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Ritesh PatelEVP, Chief Digital Officer

Ogilvy CommonHealth Worldwide

Rob BlackieDirector of Social

Social@Ogilvy

EHRThe new frontier for innovation

EHRLets speak the same language

The Key Terms

Digital version of patient’s paper chart. Also refers to the digital version of patient’s paper chart but also includes the capability of being shared with other providers across more than one healthcare organization.

A digital form of a paper prescription that is sent to your pharmacy or lab via the EHR delivery mechanism.

EMRElectronic Medical Record

EHRElectronic Health Record

ERxElectronic Prescription

FAQ“I want to have a presence in the EHR, where do I start?”

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EHR Communication…Starts with choices

The Ogilvy CommonHealth EHR Practice

The Ogilvy EHR Practice

HCP EHR Workflow

Diagnostics Diagnosis Treatment Consideration

PrescriptionPatient Consultation

Trailblazing Leadership in EHR innovation over

the past 6 years

ImaginativeA proprietary business rules

engine, known as Percept

CollaborativePartnerships and connectivity to

reach 70% of the US Physician audience

Supporting a number of clients - Globally

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54Brands

16Manufacturers

7Countries

(USA, UK, Japan, Germany, Australia,

France, Canada)

72%Use the ePresciber in their EHR as the primary way to write an Rx for a patient

62%View sub pages in the EHR as a way

to obtain new and needed

information

78%Prefer

pharma/healthcare companies send product updates to their office via

their EHR Messaging System

85%Say they NEED to have product

information/brochures/savings cards on hand at all times while entering

information in their EHR

57%Are using the EHR across their entire

practice for all office functions6.1.16 (n=12,150)

Physician EHR Use

Our USA EHR universe

500 500+ Total EHR Platforms in allowing marketing communication

7 Total EHR Communication Partners

2.1M Total Prescribers taking eRx action out of the EHR Communication

2.3M Healthcare Providers Reached in the EHR

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Our global EHR universe

100+Total EHR Platforms in communication

3Total EHR Communication Partners

2.1MTotal Prescribers taking eRx action out of the EHR Communication (35% of total Ex-US Prescribers)

1. Forrester / NOTE: HCP = Physician, NP/PA, Medical Assistant, RN, LPN, Pharmacist,

8.7MHealthcare Providers (HCP) Being Reached in the EHR

Countries most active in the EHR

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Australia (97%)Norway (98%) Netherlands (98%)

UK (97%) Germany (82%) USA (69%)

France (67%) Canada (56%) Switzerland (47%)

Forms of Clinical Messages

Context TargetingBrief

• EHR enables patient specific disease state identification

• 360○ view of HCP Interaction data for program with automated interventions for qualified patients

Coupons

Our proprietary EHR Business Rules Engine

Reports and Insights

Our Powerful Business Rules Engine

Partners & Tactic Response Data

Highlights• Allows use of all EHR services

(using only the best service that each supplier has to offer)

• Allows access to existing EHR business rules and methodologies

• Compile partner data weekly using standard data spec sheets for all services

• Capability to compile data from different services

• Guide/program any/all 'business decisions’

EHR User

OCHWW FTP Secured Database

(SAS)

Aggregated Point of ContactPercept

EHR Data

Business Rules

EHR Platform

EHR User

Prescriber Type

Staff

Site

Account

Practice/IDN

Demo

Patient Chart Notes (Keywords)

Lookup Codes

Disease Type

Rx

Medical Claims

Insurance

This rules engine powers targeted, contextual, relevant messaging

+ = Message

EHR Module Patient Consultation Diagnostics Diagnosis Treatment Decision Rx

Promotion Types Banner: Unbranded Banner: Unbranded (specific to testing)

Banner: BrandedClinical Message: Unbranded

Banner: Branded Banner: Branded or Unbranded

Promotion Link/Site Destination Unbranded Site Unbranded Site Branded Site or

SPMC Branded Site or SPMC Unbranded Site

ICD Code(s) Trigger ICD-9-238.7 (MDS), ICD-9-275.03 (IOL

Products Designated DC: 00078-0468, 00078-0469, 0007-04670

Blood test to check for Hemoglobin S, Hb S, Hgb SChronic Iron Overload

NDC: 00078-0468, 00078-0469, 0007-04670

DC: 00078-0468, 00078-0469, 0007-04670 Exjade/Jadenu

SOAP Notes MDS, Abnormal Blood Chemistry, Iron Overload

Chronic Iron Overload, blood transfusion, Myelodysplastic Syndrome

ICD9-238.7, ICD9-790.6, ICD9-275.03, ICD10-R79.0

ICD-O 9980/0-M9989/3Diseases DB 8604 eMedicine med/2695 ped/1527 MeSH D009190

N/A

Charting MDS, Iron OverloadMyelodysplastic Syndrome, Deferoxamine Injection, Desferal Injection, Myelodysplastic Syndrome

Chart notes “Chronic Iron Overload” Myelodysplactic Symdrom

MDS, Chronic Iron Overload

Myelodysplactic Symdrom, Deferoxamine Injection, Desferal Injection

Precision targeting of specific messages: Business Rules Example

Access/Formulary Messages

ePrior Auth

eVoucher/eCoupon

Patient Education/Adherence

Patient Assistance

HCP Workflow

EHR Services

Patient Consultation

Clinical Decision Support

Diagnostics

Clinical Decision Support

DiagnosisTreatment

Consideration

Competitive Messaging

Complementary/Self Messaging

Product Messages

Prescription

Clinical Decision Support

Competitive Messaging

Product Messaging

Login/Help

General Messaging

Based on User Profiles

Physician, MedicalAsst. or Nurse

Medical Asst. orNurse

Physician,NP, or PA

Physician,NP, or PA

Physician,NP, or PA

Physician,NP, PA, Medical Asst,

Billing, or Nurse

Examples

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Japan EHR Opportunities

Japanese EHR Adoption

• 62.5% in Major Hospitals

• 21% in Medium Hospitals

• 9% in Small Hospitals

• 17% in Clinics

• 10% in Small Practice

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EHR Promotional Opportunities

FrontOffice

Exam Room(EMR)

^Bold/Blue Text Represents Opportunities

• Log-on Screens • Initial EMR Screen (Patient Overview)• Encounters/Diagnostics (Labs)• Rx Portal + Pharmacy Portal (Treatment)

EHR Workflow Message Focus

Front Office

Exam Room

Area Front Office Exam RoomMessage Type Unbranded Message Drug Information Message

Type Display Message Clinical Message

Drives To: unbranded.com WebsitePatient Information/Brochure (PDF)

Service Partner Demandbase TrakCare

Area Log-On Screen EMR Screens

Targeting HCP Physicians and Nurses Physicians and Nurses Only

Front Office

Exam Room

Demandbase

Account-based targeting• IP targeting used to identify key accounts and display banners

directly on the EHR logon screen• Target IDNs and other institutions (satellite outpatient practices of

major hospitals utilizing a centralized EHR)• Ability to retarget HCPs by following IP address and apply Branded

Messages on relevant websites of Brand’s choice

TrakCare

In EHR application Delivery of Materials• PDF for Support can be delivered on

specific drug name• Manufacturer sponsored material available

only in ERx Module of EHR• Message Targeted on ‘clinical conviction’

(only available when patient has been diagnosed)

Savings Card Offer

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• Specialty Product• 2,000 Coupon Deliveries over 3 months (total 24K NRx per year)• 90% Redemption Rate at Pharmacy (due to in EHR Adjudication)

Good Read.

Delivery of Message ‘Flag’

Enrollment Form Selection on Drug Look Up

‘Log-On’ Screen of EHR

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Health System Banner Messaging Health Systems Offers

VoucherLink to site

• Placement occurs in overlay and drug search tab within patient record• Coupon and offer message appears if rules-based targeting criteria are met• Recommend targeting by ICD9/10 codes (such as prior conditions), as well as NDC codes and

diagnostics

Co-Pay/Voucher Available with-in the ePrescribe

How to get started…

1. Discovery(We learn and research what it is we will do for the

brand)

2. Set up Onboarding of all vendors/establish best-in-class

program

3. Manage We execute the program and monitor interactions to

make them better

• What’s the goal?• What vendors will we use?

• For How Long?

• Establish business rules and data collection to database

• Monitor analytics• Real-time program

adjustments

Angelo CampanoStephanie NeuwirtRitesh Patel

Ogilvy CommonHealth Worldwide

Want this deck?

It will be available for download shortly after the webinar on: slideshare.net/socialogilvy

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Questions?

Ritesh PatelEVP, Chief Digital Officer

Ogilvy CommonHealth Worldwide

Rob BlackieDirector of Social

Social@Ogilvy