IN SUMMARY: The EHR market is still very fragmented as a single “user-friendly” vendor has not been able to lead the way. For pharma marketers, the promise of integrating patient-focused educational material is still the Holy Grail to reach patients at the point of care but will patients feel it crosses a line?
- Current EHR’s are not user friendly and often despised by HCP’s.
- Patients feel that EHR’s belong to them and want to be able to share their health records easily with other doctors.
- The real potential is for user friendly EHR’s that offer patients and physicians a great online experience.
- The opportunity to engage patients based on their EHR’s is enormous, but it requires a shift from “selling” to “educating & informing”.
KEY TAKEAWAY: Despite the fact that close to 90 percent of providers participating in meaningful use offer their patients online access, only about one-third of patients actually log in to see their data, according to the U.S. Government Accountability Office. Why? Because providers like Atenahealth offer a lousy user experience.