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MyMed ecs 
Helping EHR vendors provide doctors with a time and cost 
efficient process for receiving patient consent for sharing 
medical records 
Chris Duderich 
Bre Patel 
Yiran Mao 
Total Interviews (through Day 5): 43 
Total interviews from Day 4: 7 
Small Practices: 3 
CIO / Privacy Officers: 1 
EHR Vendor Reps: 4
I need my records transferred… 
Bre, who suffers from a chronic disease, recently moved to New York to work. Needing to 
continue his treatment, Bre visits a new doctor near his apartment. In order to ensure 
treatments do not overlap, his new doctor in New York needs Bre’s medical records from his 
old doctor in Philadelphia. 
I need your 
medical 
records, 
Bre 
Here’s the 
records you 
requested Dr. 
Duderich 
3. New doctor sends Bre’s consent to his 
You 
have my 
consent 
1. Request 
sent to patient 
2. Bre sends 
signed form back 
to new doctor 
previous doctor 
4. Bre’s previous doctor sends his medical 
records to Bre’s new doctor
Tell me where it hurts… 
• +1 day after first treatment: Medical professionals needed to 
provide patient with consent form 
• +3 days: Patient would then need to sign it and then scan or fax it 
back to the doctor 
• +4 days: The doctor would then need to provide this request to the 
old doctor before finally 
• +8 days: The old doctor’s records would finally arrive to the 
patient’s new doctor via postal service 
“Why can’t I access my 
patient’s medical records 
from their old doctor 
faster?!?”
Day 1: Business Model Canvas 
Key Partners Key Activities Value Proposition Customer 
Relationships 
Customer 
Segments 
Physician 
Practices 
Hospitals 
Patients 
Insurance 
Companies 
App-based platform 
development 
Linking of dentist 
offices to network 
Facilitate transfer of 
medical records 
between doctors 
Simplify patient consent 
for transfer 
Reduce lead-time 
required for transfer of 
records 
Save patients time 
Give patients ability to 
have greater control 
over medical records 
Dentistry patients 
who are changing 
dentists or having 
surgical or cosmetic 
dental procedures 
performed 
Plan to expand into 
other medical fields 
where transfer of 
medical records is 
required 
Key Resources Channels 
Software dev. 
Security quals. 
App store 
PC software 
Cost Structure Revenue Streams 
Sales and marketing 
Ongoing maintenance 
Patients - App will be free 
Dentists - App and software will be available for monthly and 
annual subscription
I need consent to learn more detail… 
Bre, who suffers from a chronic disease, recently moved to New York to work. Needing to 
continue his treatment, Bre visits a new doctor near his apartment. In order to ensure 
treatments do not overlap, his new doctor in New York needs Bre’s medical records from his 
old doctor in Philadelphia. 
I need your 
medical 
records, 
Bre 
Here’s the 
records you 
requested Dr. 
Duderich 
2. Consent is provided to both doctors 
1. Request emailed 
to patient 
3. Bre’s previous doctor sends his medical 
records to Bre’s new doctor
How are get there? 
The problem: The transfer of medical record is time consuming and inconvenient for both doctors and 
patients, leading to rising cost and longer waiting times respectively 
A web-based + device that 
helps both the authentication 
and transfer of medical 
electronic and paper record 
Due to EMR Mandate, all 
practice/hospital will switch to 
electronic medical record, transfer 
of record will be greatly simplified 
soon 
Pivot – value proposition 
Instead of focusing on the whole 
process, we feel authentication 
will still be a pain point to both 
party 
A web-based application that 
make the authentication 
securely and painless to both 
hospital doctor and small 
practice 
Decision-makers in large hospital 
are different from users and 
concerns are way more 
complicated 
Iteration – Focus only on small 
practice and vendors 
How about just take small 
practice? What about build our 
system in other EMR systems? 
A web-based application makes 
the authentication securely and 
painlessly to small practice. 
Other vendors can make it part 
of their system 
Most large vendors already have 
this feature within their bundle. 
However, it is only available if you 
buy their whole kit and smaller 
vendor don’t have it as a feature. 
Insurance companies also 
interested in the product. 
Iteration – Customer 
Segmentation 
- Small practice not have it 
- Smaller vendors cannot build it 
in house 
How about Insurance companies? 
Current product: A web-based application makes the medical authentication process securely and painlessly 
to small practice. It can be integrated into other smaller EMR systems who cannot build it.
How are get there? 
The problem: The transfer of medical record is time consuming and inconvenient for both doctors and 
patients, leading to rising cost and longer waiting times respectively 
A web-based + device that 
helps both the authentication 
and transfer of medical 
electronic and paper record 
Due to EMR Mandate, all 
practice/hospital will switch to 
electronic medical record, transfer 
of record will be greatly simplified 
soon 
Pivot – value proposition 
Instead of focusing on the whole 
process, we feel authentication 
will still be a pain point to both 
party 
A web-based application that 
make the authentication 
securely and painless to both 
hospital doctor and small 
practice 
Decision-makers in large hospital 
are different from users and 
concerns are way more 
complicated 
Iteration – Focus only on small 
practice and vendors 
How about just take small 
practice? What about build our 
system in other EMR systems? 
A web-based application makes 
the authentication securely and 
painlessly to small practice. 
Other vendors can make it part 
of their system 
Most large vendors already have 
this feature within their bundle. 
However, it is only available if you 
buy their whole kit and smaller 
vendor don’t have it as a feature. 
Insurance companies also 
interested in the product. 
Iteration – Customer 
Segmentation 
- Small practice not have it 
- Smaller vendors cannot build it 
in house 
How about Insurance companies? 
Current product: A web-based application makes the medical authentication process securely and painlessly 
to small practice. It can be integrated into other smaller EMR systems who cannot build it.
Day 3: Business Model Canvas 
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments 
Key Resources 
Channels 
•Software developer 
•Legal counsel 
•Security certification to 
ensure HIPAA compliance 
•Customer service team 
•Funding 
Insurance Companies Insurance Companies 
Cost Structure Revenue Streams 
Patients 
•Patients who visit a new or 
out of network doctor 
•Have internet access and 
an active email account 
Doctors / “CIOs” at Group 
Practices 
• Doctors who need access 
to patient records from 
outside of existing 
network require patient 
consent for sharing of 
medical records 
• CIOs or decision makers 
Single and Group 
Practices 
•Save patients Patients 
time 
•Give patients ability to have 
greater control over medical 
records 
Get: Doctor would advice 
patient use 
Keep: Ensure security of 
consent and ease of use 
Doctors/Records Depts 
Get: Conferences, trade 
shows, industry magazines 
Keep: Ensure security of 
consent and ease of use 
Grow: Additional functions, 
integration with existing 
systems 
• Direct sales through reps. 
• Insurance companies 
(looking to save costs) 
Patients 
•Reduce time required for 
patients to authorize 
transfer of medical records 
•Able to receive safer and 
faster treatment 
Doctors/ “CIOs” at Group 
Practices 
• Reduce time required for 
doctors and staff to 
receive patient consent to 
share records 
• Saves cost of duplicate 
procedures/tests 
• Facilitate transfer of 
medical records between 
doctors 
•Software/process 
development and design 
•Security and verification 
of patient identification 
•Ensure continued HIPAA, 
Medicare, Medicaid 
security/ privacy 
compliance 
•Management of website 
and data transfer process 
•Marketing/promotion to 
doctors offices 
•Medical services staff 
•Decision makers at group 
practices (usually board of 
doctors) 
•Hospitals 
•Legal counsel 
•Patients 
•Professional 
organizations 
• Insurance companies 
• Fixed Costs: Network infrastructure 
• Variable Costs: Legal costs, sales and marketing, developer 
salary, insurance costs, customer trials 
Patients 
• Free to use 
Doctors / “CIOs” at Group 
Practices 
• Subscription (annual/monthly) 
• Transaction fee (under 
review) 
• Cut costs of delays in 
medical care
How are get there? 
The problem: The transfer of medical record is time consuming and inconvenient for both doctors and 
patients, leading to rising cost and longer waiting times respectively 
A web-based + device that 
helps both the authentication 
and transfer of medical 
electronic and paper record 
Due to EMR Mandate, all 
practice/hospital will switch to 
electronic medical record, transfer 
of record will be greatly simplified 
soon 
Pivot – value proposition 
Instead of focusing on the whole 
process, we feel authentication 
will still be a pain point to both 
party 
A web-based application that 
make the authentication 
securely and painless to both 
hospital doctor and small 
practice 
Decision-makers in large hospital 
are different from users and 
concerns are way more 
complicated 
Iteration – Focus only on small 
practice and vendors 
How about just take small 
practice? What about build our 
system in other EMR systems? 
A web-based application makes 
the authentication securely and 
painlessly to small practice. 
Other vendors can make it part 
of their system 
Most large vendors already have 
this feature within their bundle. 
However, it is only available if you 
buy their whole kit and smaller 
vendor don’t have it as a feature. 
Insurance companies also 
interested in the product. 
Iteration – Customer 
Segmentation 
- Small practice not have it 
- Smaller vendors cannot build it 
in house 
How about Insurance companies? 
Current product: A web-based application makes the medical authentication process securely and painlessly 
to small practice. It can be integrated into other smaller EMR systems who cannot build it.
Day 5: Business Model Canvas 
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments 
Key Resources 
Channels 
•Software UI/UE Designer 
•Software developers 
• Direct sales force 
•Customer service team 
•Funding 
•AWS or other web-server 
service 
Small EHR Vendors 
OEM 
Individual/Group Practices 
Direct Sale 
Cost Structure Revenue Streams 
Small EHR Vendors 
•Those either not having 
capability or cannot cost-effectively 
build it internally 
•Those who urge to gain 
competitive edge to 
increase market share 
•Those who are not expert 
on HIPAA regulation 
Individual Practice Doctor/ 
CIOs at Group Practices 
• Those who don’t have EHR 
system or this specific 
function built in their 
existing one 
• Have high volume of 
consent requests 
•Decision-makers within 
each practice 
Small EHR Vendors 
Get: Conferences, direct 
sales force, trade shows, 
industry publications 
Keep: Make it easy for 
integration and provide 
competitive price for the 
solution and add on new 
features to patient protocol 
Individual Practice Doctor/ 
CIOs at Group Practices 
Get: Conferences, Direct 
Sales Force, word of mouth 
Keep: Ensure security of 
consent, HIPAA compliance 
and ease of use 
Small HER Vendors 
•Task: Integrate our solution 
into their EHR system as 
patient protocol 
•Gain: Add competitive edge 
to their system 
•Pain: save their money to 
develop and be HIPAA 
compliance 
Individual Practice Doctor/ 
CIOs at Group Practices 
•Task: Help doctor make 
paperless requests and 
patient being able to 
consent via a link 
•Gain: ability to concentrate, 
save opportunity cost 
•Pain: Reduce time 
required, less annoying 
• Software design and 
development 
• System implementation 
• System integration 
• Ensure HIPAA, 
Medicare/Medicaid 
security/ privacy 
compliance 
•Marketing/promotion to 
customers 
•Small EHR vendors 
•Consultant for legal issue, 
especially HIPAA 
compliance 
•Professional practice 
organizations 
• Industry magazines 
• Insurance companies 
• Fixed Costs: Employees salary (Developers/ Designer/ Sales 
etc..), Sales and marketing, Server rental and other service fee, 
Legal costs 
Small EHR Vendors 
• Pay-per-request of installation 
Individual/Group Practices 
•Monthly Subscription
Customer Archetype 
• Small/Group Practice Doctor 
• Work at small clinic (< 5 doctors), ambulatory, critical 
access hospital 
• Integrated medical record staff and other functions 
• Busy with other administrative burdens 
• High variability of requests on weekly basis 
• Relatively small EMR vendors 
• Have focused customer group 
• Urge to gain competitive edge to large vendors like 
Epic and McKesson 
• Limited developer resources to web communication 
and implementation of security protocols
Here’s our prescription… 
Customer Segment 
Continue reaching out to small 
EHR vendors, doctors and small 
medical practices 
Value Proposition 
Understand whether small EHR 
systems are interested in providing 
patient consent features 
Channels 
Test whether this feature should 
be a stand-alone EHR-related 
service or a bolt-on technology 
Revenue Streams 
Test how doctors offices and small 
EHR vendors are willing to pay for 
this service
Appendix Slides
Value Prop. and Customer Segments 
• EMR Vendors will reduce paper 
Value Propositions Customer Segments 
work for doctors and insurance 
companies and further encourage 
the use of EMR systems by 
facilitating the patient consent 
process. 
• Doctors can reduce time in obtaining 
patient consent for sharing of 
medical records via a web based 
system while speeding up the ability 
to verify authenticity of digital 
EMR patient records. 
• Insurance Companies can reduce 
risk of using digital EMR patient 
records through keeping electronic 
records of patient consent. 
Insurance companies will also aim to 
cut cost by reducing the amount of 
time medical staff spends obtaining 
patient consent. 
EHR Vendors 
•Smaller vendors seeking to 
offer cost-effective options 
•Patients who visit a new or 
out of network doctor 
•Have internet access and 
an active email account 
Doctors / “CIOs” at Group 
Practices 
• Doctors who require 
patient consent for 
sharing of medical 
records 
• CIOs or decision makers 
Single and Group 
Practices 
EHR Vendors 
•Allow medical practitioners 
to receive patient consent 
electronically 
•Offer practices a time-saving 
option vs. current 
fax-scan heavy process 
Doctors/ “CIOs” at Group 
Practices 
• Reduce time required for 
doctors and staff to 
receive patient consent to 
share records 
• Faster consent will save 
cost of duplicate 
procedures/ 
Insurance Companies 
• Reduce risk of healthcare 
providers using wrong or 
incomplete information 
Insurance Companies 
• Cut costs of delays in 
medical care 
• Electronic record of 
consent
Medical Record Transfer Market 
US Electronic 
Health Records 
Market 
9.3 Billion 
Feasible 
market 
size 
2.73 Billion 
Five 
year 
target 
20 Million 
• Total EHR market size 9.3 Billion 
• Total office-based physicians 230,187. 
• 89.9% within 5 people group 
• 6.3% within 10 people group 
• 3.7% consist more than 10 
• Overall cost for implementation of EHR 
system (on average): 
• Office-size: 9,600/year 
• Mid-size: 50,000/year 
• We are targeting 1,000 doctors on 
average for the first 5 years
EHR Incentive Program “Mandate” 
• Centers for Medicare and Medicaid Services 
• EHR users eligible to receive incentive payments if 
they can prove “meaningful use” of capabilities 
• Three Stages 
• Stage 1 – (2011-2015) providers capturing and 
sharing patient data with patient or other healthcare 
professionals 
• Stage 2 – (2015 – 2016)provide patients the ability to 
view online, download and transmit their health 
information 
• Stage 3 – (2016 and beyond) providers must 
demonstrate meaningful effective use of these 
systems to improve patient care
EHR Incentive Program “Mandate” 
• What does all this mean? 
• Electronic health records are becoming a requirement and over 
the next several years, various phases of medical practices 
implementation is occurring (incentives for compliance and 
penalties for non-compliance) 
• HIPAA mandated patient consent for transfer of 
records is still a pain point for many stakeholders 
such as doctors, records staff, patients and even 
CIOs. 
• Consent forms 
• Require printing, faxing, scanning and manual signing 
• Estimated to take 45 – 90 minutes of medical staff time per 
request 
• Extrapolated across multiple requests, could add up to 10 hours 
per week

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MyMedRecs NYU Final Presentation

  • 1. MyMed ecs Helping EHR vendors provide doctors with a time and cost efficient process for receiving patient consent for sharing medical records Chris Duderich Bre Patel Yiran Mao Total Interviews (through Day 5): 43 Total interviews from Day 4: 7 Small Practices: 3 CIO / Privacy Officers: 1 EHR Vendor Reps: 4
  • 2. I need my records transferred… Bre, who suffers from a chronic disease, recently moved to New York to work. Needing to continue his treatment, Bre visits a new doctor near his apartment. In order to ensure treatments do not overlap, his new doctor in New York needs Bre’s medical records from his old doctor in Philadelphia. I need your medical records, Bre Here’s the records you requested Dr. Duderich 3. New doctor sends Bre’s consent to his You have my consent 1. Request sent to patient 2. Bre sends signed form back to new doctor previous doctor 4. Bre’s previous doctor sends his medical records to Bre’s new doctor
  • 3. Tell me where it hurts… • +1 day after first treatment: Medical professionals needed to provide patient with consent form • +3 days: Patient would then need to sign it and then scan or fax it back to the doctor • +4 days: The doctor would then need to provide this request to the old doctor before finally • +8 days: The old doctor’s records would finally arrive to the patient’s new doctor via postal service “Why can’t I access my patient’s medical records from their old doctor faster?!?”
  • 4. Day 1: Business Model Canvas Key Partners Key Activities Value Proposition Customer Relationships Customer Segments Physician Practices Hospitals Patients Insurance Companies App-based platform development Linking of dentist offices to network Facilitate transfer of medical records between doctors Simplify patient consent for transfer Reduce lead-time required for transfer of records Save patients time Give patients ability to have greater control over medical records Dentistry patients who are changing dentists or having surgical or cosmetic dental procedures performed Plan to expand into other medical fields where transfer of medical records is required Key Resources Channels Software dev. Security quals. App store PC software Cost Structure Revenue Streams Sales and marketing Ongoing maintenance Patients - App will be free Dentists - App and software will be available for monthly and annual subscription
  • 5. I need consent to learn more detail… Bre, who suffers from a chronic disease, recently moved to New York to work. Needing to continue his treatment, Bre visits a new doctor near his apartment. In order to ensure treatments do not overlap, his new doctor in New York needs Bre’s medical records from his old doctor in Philadelphia. I need your medical records, Bre Here’s the records you requested Dr. Duderich 2. Consent is provided to both doctors 1. Request emailed to patient 3. Bre’s previous doctor sends his medical records to Bre’s new doctor
  • 6. How are get there? The problem: The transfer of medical record is time consuming and inconvenient for both doctors and patients, leading to rising cost and longer waiting times respectively A web-based + device that helps both the authentication and transfer of medical electronic and paper record Due to EMR Mandate, all practice/hospital will switch to electronic medical record, transfer of record will be greatly simplified soon Pivot – value proposition Instead of focusing on the whole process, we feel authentication will still be a pain point to both party A web-based application that make the authentication securely and painless to both hospital doctor and small practice Decision-makers in large hospital are different from users and concerns are way more complicated Iteration – Focus only on small practice and vendors How about just take small practice? What about build our system in other EMR systems? A web-based application makes the authentication securely and painlessly to small practice. Other vendors can make it part of their system Most large vendors already have this feature within their bundle. However, it is only available if you buy their whole kit and smaller vendor don’t have it as a feature. Insurance companies also interested in the product. Iteration – Customer Segmentation - Small practice not have it - Smaller vendors cannot build it in house How about Insurance companies? Current product: A web-based application makes the medical authentication process securely and painlessly to small practice. It can be integrated into other smaller EMR systems who cannot build it.
  • 7. How are get there? The problem: The transfer of medical record is time consuming and inconvenient for both doctors and patients, leading to rising cost and longer waiting times respectively A web-based + device that helps both the authentication and transfer of medical electronic and paper record Due to EMR Mandate, all practice/hospital will switch to electronic medical record, transfer of record will be greatly simplified soon Pivot – value proposition Instead of focusing on the whole process, we feel authentication will still be a pain point to both party A web-based application that make the authentication securely and painless to both hospital doctor and small practice Decision-makers in large hospital are different from users and concerns are way more complicated Iteration – Focus only on small practice and vendors How about just take small practice? What about build our system in other EMR systems? A web-based application makes the authentication securely and painlessly to small practice. Other vendors can make it part of their system Most large vendors already have this feature within their bundle. However, it is only available if you buy their whole kit and smaller vendor don’t have it as a feature. Insurance companies also interested in the product. Iteration – Customer Segmentation - Small practice not have it - Smaller vendors cannot build it in house How about Insurance companies? Current product: A web-based application makes the medical authentication process securely and painlessly to small practice. It can be integrated into other smaller EMR systems who cannot build it.
  • 8. Day 3: Business Model Canvas Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels •Software developer •Legal counsel •Security certification to ensure HIPAA compliance •Customer service team •Funding Insurance Companies Insurance Companies Cost Structure Revenue Streams Patients •Patients who visit a new or out of network doctor •Have internet access and an active email account Doctors / “CIOs” at Group Practices • Doctors who need access to patient records from outside of existing network require patient consent for sharing of medical records • CIOs or decision makers Single and Group Practices •Save patients Patients time •Give patients ability to have greater control over medical records Get: Doctor would advice patient use Keep: Ensure security of consent and ease of use Doctors/Records Depts Get: Conferences, trade shows, industry magazines Keep: Ensure security of consent and ease of use Grow: Additional functions, integration with existing systems • Direct sales through reps. • Insurance companies (looking to save costs) Patients •Reduce time required for patients to authorize transfer of medical records •Able to receive safer and faster treatment Doctors/ “CIOs” at Group Practices • Reduce time required for doctors and staff to receive patient consent to share records • Saves cost of duplicate procedures/tests • Facilitate transfer of medical records between doctors •Software/process development and design •Security and verification of patient identification •Ensure continued HIPAA, Medicare, Medicaid security/ privacy compliance •Management of website and data transfer process •Marketing/promotion to doctors offices •Medical services staff •Decision makers at group practices (usually board of doctors) •Hospitals •Legal counsel •Patients •Professional organizations • Insurance companies • Fixed Costs: Network infrastructure • Variable Costs: Legal costs, sales and marketing, developer salary, insurance costs, customer trials Patients • Free to use Doctors / “CIOs” at Group Practices • Subscription (annual/monthly) • Transaction fee (under review) • Cut costs of delays in medical care
  • 9. How are get there? The problem: The transfer of medical record is time consuming and inconvenient for both doctors and patients, leading to rising cost and longer waiting times respectively A web-based + device that helps both the authentication and transfer of medical electronic and paper record Due to EMR Mandate, all practice/hospital will switch to electronic medical record, transfer of record will be greatly simplified soon Pivot – value proposition Instead of focusing on the whole process, we feel authentication will still be a pain point to both party A web-based application that make the authentication securely and painless to both hospital doctor and small practice Decision-makers in large hospital are different from users and concerns are way more complicated Iteration – Focus only on small practice and vendors How about just take small practice? What about build our system in other EMR systems? A web-based application makes the authentication securely and painlessly to small practice. Other vendors can make it part of their system Most large vendors already have this feature within their bundle. However, it is only available if you buy their whole kit and smaller vendor don’t have it as a feature. Insurance companies also interested in the product. Iteration – Customer Segmentation - Small practice not have it - Smaller vendors cannot build it in house How about Insurance companies? Current product: A web-based application makes the medical authentication process securely and painlessly to small practice. It can be integrated into other smaller EMR systems who cannot build it.
  • 10. Day 5: Business Model Canvas Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels •Software UI/UE Designer •Software developers • Direct sales force •Customer service team •Funding •AWS or other web-server service Small EHR Vendors OEM Individual/Group Practices Direct Sale Cost Structure Revenue Streams Small EHR Vendors •Those either not having capability or cannot cost-effectively build it internally •Those who urge to gain competitive edge to increase market share •Those who are not expert on HIPAA regulation Individual Practice Doctor/ CIOs at Group Practices • Those who don’t have EHR system or this specific function built in their existing one • Have high volume of consent requests •Decision-makers within each practice Small EHR Vendors Get: Conferences, direct sales force, trade shows, industry publications Keep: Make it easy for integration and provide competitive price for the solution and add on new features to patient protocol Individual Practice Doctor/ CIOs at Group Practices Get: Conferences, Direct Sales Force, word of mouth Keep: Ensure security of consent, HIPAA compliance and ease of use Small HER Vendors •Task: Integrate our solution into their EHR system as patient protocol •Gain: Add competitive edge to their system •Pain: save their money to develop and be HIPAA compliance Individual Practice Doctor/ CIOs at Group Practices •Task: Help doctor make paperless requests and patient being able to consent via a link •Gain: ability to concentrate, save opportunity cost •Pain: Reduce time required, less annoying • Software design and development • System implementation • System integration • Ensure HIPAA, Medicare/Medicaid security/ privacy compliance •Marketing/promotion to customers •Small EHR vendors •Consultant for legal issue, especially HIPAA compliance •Professional practice organizations • Industry magazines • Insurance companies • Fixed Costs: Employees salary (Developers/ Designer/ Sales etc..), Sales and marketing, Server rental and other service fee, Legal costs Small EHR Vendors • Pay-per-request of installation Individual/Group Practices •Monthly Subscription
  • 11. Customer Archetype • Small/Group Practice Doctor • Work at small clinic (< 5 doctors), ambulatory, critical access hospital • Integrated medical record staff and other functions • Busy with other administrative burdens • High variability of requests on weekly basis • Relatively small EMR vendors • Have focused customer group • Urge to gain competitive edge to large vendors like Epic and McKesson • Limited developer resources to web communication and implementation of security protocols
  • 12. Here’s our prescription… Customer Segment Continue reaching out to small EHR vendors, doctors and small medical practices Value Proposition Understand whether small EHR systems are interested in providing patient consent features Channels Test whether this feature should be a stand-alone EHR-related service or a bolt-on technology Revenue Streams Test how doctors offices and small EHR vendors are willing to pay for this service
  • 14. Value Prop. and Customer Segments • EMR Vendors will reduce paper Value Propositions Customer Segments work for doctors and insurance companies and further encourage the use of EMR systems by facilitating the patient consent process. • Doctors can reduce time in obtaining patient consent for sharing of medical records via a web based system while speeding up the ability to verify authenticity of digital EMR patient records. • Insurance Companies can reduce risk of using digital EMR patient records through keeping electronic records of patient consent. Insurance companies will also aim to cut cost by reducing the amount of time medical staff spends obtaining patient consent. EHR Vendors •Smaller vendors seeking to offer cost-effective options •Patients who visit a new or out of network doctor •Have internet access and an active email account Doctors / “CIOs” at Group Practices • Doctors who require patient consent for sharing of medical records • CIOs or decision makers Single and Group Practices EHR Vendors •Allow medical practitioners to receive patient consent electronically •Offer practices a time-saving option vs. current fax-scan heavy process Doctors/ “CIOs” at Group Practices • Reduce time required for doctors and staff to receive patient consent to share records • Faster consent will save cost of duplicate procedures/ Insurance Companies • Reduce risk of healthcare providers using wrong or incomplete information Insurance Companies • Cut costs of delays in medical care • Electronic record of consent
  • 15. Medical Record Transfer Market US Electronic Health Records Market 9.3 Billion Feasible market size 2.73 Billion Five year target 20 Million • Total EHR market size 9.3 Billion • Total office-based physicians 230,187. • 89.9% within 5 people group • 6.3% within 10 people group • 3.7% consist more than 10 • Overall cost for implementation of EHR system (on average): • Office-size: 9,600/year • Mid-size: 50,000/year • We are targeting 1,000 doctors on average for the first 5 years
  • 16. EHR Incentive Program “Mandate” • Centers for Medicare and Medicaid Services • EHR users eligible to receive incentive payments if they can prove “meaningful use” of capabilities • Three Stages • Stage 1 – (2011-2015) providers capturing and sharing patient data with patient or other healthcare professionals • Stage 2 – (2015 – 2016)provide patients the ability to view online, download and transmit their health information • Stage 3 – (2016 and beyond) providers must demonstrate meaningful effective use of these systems to improve patient care
  • 17. EHR Incentive Program “Mandate” • What does all this mean? • Electronic health records are becoming a requirement and over the next several years, various phases of medical practices implementation is occurring (incentives for compliance and penalties for non-compliance) • HIPAA mandated patient consent for transfer of records is still a pain point for many stakeholders such as doctors, records staff, patients and even CIOs. • Consent forms • Require printing, faxing, scanning and manual signing • Estimated to take 45 – 90 minutes of medical staff time per request • Extrapolated across multiple requests, could add up to 10 hours per week

Editor's Notes

  1. Focus on pain point/time/cost
  2. Healthcare providers eligible to receive incentive programs if they can prove “meaningful use” - EHR Incentive Program is not reimbursement for purchasing or replacing systems Depending on system used – maximum incentive to be received over number of years can vary. - $44k if under Medicare (program run by CMS) – 5 year timeline (75% of medicare allowed charged up to annual cap – over 5 years $44k) - payment reductions in 2015 if providers use medicare and chose not to comply (start at 1% of reimbursement – up to 5% over time) - $63,750 if under Medicaid where each state runs own program – 6 years of participation - no medicaid payment reductions if noncompliance Incentives not available to medical groups – only to individual providers… even if EHR belongs to the practice - hospital based phsyicians cannot participate In order to receive incentive payments, providers must meet 15 core objectives (all 10 required), and 10 menu objectives (must meet min of 5 that are based on needs of doctors) Stage 2 criteria place an emphasis on health information exchange between providers to improve care coordination for patients
  3. Healthcare providers eligible to receive incentive programs if they can prove “meaningful use” - EHR Incentive Program is not reimbursement for purchasing or replacing systems Depending on system used – maximum incentive to be received over number of years can vary. - $44k if under Medicare (program run by CMS) – 5 year timeline (75% of medicare allowed charged up to annual cap – over 5 years $44k) - payment reductions in 2015 if providers use medicare and chose not to comply (start at 1% of reimbursement – up to 5% over time) - $63,750 if under Medicaid where each state runs own program – 6 years of participation - no medicaid payment reductions if noncompliance Incentives not available to medical groups – only to individual providers… even if EHR belongs to the practice - hospital based phsyicians cannot participate In order to receive incentive payments, providers must meet 15 core objectives (all 10 required), and 10 menu objectives (must meet min of 5 that are based on needs of doctors) Stage 2 criteria place an emphasis on health information exchange between providers to improve care coordination for patients