Schwartz PRx

Social Media Working Group for Medical Device Companies

2012-01-31T19:47:43Z

The majority of medical technology marketers navigating the social media waters have been waiting for an update or course of direction from the FDA regarding social media. Since holding a public hearing in 2009 on the “Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools,” the FDA really hadn’t issued any guidance on what medical device companies wanted most—how to respond to adverse-event reporting via the emerging medium of electronic media.

As a healthcare public relations agency, we are constantly speaking with clients about Facebook, Twitter, Linked In and other vehicles to reach key audiences. While some medical device and pharma companies have jumped right in, others are more cautious, wanting to hear from the FDA before making a splash (if you let me continue with my water metaphors!).

In December, 2011, the FDA came out with a Draft Guidance but instead of focusing on adverse-even reporting like people expected, it provided recommendations for responding to unsolicited requests for off-label information related to their products. Check out the full report from the FDA.

This will most likely be a hot topic for discussion at the first meeting of the MassMEDIC working group on social media which is being held on Friday, February 3 (8:00 am) at Schwartz MSL. With participants from Philips, Palomar, Smith & Nephew and Vention Medical and moderated by Schwartz MSL Healthcare Practice Leader Jim Weinrebe, we expect a lively and educational session focused on how marketing, legal, regulatory and HR can work collaboratively. The event is open to all MassMEDIC members. Check back here for insights from the group that will be developing best practices for members.

Med Tech Marketers - Don't Be Left On the Social Media Sidelines!

2012-01-24T20:33:45Z

If you are a med tech marketer trying to make sense of how and when to engage in social media as part of your overall marketing mix then you don’t want to miss our next healthcare social media event. Schwartz MSL and MassMEDIC are co-hosting a free social media best practices working group for MassMEDIC members at our new conference center on Friday, February 3 at 8:00 a.m. in Waltham.

Representatives from Philips, Palomar, Smith & Nephew and Vention Medical will participate in a roundtable discussion on social media practices to discuss how marketing, legal, regulatory and HR can work collaboratively.

Moderated by Jim Weinrebe, healthcare practice leader for Schwartz MSL, the program will be a highly interactive session with attendees from the area's top med tech companies. You will walk away with keen insights into how to construct savvy marketing programs to engage with your key audiences to drive conversation, elevate brand awareness and boost community involvement.

You'll also get insight into the FDA's draft guidance which was released in December 2011. Don't hold your breath - it's not comprehensive, not that you expected it to be - it offers suggestions on how to respond to requests related to off-label information for products. There is some good commentary out there -- check out AdAge.com and the WSJ's Health Blog if you haven't already.

Reminder, the event is open only to MassMEDIC members and is free of charge

To register for the program, send an email to info@massmedic.com

Pay Attention to Mobile Health at HIMSS '12

2012-01-13T17:29:29Z

By Brenna Hagy

HIMSS 2012 is right around the corner, and healthcare IT (HIT) companies are revving their engines to make the most of their time at the show. The Schwartz MSL Healthcare IT Practice Group spoke with Eric Wicklund, one of the industry’s top trade reporters. Eric is the editor at the newly launched mHIMSS website. He shared with us what he is looking forward to at the show and what topics and trends he’ll cover.

1. What are you most looking forward to at HIMSS 2012?

HIT X.0, a sub-conference that will showcase some emerging mobile technologies, is sure to feature and attract the movers and shakers in healthcare. Also, the Exhibit Hall floor will offer an array of new and exciting tools and services. The Interoperability Showcase should also be interesting.

2. What sessions are you looking to attend?

I’m looking forward to any and all tracks and other sessions having to do with mobile health, including those dealing with telehealth and telemedicine. I’m particularly interested in sessions examining how mHealth tools may be adopted to improve clinical workflow, and monitor and treat people with chronic conditions.

3. What spurred the creation of the new mHIMSS website?

MedTech Media has been exploring the mobile health/telehealth market for two years and had identified it as a growing interest in the healthcare field. Combining our editorial expertise with the newly formed mHIMSS group seemed like a natural fit. The healthcare landscape of the future will rely more and more on new methods for delivering care and making sure it’s effective, and mobile health tools and telehealth will be at the forefront.

4. Which topics and trends will you be covering on the new site?

Mobile health technology and practices, telehealth and telemedicine will be the three main topics. We will also focus on emerging and best practices, trends, consumer and professional applications, home-based healthcare, health and wellness tools, medical devices, grants, research and public policies, international programs, infrastructure, interoperability and data exchange, privacy and security.

5. Do you think mHealth will be one of the top three trends at the 2012 show?

It’s a fast-growing trend, as evidenced by the number of mobile health and telehealth tools and projects seen in the Exhibit Hall at HIMSS11 in Orlando. Between educational tracks, the social media pavilion and HIT X.0 at HIMSS12, it’s safe to say mobile health will be one of the most discussed aspects of 2012.

6. If you could tell mHealth vendors one thing, what would it be?

Don’t be afraid to be creative and experimental. The healthcare landscape of tomorrow will differ greatly from what we’re seeing today, with a shift away from facility-based care and toward mobile, home-based and telehealth care. Anything that can help the provider adapt to this new healthcare paradigm will be greatly appreciated.

HIMSS even has a mHIMSS track planned this year and Eric will be moderating a couple of panel discussions—take a break from the slots and check them out!

Schwartz MSL has created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, a timeline to help you plan ahead and even some tips on other fun things to do in Vegas. For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.

What Journalists Want at HIMSS '12

2012-01-10T15:12:06Z

by Shweta Agarwal

Journalists attending HIMSS 2012 are filling out their calendars, planning their schedules and starting to look at which vendor meetings will be worth their time. If you are looking to get your company or product on the docket of the influencers who can elevate you above the noise, now is the time to put the wheels into motion.

Instead of inundating the inbox of every single media attendee on the HIMSS media list, plan ahead and craft a meaningful public relations strategy that can help put your company in front of the right audience. Joe Goedert, a prominent and respected healthcare IT (HCIT) reporter at Health Data Management and someone with whom Schwartz MSL has worked for many years, offered some tips to make the meetings at HIMSS successful. He encourages vendors to get in touch with the editors well in advance as schedules fill up fast. Typically, editors review all the meeting requests to shortlist the companies they want to meet with and assign them to appropriate staff members. Do not panic if you don’t hear from journalists immediately. Give them some time to plan their schedules before you follow-up again.

Joe also emphasizes the significance of staying away from marketing speak and technical jargon when describing your product or service. However cool your product or technology may be, unless you can’t explain the benefits upfront in simple English, you will not be able to engage with a reporter for long. Always have an elevator pitch ready that clearly articulates the value proposition that you bring to the market.

Joe offers many other useful tips on how vendors can make the meetings at HIMSS more meaningful and productive in this blog post, titled, “Tips for Meeting with Reporters at HIMSS.”

With 4,700+ exhibitors hoping to secure mindshare from 30,000+ delegates and media attendees, it’s easy to get lost in the noise. Planning early and maximizing your strategic communications program before, during and after the event is an absolute must.

Schwartz MSL has created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, a timeline to help you plan ahead and even some tips on other fun things to do in Vegas. For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.

Tech companies ask: "HIMSS - What's in it for us?"

2012-01-04T16:39:43Z

Schwartz MSL’s tech clients often ask us if attending HIMSS is worth their time and investment. These technology vendors might have a significant play in the healthcare vertical, but aren’t delivering pure-play HCIT products like EMRs, clinical decision support tools or healthcare billing platforms. Although HIMSS is the largest and most well-attended show dedicated to HCIT, the answer for general tech companies isn’t so clear cut.

When discussing with clients the decision to attend or plan a larger presence through exhibiting or sponsorship at HIMSS, we pose the following questions:

What do you want to get out of the conference? In the past, even some of the largest HCIT vendors have commented that lead generation at previous HIMSS events has been moderate. Though the event attracts technology buying decision makers, the show is ‘noisy’ with hundreds of companies competing for booth traffic and general awareness. Typically, attendees are looking for specific HCIT solutions and may not yet be thinking about technology investments they should make to support a HCIT deployment.

Where HIMSS may not always deliver in leads, it does provide a fertile environment for vendor networking. Dozens of companies announce partnerships and plant seeds for many more. A trip to Vegas may be a cost-effective way for your company to get some face time with bigger HCIT players.

One constant at HIMSS is the strong media presence. For companies that are new to the healthcare industry, there is a good opportunity to schedule introductory briefings with editors and analysts, to educate them on how your technology fits into the HCIT landscape. As with any media outreach, they will be most interested in news, hearing about your company’s overarching strategy and roadmap, and customers.

How advanced is your healthcare messaging? The healthcare industry is experiencing dramatic changes in terms of payment and care delivery models. HCIT will play a big role in supporting new models, such as pay-for-performance and ACO. The industry recognizes a huge potential for support technology – particularly storage and security components that will be critical as more healthcare organizations digitize their records while working to comply with regulations, and IT consulting and integration to optimize IT investments and manage complex IT networks. Technology companies that want to succeed in the healthcare vertical must clearly articulate and illustrate their value proposition for their product and services within the healthcare market and be prepared to relay those messages to many audiences at the show, namely vendors, analysts, media and attendees. Schwartz MSL leverages our healthcare experience to help clients craft healthcare-specific messaging.

Can you tell a customer story? One of the best ways to advance your healthcare-specific messaging is to use a healthcare customer. Inviting a customer to join you at HIMSS – whether at your booth or on the show floor – is a great draw for media. Reporters and editors want to hear firsthand how your customers use your technology to meet their needs.

Here is a strategy that worked well for Schwartz MSL client Circadence, a company that provides WAN (Wide Area Network) and network optimization solutions, at HIMSS 2011. Although they didn’t have a customer on hand, Circadence executives met with key reporters, including Jim Knaub at Radiology Today, and shared the experience of a customer, Imaging Associates of North Mississippi Magnolia (IANMM), that uses Circadence MVO to ensure rapid, reliable and secure delivery of large image transfers. The executives recounted the customer’s process from evaluation through implementation while communicating clear, quantitative ROI. The result: a follow-up conversation between the customer and editor after the show, which became in a cover story. To view that story, visit Radiology Today. Since the story ran, Circadence has expanded its presence in healthcare, providing WAN and network optimization for images, electronic health records and now the ability to access critical healthcare information on any mobile device.

After reviewing these questions, consider dipping your toe in the HIMSS pool by sending a few executives as attendees. Investment in attendee passes is much less expensive than sponsoring a booth, plus it gives executives the time to walk the show floor, and network with other vendors, potential partners and the media. Register before January 23 for the standard rate. And while you’re there, take advantage of Las Vegas in February and dip another toe in the pool at Venetian’s Tao Beach.

Schwartz MSL has had a long-standing presence at HIMSS and will have HCIT practice group members at the 2012 show. We’re less than eight weeks away, but there’s still time to plan and make a significant impact. Schwartz MSL created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show. Download the guide for free here.

For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.

Road to HIMSS - ACOs are Gaining Ground

2011-12-22T16:28:15Z

Recently, Health Data Management and other outlets reported that the Centers for Medicare and Medicaid Services has selected 32 delivery systems to participate in the Pioneer Accountable Care Organization program authorized under the Affordable Care Act. The Pioneer ACO is one of eight programs under the Affordable Care Act aimed at incenting providers to improve the coordination and quality of care while lowering costs by reducing unnecessary tests and focusing on preventive care vs. reactive care. Five of the 32 hospitals, including Partners HealthCare and Steward Health Care System, are in Massachusetts, which has been regarded as an epicenter for healthcare and technology innovation. Starting January 1, the federal program will give them a budget to care for their more than 150,000 patients, rather than a payment for each test or treatment. According to the Boston Globe, other participating organizations in New England are: the Beth Israel Deaconess Physician Organization, Mount Auburn Cambridge Independent Practice Association, Eastern Maine Healthcare System and the Dartmouth-Hitchcock ACO.

Schwartz MSL client, Simpler Consulting, is a lean management consulting firm that has helped more than 80 hospitals across the country cut costs and improve patient care. This week, Simpler’s clients Massachusetts-based Atrius Health and Wisconsin-based ThedaCare, were selected among the 32 healthcare organizations that will be participating in the Pioneer ACO program. In a recent Inside Healthcare interview, Dr. Eugene Lindsey, president and CEO of Atrius Health discussed how healthcare organizations are moving towards the ACO model. He remarked, “Exactly what it will look like when we get there is unclear. But they will allow physicians to work together to improve quality and improve stewardship of the healthcare dollar. That’s the part that’s attractive to us because that’s been what we’ve been trying to pursue all along.”

Mike Chamberlain, president of Simpler Consulting North America, added, “The desired results of accountable care organizations match up very closely to the proven results lean management in healthcare provides: cost reduction and coordination of care to ultimately increase patient satisfaction and improve patient outcomes. As healthcare organizations move towards the accountable care model, our clients are continuing to look to us as a resource to help them identify the best approach for successful implementation of ACOs.”

HIMSS 2012 will be a great venue for organizations who are involved with ACOs to discuss, network and learn more about this critical market in healthcare today. In fact, the HIMSS Knowledge Centers, a new exhibit at the conference this year located at Booth 6466, Hall D, will bring together educational sessions, case studies, exhibits and other resources on given topics. Accountable Care Organizations / Value-Based Purchasing is at the top of the list.

To learn more about opportunities at HIMSS 2012, Schwartz MSL has created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, as well as a timeline to help you plan ahead and even some tips on other fun things to do in Vegas.

For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.

The Road to HIMSS - Creating Video and Dynamic Marketing Materials

2011-12-07T15:23:27Z

HIMSS (Feb. 20-24, 2012, Venetian Sands Expo Center, Las Vegas) is not only the industry’s premier healthcare IT conference but an excellent venue for vendors to show off new services, product offerings, partnerships and other corporate news. Preparing for such a large show can often be overwhelming however— from collateral development to white papers and presentations to prospecting emails and videos.

Schwartz MSL can remove that stress from your HIMSS planning by offering several outsourced capabilities that will give you a competitive advantage before, during and after the show.

For example, MSL Studios Boston can help elevate your message with a digital video that brings your news to life when shown in your booth on the tradeshow floor. Videos can highlight new product or service announcements, customer case studies, partnerships, thought leadership and industry trends, acquisitions, survey results or any other type of announcement you will be making surrounding the show. Videos can be developed for use on booth monitors and by your sales force on mobile devices and tablets.

To capture your story and create your tradeshow video, MSL Studios Boston would come to your office to interview and film one or more spokespeople and then develop the video using those sound bites and other supporting graphics and images. Our digital team would work closely with your account team to take the burden off your hands and ensure an impactful video that is ready in advance of HIMSS.

MSLGROUP CREATIVE+ offers a wide range of world-class services including print, mobile and event creative support. For example, infographics have become a marketer’s best friend to help engage a widespread audience and promote your businesses, brands and products. By presenting information in a succinct and creative manner, infographics can quickly convey knowledge and engage viewers.

In addition to videos and infographics, Schwartz MSL can help with these collateral development needs:

PowerPoint Presentations
Brochures
Posters
Invitation Cards
Roll-up Banners
Collateral Design

The Schwartz MSL Road to HIMSS 2012 Planning Guide is designed to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, as well as a timeline to help you plan ahead and even offer some tips on other fun things to do in Vegas.

If you are interested in learning more about any of the services listed above, please contact Doug Russell in the East Coast office at 781-684-0770 or Shannon Murphy in our San Francisco Office at 415-512-0770, or healthcareit@schwartzmsl.com.

Forbes Recognizes Cerulean Pharma and WellDoc

2011-11-30T19:53:35Z

Schwartz MSL is delighted to congratulate two clients working with our Boston office, Cerulean Pharma and WellDoc. Both were recognized today by Forbes on its annual list of "America's Most Promising Companies."

Cerulean Pharma (Cambridge, Mass.) specializes in the design and development of nanopharmaceuticals. The company's lead candidate is in Phase 2a clinical studies with patients who have advanced lung cancer. Click on the animation below for a quick intro to Cerulean's technology.

WellDoc (Baltimore, Md.) uses mobile and web applications to close the loop between patients and healthcare providers. The WellDoc system serves as a coach to help patients manage disease treatment and to live healthier lives. This video tells you a little more about the company's mHealth solution.

The Schwartz MSL team sends our best wishes to WellDoc and Cerulean for their continued success.

Increasing Visibility on the Road to HIMSS 2012 -- Vectors to Vegas

2011-11-21T19:04:25Z

The HIMSS Annual Conference and Exhibit is a must-attend event for any healthcare technology (HCIT) company. From February 20-24, 2012, key decision-makers from the world’s leading innovators descend on Las Vegas for four days to discuss hot topics, meet with colleagues and set the agenda for the year in HCIT.

There will be more than 300 sessions to choose from, allowing healthcare professionals to customize their own agenda to meet their individual needs. Among the 23 educational topic categories: mobile health, clinical analytics, HIE, connecting with consumers, care coordination, accountability for care and meaningful use. Keynoters include Biz Stone, co-founder of Twitter; Farzad Mostashari, MD, ScM, National Coordinator for Health Information Technology; Dan Buettner, founder of Blue Zones and world renowned explorer; and political figures Donna Brazile and Dana Perino.

With 4,700+ exhibitors hoping to secure mindshare from 30,000+ delegates and media attendees, it’s easy for smaller companies and first-time attendees to get lost in the noise. Planning early and maximizing your strategic communications program before, during and after the event is an absolute must.

This Schwartz MSL Road to HIMSS 2012 Planning Guide is designed to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, as well as a timeline to help you plan ahead and even some tips on other fun things to do in Vegas.

For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.

What's the Buzz for RSNA 2011?

2011-11-18T20:13:11Z

By Anne Lundregan

From November 27 – December 2, thousands will descend upon McCormick Place in Chicago for RSNA 2011. We spoke with Jim Knaub, editor of Radiology Today, who opined on the hot topics expected at this year’s conference.

Radiology Today Editor Jim Knaub predicts that austerity may once again be a dominant theme at RSNA. Hospitals and radiology practices are focused on maintaining profitability in a tough economic environment, Knaub notes.

“There’s a little bit of paralysis because of economic issues,” according to Knaub. “Healthcare organizations are trying to gauge the extent to which healthcare reform and deficit reduction will hinder imaging reimbursement. They’re also wary of how utilization review and the economy might affect procedure volume. They need to consider those threats to revenue before undertaking IT investments. As a result, many hospitals and radiologists are buying strictly what they need versus undertaking ambitious IT projects.”

However, Knaub notes, that a stealth issue usually emerges at RSNA every year, creating real buzz on the conference floor. Heading into RSNA, Knaub will be checking out the latest advancements in virtual colonoscopy protocol and acceptance. Virtual colonoscopy, also known as CT colonography, is less invasive than the traditional test and could result in more people being screened, Knaub notes. Screening tests such as colonoscopies or mammograms have been a heated issue pitting technology versus politics. Key questions include who should be screened, how often and when.

Schwartz MSL at RSNA

Several Schwartz MSL clients will be attending and exhibiting RSNA this year, including iCAD (Lakeside Center, Hall D, booth #811), iNTERFACEWARE (North Building, Hall B, booth #8547) and Circadence (North Building, Hall B, booth #7356)

iCAD Inc., an industry-leading provider of advanced image analysis, workflow solutions and radiation therapies for the early identification and treatment of cancer, will highlight several new features of their mammography CAD, MR image analysis and colon CAD products. Of note, the company will feature two works in progress including an MRI-guided prostate biopsy solution and a prostate MRI-TRUS fusion integration. iCAD will also showcase SecondLook® Premier, a customizable mammography CAD solution designed and developed using a 100 percent digital image database. (SecondLook Premier is now available in Europe it is expected to receive FDA clearance for sale in the U.S. in 2012.)

The company will also be demonstrating SecondLook Digital Multi-Vendor Solution and its latest version of VersaVue enterprise software for MR image analysis, which has been optimized to improve speed and includes an upgraded user interface and automated templates for images and charts.

iNTERFACEWARE simplifies HL7 integration and enables organizations to communicate with incompatible information systems and seamlessly integrate with multiple systems including EMR, EHR, HIS and PACs. With iNTERFACEWARE, radiology organizations can manage scheduling, registration, technologist and radiologists workflows as well as custom billing and reporting. At the show, iNTERFACEWARE will be discussing the latest version of its integration engine, Iguana.

A sneak peak at ROI reveals that radiologists and imaging centers using Circadence WAN optimization no longer worry about low-quality or intermittent Internet connections impacting large data files and unique image study transfers. Testing found enhanced throughput times without compressing images with more than 300% improvement in image transfer speeds. Stop by the booth to see the latest enhancements to its flagship MVO solutions, including multiple mobile deployment options, while the IT director from Imaging Associates of North Mississippi Magnolia discusses why and how his team uses Circadence solutions.

With hundreds of companies attending RSNA, Knaub and his staff are inundated with emails and phone calls requesting meetings during the show. It’s impossible for them to meet with every organization during the conference, Knaub said.

Knaub is interested in learning what news organizations can discuss and the potential impact on the industry. Hearing what’s coming and why it’s important is critical in helping Knaub and his staff decide with whom to meet.

What are you most looking forward to at this year’s RSNA? Sound off in the comment section below or tweet us @SchwartzPRx.

Zynx Health Rises Above the ACO Chatter

2011-11-07T16:33:09Z

by Jennifer Chang

When CMS announced the proposed accountable care organization (ACO) rules earlier this year, the lack of clarity in the legislation caused much confusion among the already-overburdened healthcare industry. Deemed a “fiasco“—most hospitals had difficulty understanding the complicated regulations. Amidst this confusion, Zynx Health, a Schwartz MSL client which develops clinical decision support solutions, offered sage advice and insight in the ACO discussion.

To succeed as an ACO, healthcare organizations must improve patient outcomes and eliminate wasteful spending on unnecessary treatments to reduce the overall cost of healthcare. Clinical decision support systems help healthcare organizations improve quality and cost outcomes of medical care. Through daily conversations with hospitals, Zynx CEO Dr. Scott Weingarten is well-versed in ACO concerns and issues. Zynx is working with a number of providers that are making the changes to become ACOs. By tapping into Dr. Weingarten’s close relationship with hospitals nationwide, he offers a simple explanation of ACOs, while highlighting the need for hospitals to have a solid health IT system to ease health organizations’ transition to becoming ACOs.

Among the changes from the proposed rule, CMS no longer demands that half of the participating physicians meet requirements for meaningful use of EHRs to be in the ACO program. Achieving meaningful use, however, can help prepare providers as an ACO, Weingarten said in an interview with Government Health IT. “I am not aware of any sustainable or scalable way of doing it other than clinical decision support through electronic health records. It really needs to be done with the aid of an EHR because it’s integrated into the workflow,” he explained, “such as through notifications and alerts.”

You can read more in such publications as: Modern Healthcare, Hospitals and Health Networks, and Becker’s Hospital Review. Many questions still remain, and Schwartz MSL will continue to track the evolution of the ACO revolution. However things turn out with ACOs, one thing is clear, transforming healthcare to be more patient-centered, cost-efficient, coordinated and based on outcomes (versus procedures) will be a great step in the right direction toward meaningful reform.

Final ACO Regulations Issued - What Does this Mean?

2011-10-20T18:20:08Z

After months of anticipation, today the Department of Health and Human Services (HHS) issued final regulations governing Accountable Care Organizations (ACOs) under the Medicare Shared Savings Program established by the Patient Protection and Affordable Care Act of 2010. This news comes after preliminary ACO regulations were unveiled in April and the Centers for Medicare and Medicaid Services (CMS) was able to collect extensive feedback from provider organizations (such as the American Medical Group Association) and other stakeholders, many of whom criticized the program for being “overly prescriptive” and involving too much risk for providers, with not enough rewards.

The much anticipated final rules lessen the burden for healthcare providers and hospitals to participate in ACOs by decreasing required performance measures, eliminating the electronic healthcare record (EHR) requirement and removing financial risks for some to participate. It also eases the timetable to participate in an ACO and offers $170 million in incentives to physician-owned and rural providers to start ACOs.

ACOs are requiring hospitals, physicians and providers to “do more with less.” The objective is to entice these caregivers to adopt a new platform of service that creates integrated networks of physicians and hospitals to collaborate with one another, thereby sharing the responsibility of caring for patients and in doing so, improve outcomes and lower costs. If requirements are not met, this means lower Medicare payments. But if goals are met, bonuses are granted, rather than a fee-for-service payment, shared across entire networks. Fortunately, the final regulations appear to make achieving the end goal more tangible than previously anticipated. Nevertheless, doctors will still need to collaborate more than ever to provide coordinated care that will result in improved quality of care, better patient outcomes and cost savings.

While the 696 paged document detailing the final rules is thorough, an appendix of proposed rules verses final rules provides a great overview, as well as an article penned by Dr. Donald M. Berwick, the administrator for CMS. For example, the final rules now require 33 measures to assess quality (rather than an initially proposed 65) in 4 domains (instead of 5):

• Patient experience

• Care coordination and patient safety

• Preventive health

• Caring for at-risk populations

Some key provisions as outlined in the final rules:

• Providers can participate in an ACO and share in Medicare savings without risk of losing money

• Fewer quality measures that ACOs must meet

• Community health centers and rural health clinics now included

• Greater flexibility in antitrust review

Bottom line: With forecasted federal savings amounting up to $940 million over four years, providers who deliver higher quality of care and effective care coordination will be able to share in more savings.

HITSE Provides CIO Insight on Meaningful Use

2011-10-14T19:02:56Z

What are five reasons to attend the Healthcare IT Solutions Exchange (HITSE) 2011 Conference, on October 19, at the Hilton in Dedham, Mass.?

Answer: prominent speakers, vendor solutions sessions, CIO Forum, face-to-face collaboration with peers and idea exchange.

What is HITSE? This annual event brings together hospital information system users to discuss the selection, planning, implementation and support of healthcare IT solutions. Why should you care? As you know, Meaningful Use is a hot topic across healthcare IT, and that is what HITSE’s theme will be: “Meaningful Use: Staging for Achievement.”

There will be more than 20 sessions to check out throughout the day. Here are just a few:

In the morning, Dr. John Halamka, professor of medicine at Harvard Medical School, and CIO of Beth Israel Deaconess Medical Center and Harvard Medical School, will be presenting “Beyond Meaningful Use.” Meaningful Use Stage 1 is providing hospitals and eligible professionals with goals that improve the quality, safety and efficiency of patient care. Stage 2 provides significant additional health information exchange, patient engagement and quality metrics. What's next?

Dr. Michael Blackman, vice president of Medical Affairs for McKesson’s Paragon Business Unit, will be presenting “What’s Old is New Again: Physician Adoption ion the Era of Meaningful Use.” As we know, physicians are still working through the American and Reinvestment Act’s HITECH Meaningful Use provisions. Dr. Blackman will discuss tips on how to make it easier for physicians to transition to meaningful use with healthcare professionals.

After the morning break, Anthony Guerra, founder of healthsystemCIO.com, will be presenting “How CIOs are Dealing with HITECH/Meaningful Use Mandates.” If you want to learn more about qualifying for Meaningful Use, transitioning to ICD-10, complying with evolving accountable care organization (ACO) requirements…all recent pressures on healthcare executives, this is the session for you.

What would a healthcare IT conference be without some discussions around Electronic Health Records (EHRs)? Dr. Karen Bell, chair of the Certification Commission for Health Information Technology (CCHIT) will be presenting, “EACH: Overcoming Barriers to Certifying Installed EHR Technology.” What are the hurdles in meeting the EHR certification requirements around Meaningful Use? Dr. Bell will describe the EACH™ program, designed by CCHIT, an EHR alternative certification for healthcare providers to effectively certify self-developed systems.

At the end of the day, be sure check out the CIO Forum, a panel of CIOs discussing what is and what is not working in their efforts to meet Meaningful Use objectives. This is an opportunity to interact with the panel and other members of the audience, discuss issues, ask questions and get a recap of the earlier sessions.

Still deciding if you should attend? If you are a part of the healthcare IT ecosystem, you should. HITSE is aimed toward CIOs, IT managers, department managers, IT staff, consultants and vendors.

Schwartz MSL clients who attended this conference last year were positive about the conference, noting that users and vendors work together. They liked that the conference was uniquely set up to allow vendors and hospitals to discuss the selection, planning, implementation and support of healthcare IT solutions. The partnering atmosphere allowed vendors to learn more about the challenges facing hospitals. At the same time, hospital executives could learn more about the development of solutions and tools to meet those challenges.

If you haven’t registered to attend yet, you still have time. Registration is currently open, and at an affordable rate.

If you are interested in getting more involved with healthcare IT conferences, contact Doug Russell, our Healthcare IT Practice Leader at 781-684-0770 or drussell@schwartzmsl.com.

Act Two: Schwartz MSL

2011-09-15T06:00:00Z

I want to share some really exciting news about Schwartz Communications. After 20 years of independence, we’ve become part of MSLGROUP---one of the world’s largest public relations and engagement agencies.

It takes something special to change two decades of independence. And we’ve found it in an amazing organization with talented employees, terrific clients, and a shared passion for storytelling in all its mediums. Our unique and shared strengths mesh very well.

As Schwartz MSL, we’ll continue our focus on “innovation companies of all sizes” and the technologies, treatments and services that transform business, save lives and conserve our natural resources. But as part of an outstanding industry leader, we now have a new assortment of engagement and marketing services, and a network of thousands of additional experts in more than 80 MSLGROUP offices worldwide.

We’ve moved to a truly global stage, and Schwartz MSL will continue to lead the way in delivering the reach, influence and creative service offerings our clients need to create new markets or transform existing ones. We hope you’ll enjoy our next act, which you can follow here in our blogs and on Twitter at @schwartzmsl.

Cerulean Pharma and Six Other Boston Area Firms Named to FierceBiotech's Fierce 15

2011-09-06T20:06:26Z

Today FierceBiotech came out with its annual Fierce 15 list of innovative life sciences companies. We're pleased to congratulate Schwartz client Cerulean Pharma, a leader in designing and developing tumor-targeted nanopharmaceuticals, on their inclusion on the list.

John Carroll, the publication's editor-in-chief, notes: "Making it today means actually meeting that unmet medical need, moving the dial on therapy in significant ways. Bold thinking, diligent progress and great science are key."

We're delighted that Cerulean's progress and promise are receiving recognition, but are almost as excited to see that seven of the 15 companies honored make their home in the Boston area. In addition to Cerulean, Blueprint Medicines, Epizyme, Forma Therapeutics, Merrimack Pharmaceuticals, Selecta Biosciences and Tesaro were recognized. Surely, the work and ideas that companies like these contribute to the Boston biotech community are the reason that behemoths such as Pfizer and Novartis have chosen to spend hundreds of millions of dollars to increase their own local presence.

A good day for Cerulean, and a great day for Boston biotech.