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A new paradigm for EMRs--publishing


Over the last year or so, an aggressive little health IT startup in San Francisco has drawn a fair amount of press for its size, including a mention in the New York Times. The company, Practice Fusion, has taken its share of lumps in the blogosphere for its approach, which offers doctors access to a free EMR and practice management system in exchange for accepting targeted advertising. 

I understand why people would be concerned that private patient data could somehow leak into advertisers' hands, despite the company's stated commitment to keeping such data private.

That being said, now that the market has gotten used to the idea of advertiser-supported EMRs--much of the bloggish outrage dates from about a year ago, when Practice Fusion first started getting attention--I think it's time to give this model another, more detached  look.

Don't get me wrong, I already made it clear that I think Practice Fusion itself is a fairly hot company in and of itself when I named it one of our Health IT Innovators last year. However, my real point is that with virtually all physicians needing EMRs (but few in a position to pay for one) this one company is unlikely to remain alone in this category for much longer.

In fact, to be honest I'm surprised that Google, WebMD or Microsoft hasn't swooped down and recreated Practice Fusion's model using its own tools already. Perhaps this hasn't happened yet because a smaller company like PF can do a better job of building trust (and allaying privacy fears) than a multi-billion-dollar giant. Also, if Google or its peers tried this and got a black eye, it would be far more public and painful than if PF stumbles.

Whatever the current barrier to entry is, though, it won't last forever. Within the next year or two, I believe that ad-supported EMRs will become as accepted as ad-supported magazines, with the ads themselves given equally little attention or concern. After all, looked at another way, patient data is just content--like the words in this newsletter--and running advertising against it is simply an age-old publishing technique. Of course, patient records require extra respect and protection, but it's still content.

That being said, I know not everyone agrees with me. Do you think ad-supported EMRs are appropriate, and are they likely to achieve widespread acceptance? Write to me and let me know.- Anne

More stories about Electronic Medical Records (EMRs)   Google   WebMD   Practice Fusion   microsoft   patient data  

Comments

Nice thoughts. As an internist and CEO of our large internal medicine group on the East coast, I have spent years examining the financial and operational obstacles to EMR. It has obvious potential benefits in many domains of healthcare particularly documentation of outcomes etc etc.
Given that the more affluent single specialty pracitices have adopted these at a far higher rate than the primary care physician there are important barriers to adoption that the pure capital cost analysis do not capture.
Given that in many areas of the country primary care medical practice has degenerated into a volume proposition to stay barely alive financially.
There are large costs associate with the training and re engineering of practice workflows which is an economic hit.(some claim reduction in work force but for the most part this has been marketing smoke and mirrors)
If a physician needs to see 30-40 patients a day to keep his practice financially viable ANYTHING which drops that volume is a painful expense
Most of the "efficient systems" end up being template driven and rarely accurately capture physical finding in a manner that is clinically useful for outcomes analysis.(nicely printed garbage in garbage out)
Lastly, work ergonomics of primary care require visual and emotional contact with the patient rather than a distracted clinician trying to find the control F5 button when the patient is sharing the sorrow of a lost husband etc...these are the subtle issues that are relevant to adoption. It has nothing to do with computer phobia and a system that integrate advertising is an annoyance however if the product is superior can easily be overlooked
don bruce, md

Don has a very valid point there. However, all said and done, I don't think I'd mind looking at a few adverts if I am given a $8000 EMR for free. The ability to reduce errors, have a structured patient record over and above the many other advantages of an EMR would possibly make Adverts bearable. And lets not forget, we can always ignore them!
D Lavanian MD
Certified HL7 Specialist
Vice President - Healthcare Products, Bilcare Ltd

Former Vice President - Software Division, AxSys Healthtech Ltd
Former Co-convener Sub committee on Standards , Governmental Task force for Telemedicine
Former Vice President - Telemedicine (Technical), Apollo Hospitals Group
Former Deputy Director Medical Services, Indian Air Force
Mobile: +91-9970921266

In response to Dr. Bruce's concerns about being able to incorporate the new EMR into a primary-care-practice workflow, the person who largely designed--and used--the EMR that Practice Fusion markets is in fact a primary care physician who is also a computer programmer (in his "spare time"). He made a point of creating an EMR that would reflect and enhance the workflow of a primary care practice. As a friend of his when he was developing the application, I saw firsthand the years of tinkering and creating and debugging and adapting that went into the product. So, it might be easier for PCPs to use than they imagined, even if they are not "techies" (but just average users).

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