The fourth pillar of a successful pharma brand strategy

The average HCP spends almost two-thirds of their clinical time working within powerful Electronic Health Record systems (EHRs). These systems can help physicians diagnose problems, order treatments and prescribe medications through artificial intelligence algorithms, machine learning tools, automated workflows and pre-set protocols.

The tools are impressive. Yet, despite the potential, HCPs may not always know how to use their EHR to streamline communications effectively, meet their workflow preferences or identify the best drug option for patients.

The risks of guesswork

Attempting to understand the complex and ever-evolving world of EHRs and create a meaningful optimization strategy can easily lead pharma brands into wrong turns, which are at best ineffective, or can even seem to test the bounds of compliance.

Successful pharma brands realize that the challenges of working within an EHR system present an opportunity to support the physician and patient experience, ultimately building sales trust and maintaining brand visibility.

EHR training and consulting can take the guesswork out of this critical aspect of your brand strategy. EHR optimization prepares your team to identify and respond to provider challenges or needs within their daily workflows as they arise.

Increasing value to providers and patients

In addition to building strategies around ​ payer insights, patient access and clinical messaging, ​ EHR training equips sales teams to spot opportunities for your brand within HCPs’ daily workflows. By becoming a go-to resource for EHR enablement, sales representatives can meet the needs of providers and patients at the point of care, which translates into direct wins for your brand by building HCP trust and increasing your drug’s visibility.

A successful EHR enablement strategy serves four primary goals:

KEY GOAL: Simplify EHRs for providers

When your team understands EHR systems, they can solve a wide variety of prescriber pain points such as simplifying a provider’s workflow and identifying patients that may benefit from your drug. This work ensures your brand is visible where HCPs need to see it most — at the point of care.

At a minimum, EHR training should prepare your sales teams to:

• Help HCPs set your drug as a favorite ​
• Identify patients that fit your diagnostic criteria​
• Add your drug therapy to order sets​
• Utilize unique features provided within specialty EHR platforms​

KEY GOAL: Support the patient experience

Your team works hard to ensure that providers have accurate clinical messaging and access information as a part of their prescribing decision. Understanding EHRs can help your representatives go further by empowering HCPs to identify cases when your drug may be the best option.

EHR training prepares representatives to suggest how HCPs can use their platforms to:

• Provide alerts when new demographic or diagnostic criteria match with a medication package insert
• Streamline PAP applications more quickly through fulfillment hub connections and simplified e-signature workflows

KEY GOAL: Build a best-in-class sales team

Your team wants to be a trusted resource for providers. EHR training helps sales colleagues speak the language of their customers and solve problems that their customers are experiencing.

Ensuring your team understands how EHR optimization can help them:

• Provide the best EHR experience for your providers
• Connect to your overall brand materials and assets
• Ensure consistent, compliant EHR optimization efforts

KEY GOAL: Leverage a trusted partner

EHR enablement strategies are complex. It’s critical to ensure you find a partner that can get your team up to speed quickly and accurately. Your ideal partner should have the tools, expertise, and high compliance standards you need to give your team the right EHR training and elevate your overall brand strategy.

A trusted partner will bring your team:

• Deep organizational and team knowledge
• Broad EHR platform expertise
• Well-defined processes for maintaining new updates and releases
• A clear history of compliance with best practices and industry expectations

Going deeper

By sharing payer insights, communicating patient access and ensuring accurate clinical messaging, your brand ensures that physicians can prescribe your drug to the right person at the right time.

EHR training gives your sales team knowledge about the basic functionality of the platforms your target providers use every day and can provide customized recommendations to drive stronger brand strategies, create true visibility at the moment of care and make deeper and more profitable HCP connections.

Ready for dramatically different EHR consulting? Find out how EHRconnect can help your brand through eLearning, live training, customized resources and Expert EHR consulting.