• Lack of Education: A representative from a hospital stated that lack of education around global data standards enablement has prevented the industry from moving forward. “We may get it, but our C-suite doesn’t get it and how do we get them to invest in something that they know nothing about?”

• No Business Case for Standards Adoption: It seemed that everyone in the audience agreed that there is currently no proven business case for standardizing healthcare data. How do you get C-level executives to invest in data standardization if there is no proof of ROI?

• Internal Complexity and Costs: A representative from a medical device manufacturer stated that product data standardization (transitioning from internal, proprietary product numbers to an industry standard) would impact every aspect of her organization (IT, inventory, distribution network, packaging, marketing, etc.). “Getting everyone moving in one direction is a costly, complex process and I don’t even know who would lead this effort internally.”

Everyone knows that data standardization has the potential to improve patient care and reduce costs by ensuring that the right products are delivered to the right locations in the right quantities at the right prices – reducing errors and the cost/labor required to address supply chain discrepancies in business transactions between trading partners. But within an industry struggling with so many challenges – increased costs (supply, labor etc.), dwindling reimbursements, healthcare reform requirements – few have the time and resources to tackle data standardization – especially when there is little evidence that these efforts will significantly cut costs.

Representatives from GHX shared information on a number of initiatives that should help get healthcare data standards back on track. They include:

• GS1 White Paper: GS1 recognizes that healthcare providers and suppliers need a solid business case for standards that they can present to the C-suite to secure resources for data standardization within their organizations. GS1 is currently developing a white paper that presents the benefits that other industries (e.g. retail, consumer packaged goods) have derived from data standardization and how healthcare can take lessons learned from these industries to develop a business case and roadmap to industry-wide adoption.

• C-Suite Messaging: While most supply chain teams within healthcare provider and supplier organizations recognize how data standardization can increase efficiency, reduce costs and improve patient care, selling standards enablement to the C-suite is an uphill battle because of lack of knowledge around standards and the lack of a solid business case for standards adoption. GS1 is working to develop messaging geared to the C-suite that supply chain managers can use to help gain support for data standardization within their organizations.

• Technology: GHX is working with its members to understand what they need to support standards enablement so that it can offer solutions that simplify data standardization and synchronization between trading partners. This includes the development of a single consolidated data feed to support not only e-commerce, but also emerging regulations, such as the U.S. Food & Drug Administration’s Unique Device Identification (UDI) system.

“Part of the reason why so many people are in the room today is that we realize standards are definitely needed,” said one medical device manufacturer. “But we’ve got to find ways to get the knowledge and benefits from standardized data without having to rip out everything that we already have in place.”

This trend came into play during a conversation that I had earlier this week with an otolaryngologist (ear, nose and throat doctor) in California for a public relations campaign that I’m launching for one of my medical device clients.

I knew this ENT had been having success with my client’s technology, which is designed to perform tonsillectomy and other ENT procedures with minimal tissue damage, but I had no idea that patients were banging on his door to undergo procedures with this device.

The ENT moved his practice from Wisconsin to California just three months ago, and during that short period of time, two patients have actively tracked him down because he is the only surgeon in the area to use this particular technology – one who was willing to drive two hours to seek this treatment!

The most recent patient, an adult in need of a tonsillectomy, told this ENT that he had actively searched on the Internet to find out which technology/technique used for tonsillectomy resulted in the least pain and bleeding and the fastest recovery time, reading through clinical studies and watching graphic procedure videos. When he determined that my client’s technology was the best solution, he contacted the company to find an ENT nearby who could use the device to perform his tonsillectomy – and that’s what led him to this particular ENT.

While pharmaceutical companies and other healthcare suppliers have long known and used consumer marketing to drive patients to drive their doctors to prescribe brand name drugs, I feel the medical device industry has lagged in this area.  I mean, how many consumers actively research which instrument used in a surgery will provide the best outcomes? As a PR professional working with device companies, I have to admit that I always check to see which brand of pulse oximetry sensor is on my finger when I’m in the hospital, but does the average consumer?

I’ve always been adverse to using scare tactics to drive patients to seek out a specific medical technology. I once interviewed for a PR position with a device manufacturer who notoriously used this approach to push its monitors on ORs only to have the monitors sitting unused gathering dust. As “goody two-shoes” as it sounds, I couldn’t bring myself to take the job because it felt wrong.

But I find it interesting that patients are taking it upon themselves to do the research. Particularly since my client is a rather small company with limited marketing dollars that, as the ENT pointed out, is up against larger competitors that gain market share not because their technology is better but because they speak louder and carry a bigger stick.

I guess it is one thing to force a new device on clinicians through patient pressure but another thing to have something so great that patients will actively seek it out on their own….

As I sit here trying to wrap up all of the loose ends before I am out of commission for the rest of the week, I came across a list of funny headlines that I’ve compiled while monitoring the news. Thought I would share them with you. Please feel free to share your own.

Taking a look at my outdated headshot on LinkedIn (something that was cropped out of a family event photo five years ago), I turned to a professional for the job and hired Lucy Cobos, a veteran photographer known for her portraits of Boston’s healthcare leaders.

I typically hate photos of myself, but Lucy used her artistic magic to capture the face that I was hoping to convey for my business. You can see the resulting photos on the Bio page of my website and in my LinkedIn profile.

And many thanks to Phoebe Ramler of Phoebe’s Faces for her make-up artistry. I don’t tend to wear much make-up in my everyday life – Phoebe did a great job of enhancing me for the photo shoot while keeping me real!

Company: Microline Surgical

Company: Microline Surgical

Organization: GHX

Organization: GHX

While writing a recent white paper for one of my clients, GHX, a representative from Boston Scientific explained that while the clinical voice of the customer will always be critical in shaping the direction of a medical device supplier, manufacturers now need to adapt to a changing customer voice that addresses the financial pressures facing their customers as well. He calls this the “blended voice” – one that represents the clinical and economic benefits of a company’s product and service offerings.

As a PR consultant who has worked with medical device manufacturers for over a decade, it has been interesting to experience how the industry has evolved to meet the changing needs of its customers. If I look back on communications materials that I developed 10 years ago, the terms “financial pressures” and “economic benefits” are nowhere to be seen. Quite honestly, back then I was planning/executing high-end events for anesthesiologists on behalf of one device manufacturer (featuring gourmet dinners, whiskey tastings and luxury hotel accommodations – how much things have changed!).

In recent years, I too have found myself communicating with a blended voice on behalf of my clients. I guess it all comes down to the fact that if healthcare facilities survive and thrive then we all survive and thrive – clinicians, administrators, healthcare workers, suppliers, distributors, consultants/companies allied to the industry – and most importantly, the patients (a role that we all take on from time to time).

Company: GHX