How elec­tron­ic health records evolved from dig­i­tal tools to mar­ket­ing strat­e­gy

When Pres­i­dent Barack Oba­ma pro­mot­ed a na­tion­al sys­tem of elec­tron­ic health records (EHR) in the eco­nom­ic re­cov­ery law in 2009, the goal was to cre­ate con­ve­nient and se­cure dig­i­tal tools for chart­ing pa­tient health.

How­ev­er, it didn’t take long for phar­ma mar­keters and agen­cies to re­al­ize they could use EHRs as an­oth­er com­mu­ni­ca­tion chan­nel to reach physi­cians. That think­ing has evolved even fur­ther to­day as mes­sag­ing and com­mu­ni­ca­tions to doc­tors through EHRs have be­come a strat­e­gy of its own.

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