At HIMSS10, Dr. Eric Fishman speaks with Jeff Donnell, Chief Marketing Officer for NoMoreClipboard.com, which offers an online personal health record. Mr. Donnell discusses that NoMoreClipboard.com’s focus is on consumer, and the company strives to make it easy to aggregate, manage, and share personal health information. NoMoreClipboard.com has also been built with the clinician in mind, as it can integrate into clinicians’ workflows with and without an EHR. Dr. Fishman and Mr. Donnell close by discussing how NoMoreClipboard.com can work with Google Health, Microsoft HealthVault, and even EHR products.
Dr. Eric Fishman: This is Dr. Eric Fishman for EHRtv and today we have the pleasure of speaking with Jeff Donnell, Chief Marketing Officer for NoMoreClipboard. Jeff, thank you for taking your time at this very busy HIMSS10 meeting. Tell us about NoMoreClipboard if you would and I'm going to give you some more detailed questions in a moment but just an overview of the company and how it came to be.
Jeff Donnell: Sure. NoMoreClipbord is online personal health record. The company was started back in about 2003 and actually took an EMR system developed for a clinical practice, put a consumer friendly front end on it and turned off a whole bunch of functionality that consumers are probably not ready for. Our focus is to certainly focus on the consumer and to make it easy for them to be able aggregate, manage and share their personal health information but also we put the clinician in mind when we thought about building the product so that we make it easy for the patient to share data so that it integrates into existing clinical work flow.
Dr. Eric Fishman: You explained to me a few moments ago that you can interface with a physician's office forms themselves so that, with agreement, you can even have your patient's data populate your physician's customized office forms. Explain how that works.
Jeff Donnell: Yes, one of the things we recognize is that while the Holy Grail is for all of this to be electronic, and at that's what we're doing here at HIMSS --
Dr. Eric Fishman: It’ll be a few years.
Jeff Donnell: --it will be and right now you've got about 80 percent of your physician practices that are still using paper forms. So rather than simply delivering the data on our forms, we can actually deliver it on the specific registration forms used by the practice so that they don't really have a big change in their work flow. In fact, they get their own form, but it's going to be more legible, accurate and complete than the same form filled out in the waiting room.
Dr. Eric Fishman: Jeff, if you would, tell us about some notable milestones you've had in the last year.
Jeff Donnell: The one that we like to talk about has to do with a tremendous adoption story at Indiana University. Quite often one of the knocks you hear about PHRs is, well, what's the adoption? Are people really using it? We put in a branded portal for Indiana University's main Bloomington campus last spring and over the summer we promoted it to incoming freshman students. As a result, more than 40 percent of the incoming freshman class voluntarily created a PHR before they arrived on campus. Since arriving on campus more than half of those students have used the PHR to share data electronically with the student health center.
Dr. Eric Fishman: That's pretty impressive.
Jeff Donnell: It is. It's fantastic and we attribute it to two things. Part of it is college students who certainly want to conduct all of their business online and they can't understand why you would still do this on paper but also helicopter parents who when they send their sons and daughters off to school they want to make sure that they're well armed and well equipped and they have the best of everything. You put those two things together and what we're learning is that the college and university segment is perhaps the future of PHRs and that's where it's going to start.
Dr. Eric Fishman: Now, we've heard of obviously Microsoft and Google both have PHRs and I understand that yours can be used in conjunction with that as a front end. Explain how that would work.
Jeff Donnell: We actually have been collaborating with both Google Health and Microsoft HealthVault from the time they launched their products. It's very easy to go in and create a linkage between a Google Health or a Microsoft HealthVault account and NoMoreClipboard and exchange data. We all bring a little something different to the party. For example, for many patients who might have a HealthVault account and when it comes time to share that data with their physician, who maybe has a paper based practice, they don't have an easy way to get it out of HealthVault into that doctor's hands so the doctor can use it. That's where we come in. The patient brings the data into NoMoreClipboard and then we take care of delivering it to their physician.
Dr. Eric Fishman: Very good. And I understand another business model if you will is that you can be a back-end patient portal for an EHR that may not have that functionality.
Jeff Donnell: Exactly.
Dr. Eric Fishman: And just to further that, please discuss if you would, the e-prescribing, the appointment scheduling, et cetera.
Jeff Donnell: One of the things that we're doing is we're partnering with EMR vendors who want to be able to offer, not just the patient portal view into the EMR but actually want to provide their physician practices who want their patients to have a portable PHR. So in this case, we can create branded portals for a physician practice so that the patient can create a PHR and use it for registration and send their data to the practice and then it will come in to their EMR. We've actually developed an online tool set to be able to compare and reconcile data from the patient with data that might be in the clinical system. In addition, once you establish that secure connection between the patient and the practice, you enable things like online appointment requests, prescription refill requests --
Dr. Eric Fishman: Billing.
Jeff Donnell: -- online bill payment. All those sorts of things and that's all part of the portal experience that we bring to our EMR partners.
Dr. Eric Fishman: Is it fair for me to ask you the names of a few of those EMRs that you're already incorporated with?
Jeff Donnell: Sure. We work with a company called Medical Informatics Engineering, we work with a company called Sevocity, a company called NuMedics which is a diabetes specific PHR, with Workflow.com and then while we're here at HIMSS, we're actually setting up relationships with about a half dozen other EMR companies.
Dr. Eric Fishman: Great. What are you showcasing at HIMSS in particular?
Jeff Donnell: The primarily focus at HIMSS it talking about our ability to help physician practices and hospitals and health systems who are looking to check off that patient and family engagement box that's part of the Meaningful Use criteria. We actually have a product that is off-the-shelf able to accomplish that we've already successfully deployed with physician practices in a number of hospitals and health systems around the country. That's where we're getting the most interest at this conference.
Dr. Eric Fishman: I would think so. We might mention too PHRs, NoMoreClipboard, how many do you think there are in this space?
Jeff Donnell: You know, it's funny. I did an intense competitive review about a year and a half ago and there were close to 200.
Dr. Eric Fishman: But there's fewer.
Jeff Donnell: Yes, there are fewer now and part of it is many of those PHRs were started as sort of one trick ponies by people who maybe had a family member that was in a car accident and said, "I've got to find a way to solve this. I've got to make it easy for someone's information to be accessible by emergency providers." Well meaning but quite often they didn't understand CCD and CCR and interoperability and all of those things. We've unfortunately seen a lot of competitors fall by the wayside, especially in the last 12 months.
Dr. Eric Fishman: How many do you think are left at this moment?
Jeff Donnell: You know, there are probably between 50 and 75. I would say there are maybe a half dozen of us that are serious players.
Dr. Eric Fishman: That are viable.
Jeff Donnell: Yes. We actually want to see this category thrive and we hate to see competitors go away because right now it's still a new and emerging category but things are changing. Whereas three years ago at HIMSS the conversation was, "Now, what's a PHR and why would I want one?"
Dr. Eric Fishman: Well, two years ago Google Health was announced at HIMSS.
Jeff Donnell: Right, right. So now the conversation is we know we need this, help us put one in place.
Dr. Eric Fishman: I was actually speaking with one of those large company PHR representatives and they mentioned that the more companies, just like you said, that are doing this the better at this point and time because it does get the word out that this is something that people should be interested in.
Jeff Donnell: Absolutely. We’re still trying to build the category. We don't have to worry competing with one another right now, we need to educate consumers and the health care community on the value of this technology.
Dr. Eric Fishman: Well, Jeff, it's been a pleasure and I thank you very much for chatting with me.
Jeff Donnell: Thank you very much.
Dr. Eric Fishman: This is Dr. Eric Fishman. We’ve been speaking with Jeff Donnell, Chief Marketing Officer for NoMoreClipboard. Thank you.