showcase2010+-+marketing


 * Showcase Marketing.**

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The showcase will consist of:

(1) Two examples of Person Controlled Electronic Health Record implementation regions, implemented using IHE’s Cross Enterprise Document Share (XDS) representing: 1. A regional – West Vic 2. A state wide implementation – South Australia The period covered with be 2012 to 2015. The patient (selected from one of the group attending the demonstration) will have data entered by vendors in SA-XDS representing major healthcare encounters during this period of life while living in Adelaide in 2012-2014. The patient has moved to live near the family in Ballarat when health deteriorates and coordinated care is required. This demonstration will follow this patient journey and show how the healthcare record can be built up and then used when needed to support patient care in an episode of major illness.

(2) Implementation of the NEHTA/Standards Australia Secure Message Delivery Profile.

" For the sixth consecutive year, the IHE Interoperability Showcase will be held as part of the HISA event. Located centrally in the exhibition hall, the Showcase will allow vendors to demonstrate interoperablity capabilities of their products to conference attendees. IHE Australia has increasingly gained attention in recent months on account of its work with the conformance testing of the Secure Message Delivery specification, which will be on display at the event. The announcement of a national program for the patient controlled health record, begs the question of how could this be delivered technically and operatoinally in the 2 year timeframe. The Showcase will focus also on the capacity of the IHE Cross Enterprise Document Share (XDS) and Imaging (XDS-I) profiles to"open the batting" for patient healthcare records.The showcase is using technology and models that are already implemented by many different companies and used in many overseas countries." (PULSE IT - July 2010) = = =**Showcase Objectives:**=

1. For Consumers:
To see in a real time demonstration, with themselves potentially as "the patient", how a consumer centred ongoing health record can be delivered and what benefits they can gain in terms of improved healthcare, and capacity to participate in their own healthcare management

To consider what is meant by "consumer or patient controlled". In this scenario we will demonstrate that healthcare information can:
 * remain with their providers (unlil needed - it does not have to be brought together in a central record system as the locations of the information can be made known to the patient or their healthcare providers)
 * sensitive information can be flagged at the patient request, resulting in higher security and access control methods.
 * can be accessed and added to by the patient themselves (using their Personal Health Record System)
 * only be accessed (under" local rules"). by healthcare practitioners authorised, using a "just in time" consent model which allows patients to appreciate the relevance and value of authorising this access, as it applies in a real healthcare situation.
 * is compatible in future with other models such as patient held cards or patient held media (e.g. USB thumbdrives)

To demystify the underlying technology underlying and see how it is similar to other other commonly available secure internet services.

2. For Healthcare Professionals
The Showcase provides a patently real example of a demonstration or model healthcare system showing how common services such as GPs, specialists, community health services, pathology, radiology, and hospitals can provide access to existing health records such as discharge summaries, referrals, care plans, lab and radiology results, and potentially prescription records. Putting themselves in the place of the showcase healthcare professional "actors", this removes the technology from the realm of the hypothetical to the here and now.

To see what additional value, at no additional time costs, can be achieved by using existing local information systems linked to the patient record "Grid".

The consent model is as simple as checking with the patient each time, or gaining ongoing consent, to look up the "index" of external records and selecting the relevant information using a point and click.

3. Health Policy and Administrators
To understand that the IHE model of the patient centred EHR, is not a product but a set of "architectural building blocks" that are being currently used in many parts of the world to deliver more effective and efficient healthcare.

This model is not the "holy grail" and is not "all things to all men". It is a pragmatic and functional model that can be implemented by vendors now. It has strengths and limitations, and while not offering all the features of fully integrated shared health record, it provides access to information that is available now and in formats that are available now. The model is very similar to current information sharing based on paper and the current generation of point to point healthcare messaging.

The IHE profiles can support a flexible and scalable approach to shared EHR program development based on a choice of local, regional or national models (or combination thereof). Starting in 2004 and being added to each year with new profiles, IHE's XDS has demonstrated it can grow as user sophistication and requirements emerge.

The profiles are open, free of charge, based on international and if need-be local standards, multi-vendor, conformance tested and already implemented, and backed by major healthcare and heath IT organisations in Australia. Implementation can be based on a market drivien model, top down strategy or a combination of both.

There is an inclusion and upgrade pathway for existing technologies. While national services such as patient identifiers and provider identifiers are not required for the initial local implementations of IHE's XDS, these services once available can be integrated and support additional functionality. The NEHTA Healthcare Identifier (person) can be immediately integrated with XDS.

The risks inherent in such leading edge programs are reduced by removing many of the technical implementation issues, leveraging existing industry capability, and to support the focus to occur on business and funding models and governance.

The costs involved in the technology can be quantified, once the delivery model is specified, provided that the solutions are based on the profiles and products built on them - few countries can afford the cost or risk of a "blank page" approach to requirements or solutions in the shared health-record space.

4. Health IT Vendors
1. For vendors to be seen by potential customers and industry thought leaders as an IHE player and committed to real interoperability. Increasingly customers are requesting or indicating that they value IHE conformance in RFTs. Vendors identify their products IHE conformance with formal statements Participation in the Showcase provides either a point of entry into major industry exhibitions or a second presence to back up another marketing presence..

5. IHE
IHE can be seen as an effective model for linking users, vendors, standards makers and healthcare policy. No group owns the process, and all can contribute.

To market the IHE profiles themselves to potential health industry users. Unless IHE profiles are requested and their value understood then the effort of vendors in creating, testing and implementing will have a reduced impact.

To market the IHE process and the vendors who participate. IHE wants to form collaborations with funding and policy bodies to ensure that IHE and its members (vendor and healthcare industry associations) are seen as being able to deliver both technically and cost effectively.


 * The key message we want to deliver in 2010 are that IHE and its profiles have immediate application in Australia (as they do elsewhere) and deserve serious consideration in the rollout of the national Patient Centred EHR program..**

Message components include:

· Longitudinal health record sharing can be achieve now with existing technology (XDS), in a multivendor, open standards and internationally compatible process.

· With the ability to transform from HL7 v2 and OpenEHR to HL7 CDA format, IHE XDS, supported if needbe by interface engines, is able to leverage existing investments and support legacy systems.

· The patient is at the centre of this record and patient control can be achieved in various ways, through access permission agreements, patient ability to read and contribute records through their personal health record application (if desired), and potential to review the audit trail of access to their records.

· Radiology images can also be delivered using the XDS (imaging) platform, supporting the move to digital imaging and access to images across the public/private and private/private divides.

· Different document types can be supported – separation of the data format from the delivery technology and scalable platform. IHE provides a common platform for delivery of different health payloads (discharge summaries, reports, patient summaries) and workflows (including eventually e-referrals, e-scripts, e-test requests, care coordination)

· The XDS approach can be federated to allow interaction between different regional implementations/ (XUA). This supports a gradual uptake, regional focus initially if required, while providing a common architectural framework that means that early implementations of shared health records can be integrated at a later date.

· With the move in time to use structured data, there is the potential for summary views eg. Allergies and alerts, problem lists, medication lists to emerge from the data held in XDS form. This type of data will also support public health and research needs.

· IHE profiles are scalable and build on work already done. New features are added annually.

· IHE scheduled workflow shows how IHE can benefit business workflow and integration of systems at the departmental level.

The audience will vary between the different showcases:


 * || HIC || Health-e-Nation || RANZCR annual meeting ||
 * Health professionals || +++ || + || ++++ (radiology) ||
 * Health service administrators || +++ || ++ || ++ ||
 * Policy advisors/bureaucrats || ++ || ++++ || + ||
 * Vendors || +++ || + || +++ ||
 * Consultants || ++ || + || + ||
 * International guests || ++ || + || + ||
 * Academics || ++ || + || + ||

It is agreed that marketing is a key effort for 2010: