Charlotte Richardson, Paul Miller
Implementation Team
• Tracey Owens, Brooke Hammonds, Mitzi Macurak
Support Team
• Bill Taylor, Steven McKelvey, Lanny Legg
Technical Operations Team
• Keyton Weissinger, Developers
Dialog Medical Personnel
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Other Call Points
Call Points
Needs:
• Time
Cases that start on time
Less time preparing forms and dictating notes
Efficient communications with hospitals where he/she is privileged to perform procedures
More (quality) time with patients
• Money
Want to be paid (reimbursed/CMS compliant)
Don’t want to be sued (forget winning – don’t want to be sued in the first place)
Alternative Income - Research
Surgeons (CMO, COS)
70
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Call Points
Needs:
• EHR reimbursement
Certified System(s)/Meaningful Use Attestation
• Improve efficiency (infrastructure management)
Save the institution money/Generate money
Support reimbursement/billing requirements (ICD-10)
Balancing clinical vs. business needs
• Enhance the quality of patient care
Improve patient safety
• Hardware management
• Software/systems management
CIO, Director of HIT
71
Call Points
Needs:
• Oversee/contribute to the institution’s IRBs
(Research) consent forms are too long/confusing
• Chair the Ethics Committee
• Increase standardization
Across providers
Across patients
• Maintain patient’s rights
Addressing the needs of unique patient populations (low medical literacy)
Shared decision-making
Ethics Officer
72
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Call Points
Needs:
• Time
More quality time with patients
• Patient compliance
Pre-op instructions
Post-op care
• Efficiency
Keep physicians happy
All workflow is as efficient as possible
OR runs smoothly – Time-Out works as designed
Nurses
73
Success Strategies
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Success Strategies
How may hospitals achieve
enlightenment for their patient
communications, Grasshopper?
“Missionary” Product
75
They can use the
iMedConsent™
application, Master.
Success Strategies
Not an established means of documenting informed
consent
Few institutions/providers recognize/acknowledge that
they have a problem
Not everyone has heard of automated informed consent
tools
Few institutions/providers have heard of the
iMedConsent™ application
“Missionary” Product
76
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Success Strategies
77
Success
Plan
ID a Champion
Go Wide
Uncover Need(s)
References
“Can you help me?”
Success Strategies
Identify a champion
• Review the major informed consent call points
Go wide
• Start where you are most comfortable
• Ask for referrals to other areas/departments/people
Ask for help
• Ensure that your subject has time
Uncover needs
Employ references
“Missionary” Product
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Success Strategies
Uncover needs
• Don’t oversell – don’t discuss features for which there is
not an interest
Risk making the application complicated and
expensive
Employ references
• Users
VA, other hospitals, PE
• Proof sources
“Missionary” Product
79
Success Strategies
Planning/Evaluation Tool
• Informed Consent
Opportunity Scorecard link
Planning
80
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Success Strategies
High literacy level Educate
No interactive video NQF Safe Practice
Cost Continue to establish value
• We could do it ourselves
EMR or Document Management System can do it
Review content
Objections
81
Success Strategies
Ask for the institution’s consent form
Ask about other safety or performance improvement/IT
initiatives
• Why did they embrace it? Who drove the project?
How long did it take?
Be prepared to answer the “price question”
• Quickly (and fearlessly) - provide a range of pricing
Ask for help and insight
• We just purchased this company…What do you make
of this thing? Who might want it? Why?
Key Success Strategies - Summary
82
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Success Strategies
Hospital Client List
• See website
Hospital Clients
83
Competition
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Competition
Status Quo/Complacency
EHR Firms
Content-Based Applications
Competitors to iMedConsent™
85
Competition
Forms
• One-Size-Fits-All-Form
• Fill-In-the-Blank
• Procedure-Specific Forms
High Volume
Department-specific
Lack of awareness
• There truly are no problems
• No perceived solution = No pain
Status Quo/Complacency
86
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Competition
Rarely a content play
Can solve issues with readability, signature capture, lost
or misplaced forms
“Meaningful Use” will make EHRs more of a threat
• Moving from electronic charts to comprehensive health
records
EHR and Forms Management Software
87
Competition
Interactive, multi-
media, web-based
application
Videos of planned
procedures
Visual and audio
component
Keeps record of the
patient’s interaction
with the application,
patients may also log
questions
Emmi Solutions
88
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Competition
Strengths
• An excellent patient education tool that provides an
easy-to-understand overview of planned procedures
• May save both physician and staff time
• Some evidence supporting a reduction in procedure
cancellations due to better prepared patients
• Some notable hospital clients although utilization is
limited to select clinical areas
• Offers the Healthwise library
• Endorsement from the American College of Cardiology
• Supports Spanish
Emmi Solutions
89
Competition
Weaknesses
• Limited procedure offering – Emmi focuses on high
volume procedures
• Does not easily support the traditional informed
consent process which culminates with execution of
an informed consent form
Emmi Solutions
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Competition
Similar to the
iMedConsent™
application
Web-based Krames
application is also a
provider-facing tool
Prepares procedure-
specific consent
forms for a variety of
treatments and
procedures
Krames Patient Consent™
91
Competition
Strengths
• A well-recognized and well-respected brand in the
patient education market
• Similar iMedConsent™ application, the Krames tool is
designed to fit existing workflows for the preparation of
paper-based consent forms
Krames Patient Consent™
92
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Competition
Weaknesses
• Limited procedure offering – 208 bi-lingual treatments
and procedures (383 English-only consents)
• User interface requires significant amount of interaction
"50,000 screens to go through before you get to the
consent” - DM Client -
• Limited to no experience with providing interfaces to
EHRs and to document management systems
• Given Krames other offerings, may not receive
significant focus/attention from the Krames sales team
Krames Patient Consent™
93
Leads
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Leads
Eligibility: Document Management BDMs, Tech BDMs
and Account Managers
Incentive: An up-front incentive payment of $500 will
be paid upon acceptance and certification of the lead
form by the DM Vice President of Sales (150 bed minimum)
2011 Incentive Payments
95
Leads
Deliverables:
• Establish interest in standardizing and automating
informed consent at the subject facility
• Complete at least one meeting with a Director-Level
individual (Director of Risk, Quality, Patient Safety, IT,
or Surgery) – the “iMed Champion” [Dialog Medical
personnel will make themselves available if
needed/desired to participate in this meeting.]
2011 Incentive Payments
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Leads
Deliverables:
• Establish the willingness of the “iMed Champion” to
organize a larger meeting of decision-
makers/decision-influencers to recommend the
consideration of the iMedConsent™ application (either
a WebEx or face-to-face meeting with a Dialog
Medical Territory Manager)
• Complete the on-line iMedConsent™ lead form
2011 Incentive Payments
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Leads
Other Criteria: The validity of any given lead will be
determined by the Dialog Medical Vice President of
Sales in collaboration with the Standard Register
Healthcare Vice President of Sales
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Role Play Exercise
Roles
• Provider
• Standard BDM/Account Manager
Goals:
• Identify need/pain point
• Secure commitment to:
Convene a larger second meeting or formal
presentation
Recommend the SR BDM/Account Manager to others
Overview
99
Role Play Exercise
Rules
• Can call a “time out”
• Ask for suggestions as to how to proceed next
Overview
10
0
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 51
-Who to Contact
-Rules of Engagement
-Procedures
-Tactical Information
-Good information to know
-Our own “Never Events”
Acquisition Update
Officially closed the transaction July 6th
Activity across all aspects of the combined business
• Joint Selling Initiatives
• Target account strategy (Top 50, GPO, IDN, SMARTworks Clinical Enterprise
Installed Base)
• Portfolio and Roadmap priorities
• Accounting and Finance
• Human Resources
• Implementation and Operations
• Product and Technology
Enormous potential and each team working and developing “first 90-day” and
“second 90-day” priorities
Roughly 45 Days Post Closing
10
2
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 52
Integration of Dialog Medical
Doug Burchfield – Point person on integration plan … working with functional leads
across all aspects
Chris Weber (Scott Fleischman) – Top Targets, Top 50 strategy, GPO & IDN
Strategy
Melissa King (Tim Kelly)– SMARTworks Clinical Enterprise related sales strategies,
targets from client-base, Telesales PE-edition campaigns and strategies
Dan Broerman (Keyton Weissinger)– Joint SWCE and iMedConsent Product
Roadmap and Priorities
Scott Wallace (Tim Kelly) – Alternate Care strategy
SR Sales Mgt (Scott Fleischman)– SR Channel target account planning
Doug Burchfield (Keyton Weissinger)– Joint SWCE and iMedConsent
Implementation and Support planning
Key Players and Activities
10
3
Coordination of Effort
Communicate … work closely on understanding Dialog Medical install base and SR
Install base … Communicate
Respect both “Do Not Contact” Lists
Opportunities & Selling Process
10
4
Opportunities
Close
Deal SR DM – Territory Rep
Confirmed
Qualified
Lead
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 53
Corporate SR/Dialog Medical
will…
1. Track impediments that are blocking the sales cycle
2. Remove impediments as quickly as possible
3. Create tools to help facilitate/improve the team
4. Hold the team accountable for results in a supportive fashion
5. Report, Communicate, and Celebrate teamwork and wins!!!
6. The validity of any given lead will be determined by the Dialog Medical Vice
President of Sales in collaboration with the Standard Register Healthcare Vice
President of Sales
Who to contact
Sales-y, pricing, & account specific discussions – Scott Fleischman & DM Territory
Managers
Technology – Keyton Weissinger
How to approach, value prop, strategy, questions or help with any sales tools or
collateral – Tim Kelly
SR Sales Engineering Team is being trained.
• Involve them in any SWCE play
• Utilize the clinical resources (Sue Murphy, Mary Kaye Vause, & Amber Viel) for
purely clinical questions.
Tim and team will provide feedback to SR Sales Engineering Team to grow their
knowledge and allow them to provide more support going forward
Day to Day …
10
8
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 54
Procedures
All proposals & pricing must come from Dialog Medical Territory Managers
Must register all opportunities via lead form … informal Q&A encouraged, but formal
registration required for credit
Proposals …
10
9
Never Events …
We will fail if all iMedConsent opportunities are approached as part of a SWCE deal
Not JUST a SMARTworks
Clinical Enterprise Module
11
0
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 55
Never Events …
Cannot sell combined opportunities for less than each sold individually … together
we bring more value than separate … we should charge for that
1 + 1 = 2 … or 3
1 + 1 ≠ 1.2
11
1
When do I sell what?
Need content?
• Yes iMedConsent™
• No SMARTworks Clinical Enterprise
• Overlap Pursue the product that best satisfies the
need … communicate & coordinate
Not an alternative to Write Cap / FOD
We can’t get bogged down in iMedConsent vs. SWCE
If it isn’t informed consent, don’t
worry about iMedConsent
11
2
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 56
Portfolio Variations /
Roadmap
Hosted iMedConsent
Enterprise iMedConsent (Client Hosted)
Offer Content to be used for Doc Mgt Contract/SMARTworks POD/FOD
Access Hosted iMed via SMARTworks Platform
Launch Enterprise iMedConsent via SMARTworks Clinical Enterprise
Replace WriteCap with iMedConsent
?
?
Role Play Exercise
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 57
Role Play Exercise
Possible needs
• Concerned about different procedure-specific consent
forms that are being used by different providers –
those forms may not be in compliance with hospital
policy
• Have a fill-in-the-blank consent form – a review shows
sections haven’t been completed, contain
abbreviations and are often illegible
• Have a generic, one-size-fits all consent – knows that
alleged lack of consent is a factor in most of their
medical liability claims
Risk Manager
11
5
Role Play Exercise
Recently completed a project to implement the WHO
Surgical Safety Checklist for all major procedures – the
goal was to reduce surgical errors and delays including
having the wrong equipment in the room or the wrong
implants, prostheses, implantable devices present
Concerned about published cases of wrong-site, wrong-
procedure surgery, feels that they have been “lucky”, not
sure what else can be done to protect patients
Patient Safety Officer
11
6
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 58
Role Play Exercise
Possible needs
• Has developed a couple of procedure-specific consent
forms for the top six surgeries he/she preforms, the
hospital requires patients to complete a second
consent because his/her forms are “not in the hospital
format”
• Can’t stand operating room delays – surgeons are
frustrated by cases that don’t start on time and by
cases that take longer than scheduled
• Have a large residency program – residents obtain
consent for procedures, knows there may be issues
but not sure of any better methods
Chief of Surgery
11
7
Role Play Exercise
Recently completed a project to implement the WHO
Surgical Safety Checklist for all major procedures – the
goal was to reduce surgical errors and delays including
having the wrong equipment in the room or the wrong
implants, prostheses, implantable devices present
Concerned about published cases of wrong-site, wrong-
procedure surgery, feels that they have been “lucky”, not
sure what else can be done to protect patients
Patient Safety Officer
11
8
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 59
Meaningful Use
Value Proposition
Peripheral Opportunity
• Meaningful Use – Helpful for inserting ourselves into
that discussion
“Meaningful Use”
12
0
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 60
Value Proposition
Leveraging the “Meaningful Use” Objectives – Fitting
Patient Safety into the Hospital’s EHR Strategy
• Presented last month at the RL Solutions UGC
• Link (on Dialog Medical website)
“Meaningful Use”
12
1
Value Proposition
The iMedConsent™ application can assist with:
• Core Objective – Provide an electronic copy of
hospital discharge instructions upon request
• Menu Objective – Identify patient-specific education
resources and provide those to the patient as
appropriate
• Menu Objective – Record advance directives for
patients age 65 and older
“Meaningful Use”
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2
iMedConsent™ Application Training
Atlanta, GA 8-23-11 to 8-25-11 61
Value Proposition
Positioning page on
the Dialog Medical
Website
• http://www.dialogmedical.
com/meaningful_use/
Watch-outs:
• The iMedConsent™
application is not
certified…
• “Meaningful Use” is
purely a “me too”
strategy
“Meaningful Use”
12
3