19
Dell Business Update Tony Tomkys, Director of Sales EMEA 19 th June, 2012 – Nottingham
Dell Business Update
Tony Tomkys, Director of Sales EMEA 19th June, 2012 – Nottingham
Agenda
• Corporate business update
• Healthcare Data Management (HDM) vision – New strategy
– New solution presentation
– New pricing
• UK activity update – Where are we playing?
• City Hospitals Sunderland NHS Foundation Trust
• Engagement Plan
• Call to action – Offer?
IT Infrastructure
File Systems
Administrative Systems
Email Systems
‘Ologies
Radiology
Digital Pathology
Oncology
Cardiology
Document Management
& Patient Admin
Retroactive Scanning
Scanned Patient Records
Content Management Systems
In-house Systems
Hospitals own Systems
BridgeHead Healthcare Data Management Platform
BridgeHead Archive & Backup Data Agents
Dell On-Premise Clinical Archive Object based storage platform
Dell Cloud Clinical Archive Managed Enterprise Archive
Dell Clinical Collaboration Portal Cross Enterprise Data Access and Distribution
DX Equalogic Compellent
Dell & BridgeHead
Joint solution brief
Dell’s Unified Clinical Archive with BridgeHead's HDM
Confidential: For internal Dell use only
At a glance What is the solution designed to do?
The Dell UCA offers a platform for storing, protecting
and sharing critical healthcare data enhanced by
BridgeHead’s Health Data Management Platform for
data protection. The UCA increases the efficiency and
utilization of storage assets; enhancing the
organization’s ability to share data – both across
departments and enterprises; and improving the
organization’s disaster recovery capabilities for data
protection.
Why should customers buy it?
Initiatives to digitize the patient record are placing
enormous pressure on the hospital IT infrastructure.
Medical images account for the majority of electronic
data that is maintained by hospitals. BridgeHead HDM
with Dell’s UCA foundation provides an integrated
hardware & software solution, enabling hospitals to
move the majority of their imaging data to a secure
archive, while enhancing their disaster recovery and
sharing capabilities..
Who are the prospects?
Hospitals with:
• Data breach or data loss
• Current or future plans to migrate medical imaging
data
• Changing of clinical applications creating large
migration projects
• A need to share imaging data across departments
or enterprises
• Data volumes exceeding limits of backup windows
• Continuing demand for additional storage
• A RAID approach to managing imaging files.
Where is the Dell UCA with BridgeHead HDM
available?
United States, UK as of FY13 Q2
Updated: April 10th 2012
Solution Description
BridgeHead HDM is designed for use by any hospital. The IT
team is the typical target, although many radiology
departments participate in data management decisions to
ensure that their workflows will not be interrupted.
1200 Dell-Meditech customers currently use a BridgeHead
software component and are good targets for a Unified
Clinical Archive solution with BridgeHead as the data
management layer.
Target Audience
BridgeHead HDM within UCA • BridgeHead HDM software is a part of the Dell’s Clinical
Data Management layer for Unified Clinical Archive
• DX6000 - Integration with Rev 2 Ocarina support
• API integration with Dell Cloud Clinical Archive
• BridgeHead HDM licensing is based on the volume of
data ingested, supporting a hospital’s multi-copy data
protection strategy at an affordable price point
Why buy BridgeHead from Dell? Dell’s unique process driven methodology offers
customers optimized solutions as an integrated and
validated package with a single point of contact of
implementation, deployment and support; thereby
eliminating a lot of the integration challenges typically
associated with a customized solution.
Dell solutions allow our customers to:
• Efficient provisioning. We recommend the configuration
which best meets current operations and planned
expansion
• Achieve faster “Time to Value”. By leveraging pre-
packaged, pre-tested, and pre-configured hardware and
software solutions
• Simplify Complexity. We offer a data management
strategy inclusive of all the infrastructure deployment
and implementation services
• Reduce risk: Dell’s single vendor delivery of market
leading solutions reduces the risk of multivendor
environments and BYO risks.
• Budget Smart.: Dell enables the shifting of IT
investments from capital expenditures (CAPEX) to
operational expenditures (OPEX) where appropriate to
address the lifecycles of technology.
What is HDM’s unique value proposition? Unlike other VNA solutions in the marketplace, BridgeHead
HDM enables customers to centrally manage both clinical
and administrative data, using the same environment. HDM
also enhances a hospital’s ability to share data and
improves disaster recovery.
Pain points driving demand • Explosive growth in imaging data: Data from medical
images is increasing at an exponential rate (41% ESG
Report) as more procedures are conducted and as
imaging technologies become more sophisticated.
• Increasing data storage costs: Not only are image files
very large, but they also must be maintained for an
extended period of time to comply with data retention
requirements.
• Dispersement of imaging data: Hospitals with multiple
PACS environments must deal with data silos across the
organization. This is inefficient and costly, and increases
the risk of data loss.
• PACS vendor lock-in: Hospitals that rely solely on their
PACS vendors’ storage can not easily migrate to a new
vendor or alternative media, so many feel forced to stick
with their existing providers.
• Data corruption: Imaging files that are not adequately
backed up (often in short term cache) are at risk of being
corrupted or deleted, exposing the hospital to poor patient
care, litigation and regulatory penalties.
Features and benefits Improved data management
• Centralized repository for all clinical data
Comprehensive data protection
• Protection for applications, systems and data, via a
combination of backup (for full system recovery) and
archiving (for file-level recovery)
Data accessibility and sharing
• Built-in healthcare intelligence based on standards such
as DICOM, HL7 and XDS/XDSi
Faster recovery times
• Current imaging studies returned quickly to the production
environment for ongoing patient care
Final migration
• Frees hospitals from vendor lock-in.
DELL CONFIDENTIAL- FOR DELL INTERNAL USE ONLY
Competition Objection Handling Customer Qualification
Support to Close Deals
UCA AE / SE sales teams
BridgeHead Regional Sales Managers
Dell-BridgeHead Relationship Manager: Mark Kolkmeyer
BridgeHead- Relationship Manager: Laura Hurlbut,
A vendor neutral archive (VNA) offers a repository to
manage clinical information independent of the application
that created it. Many VNAs are limited to DICOM file
management, and not other kinds of patient data, such as
scanned documents, or other unstructured data like word
processing files, electronic forms and more.
BridgeHead HDM uniquely offers a comprehensive
approach by providing support to maintain all kinds of
clinical information within the same repository as well as
provide transactional structured data protection in the
same management toolset..
Categories of competitors:
• Vendor-neutral archive providers: competitors include
Acuo Tech, Teramedica and DeJarnette, who primarily
target the clinical audience. These vendors are very
strong in DICOM, which plays well with their clinical
audience. They offer full functionality VNA solutions that
are primarily focused on medical imaging / DICOM
content. Non-DICOM content is usually DICOM wrapped
which masks data and creates overhead.
• Horizontal storage management providers:
competitors include CommVault and Symantec. These
vendors do not specialize in healthcare and offer similar
solutions to multiple industries. They typically do not
have a common architecture for archiving and backup.
File archiving, email archiving and backup are often
separate applications. They have no expertise in
healthcare standards like DICOM, HL7 or XDS.
• Archives from PACS vendors: PACS vendors are
primarily DICOM archive vendors. They do not provide
vendor neutrality and offer no storage or disaster
recovery expertise.
• Is IT responsible for managing PACS data? (Some radiology
departments manage their own data.)
• Would you be able to recover all your data in the event of a
disaster?
• How long would it take you to recover? Is that acceptable?
• Are your backup windows big enough for the volume of
imaging or other clinical data that you manage?
• Is all clinical data within control of IT or are there silos dispersed
across multiple departments?
• Describe how you allocate storage capacity/the process for
capacity planning? Does it necessitate pre-purchase of
technology? Is the strategy to purchase storage for each
application?
• Does the data that you need to retain exist as individual files
(unstructured) or in databases (structured)?
• Has the customer purchased a storage device that is specific to
archiving (e.g. Centera)?
• When was the last time you changed clinical applications or are
you planning on changing ? What are/were the biggest
challenges?
• What are the key objectives for the next three years that you
feel will impact IT operationally? What will be the impact on the
Infrastructure?
Unified Clinical Archive Sales Card CONFIDENTIAL
Healthcare data management is complex
BridgeHead HDM has been built to support healthcare
standards such as DICOM, HL7 and XDS/XDSi, to
intelligently store, protect and archive all hospital data,
eliminating the need for multiple management tools. It
uses an intuitive interface and wizard-driven utilities to
simplify data management so the IT team can focus on
other priorities.
We’re using RAID so our data is well protected
RAID exposes the hospital to data corruption and
erroneous deletion. A better approach includes creating
multiple copies, utilizing more than one type of media.
I don’t see how this helps me with disaster recovery
A complete recovery model incorporates both backup and
archiving, as backup alone does not cover the breadth of
data a hospital produces. BridgeHead HDM can help you
quickly recover from disruptions – whether it’s at the
system level in the event of a serious outage, or at the file
level in the event of a corruption or deletion.
I’m already dealing with enough vendors
BridgeHead HDM can help you reduce the number of
vendors you work with because of its broad platform
functionality. HDM is a solution for both short-term
archiving and long-term data retention, as well as disaster
recovery, and is intelligent enough to manage your
clinical data (including image files, scanned patient
records, HIS data) and administrative data (including
email and unstructured files like documents and
presentations).
I don’t want more proprietary software that makes
future migrations difficult
BridgeHead HDM does not modify your data. So, if you
choose to remove the solution, you still have access to
your data. In fact, part the BridgeHead proposition is that
it frees you from being locked in to storage and
application vendors.
Objection Handling
I’ve never heard of BridgeHead Software
BridgeHead's HDM solution is installed at more than 1,200
hospitals worldwide, with the majority in North America -
including 1 out of every 5 U.S. hospitals. BridgeHead was
founded in 1994 and has been providing data management
solutions to hospitals for more than ten years. The company
has averaged 25% year on Year revenue growth over the past
5 years and is a key Dell partner in the healthcare space.
Activities
• BHS Assigned NA Cross-Dell Account Team – Jessica Faust & Doug Chapman
– Unified BHS representation across platform teams, sales
teams
• Unified Clinical Archive (UCA) Team – UCA AE/SE Trained and Engaged
– Joint Cloud Clinical Archive Solution via API
– Customer facing collateral
– Internal Sales Kit with Cheat Sheet
Activities (cont.)
• Best Value Solution (BVS) Program Launch – Rigorous Testing Completed
– Solution Center Reference Architecture in final edit stage
– Sales Tools published on Sales Edge
– US, Canada, & UK with Germany & France next
• Dell Platform Activity – DX API integration V2 Ocarina
– DR4000 Testing in process
– DX and Compellent UCA Certified
– EqualLogic and PowerVault Check Box Next
The Data Management Problem
• Data is growing at an exponential rate
• Data is complex, time consuming &
expensive to manage
• Data protection is problematic
• Data sharing is littered with issues of
access, security and interoperability
Especially In Healthcare
The Data Management Journey
Stored Efficiently and
intelligently
Protected From misuse
and loss
Shared With other apps
and/or users
Leads to all your hospital data…
BENEFITS:
Optimize storage utilization
Delay primary storage purchase
Lower TCO of data
Centralized management
Ease of migration
File-level data protection
Stored efficiently and intelligently
Store
FEATURES:
Compression
De-duplication
Policy-based retention
Meta-data catalogue
Full content indexing
Logical separation by
data type
Media agnostic
Protected from misuse and loss
BENEFITS:
Enable quicker system
recovery (RTO)
Reduce backup
management time
Reduce/eliminate data loss in
the event of disaster (RPO)
Unified business continuity plans
Store & transport data securely
Ensure data integrity
Protect Store
FEATURES:
Backup & archive
File & system level protection
Multi-platform read
Multi-copy, multi-location write
Encryption
Authentication
BENEFITS:
Locate content rapidly
Secondary use of content
Share data externally
Improved clinical intelligence
Cross application data access
Aggregation of disparate
data types (EHR)
Share
Shared with other applications
and/or users
Protect Store
FEATURES:
Access control,
authentication & encryption
Meta-data catalogue
Full-text indexing
API / SDK access points
Adheres to standards
(XDS, XDSI)
Web service enabled
Reduces the cost of storage
Helps protect all your data
Increases data ownership
Improves data access
Facilitates data sharing
Supports Healthcare standards
All your hospital data…
Radiology
Pathology
Cardiology
Ophthalmology
Scanned patient documents
Healthcare Information Systems
Laboratory Information Systems
Office files & Email Systems
Shared Protected Stored
Healthcare Data
Management (HDM) How does it work?
Central Management
Management Console Storage Connectors Media Manager
HDM Platform
Databases Linux Windows XDS File Systems DICOM
Multi-location, Media Agnostic
Backup oriented:
• Compression
• Encryption
• Data migration
• Disk to Disk to Tape
• Replication management
• Backup cycle management
Archive oriented:
• Compression
• De-duplication
• Encryption
• Authentication
• Data migration
• Meta-data catalogue
• Content index
• Policy-based retention
HDM Agents
Healthcare Data Management Platform
BridgeHead Data Agents
Windows
File System
Microsoft
Exchange
Databases
(Oracle, MS SQL)
Unix & Linux
File System
Microsoft
SharePoint VMware
NAS/NetApp MEDITECH
(ISB, IDR)
Novell
NetWare & Susi
Windows File
System
Microsoft
Exchange DICOM
Linux File
System NetApp MEDITECH SCA
Backup Agents Archive Agents
BridgeHead Services
HDM Services
Healthcare Data Management Platform
BridgeHead Data Agents
Configuration
Installation
Implementation
Help Desk
Upgrades
Support
Audit
Health Checks
Migrations
