6 Cusomter Journey Carefxpptx

Bringing it all together
Dr. Lee Erickson

IST237 Digital Entrepreneurship
Buyer Perspective Model
Interviewed current customers and analysts.

Asked questions around 4 main areas.
My Role
My Goal
My Decision
Others Opinion
My Jobs
My Challenges
My Motivations
My Decisions
I am the Thinker
I am the chief
visionary
My Role
Strategic problem
solver
In this
position
I am an internal
consultant
People look to me
for answers
I bring technology
in line with our
organizations
goals
Help others leverage

technology to find
To find innovative
solutions
technology that
make innovation
happen
IT consultant
To provide solutions for

integration between
physicians
I create a bridge between

technology and
application
Responsible for
integration
I expand the
typical
infrastructure
I bring together
the thinkers
I enable
technology to
flourish
Cat herder
To align the
physicians
I bring a global
perspective
I set the standard
I guide decisions
on solutions
A thought leader
on what strategy
should be
Unifier of
disparate groups
I am a CIO who is
a physician
Physician first
HIO second
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
3
I am the Thinker
I am the chief
visionary
My Role
Strategic problem
solver
In this
position
I am an internal
consultant
People look to me
for answers
I bring technology
in line with our
organizations
goals

technology to find
To find innovative
solutions
technology that
make innovation
happen
IT consultant

integration between
physicians

technology and
application
Responsible for
integration
I expand the
typical
infrastructure
I bring together
the thinkers
I enable
technology to
flourish
Cat herder
To align the
physicians
I bring a global
perspective
I set the standard
I guide decisions
on solutions
A thought leader
on what strategy
should be
Unifier of
disparate groups
I am a CIO who is
a physician
Physician first
HIO second
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
4
Unifier of
disparate groups
My Role
I am a strategic leader
I bring together
the thinkers
In this
position
To align the
physicians
I guide decisions
on solutions
I am an internal
consultant
I bring technology
in line with our
organizations
goals

technology to find
To find innovative
solutions
technology that
make innovation
happen
IT consultant

integration between
physicians

technology and
application
Responsible for
integration
I expand the
typical
infrastructure
Cat herder
I enable
technology to
flourish
I am a CIO who is
a physician
Physician first
HIO second
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
5
Unifier of
disparate groups
My Role
I bring together
the thinkers
In this
position
To align the
physicians
I guide decisions
on solutions
I am an internal
consultant
I bring technology
in line with our
organizations
goals

technology to find
To find innovative
solutions
technology that
make innovation
happen
IT consultant

integration between
physicians

technology and
application
Responsible for
integration
I expand the
typical
infrastructure
Cat herder
I enable
technology to
flourish
I am a CIO who is
a physician
Physician first
HIO second
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
6
My Role
I align and bring

others together
In this
position
I guide decisions
on solutions
I am an internal
consultant
I bring technology
in line with our
organizations
goals

technology to find
To find innovative
solutions
technology that
make innovation
happen
IT consultant

integration between
physicians

technology and
application
Responsible for
integration
I expand the
typical
infrastructure
I enable
technology to
flourish
I am a CIO who is
a physician
Physician first
HIO second
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
7
My Role
I align and bring

others together
In this
position
I guide decisions
on solutions
I am an internal
consultant
I bring technology
in line with our
organizations
goals

technology to find
To find innovative
solutions
technology that
make innovation
happen
IT consultant

integration between
physicians

technology and
application
Responsible for
integration
I expand the
typical
infrastructure
I enable
technology to
flourish
I am a CIO who is
a physician
Physician first
HIO second
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
8
My Role
I align and bring

others together
In this
position
I am a CIO who is
a physician
I ensure technology supports our

goals and our people
Physician first
HIO second
integration between
physicians
Responsible for
integration
I expand the
typical
infrastructure
I enable
technology to
flourish
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
9
My Role
I align and bring

others together
In this
position
I am a CIO who is
a physician

Physician first
HIO second
integration between
physicians
Responsible for
integration
I expand the
typical
infrastructure
I enable
technology to
flourish
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
10
10
My Role
I align and bring

others together
In this
position

I am a physician

integration between
physicians
Responsible for
integration
I expand the
typical
infrastructure
I enable
technology to
flourish
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
11
11
My Role
I align and bring

others together
In this
position

I am a physician

integration between
physicians
Responsible for
integration
I expand the
typical
infrastructure
I enable
technology to
flourish
To help physicians
exchange data
To improve the
caregiver
experience
I unify information
without moving
patient data
I take calculated
risks
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
12
12
My Role
I align and bring

others together
In this
position

I am a physician
To improve the
caregiver
experience
I integrate and enable

data exchange between
physicians
I take calculated
risks
I expand the
typical
infrastructure
I enable
technology to
flourish
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
13
13
My Role
I align and bring

others together
In this
position

I am a physician
To improve the
caregiver
experience

physicians
I take calculated
risks
I expand the
typical
infrastructure
I enable
technology to
flourish
I am an architect
I am in charge of
the systems
I assist with
funding
My job is to
educate internally
14
14
My Role
I align and bring

others together
In this
position

I am a physician
To improve the
caregiver
experience

physicians
I take calculated
risks
Im in charge of
our technology
infrastructure
I assist with
funding
My job is to
educate internally
15
15
My Role
I align and bring

others together
In this
position

I am a physician
To improve the
caregiver
experience

physicians
I take calculated
risks
Im in charge of
our technology
infrastructure
I assist with
funding
My job is to
educate internally
16
16
My Role
I align and bring

others together
In this
position

I am a physician
My solutions must
improve the
caregiver
experience

physicians
I take calculated
risks
Im in charge of
our technology
infrastructure
I assist with
funding
My job is to
educate internally
17
17
My Goal
To revolutionize the
healthcare sector
Personal
aspirations
To change the
way healthcare is
provided
To find solutions
wed never have
thought of 5 years
ago
For my organization
to be a leader not a
follower
To be the preeminent
I want to make it
leader in healthcare and
happen (the
I want to be an
healthcare technology
vision)
I want to be
industry leader in
recognized for
healthcare
To support goals of
successful
efforts
information
organization and make
it successful
To make
I have an
I want to make a
To improve
healthcare more
opportunity to help
difference
efficiency
efficient
To provide healthcare
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait
To advance and totally

transition services offered in
underserved areas
To deliver on Bushs
health info exchange
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To help take us to
the next level
To connect patient
records to
caregiver fast
To deliver technology
that solves problems
To make systems
seamless to
physicians
To be able to go seamlessly
between our clinical systems
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
18
To get money for

the hospital18
My Goal
To revolutionize the
healthcare sector
Personal
aspirations
To change the
way healthcare is
provided
To find solutions
wed never have
thought of 5 years
ago
For my organization
follower
I want to make it
happen (the
I want to be an
vision)
I want to be
industry leader in
recognized for
healthcare
To support goals of
successful
efforts
information
it successful
To make
I have an
I want to make a
To improve
healthcare more
opportunity to help
difference
efficiency
efficient
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To help take us to
the next level
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
19
To get money for

the hospital19
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
For my organization
follower
I want to make it
happen (the
I want to be an
vision)
I want to be
industry leader in
recognized for
healthcare
To support goals of
successful
efforts
information
it successful
To make
I have an
I want to make a
To improve
healthcare more
opportunity to help
difference
efficiency
efficient
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To help take us to
the next level
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
20
To get money for

the hospital20
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
For my organization
follower
I want to make it
happen (the
I want to be an
vision)
I want to be
industry leader in
recognized for
healthcare
To support goals of
successful
efforts
information
it successful
To make
I have an
I want to make a
To improve
healthcare more
opportunity to help
difference
efficiency
efficient
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To help take us to
the next level
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
21
To get money for

the hospital21
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
I want my organization to
be a leader
I want to make it
happen (the
I want to be an
vision)
I want to be
industry leader in
recognized
for
healthcare
To support goals of
successful
efforts
information
it successful
To make
I have an
I want to make a
healthcare more
opportunity to help
difference
efficient
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To improve
efficiency
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
22
To get money for

the hospital22
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make it
happen (the
I want to be an
vision)
I want to be
industry leader in
recognized
for
healthcare
To support goals of
successful
efforts
information
it successful
To make
I have an
I want to make a
healthcare more
opportunity to help
difference
efficient
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To improve
efficiency
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
23
To get money for

the hospital23
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
To make
healthcare more
efficient
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To improve
efficiency
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
24
To get money for

the hospital24
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
To make
healthcare more
efficient
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To improve
efficiency
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
25
To get money for

the hospital25
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
I want to improve efficiency of
healthcare
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
26
To get money for

the hospital26
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
to those who cant
afford it
Ensure patient is
in the center and
shouldnt have to
wait

underserved areas
To deliver on Bushs
To help providers
take better care of
patients
To improve the
quality of care
To improve the
environment for
patient care
To make info
accessible to
clinicians, bring
them closer
together
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
27
To get money for

the hospital27
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
I want to provide
healthcare to all in
need
Ensure patient is
in the center and
shouldnt have to
wait
To improve the
quality of care
To improve the
environment for
patient care
To deliver on Bushs
To help providers
take better care of
patients
To make info
accessible to
clinicians, bring
them closer
together
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
28
To get money for

the hospital28
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
I want to provide
need
Ensure patient is
in the center and
shouldnt have to
wait
To improve the
quality of care
To improve the
environment for
patient care
To deliver on Bushs
To help providers
take better care of
patients
To make info
accessible to
clinicians, bring
them closer
together
To connect patient
records to
caregiver fast
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
29
To get money for

the hospital29
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
I want to provide
need
I want to improve
quality of care for
patients
To make info
accessible to
clinicians, bring
them closer
together
To connect patient
records to
caregiver fast
To deliver on Bushs
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
30
To get money for

the hospital30
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
I want to provide
need
I want to improve
quality of care for
patients
To make info
accessible to
clinicians, bring
them closer
together
To connect patient
records to
caregiver fast
To deliver on Bushs
To make systems
seamless to
physicians
and imaging systems
To get info to the

right person at the
right time
To make it work
for our clinical
staff
31
To get money for

the hospital31
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
I want to provide
need
I want to improve
quality of care for
patients
To connect clinicians with

the right info when they
need it
To deliver on Bushs
To make systems
seamless to
physicians
and imaging systems
To make it work
for our clinical
staff
32
To get money for

the hospital32
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
I want to provide
need
I want to improve
quality of care for
patients

need it
To deliver on Bushs
To make systems
seamless to
physicians
and imaging systems
To make it work
for our clinical
staff
33
To get money for

the hospital33
I want to change
healthcare as we
know it
My Goal
Personal
aspirations
be a leader
I want to make an
impact
healthcare
I want to provide
need
I want to improve
quality of care for
patients

need it
To deliver systems that

are seamless to
physicians
To deliver on Bushs
34
To get money for

the hospital34
Its critical to patient care can mean life or death
My
Decision
Enables physicians to
make the right
decision
Views on
solution
Huge enabler
Makes disparate
information available
at physicians
fingertips
A Health Info
Exchange tool
Allows physicians to
make quick decisions
without searching for
data
Connects stakeholders
with the right
information at the right
time
Must make info

available to any
provider anytime
Interoperability accessing information

and communicating
Health Information
Exchange
Provides user access

and workflows
Clinical Information
Portals
Physician Portal
Integration
engine/Interface engine
Brings disparate
systems together the whole meal
Customer Portal
Integration of
disparate information
systems
Shows what we can

accomplish - can only
imagine 5 years from
now
Helps us realize our
vision
Depends on what
kind of market youre
in that determines
what solution to buy
Requires strategic
understanding of our
goals to be effective
Solves frustrations for

physicians
Makes it easy for physicians
who dont go further than 3
clicks
The opportunity for a
single sign-on
The ability to provide
ease of operation
Clinical systems
integration
Huge integrator
35
35
My
Decision
make the right
decision
Views on
solution
Huge enabler
Makes disparate
at physicians
fingertips
A Health Info
Exchange tool
data
with the right
time
Must make info

available to any
provider anytime

and communicating
Health Information
Exchange

and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems
Shows what we can

now
vision
Depends on what
in that determines
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
36
36
My
Decision
make the right
decision
Views on
solution
Huge enabler
Makes disparate
at physicians
fingertips
A Health Info
Exchange tool
data
with the right
time
Must make info

available to any
provider anytime

and communicating
Health Information
Exchange

and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems
Shows what we can

now
vision
Depends on what
in that determines
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
37
37
My
Decision
It enables better, faster

decision making
Views on
solution
Makes disparate
at physicians
fingertips
A Health Info
Exchange tool
with the right
time
Must make info

available to any
provider anytime

and communicating
Health Information
Exchange

and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems
Shows what we can

now
vision
Depends on what
in that determines
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
38
38
My
Decision

decision making
Views on
solution
Makes disparate
at physicians
fingertips
A Health Info
Exchange tool
with the right
time
Must make info

available to any
provider anytime

and communicating
Health Information
Exchange

and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems
Shows what we can

now
vision
Depends on what
in that determines
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
39
39
My
Decision

decision making
Views on
solution
Makes disparate
at physicians
fingertips
A Health Info
Exchange tool
with the right
time
Must make info

available to any
provider anytime

and communicating
Health Information
Exchange

and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems
It helps us realize our

vision
Depends on what
in that determines
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
40
40
My
Decision

decision making
Views on
solution
Makes disparate
at physicians
fingertips
A Health Info
Exchange tool
with the right
time
Must make info

available to any
provider anytime

and communicating
Health Information
Exchange

and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems

vision
Depends on what
in that determines
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
41
41
My
Decision

decision making
Views on
solution

vision
Depends on what
in that determines
It connects caregivers
with the information
they need

and communicating
and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
42
42
My
Decision

decision making
Views on
solution

vision
Depends on what
in that determines
they need

and communicating
and workflows
Portals
Physician Portal
Integration
Brings disparate
Customer Portal
Integration of
systems
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
43
43
My
Decision

decision making
Views on
solution

vision
Depends on what
in that determines
they need

and communicating
and workflows
Its a portal
Integration
Brings disparate
Integration of
systems
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
44
44
My
Decision

decision making
Views on
solution

vision
Depends on what
in that determines
they need

and communicating
and workflows
Its a portal
Integration
Brings disparate
Integration of
systems
Requires strategic

physicians
clicks
single sign-on
ease of operation
Clinical systems
integration
Huge integrator
45
45
My
Decision
Views on
solution

decision making

vision
Depends on what
in that determines
they need

and communicating
and workflows
Its a portal
Requires strategic

physicians
clicks
single sign-on
ease of operation
It integrates disparate
information
46
46
My
Decision
Views on
solution

decision making

vision
Depends on what
in that determines
they need

and communicating
and workflows
Its a portal
Requires strategic

physicians
clicks
single sign-on
ease of operation
information
47
47
My
Decision
Views on
solution

decision making

vision
Depends on what
in that determines
they need

physicians
It enables better
workflow
Its a portal
Requires strategic

clicks
single sign-on
ease of operation
information
48
48
My
Decision
Views on
solution

decision making

vision
Depends on what
in that determines
they need

physicians
It enables better
workflow
Its a portal
Requires strategic

clicks
single sign-on
ease of operation
information
49
49
My
Decision
Views on
solution

decision making

vision
It must align with our

individual needs
they need

physicians
It enables better
workflow
Its a portal

clicks
single sign-on
ease of operation
information
50
50
My
Decision
Views on
solution

decision making

vision

individual needs
they need

physicians
It enables better
workflow
Its a portal

clicks
single sign-on
ease of operation
information
51
51
My
Decision
Views on
solution

decision making

vision

individual needs
they need
It enables better
workflow
It simplifies access to
information for caregivers
Its a portal
information
52
52
My
Decision
Views on
solution

decision making

vision

individual needs
they need
It enables better
workflow
information for caregivers
Its a portal
information
53
53
My
Decision
Views on
solution

decision making

vision

individual needs
the information
caregivers need
It enables better
workflow
Its a portal
information
54
54
What I do is important to
driving the hospitals future
Their
Opinion
Im clinically
oriented
I am an innovator
I build the vision
What others
think of me
Im strategic
and critical
Im strategically
important
They wish theyre were

more like me
I chair and lead

committees
People see our

infrastructure as a
constraining factor
I bring together
thinkers and create
new ideas
My experience as a
physician adds
credibility
I am doing some
really cool stuff with
technology
I cant deliver everything
they want
Technology is
hard, long,
and painful
Some things seem

insurmountable
Im trying to solve
problems
Im
passionate
I do a heck of
a job
I am passionate
about what I do
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
55
55
What I do is important to
driving the hospitals future
Their
Opinion
Im clinically
oriented
I am an innovator
I build the vision
What others
think of me
Im strategic
and critical
Im strategically
important
They wish theyre were

more like me
I chair and lead

committees
People see our

infrastructure as a
constraining factor
I bring together
thinkers and create
new ideas
My experience as a
physician adds
credibility
I am doing some
technology
they want
Technology is
hard, long,
and painful
Some things seem

insurmountable
Im trying to solve
problems
Im
passionate
I do a heck of
a job
I am passionate
about what I do
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
56
56
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
I chair and lead

committees
People see our

infrastructure as a
constraining factor
Im clinically
oriented
My experience as a
physician adds
credibility
I am doing some
technology
they want
Technology is
hard, long,
and painful
Some things seem

insurmountable
Im trying to solve
problems
Im
passionate
I do a heck of
a job
I am passionate
about what I do
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
57
57
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
I chair and lead

committees
People see our

infrastructure as a
constraining factor
Im clinically
oriented
My experience as a
physician adds
credibility
I am doing some
technology
they want
Technology is
hard, long,
and painful
Some things seem

insurmountable
Im trying to solve
problems
Im
passionate
I do a heck of
a job
I am passionate
about what I do
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
58
58
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
I chair and lead

committees
People see our

infrastructure as a
constraining factor
My clinical experience
makes me more
credible
I am doing some
technology
they want
Technology is
hard, long,
and painful
Some things seem

insurmountable
Im trying to solve
problems
Im
passionate
I do a heck of
a job
I am passionate
about what I do
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
59
59
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
I chair and lead

committees
People see our

infrastructure as a
constraining factor
makes me more
credible
I am doing some
technology
they want
Technology is
hard, long,
and painful
Some things seem

insurmountable
Im trying to solve
problems
Im
passionate
I do a heck of
a job
I am passionate
about what I do
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
60
60
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
makes me more
credible
I chair and lead

committees
While Ive had some

success, I wont be able to
deliver everything they
want
Im
passionate
I do a heck of
a job
I am passionate
about what I do
Technology is
hard, long,
and painful
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
61
61
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
makes me more
credible
I chair and lead

committees
While Ive had some

want
Im
passionate
I do a heck of
a job
I am passionate
about what I do
Technology is
hard, long,
and painful
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Award-winning
Im quick to
respond
Im
knowledgeable
62
62
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
makes me more
credible
I chair and lead

committees
While Ive had some

want
Technology is
hard, long,
and painful
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
Im seen as passionate and
committed
63
63
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
makes me more
credible
I chair and lead

committees
While Ive had some

want
Technology is
hard, long,
and painful
The technology
is not seamless
The technology
should be behind
the scenes
Technology
can be a
black hole
They are cautious

because they dont
understand it
committed
64
64
Their
Opinion
What others
think of me
People see me as
key to our strategy
and our future
makes me more
credible
I chair and lead

committees
While Ive had some

want
Often technology is
seen as more of a
burden than a help

committed
65
65
People see me as key to our

strategy and our future
My Role
My Goal
My Decision
Their Opinion
I align and bring

others together
I want to make an
impact
committed
My clinical experience makes
me more credible
I am a physician
be a leader
I want to change
healthcare
as we know it
I want to provide healthcare
to all in need
healthcare
I want to improve quality
of care for patients
It enables better
workflow

vision

decision making

individual needs
My solutions must improve the
care giver experience
To deliver systems that are
seamless to physicians
Its a portal
It simplifies access to the
information caregivers need
need it
Often technology is seen as
more of a burden than a help
Im in charge of our technology infrastructure
physicians
information
While Ive had some

want
66

My Role
My Goal
My Decision
Their Opinion
I align and bring

others together
I want to make an
impact
committed
me more credible
I am a physician
be a leader
I want to change
healthcare
as we know it
I want to provide healthcare
to all in need
healthcare
I want to improve quality
of care for patients
It enables better
workflow

vision

decision making

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
67

My Role
My Goal
My Decision
Their Opinion
drive change in how
healthcare is provided
I align and bring

others together
I want to make an
impact
committed
me more credible
I am a physician

It enables better
workflow

vision

decision making

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
68

My Role
My Goal
My Decision
Their Opinion
drive change in how
I align and bring

others together
I want to make an
impact
committed
me more credible
I am a physician

It enables better
workflow

vision

decision making

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
69

My Role
My Goal
My Decision
Their Opinion
drive change in how
I align and bring

others together
I want to make an
impact
committed
me more credible
I am a physician
Its critical to our vision to find a solution

that enables better decisions and
workflow

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
70

My Role
My Goal
My Decision
Their Opinion
drive change in how
I align and bring

others together
I want to make an
impact
committed
me more credible
I am a physician

workflow

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
71
My Role
My Goal
I am key to our ability to

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact
committed
me more credible
I am a physician

workflow

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
72
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact
committed
me more credible
I am a physician

workflow

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
73
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact
committed
me more credible
I am a physician

workflow

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
74
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact
My passion, commitment and
experience set me apart

workflow

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
75
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact

workflow

individual needs
Its a portal
need it
physicians
information
While Ive had some

want
76
My Role
My Goal
drive change in how

realize our vision
My Decision
Their Opinion
I want to make an
impact

workflow

I must align our technology with our

vision and our people

need it

physicians
information
Its a portal

While Ive had some
want
77
My Role
My Goal
drive change in how

realize our vision
My Decision
Their Opinion
I want to make an
impact

workflow



need it

physicians
information
Its a portal

While Ive had some
want
78
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact

workflow

The technology must provide the right information and

be seamless to the caregiver
physicians
information
While Ive had some

want
79
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact

workflow


physicians
information
While Ive had some

want
80
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact

workflow



physicians
information
Many are concerned about

additional burdens I may
impose
81
My Role
My Goal

realize our vision
My Decision
drive change in how
Their Opinion
I want to make an
impact

workflow



physicians
information

impose
82
My Role
My Goal
My Decision

realize our vision
drive change in how
Their Opinion
I want to make an
impact

workflow


I must enable data integration across disparate

systems.

impose
83

realize our vision
I want to make an
impact
drive change in how

workflow



systems.

impose
84

realize our vision
VISION
I want to make an
impact
drive change in how

workflow



systems.

impose
85

realize our vision
VISION
I want to make an
impact
drive change in how

workflow
REALITY



systems.

impose
86
From the buyers perspective
My personal satisfaction and the success of my organization

hinges on my ability to drive change in how healthcare is
provided.
But, Im faced with people who are resistant to change and an
infrastructure which cannot be changed.
Action Insight
To realize my vision, I must drive change for my
organization without changing my systems or how
caregivers work.
87
87
customer journey map:

a diagram that illustrates the
steps your customer(s) go
through in engaging with your
company, whether it be a
product, an online experience,
retail experience, or a service, or
any combination.
Harvard Business Review
Customer Journey Map

LIFECYCLE
STAGE
Awareness
Research
OOBE
Purchase
Customer
Experience
See
See articles
articles on
on
Social
Social Media
Media Feed
Feed
Get
Get flyers
flyers in
in HUB
HUB or
or
other
other locations
locations on
on
campus.
campus.
Actions
Direct
Direct
recommendations
recommendations
from
from a
a friend(in
friend(in
COMM)
COMM)
Motivations
Questions
Barriers
Trying
Trying out
out new
new
things
things
Keeping
Keeping up
up with
with
friends
friends
Curiosity
Curiosity
-- What
What is
is this
this website
website
about?
about?
1.
1.
2.
2.
Not
Not digital-savvy
digital-savvy
Lack
Lack of
of
popularity
popularity
Get
Get onto
onto the
the website
website
Subscribe
Subscribe the
the
website(Like
website(Like the
the page)
page)
Read
Read a
a few
few different
different
articles
articles
Become
Become a
a frequent
frequent
visitor
visitor
Reflect
Reflect on
on real
real life
life
decision-making
decision-making
Apply
Apply the
the advice
advice in
in real
real
life
life
Personal
Personal confusions
confusions in
in
decision-making
decision-making
Seeking
Seeking alternatives
alternatives for
for
advice
advice from
from people
people they
they
know
know
-- Could
Could II actually
actually apply
apply this
this in
in
my
my life?
life?
1.
1.
2.
2.
Lack
Lack of
of personal
personal
relationship
relationship between
between the
the
reader
reader and
and writer
writer
May
May not
not suit
suit interest
interest for
for
everyone
everyone
Lack
Lack of
of credible
credible resources
resources
for
for advice
advice in
in real
real life
life
Frustration
Frustration in
in making
making
decisions
decisions
-- Would
Would this
this help
help everything
everything
turns
turns out
out well?
well?
1.
1.
2.
2.
3.
3.
Some
Some things
things need
need longer
longer
time
time to
to see
see the
the turn-out.
turn-out.
Dont
Dont really
really have
have anything
anything
to
to compare
compare with.
with.
May
May not
not be
be applicable
applicable for
for
individual
individual cases.
cases.
Actively
Actively share
share on
on social
social
media
media
Give
Give positive
positive
comments
comments &
& feedback
feedback
Recommend
Recommend to
to friends
friends
Become
Become a
a contributing
contributing
writer
writer
Want
Want to
to influence
influence other
other friends
friends
Personal
Personal achievements
achievements
-- Will
Will more
more people
people know
know about
about this?
this?
1.
1.
Not
Not everyone
everyone is
is an
an advocate
advocate
about
about things
things they
they find
find helpful
helpful

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Bringing it all together

Dr. Lee Erickson

Buyer Perspective Model

Interviewed current customers and analysts.

Help others leverage

To provide solutions for

I create a bridge between

I set the standard

Help others leverage

To provide solutions for

I create a bridge between

I set the standard

Help others leverage

To provide solutions for

I create a bridge between

Help others leverage

To provide solutions for

I create a bridge between

I align and bring

Help others leverage

To provide solutions for

I create a bridge between

I align and bring

Help others leverage

To provide solutions for

I create a bridge between

I align and bring

I ensure technology supports our

I align and bring

I ensure technology supports our

I align and bring

I ensure technology supports our

To provide solutions for

I align and bring

I ensure technology supports our

To provide solutions for

I align and bring

I ensure technology supports our

I integrate and enable

I align and bring

I ensure technology supports our

I integrate and enable

I align and bring

I ensure technology supports our

I integrate and enable

I align and bring

I ensure technology supports our

I integrate and enable

I align and bring

I ensure technology supports our

I integrate and enable

To advance and totally

To get info to the

To get money for

To advance and totally

To get info to the

To get money for

To advance and totally

To get info to the

To get money for

To advance and totally

To get info to the

To get money for

To advance and totally