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Patient Safety Market Heating Up with Mergers and New Product Announcements

Posted on July 26, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

For the past few years the patient safety software market has been stable with little in the way of new products and company activity. That has changed with a flurry of recent announcements:

  1. The merger of two market leaders: Datix and RL Solutions
  2. Health Catalyst entering with their new Patient Safety Monitor™ Suite: Surveillance Module
  3. VigiLanz expanding their platform to include Dynamic Safety Surveillance

When something goes wrong in a healthcare facility it is referred to as an adverse event or a medical error. According to a recent study by Johns Hopkins, 250,000 Americans die each year from medical errors making it the third leading cause of death in the United States. The Journal of Patient Safety estimates that non-lethal adverse events happen 10-20 times more frequently than lethal events. This puts the total number of adverse events somewhere between 2.5 – 5 million per year. The financial cost of these events is enormous. Frost & Sullivan estimates that the financial cost of adverse events in the US and Europe will reach $383.7 Billion by 2022.

Traditionally, adverse events have been recorded and logged in incident reporting systems (sometimes called risk management software) – like those offered by Datix and RL Solutions. These systems rely on voluntary reporting of events by staff members and patients. Once entered, these events are reviewed and analyzed by specially trained risk managers to determine root causes. When patterns emerge, changes are made to policies, procedures and physical environments to prevent similar events from happening in the future.

The most recent Research and Markets report estimates the global patient safety and risk management software market is poised to grow at a CAGR of 10.9% over the next decade to reach $2.22 Billion by the year 2025. I believe there are three key drivers for this this growth:

  1. Hospitals transitioning away from traditional after-the-fact adverse event reporting systems to real-time surveillance platforms that take advantage of the data being collected in EHRs and other electronic repositories
  2. The movement towards value-based care where a focus on patient safety has meaningful impact on reimbursements
  3. Realignment of patient safety as part of overall patient experience vs a function of compliance and legal.

According to a report by the Agency for Healthcare Research and Quality (AHRQ), it is estimated that less than 6% of adverse events are reported voluntarily. This means that healthcare organizations are potentially missing out on 94% of events that are happening within their four walls. In addition, very few organizations have effective ways to capture near misses – adverse events that did not occur because they were stopped BEFORE someone was harmed. There is a better way.

With the exponential growth in the quantity of healthcare data and the rapid increase in computing power, it is now possible to mine medical data to detect adverse events and near misses in real-time. For example, it is possible to look at EHR data to determine if the wrong medication was given to a patient based on their diagnosis. It is also possible to track the number of times the drug-drug interaction warning message is displayed to clinicians (each being a near miss). Justin Campbell of Galen Healthcare Solutions recently wrote an article about mining EHR audit log data to uncover workflow bottlenecks that touches on this same approach – commonly referred to as “real-time surveillance”.

Stanley Pestotnik, MS, RPh, Vice President of Patient Safety Products at Health Catalyst had this to say about this detection methodology: “The current approach to patient safety is like doing archaeology – digging through ancient safety events to identify the causes of harm, which does nothing to help with the patient in the bed right now. Our patient safety suite, along with our quality-improvement services and the Health Catalyst PSO, turns the current paradigm on its head. Unlike other approaches to using analytics within a PSO to identify and address episodes of patient harm, we monitor triggers in near real-time to reveal whether a patient is currently at risk for a safety event, so clinicians can intervene to prevent it. And we provide constant vigilance; no patient encounter goes unnoticed.”

Real-time surveillance of adverse events is the approach that Health Catalyst and VigiLanz have incorporated in their product offerings.

“The RL+Datix merger comes at a time when patient safety events are surging,” states Erik Johnson, Vice President of Marketing at VigiLanz. “It is not surprising that consolidation is happening as companies try to address the needs of the market.”

Johnson points to a recent Frost & Sullivan report that predicts further market consolidation. The report states that by 2022, adverse patient events will lead to 92 million hospital admissions and 1.95 million deaths in the US and western Europe. These avoidable hospital admissions will be a drag on financial performance – especially as we move to a value-based system.

Under the value-based models, healthcare organizations are reimbursed based on patient outcomes and satisfaction scores, not on treatment volume. This means organizations are no longer compensated for patients that are re-admitted or stay longer due to an adverse event experienced at the facility. This has put a spotlight on patient safety initiatives and is a key reason why healthcare organizations are once again investing in this aspect of their operations.

“We are seeing organizations take the opportunity, as they transition from volume to value, to renew their patient safety protocols and technologies to ensure they are capitalizing on the lessons learned from incident data,” continues Johnson. “It’s not just patient incident data either. Adverse events can happen to guests and employees as well. Hospitals are looking to get a better handle on all their events – not only to capture them, but to derive deeper insights on root cause and even further to automate the detection of events through surveillance technology.”

A request for comment from Datix and RL Solutions on their recent merger was politely declined. A company spokesperson pointed back to the press release announcing the merger which states: “the combined company will contain the largest repository of patient safety data in the world, enabling the creation of data-driven insights for healthcare stakeholders across the continuum of care.”

The final driver for growth is the recognition that patient safety is closely linked to patient experience. In the past, adverse event tracking fell to the Risk Management team inside a hospital which typically reported up through the CFO or legal counsel. It was seen as a compliance and back-office function. In recent years, however, there has been a realization that the patient safety function is a better fit under the umbrella of patient experience since the two are closely linked.

“From our perspective at The Beryl Institute, if we approach healthcare from the lenses of those that use the system not only safety, but also quality, service, cost and more are all part of the experience someone has within healthcare,” says Jason A. Wolf PhD CPXP, President of The Beryl Institute – the world’s leading community of practice for patient experience. “To differentiate safety from experience diminishes both, relegating safety to processes and checklists and experience to satisfaction or amenities. Rather, experience is the integration of all the above.”

Wolf cites the recent State of Patient Experience from The Beryl Institute where healthcare leaders acknowledged quality and safety as essential to overall experience. A parallel study, the Consumer Perspectives on Patient Experience mirrored the provider result with 68% of global healthcare consumers agreeing that safety is part of the healthcare experience.

“I see the movement towards aligning patient safety and patient experience as acknowledgement of all that impacts the overall experience,” adds Wolf. “That first and foremost to consumers, their health matters to them and how they are treated both clinically and as a person is essential to their healthcare experience. This too reinforces the expectations patients and families have always had, that their care will be delivered in a safe and reliable manner.”

lt will be exciting to watch the patient safety space as the three drivers of (1) changing technology, (2) value-based care and (3) realignment under patient experience, continue to push investments in this market. I’m curious to see if the Datix + RL merger is a one-off or if other players like QuantrosRiskonnect, Origami Risk, Ventiv, Policy Medical and The Patient Safety Company will merge or be acquired. This market is definitely heating up!

PESummit Day 2 – Being Vulnerable Opens Us to Deeper Connections

Posted on June 19, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

Whether it was planned or by cosmic happenstance, Day 2 of the 2018 Patient Experience: Empathy and Innovation Summit (#PESummit) reinforced a theme from the prior day:

  • Making yourself vulnerable opens us up to deeper connections with others

On Day 1, Cleveland Clinic President and CEO, Tomislav Mihaljevic MD @TomMihaljevicMD shared a story of a patient that died in the OR (see my Day 1 summary for details). It was a very personal story. By sharing it Mihaljevic made himself vulnerable and instantly forged a connection with the thousands of attendees in the hall.

Most people find it difficult to share stories that make them uncomfortable – especially ones where we are at the center of the story. We don’t like to talk about our fears, our failures or our losses because we are afraid of what other people may think (which is another way of saying that we fear that we will be rejected). Yet paradoxically by making ourselves vulnerable in this way, we actually make it easier for others to connect with us. Adrienne Boissy @boissyad, Chief Experience Officer at Cleveland Clinic stated exactly that after Mihalijevic shared his story.

Day 2’s opening keynote speaker, Kelsey Crowe PhD, founder of Help Each Other Out, articulated how the fear of being a burden or being seen as needy, holds patients back from asking for help. In other words, its hard for patients to admit to being vulnerable:

Crowe went on to share how small gestures of kindness and empathy, made at the times of vulnerability made a tremendous difference in their care. A unique “gesture wall” that she deployed at a healthcare facility allowed patients to capture these wonderful moments for staff to read.

This theme of being open, honest and vulnerable as a way to connect with people was reinforced by the next keynote speaker, Michael Hebb, founder of Deathoverdinner.org, and Drugsoverdinner.org.

In fact, Hebb’s entire keynote featured story after story about how sharing the fears about the end-of-life opened up the conversation, providing families and loved ones with the chance to better connect.

Vulnerability was also featured by Day 2’s closing keynotes: Brennan Spiegel MD @BrennanSpiegel, Director of Health Services Research, Cedars-Sinai Health System and Zubin Damania MD @ZDoggMD

At the end of Brennan’s fascinating presentation on the clinical application for an efficacy of Virtual Reality, he shared a failure that counterbalanced the exceedingly positive stories that he had showed the audience. Like Mihaljevic, talking about a failure helped the audience connect with Brennan and the patient that had suffered a panic attack as a result of the VR simulation.

Vulnerability was also featured by Day 2’s closing keynotes: Brennan Spiegel MD @BrennanSpiegel, Director of Health Services Research, Cedars-Sinai Health System and Zubin Damania MD @ZDoggMD

At the end of Brennan’s fascinating presentation on the clinical application for an efficacy of Virtual Reality, he shared a failure that counterbalanced the exceedingly positive stories that he had showed the audience. Like Mihaljevic, talking about a failure helped the audience connect with Brennan and the patient that had suffered a panic attack as a result of the VR simulation.

As is normal for Damania (aka ZDoggMD), his session was energizing and entertaining. However, in the midst of live renditions of his favorite medical rap parodies and fun stories of his parents, Damania shared the story of Turntable Health – the novel practice he was forced to close in early 2017. “No one was more pissed off about it than me.” said Damania.

By sharing this painful part of his journey, Damania made himself vulnerable and judging by the body language, many in the audience could relate to his do-everything-right-yet-still-not-work-out feelings. That story gave context to Damania’s impassioned plee to join him in ushering in Health 3.0 – a vision for care partly based on the best parts of his Turntable Health experience.

Day 2 of PESummit even better than Day 1. I can’t wait for the final day tomorrow. Follow the conference hashtag – #PESummit for real-time updates!

PESummit Day 1 – Empathy is Hot in Cleveland

Posted on I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

With the mercury hitting an incredible 90+ in downtown Cleveland, it was only fitting that the speakers and attendees at the 2018 Patient Experience: Empathy and Innovation Summit (#PESummit) turned up the heat on the passion for more empathy in healthcare WITHOUT a corresponding increase in burnout.

Day 1 at PESummit kicked off with Cleveland Clinic’s dynamic duo of Adrienne Boissy @boissyad, Chief Experience Officer and K. Kelly Hancock @kkellyhancock, Executive Chief Nursing Officer. Boissy issued a challenge to the audience in her opening:

They were followed by Cleveland Clinic President and CEO, Tomislav Mihaljevic MD @TomMihaljevicMD who shared a number of things that we could each do to increase empathy in our daily work. The clear favorite was eating lunch with someone you don’t know, and get to know them:


But the most poignant part of Mihaljevic’s time on stage came when he shared a failure from his past – the time he lost a patient in the OR. He spoke about how he and his team was unable to repair the damage to a patient’s heart and how devastated the team was when despite their best effort, the patient died. As the leader Mihaljevic held himself accountable and not only did he have to support the patient’s family in dealing with their loss, he had to help his own team deal with the death as well.

It was a pleasant surprise to hear Mihaljevic talk about the feelings he had in the moment and how he learned lessons that he carries with him today.

The highlight of the breakout sessions was the panel discussion on “When Patient and Healthcare Innovation Meet” that featured Grace Cordovano @GraceCordovano, Julie Rish @julie_rish, Christine Traul MD @traulc and Michael Seres @mjseres.


My favorite was Cordovano’s tip for patients to go into the doctor appointments PREPARED – with questions they are seeking answers to.

Day 1 ended with Thomas H Lee MD @ThomasHLeeMD, CMO of Press Ganey talking about “grit” (aka resilience) at the individual and team levels.


Lee’s most provocative statement was when he cited his research that found that it is ineffective to use financial incentives to motivate behavior that is inherently non-financial in nature. This punched a hole through the concept of paying people to sleep more than 7 hours that was mentioned by one of the morning keynotes and other gamification techniques that have become popular over the past few years.

Day 1 at PESummit was fantastic and I’m looking forward to a equally great Day 2. Follow along on Twitter #PESummit

 

 

 

 

Healthcare Prominently Featured at Information Builders Summit

Posted on June 6, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

It was a pleasant surprise to see healthcare clients prominently featured at the 2018 Information Builders Summit (#IBSummit) in Orlando FL. Best known for their work in financial services, government and retail, Information Builders has recently carved out healthcare as an industry of focus. That focus was on full display with presentations from: Floyd Healthcare, St. Luke’s University Health Network, Markham Stouffville Hospital, and the Healthcare Association of New York State.

According to experts at GE Healthcare, the average US hospital generates in excess of 50 Petabytes (PB) of data each year. That’s inclusive of all images, lab results, EHR data, financial information, and every other bit of operational as well as clinical information. To help put that amount of data in perspective:

  • 1GB = 7min of HDTV video [1]
  • 1TB = 1024 GB = 130,000 digital photos
  • 1PB = 1024 TB = 3.4 years worth of HDTV video, or about the size of the movie Avatar
  • 50PB = The entire written works of mankind from the beginning of recorded history in all languages [2]

With this much data, it’s no surprise that many companies are putting energy behind Big Data and Machine Learning (ML) initiatives to help wring value from this growing mountain of information. Companies like IBM Watson, Health Catalyst, Caradigm and Optum all offer advanced data analytics platforms that use various forms of ML to discern patterns within healthcare data. However, most healthcare organizations do not have the technology infrastructure, funds or executive buy-in to adopt these heavy-weight solutions.

Luckily, Information Builders (IB) offers healthcare organizations a way to ease into advanced analytics that does not require the hiring of a data scientist as step one.

According to Grace Auh, Manager of Business Intelligence & Analytics at Markham Stouffville Hospital (located north of Toronto, Ontario), IB provided a smooth on ramp to data analytics. “Instead of trying to go from zero to 100 KPH (MPH for those in the US) in a single step, we adopted IB’s webFOCUS tool to whet the appetite of internal stakeholders” said Auh. “We started with ED pay-for-performance metrics that are tied to reimbursement bonuses here in Ontario. We created a series of reports that executives could drill-down into for deeper analysis. We update the clinical data monthly and the financial data quarterly.”

Auh and the team at Markham Stouffville opted for simple reports/charts rather than fancy data visualization in order to help gain executive buy-in. By keeping things simple, Auh was able to quickly convince executives that the data within the IB reports were indeed accurate (something that had been a challenge with previous data initiatives).

“The goal,” explained Auh. “Is to have a fully integrated and real-time system that is the single source of truth for the hospital. We want to empower program and hospital leaders to self-serve their data needs. It’s our job to build the platform so that they can get the data they want in the format they need it whenever they want. It’s got to be clean, simple, complete and easy to consume. We even want physicians to start using it.”

Floyd Healthcare, an independently-owned community hospital network in Georgia, had a similar goal.

“We have a vision to roll out our dashboards to directors, supervisors and even front-line staff,” said Drew Dempsey, Director of Planning & Business Intelligence at Floyd Medical Center. “We already have a data-driven culture at Floyd because of our lean six-sigma work. The appetite for metrics is high and our level of data maturity grows each day. The data we are able to get through IB is helping us achieve our goals and drive operational efficiencies.”

Using IB’s new Omni-HealthData platform, Dempsey and his team put together a surgical volume dashboard for their CEO. It showed surgeries by speciality, by surgeon and by location. This type of report was a regular part of executive meetings. It used to take days to compile this information by hand and required 120 PowerPoint slides to present it to the level of detail needed for the meeting. The entire report is now automated within Omni and offers executives multiple ways to slice the data.

“We used to spend a lot of time compiling data,” recalled Dempsey. “But now with Information Builders we are able to spend more time analyzing and interpreting the data – a far better use of everyone’s time. We build everything once and it gets used many times.”

The team at Floyd is now working to expand into other reports that provide Service Line and Operational leaders with clinical as well as financial reports that will allow them to make better strategic decisions. From there they plan to tackle revenue cycle reporting, quality metrics, population health indicators and PCMH reporting.

It would be fair to say that Floyd and Markham Stouffville are both fairly early in their analytics journey with IB. St. Luke’s University Health Network, however, is highly advanced in their use of IB’s tools for clinical and operational insight. A ten hospital system centered in Bethlehem PA with over 300 sites of care, St. Luke’s is a top performer on the Truven Top 100 (now IBM Watson Top 100) hospital analytics list.

St. Luke’s codeveloped the Omni-HealthData platform in cooperation with the team at IB. Many of the out-of-the-box report objects and visualizations are the refinement of the reports that St. Luke’s created for their internal users. These reports include:

  • Department/Service Line Performance
  • Patient Safety Indicators
  • In-patient Quality Metrics (ALOS, SSIs)
  • Marketing Analytics
  • Value-based Contract Metrics

In total there are over 90 self-service reports (called applications in IB vernacular) available.

“We borrowed proven tactics from the retail industry,” explained Dan Foltz, Managing Director at Parnassus Consulting, who helped St. Luke’s with their IB implementation. “With IB we were able to do targeted patient outreach based on cohorts of interest. Using data from multiple systems we were able to determine which patients might benefit from education and special programs. For example, the hospital wanted to make early stage Parkinsons patients aware of a deep brain stimulation program. We were able to achieve an 80-90% uptake – something unheard of in healthcare. It was amazing.”

The St. Luke’s electronic data warehouse consolidates information from six main (and silo’d) systems:

  1. Find-a-doc
  2. Allscripts
  3. McKesson
  4. EPIC
  5. Enrollment
  6. Credentialling

Over the next few years they plan to consolidate all their source systems into the warehouse and use their IB portal to provide insights. They currently have 40 data sources integrated within IB.

You can read more about the St. Luke’s implementation of IB in this success story.

I came away from IBSummit impressed by the success that Information Builders has helped its healthcare clients achieve. Every healthcare client that I spoke to raved about how the IB team helped them avoid project traps like diving too deeply into data specifics, losing sight of overall strategic goals, and not gaining sufficient executive buy-in.

“We’re sticking to what has made us successful in so many other industries,” said Jake Freivald, Information Builder’s Vice President of Product Marketing (Healthcare). “We are here to help healthcare organizations collect information faster & easier, and providing tools that allow them to present that information in valuable ways. The one thing we see our healthcare clients needing is more help in the data consolidation step. That’s where we are focusing more attention.”

It will be interesting to revisit IB’s early-stage healthcare clients at next year’s Summit to see how much progress they have made.

Origin Story: Mark McCloskey, President of Oneview Healthcare. Living Up to Commitments.

Posted on May 29, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

Right from the start I knew Mark McCloskey’s origin story was going to be special.

McCloskey, President and Founder of Oneview Healthcare, agreed to meet while we were both traveling through Chicago. We booked the meeting well in advance, but it turned out that we accidentally picked a date when Oneview was hosting several key customers at its US headquarters in Chicago. It would have been completely understandable if McCloskey postponed our meeting, but he and his team insisted keep it on the books. They had made a commitment and they wanted to make good on it.

Making commitments and living up to them is something that permeates McCloskey’s origin story and makes it special. In fact, this commitment is something that McCloskey has infused into the company he founded. Oneview has a strong reputation as a company that listens to its customers and delivers on promises made. This is partly why their customers are such strong advocates.

McCloskey’s story begins as many Irish tales do, as a young man leaving his beloved home to seek his fortune abroad. In McCloskey’s case, his journey began with a commitment made to a dress-maker friend of his. He took five dresses designed by his friend with a promise to sell them in London. Armed with nothing more than determination to succeed, he sold those dresses to a local London fashion retailer, Next PLC and convinced them to let him have space in one of their stores in return for a percentage of his dress sales.

With no experience in either fashion or retail, McCloskey focused on listening to what customers wanted and then tried it. Eventually he found a winning formula and in short order, he grew the business from one location to several dozen. He hired staff, took care of marketing and worked with his dressmaker friend to ensure a steady supply of dresses for the sprawling retail operation. By the tender age of 22, he had 84 people working for him and he was selling dresses all over England.

Unfortunately, it all came to abrupt end in 1988 when his dressmaker friend decided to retire from the business in order to start a family. McCloskey wound down the operation and returned to Ireland.

Back at home, McCloskey became a successful sales executive at a telecommunications company that was later acquired by British Telecom. He then went on to co-found a company that ran Ireland’s first independent ATM networks because he thought people should be able to conveniently access their own money from any ATM. That company was acquired by Ulster Bank in 2004. Two years after that acquisition, McCloskey found himself in hospital for knee surgery and it was his experience that ignited the flame that would become Oneview Healthcare.

“They put me in a ward room after my surgery,” recalled McCloskey. “The room held 4 people in total and had just 1 TV. The biggest guy in the room had the remote so no one was going to argue with him about what to watch. So for three days I watched what he wanted to watch.”

During those three days, McCloskey began to take note of the odd and inefficient processes at the hospital. “I noticed that everything was paper based,” recounted McCloskey. “Whenever a nurse or doctor came in the room, they asked the same questions over and over. It became very repetitive. On top of that, I got woken up every morning at 6am when a lady from food services came in the room to hand us slips of paper with that day’s menu on it. We had to check what we wanted for breakfast, lunch and dinner and then the lady would collect all the papers. I would come back after physio and the lunch that I ordered would be on the tray and it would be cold because it had been sitting there for an hour. They hospital delivered the meals according to the kitchen’s schedule and not the patient’s schedule. Then after almost 4 days in the hospital, they gave me an A4 sheet of paper with some instructions on it and said ‘there’s your physio’ now off you go.”

Following his hospital stay, McCloskey found himself on a plane to New York City with his wife. With the less-than-stellar healthcare experience still fresh in his mind, McCloskey was pleasantly surprised by much better experience he had as an airline passenger – especially with the in-flight entertainment system. [Editor’s Note: It is never a good sign when the customer experience in the AIRLINE industry is superior to your own].

During that trip, McCloskey committed himself to bringing that same airline experience to healthcare and Oneview Healthcare was born.

It was here that his early experience selling dresses helped him. Once again, McCloskey found himself in an unfamiliar industry (healthcare) attempting to sell a product he knew very little about (patient entertainment systems). Taking a cue from his past, he started by finding out what customers actually wanted and then incorporating that into his offering.

One of the first organizations he showed the product to was Epworth HealthCare, the largest private hospital group operator in Australia’s state of Victoria. They were impressed, but had numerous suggestions to improve the product which the small Oneview team added to the product. This virtuous cycle repeated itself over and over as McCloskey continued to show the product to healthcare organizations around the world including: UCSF Mission Bay, Chris O’Brian Lifehouse and  Maimonides Medical Center.

Fast forward to the end of 2012. At this point Oneview was a company of eight and without any customers, McCloskey had to make a tough decision. The company needed an infusion of cash in order to ensure it could make the Christmas payroll. McCloskey went to his wife and explained the situation. Together they decided to sell both their cars and put the money in the company. His wife had just one condition – that when the company “made it” that she would get the car of her dreams. McCloskey agreed and the cars were sold quickly.

And then the call came.

Alan Kincade, CEO of Epworth HealthCare called McCloskey to ask him to come to Australia to make a last presentation to the selection committee who was looking at new patient entertainment systems. McCloskey flew down to Australia and met with the Epworth team. The product’s vastly improved feature set, which went well beyond a simple entertainment system, impressed the committee. After the presentation, Kincade asked to meet privately with McCloskey.

“At that meeting Alan told me that we had the best product he’d ever seen,” said McCloskey. “But before we could move forward, he wanted me to answer a few questions from their financial controller. At that point he invited Liz into the room and she asked me three questions which I answered as honestly as I could.”

“How many employees do you have?”

“Eight”

“What’s your revenue?”

“Our revenue is zero right now.”

“What’s your balance sheet look like?”

“Not that good actually. Right now we’re $5 Million in debt.”

According to McCloskey it was at that point that the controller turned to Kincade and said: “Honestly Alan you can’t sign a contract with a company from Ireland with eight people who are 5 million in debt.”

OOF.

But just when all hope seemed lost, Kincade said the magic words that would set Oneview on a path to success: “Mark, can you sort out your debt problem? If you can get back to me in 6 months and prove to me that you have the money and the balance sheet sorted out so that I can sign a contract for 5 years, I’ll do business with you.”

McCloskey committed to Kincade that he would.

The meeting happened on a Wednesday and by Friday McCloskey was home in Ireland getting ready with his wife for a dinner party with some friends. By cosmic coincidence, one of the other guests at the dinner party just happened to be a financier from Australia who helped companies raise capital. Over dinner, the two of them agreed to meet at the Oneview office on Monday.

During that meeting, McCloskey and his team impressed the financier who agreed to help Oneview raise money and restructure its debt. That financier was James Fitter, who is now Oneview’s Chief Executive Officer.

Together McCloskey and Fitter raised $8 Million from family, friends and angel investors. They bought back the company’s debt from the bank and in a few short months they got the balance sheet in order. A week after they completed the financing, the company inked its first deal – from Chris O’Brian Lifehouse in Australia. A week later, UCSF called to negotiate a deal.

“Joe Bengfort, CIO of UCSF Medical Center called me up and told me ‘You have a great product and you are one of two finalists’,” said McCloskey. “He then told us that the other company was installed in 40,000 beds compared to the zero that we had. Despite that, he let us know that we had won the contract because ‘UCSF has not gotten to where it is without making brave and bold decisions’”

To secure the deal, McCloskey had to make several commitments including: handing over Board of Director notes to Bengfort so that he could read about the technical direction and financial health of the company (something that Fitter had implemented as standard company practice earlier in the year) and to allowing a member of the UCSF team serve on the new customer advisory board for the Oneview product (which they did).

With these two new customers in the fold and having met the conditions outlined by Kincade at their last meeting, McCloskey returned to Epworth and signed the deal. In just a few months Oneview went from zero revenue to having three large hospital clients. It was just the boost the company needed.

Today, Oneview is a successful company with offices in Dublin (Global HQ), Chicago, Dubai, Melbourne and Sydney. The company recently announced a further global expansion with customers in Thailand and the rest of UAE.

As McCloskey told his story, I was struck by the number of times he was asked to make a commitment and was impressed by his effort to make good on those commitments. Whether it was a promise to sell a certain number of dresses, to address the company finances or to buy a car of his wife’s dreams, McCloskey never waivered in his commitment.

In this day and age, it is easy to make a verbal promise and even easier to break it. Verbal agreements simply do not have the heft they once did. To me it is rare and special to you hear a story like McCloskey’s – of promises made and kept.

Over this past year I have gotten to know a few members of the Oneview team and I can tell you firsthand that the company has a culture of living up to commitments. When they say they will do something, they do it. It’s not hard to trace this culture back to McCloskey. It is one of the reasons why the company is succeeding.

EPILOGUE: McCloskey did buy his wife the car of her dreams. He never did get around to replacing his vehicle and now uses Uber instead.

10 Useful Resources Shared at HMPS18

Posted on May 15, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

I recently had the opportunity to attend Healthcare Marketing & Physician Strategies Summit (#HMPS18) in Salt Lake City. This was my second time attending the conference and it was just as exciting and educational as my first experience

Consumerism and improving the patient experience dominated the conference with many sessions and exhibit booths dedicated to strategies, tactics and technologies that were designed to address the challenge of rising patient expectations. Many familiar names were exhibitors including: Lionshare, Stericycle Communication Solutions, Influence Health, ReviveHealth, MERGE Atlanta, Healthgrades, Tea Leaves, True North Custom, Evariant, and Hailey Sault.

There have already been some great summaries written about the conference. Most notably from:

Rather than write another summary I thought I would share some of the amazing resources that were shared during the conference – resources that I believe anyone in Healthcare that is involved in marketing or patient experience would find helpful.

One of the best resources was from Shawn Gross of White Rhino. In his session Shawn walked us through a “Micro-Moments of Patient Trust” journey map. This is about as succinct a map as you’ll find that captures the essential elements of a typical interaction with a non-chronic patient.

Amy Jose from Spectrum Healthcare Partners captured this enlightening chart from Cleveland Clinic that shows what social media channels they post to during the day. It wasn’t surprising to see that Facebook and Twitter dominate the chart, but what was a bit shocking was the frequency. Kudos to the Cleveland Clinic team for developing enough content to drive this level of social interaction.

One of the undertones of HMPS18 was that the role of Healthcare Marketers is changing. Instead of being just a master of traditional marketing tactics, leaders will be expected to be master scientists as well. The Marketer Scientist will need to mix data analysis, systems thinking and technology prowess along with storytelling, branding and leading change.

This slide captured by Meghan Lugo from Jennings is a great reminder to anyone in sale or marketing. My favorite is #5 – focus on helping not selling. When you help someone, you create a real connection. Connection leads to trusted relationships and relationships are the foundation for any sale. True for Health IT software and equally true for healthcare services.

While at the conference I had the opportunity to be one of three audience members for a podcast recording hosted by Reed Smith and Chris Boyer. Interesting insights on Facebook and healthcare’s new “digital front door” were shared by the podcast panelists: @dandunlop @tmoore634RN @AndrewDRainey and JK Loyd

Need help convincing senior management that you need to invest in service recovery? Check out these amazing comments from HCA patients that revised poor online reviews after the hospital made sincere efforts to make it right.

Linda McCracken shared a sobering slide about how much consumer experiences are influencing patient expectations – and rightfully so. I was surprised at how 45% of people will not travel more than 10 miles for routine care. Can anyone say tele-consults?

Another great share from Amy Jose, this time a slide full of stats on patient and consumer digital health usage.

One of the best sessions I attended at HMPS18 was this one with Renown Health CEO Tony Slonim MD @RenownCEOTonyMD and Chief Marketing Officer, Suzanne Hendrey @healthmktr. It was full of great tips and suggestions on how senior executives can engage with patient and the community in an authentic way that also helps drive towards the goals of the organization. Thankfully for those that couldn’t be there Dan Dunlop Periscoped the entire session.

Finally, there’s this video shared by Paul Griffiths friend and CEO of MedTouch. It’s not a resource per se, but it is a touching video that tells his personal story and what’s driving him to improve healthcare.

 

Investment in IT Infrastructure Needed to Power Healthcare Transformation

Posted on May 11, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

Genomics, artificial intelligence, chatbots and a host of other technologies are accelerating the transformation of healthcare from a paper-based system to a digital one. In order to power this transformation, IT infrastructure (storage, computational power, security, etc) needs to move from an implementation afterthought to the forefront of strategic planning. Windstream Enterprise is one company that is working closely with healthcare providers to ensure their IT infrastructure is ready for the challenges ahead and helping to put the infrastructure conversation front-and-center.

Windstream is part of the wave of companies that have successful track-records in other industries that are now bringing their solutions to healthcare. This wave is being led by technology giants like Amazon, Apple and Google. The moves they make in healthcare get a lot of attention and rightfully so. Check out the excellent coverage by Christina Farr over at MSNBC for more information.

Although I am intrigued by what the big tech companies are doing, what I truly find fascinating (and frankly inspiring) is the work of the hundreds of companies not named Amazon, Apple and Google. Windstream is one of the companies I have been interested in ever since I saw them at HIMSS17 and wondered “What is an Internet access provider doing in healthcare?”

Windstream was formed back in 2006 when Alltel spun off it’s landline business and merged it with VALOR Communications Group. Back then they provided 3.4 million access lines (telephone and internet connections) in 16 states. Over the years they have continued to grow through acquisition, expanding into fiber transport networks and fixed wireless. Windstream Enterprises, a division of Windstream, has had tremendous success helping clients in the retail and banking industries build and manage their technology infrastructure.

I recently had the chance to sit down with Windstream’s President and CEO, Tony Thomas and one of their clients, the University of Kentucky Healthcare (UK), to talk about why healthcare needs to continue to invest in good IT infrastructure.

You can watch the full recording of our conversation here:

Thomas sees a lot of similarity between the digital transformation happening in healthcare and the ones that swept through the financial services and retail sectors.

“When you look at the success we’ve had in retail and banking, and then you look at where healthcare is heading, the commonality is the push to technology,” explained Thomas. “You can see that technology is changing the way that healthcare gets done. There is a focus on the patient experience and cost transformation.” This same focus on improving customer experiences and reducing costs is what helped spur the adoption of cloud and other advanced technologies at banks and retailers.

One driver of technology adoption in healthcare is the higher expectations patients have of healthcare provider. These higher expectations are fueled by the prevalence of (and convenience of) consumer technologies that have made our lives so much easier: online shopping, online banking, booking appointments through our smartphones, etc.

In 2016, Deloitte released a study that compared consumer use of technology for health vs other aspects of their lives. Not surprisingly their findings showed that healthcare lagged behind.

I see the delta between the use of technology as a consumer vs as a patient as a demand gap. The more healthcare lags behind, the more demand patients will put on healthcare organizations to adopt technologies that mirror what they experience as consumers.

To close that gap, organizations have accelerated the implementation of technologies like chatbots, omni-channel communications, artificial intelligence and data analytics. However, when you couple these new technologies with the use electronic health records and advanced lab systems, the result is explosive data growth.

“Over the last two years we have generated over 1.2 Petabytes of pathology data,” noted Cody Bumgardner PhD, Assistant Professor of Pathology & Laboratory Medicine at the University of Kentucky Healthcare (a Windstream client). “Pathology is really the collection of different points of data: images, genomic & laboratory data. Digital Pathology is taking all that data, making it both operationally effective and ready for computational analysis – transforming it into something useful and actionable for clinicians. Pathology and pathological reports arguably provide the most actionable data in the patient record and it is relatively low-cost relative to other data sources.”

“As the number of health and wellness devices increases,” continued Bumgardner. “It means we will have to collect and analyze more and more data. You will need some solid infrastructure to allow that data to flow and you will need good computational power as close to the point of data generation as possible.”

Getting funds and resources to keep IT infrastructure up to date is not easy. Jan Bates, Director of Systems Operations at the University of Kentucky Healthcare summed it up succinctly: “It’s hard to get buy-in from executives because it’s not something they have a keen interest in discussing. In fact, many find it boring. You HAVE TO relate infrastructure back to the business. You have to answer the questions: What benefits will the organization realize? and What will the organization be able to do when the infrastructure is well maintained?”

The answer according to Windstream’s CEO Tony Thomas is nothing short of transforming the way healthcare is delivered: “We are really at an exciting time in healthcare. There are tons of new technologies emerging [like AI]. We’re going to need solid investments in the underlying infrastructure to support those technologies which will revolutionize the way healthcare is delivered.”

It gives me hope that companies like Windstream are bringing their extensive data and infrastructure management expertise from the banking sector to healthcare. Although healthcare is a unique industry, that doesn’t mean we are restricted to adopting solutions developed by healthcare insiders. We can (and should) leverage the best from other industries and adapt them to the unique aspects of healthcare.

“Given the opportunities we see in healthcare, we are increasing our investment here.” stated Thomas. “We think we can be a provider of choice for many healthcare organizations. In the end it’s all about the application of technology to solve problems in healthcare.”

Well said.

PX2018: The Line Between Patient Experience and Patient Engagement Continues to Blur

Posted on May 4, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

The 2018 Patient Experience Conference, #PX2018, hosted by The Beryl Institute, was a wholly different than previous incarnations. In prior years the central focus was squarely on patient experience. This year, there was significant emphasis placed on patient engagement and activating patients. It was a welcome change.

The Beryl Institute’s annual conference is one of the events I look forward to each year. It is a positive, upbeat, and reaffirming event that brings together healthcare professionals involved with improving patient experience. Attendees come from around the world including: Canada, UK, Sweden and Asia. This gives the event an international flavor and brings together many different perspectives on patient experience.

In 2004, I attended my first patient experience conference. Back then the event was organized and hosted by the Society of Healthcare Consumer Advocacy (SHCA) – a society within the American Hospital Association. In those days, the annual gathering was designed specifically for Patient Feedback professionals and Patient Advocates that worked inside hospitals. The event, was dominated by sessions about patient surveys (later becoming HCAHPS) and timely responses to patient complaints. For many years the annual SHCA event remained operationally focused.

In 2013, SHCA was integrated into The Beryl Institute and things began to shift markedly. Instead of an annual SHCA conference that was narrowly aimed at patient complaints, the new conference from The Beryl Institute was much broader and covered the whole of patient experience. The sessions became less operational and more strategic in nature. Words like “empathy” and phrases like “meeting patients where they are” became part of the hallway chatter.

Fast forward to 2018. “Patient Experience” has become an even broader term and perhaps slightly overused. All sorts of HealthIT companies and consulting firms now boldly state they are in the patient experience business. The term is now used to refer to everything from patient advocacy to patient rights to online reviews (and reputation management) to patient engagement/activation. As the definition has changed, so too has The Beryl Institute conference.

The first hint that something was different came when I scanned the program agenda a few weeks before the conference. There were several sessions that I did not expect to see:

  • Engaging Families and Teams in I-PASS to Improve Patient Safety and Experience
  • OpenNotes: Breaking Barriers, Changing Culture, Engaging Patients
  • Building Operational Capacity for Patient Engagement

I was also pleasantly surprised by the depth and breadth of vendors in the exhibit hall. Companies like OneView, TVR Communications, Relatient and eVariant each had demonstrations of products that educated patients, reminded patients about their care plans and directed patients to the most appropriate service line or physician based on an analysis of their needs. All of these capabilities are focused in the world of patient engagement yet judging by the busy traffic at these booths, it is clear that patient experience professionals are stakeholders and influencers for the purchase of those solutions.

Even consulting companies like Cast & Hue (who did a fun design-thinking exercise in their booth) talked about how they can help healthcare organizations build better processes and workflows to encourage more patient involvement.

I welcome the blurring between patient experience and patient engagement. Although it is possible to be good at one without the other, the goal should be to improve one alongside the other. To me, patient engagement is tangible and measurable – something which was becoming increasingly difficult to do in the world of patient experience pre-2010. I believe a good patient experience is a prerequisite to engaging patients in their care which leads to better outcomes – which is ultimately the goal we are all striving for.

UW Medicine, Valley Medical Center Reduces Medical Errors With Better Clinician Communication

Posted on April 20, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

Improving patient safety while simultaneously reducing clinician workloads, increasing efficiency and elevating the patient experience is an almost impossible task. Yet the team at University of Washington Medicine, Valley Medical Center found a way to do just that. Using a secure communications platform from Voalte, the Valley Medical Center team implemented processes that not only reduced the occurrence of pressure ulcers but also improved staff morale.

It is not obvious that improving the communication between patients, clinicians and administrators can lead to better outcomes, but for James Jones (BSN, MSN, NEA-BC), Vice President PCS & Nursing Operations at UW Medicine, Valley Medical Center, he believed it could:

“Being a nurse I realized that if you want patient care to be successful, better patient outcomes and improve the patient experience, you need to start with clinicians first. Without the clinicians, you cannot be successful. They are the entryway for the patient into the organization.”

Jones felt that by investing in clinicians and reducing their workload, they would have more time and energy to focus on improving patient experience as well as patient outcomes. To verify his theory and to gain buy-in from the organization, Jones and his team met with clinicians to ask what they wanted and how THEY would go about improving patient outcomes.

After many meetings, the Valley Medical Center team found that improving internal communications was high on everyone’s priority list. Many clinicians truly believed that better communication would lead to safer patient care – especially in the area of skin-integrity related adverse events (medical errors).

The impact of adverse events and medical errors on US Healthcare are staggering:

  • 10% of all US deaths, approximately 250,000 per year, are due to medical errors [1]
  • $20.8 Billion annually in additional (direct) healthcare costs [2]
  • $250 Billion annually in additional (indirect) healthcare costs [2]

One of the best ways to improve patient outcomes is to reduce the number of preventable adverse events. Pressure ulcers, skin wounds that are caused by sustained pressure on area of the skin – usually as a result of sitting or lying in the same position for long periods of time, are classified as a preventable adverse event.

“Prior to the implementation of Voalte there was a 10-step process to document and assess a pressure ulcer,” explained Jones. “With Voalte we were able to streamline the time and workflow related to pressure ulcers by 40%. Our Wound Care NRP is now able to be anywhere in the hospital and still be able to help patients and clinicians.” Something that would have been impossible with their legacy processes and communication technologies.

The streamlined process and improved communications not only improved patient outcomes, it also had an impact on staff morale and clinician burnout in two specific ways.

First, clinician workload is often cited as a leading cause of burnout. According to a JAMA study published last year, the 25% of physician that felt burnout cited the following contributing factors:

  • 1 percent felt their job environment led to symptoms of burnout
  • 1 percent felt a lack of time for documentation
  • 4 percent reported stress as a common factor
  • 1 percent reported spending time on electronic medical records (EMRs) at home was a significant contributor

When clinicians feel burnt out, it has an impact on patient safety. A Swiss study published in 2014 found a linkage between burnout and adverse events. The Agency for Healthcare Research and Quality (AHRQ) issued the following comment on the study:

The investigators propose that the linkage between burnout and safety is driven by both a lack of motivation or energy and impaired cognitive function. In the latter case, they postulate that emotionally exhausted clinicians curtail performance to focus on only the most necessary and pressing tasks. Clinicians with burnout may also have impaired attention, memory, and executive function that decrease their recall and attention to detail. Diminished vigilance, cognitive function, and increased safety lapses place clinicians and patients at higher risk for errors. As burned out clinicians become cynically detached from their work, they may develop negative attitudes toward patients that promote a lack of investment in the clinician–provider interaction, poor communication, and loss of pertinent information for decision-making. Together these factors result in the burned out clinician having impaired capacity to deal with the dynamic and technically complex nature of ICU care effectively.

Second, by reducing the occurrence of adverse events at Valley Medical Cetner, Jones and his team were helping to reduce clinician anxiety and improve mental health. A report published in 2007 measured the emotional impact on physician that were involved in an adverse event or near miss (adverse events that were caught BEFORE harm came to a patient). The findings were stark:

Source: The Emotional Impact of Medical Errors on Practicing Physicians in the United States and Canada

This study, combined with the prior body of work, shows that there is a “virtuous cycle of benefit” when it comes to burnout and adverse events. Reducing workload and improving morale means clinicians are less likely to feel burned out which in turn means they are less likely to be involved in an adverse event, which means they are less likely to suffer the deep negative emotions associated with medical errors…and round and round it goes.

The team at Valley Medical Cetner is beginning to reap the benefits of being in this cycle. By focusing on improving communications, streamlining documentation requirements and reducing skin-integrity related adverse events, they are directly impacting a key contributing factor to burnout.

“Our goal is to help make it easy for clinicians to do the right thing for patients,” said Jones. “Clinicians are on the front lines. It’s the job of IT to give them the tools and the resources they need to be successful.”

For Valley Medical Center, one of those tools was the Voalte Platform which simplifies care team communication and collaboration. Deployed through smartphones, the Voalte solution gives physicians, nurses and administrators a secure way to communicate via voice and text within the walls of the hospital – eliminating the need for pages over the PA system.

Jones disclosed that Valley Medical Center chose the Voalte Platform because they believed “it was the best platform to help clinicians” and that culturally the team at Voalte was the one most closely aligned to Valley Medical Center’s patient-first approach.

“Voalte was really great to work with,” Jones stated. “They helped us through the transition and through the change management process. They were there in the command center, working alongside us during the initial roll-out. That was huge. It really helped with buy-in and with addressing the small changes that came up during that roll-out.”

In the three months following the roll-out, Valley Medical Center saved more than $50,000 just on their Renal Respiratory Unit and their patient satisfaction scores climbed to the 99th percentile.

Better patient experience. Improved patient outcomes. Lower costs. Reduced workloads. Valley Medical Center has definitely scored a quadruple-win.

You can watch my interview with James Jones on the Healthcare Scene YouTube channel or the embedded video below.

Voalte is a proud sponsor of Healthcare Scene.

TigerConnect Successfully Rebrands in Just 9 Months

Posted on April 16, 2018 I Written By

Colin Hung is the co-founder of the #hcldr (healthcare leadership) tweetchat one of the most popular and active healthcare social media communities on Twitter. Colin speaks, tweets and blogs regularly about healthcare, technology, marketing and leadership. He is currently an independent marketing consultant working with leading healthIT companies. Colin is a member of #TheWalkingGallery. His Twitter handle is: @Colin_Hung.

Rebranding is not easy. Rebranding a well-established company that has become synonymous with a form of healthcare communication is even harder. Executing that rebrand in just 9 months while simultaneously preparing for healthcare’s biggest event – the annual HIMSS conference – is a near impossible task. Yet that’s what the team at TigerText, now TigerConnect, pulled off earlier this year.

At HIMSS18, TigerText became TigerConnect. Along with the new name came a new logo – albeit one with a clear homage to their company’s past. The new logo features a cleaner font style and a clever graphic element. If you look closely you will see that the graphic is four interlocking C’s which represent the company’s goal – Connected, Clinical, Communications, and Collaboration. The four colors are meant to represent the four different members of the care team: Doctors, Nurses, Allied Health Professionals, and Patients.

“The old brand was really about texting and compliance,” explained Kelli Castellano, Chief Marketing Officer for TigerConnect. “Not only was the word ‘text’ front and center, but our old brand also had a text box with a lock symbol as the main graphic. You couldn’t get more literal than that. When we first started, we were focused on being the best secure texting and compliance solution in the market. We sold to healthcare compliance officers and to CIOs. The TigerText brand personified that focus and it really served us well.”

But then in 2016, the company launched a new clinical workflow solution called TigerFlow.

“When we showed TigerFlow to prospects it was well received,” Castellano continued. “But people would leave the meeting wondering why their texting company was talking to them about clinical workflow. Worse, many clinicians were confused on being invited to a meeting with TigerText – a company they viewed as a technology infrastructure provider.”

By early 2017, after a few months of research and introspection, the team realized that the company name and brand was holding them back. It was simply too much to ask their target audience, which now included clinical decision makers like CMOs, CMIOs and CNOs, to see the company as anything more than a texting platform.

Castellano and the rest of the Marketing Team knew that rebranding the company would be risky. After all, hundreds of thousands of users click the TigerText logo each day on their phones to communicate securely with their peers. “TigerTexting” had even become a verb used by their customers to describe the act of sending messages through their system.

To gain buy-in and build internal momentum for a rebrand, Castellano asked her team to “do the research” and gather feedback from stakeholders including: customers, board advisors, partners and staff. They found there was consensus for changing the TigerText name.

After three months of work, Castellano and her team, with the support of Co-Founder and CEO, Brad Brooks, officially began the rebranding initiative.

It was now the end of spring 2017 and Castellano set an ambitious goal of launching the new brand at HIMSS18 – only 9 months away. “It was definitely an audacious goal,” admitted Castellano. “But we all knew that it just had to get done. Our Sales Team needed it. Our company needed it. We just had to move forward.”

Castellano allocated half of her ten person team to work on the rebrand while the other half worked on HIMSS18 pre-show marketing and building up their sales funnel. Everything came together and on March 6th the new brand was revealed.

CEO Brooks explained the new name this way: “Our new name – TigerConnect – allows us to clearly articulate the true value our solutions deliver. We connect care teams, existing data systems, and ultimately healthcare communities across a centralized and highly scalable clinical messaging platform. It is this real-time connection to data and people that dramatically improves the way healthcare organizations communicate to drive better results. We wanted that value to be reflected in our name and brand icon which are 4 interlocking C’s that represent Connected Clinical Communication and Collaboration.”

According to Castellano the reaction internally has been overwhelmingly positive. “We gave our staff a preview of the new brand in January. Everyone was very proud and happy with the new name. It was fresh and new, yet it still had a nod to our heritage and roots. Everyone felt that the new brand would allow us to better position the company and elevate the conversations we were having.”

“The reaction at HIMSS was also very positive,” noted Brooks. “The name change gave us the opportunity to talk about our story. We talked about where we had been and where we were going. It was really a lightbulb moment for visitors to the booth. We got a lot of ‘Aha…that makes sense’ comments.”

Having led three rebranding initiatives at three different companies, I applaud Castellano and her team for achieving their goal in such a short time frame. To do it on top of preparing for HIMSS is simply incredible.

It will be interesting to track the growth of TigerConnect in the years to come to see if the rebrand helps the company reach its desired financial results.