Experian Health Announces UIM Available to All at No Charge on #JoinTheConversation at #HIMSS17
This #JoinTheConversation series is brought to you by our partner Experian Health and the episodes were broadcast live in Experian Health’s booth (#3503) at the The HIMSS17 Annual Conference and Exhibition. The interviews were recorded and published to the media player on this page. Please read more about why more than 60% of U.S. hospitals count on Experian Health.
Karly Rowe, Vice President of Product Management for Fraud and Identity Management, Experian Health
Joe Lavelle 00:31 Okay, I’m Joe Lavelle and I’m so excited to be bringing you #JoinTheConversation with my co-host Todd Eury from our studio right here in Experian health booth at HIMSS ‘17. Todd, what a great partner Experian is, tell us a little more about them.
Todd Eury 00:4y We’re winding down at HIMSS 2017. It’s been absolutely phenomenal the Experian Health team is just on top of it and I’m so impressed. Forbes Magazine’s list of the most innovative companies securing a spot in the top 100 list for the third year in a row. Recognition like this from other firms, I mean, they’re leading the way in so many aspects of what is Healthcare, Healthcare IT and I’ve just been so excited and blessed to be a part of this, thank you Joe.
Joe Lavelle 01:16 Absolutely. Talk about innovators I can’t wait to introduce our distinguished guest Karly Rowe, Vice President of Product Management for Fraud and Identity Management for Experian Health. Karly, welcome to the show!
Karly Rowe 01:28 Thanks Joe, it’s a pleasure to be here.
Joe Lavelle 01:28 All right.
Todd Eury 01:29 Let’s start out the show by you giving out your social security number, okay?
Karly Rowe 01:33 All right, get a pen and paper.
Todd Eury 01:35 Okay, here we go.
Joe Lavelle 01:37 Karly, we’ve had you on the show before, but could you take a few seconds and just remind the audience about you and your background?
Karly Rowe 01:43 I’ve been with Experian now about 6 years and actually started on our Core Credit side of our business. I’ve worked across a variety of different roles and businesses and joined our health team about 3 years ago. And I’m really focusing on bringing various capabilities and data assets from our other businesses into healthcare and helping healthcare solve unique challenges specifically around fraud and identity management solutions.
Todd Eury 02:06 So what’s exciting from my perspective of someone that came from the pharmacy entity and seeing how data analytics and how partnerships empower specialty health system community pharmacies. It’s kind of what you’re position has been in bringing out financial excellence and other things that have happened under the Experian umbrella. But what about that 10,000 foot view of your specific department. Kind of gave us an idea of what you’re commanding under the Experian Health umbrella?
Karly Rowe 02:38 We sell a variety of solutions that sort of span three key areas around identity: matching, managing and protecting identities. So if you start with the matching aspect, right, the healthcare industry is undergoing a pretty large transformation with electronic medical records use. But the challenge is once you have these electronic medical records, the data’s more fluid and in the identities and the individuals are more fluid through the systems. How do you manage that data, how do you make sure that that record is associated with the right patient. So we’ve run into a lot of challenges around you know how that’s being done in the industry, and we saw a real opportunity for us to provide a bit of expertise, this is something core to our business across various Experian entities and we’re playing a really significant role in bringing in our data assets and performing matching in a unique way, right, combining probabilistic and referential matching.
So managing those identities is the second step kind of gets into the data that surrounds that identity. A lot of our clients are as you mentioned Pharmacy and labs and providers, can be very challenged in the quality of that data that manages or makes up that identity. And so we’re providing a variety of services around how to improve the quality of the data associated with the individual once you’ve matched them.
And then lastly protecting those identities. So, that information about a patient is becoming much more accessible, and that’s a great thing for patients. It provides a lot of value to say you can go online now and you can access your medical records without having to walk into a doctor and leave with a you know couple boxes full of paper copies. But we need to make sure that we’re giving access to the right person, right? Are you verifying that identity, are you making sure you know who you’re giving that information to, you really want to be certain of that because that information is highly valuable, and healthcare has seen such a huge spike in the value of that data and the significant breaches that are happening across the industry. So those are really our core areas of focus around Identity.
Todd Eury 04:30 Not to get off topic or off subject or script, but the iPhone you can put your thumb on it and access it from biometrics.
Karly Rowe 04:38 Yeah.
Todd Eury 04:39 And I’m always wondering you know is there going to be the electronic health record that will allow the patient to access their records based on biometrics. Have you guys done anything with biometrics?
Karly Rowe 04:50 We’ve looked at various biometric technologies over the years and I don’t think the jury is out yet really on what technology is outperforming or the most accurate. I think the challenge that biometrics faces is if I walk up and say hey I’m Joe Lavelle and here’s my palm, when Joe actually walks in to get care a week later, they’re going to say, Joe you know that palm sure has changed. So I think biometrics offer a lot of great access and convenience factors for patients and doctors alike. I think that using them in conjunction with the technologies is really where the power comes in.
Todd Eury 05:27 Okay.
Karly Rowe 05:27 So I think it’s a combination of the technologies that will really prevail over time.
Joe Lavelle 05:32 Great question Todd. Right before we talked last fall you’d announced your relationship with NCPDP, can you tell us kind of the progress you made since then?
Karly Rowe 05:41 Yeah, sure. NCPDP has been a phenomenal partner. We’re two organizations that share that common vision and that objective to really want to improve the overall patient safety and quality of patient safety across the healthcare industry. We’ve been working very closely together around kind of pushing our concept of a universal patient identifier out into the industry and starting to bridge a lot of those gaps between markets that exist today, right? The silos between a pharmacy market, a provider market, so they’ve just been a phenomenal partner, couldn’t imagine a better relationship or a company more strategically aligned.
Todd Eury 06:18 So digging down a little bit more into the specific offering of patient identity management, can you describe that a little bit more? Give us a little bit more background on that?
Karly Rowe 06:11 Sure, so we’ll talk a little bit about our offering right now our universal identity manager, our UIM. It’s our engine that creates that universal patient identifier, and we’re actually going out to the market and offering that across the industry at no charge. We’re doing that because we really believe in the fact that there’s such a core need for this identifier out in the market, and we don’t want to have the typical barriers of adoption in place.
Our organization feels very strongly that creating that identifier is just the first step in a long journey, right, and that long journey is to the ultimate goal to have this improved care coordination, right? And to be able to manage that care for a patient and in a holistic manner. We feel very confident about making it accessible to anyone and everyone in the industry, and helping to get that identifier populated as quickly as possible.
Todd Eury 07:19 Very good.
Joe Lavelle 07:20 Outstanding. Why is it important to establish that universal identifier in healthcare, what’s the big picture here and are we making progress?
Karly Rowe 07:28 I do think the big picture is that, that care coordination, right? If you could understand the history of that patient and the medication and the lab results and you know all of the different ins and outs of that patient’s health over the course of their life and be able to connect all those dots, you can customize and tailor their care to a degree that we’re not able to do today because we don’t have the visibility, right? Essentially every time you moved or you change doctors that’s like you start over with a clean slate. And that’s I think the ultimate goal, I think by improving that patient care coordination and that quality of care, higher satisfaction, better patient safety, right?
We’ve talked about it I think before, but astonishing to me that the number three leading cause of death in the United States is preventable medical errors, and misidentification of patients is one of the largest contributors to that. So, I think at an organizational level and for a lot of our clients out there, a benefit also comes to them and being able to help reduce the cost, right? So that burden doesn’t get passed down to the patient. And yeah, I think we’re making significant strides. We’ve seen a lot of interest. The conversation seems to be growing. Every month there’s a major organizations making strides and starting to acknowledge the importance of having this universal patient identifier.
Todd Eury 08:43 So I made a little bit of a joke at the beginning about you getting your social security number and you didn’t but whatever.
Karly Rowe 08:50 We can talk about that later.
Joe Lavelle 08:51 555-44-3333
Todd Eury 08:55 Right, so the reason why I think of stuff like that is the social security number by the way was never ever intended to become what it became.
Karly Rowe 09:04 Yeah.
Todd Eury 09:05 We are, I mean the social security number is supposed to be very specific to social security, okay. It wasn’t supposed to be the governance of all of our identities through my credit and my insurance. So coming out what is this universal identifier absolutely makes sense, because it’s going to become very specific to my health care. I should be born, I should get a blood test, a pharmacogenomics test, I should get you know ready to go, I should get my identifier and now for the rest of my life, it’s going to be very specific to my healthcare.
Karly Rowe 09:38 I think that the SSN’s parallel is really important here because in our space the universal patient identifier really should be looked at as a back end mechanism by which to link all of that patient information and associate it with the right individual, right? Match it to the right patient. It will never be something that is patient facing, right? A patient will never know or never use or have a need to use their universal patient identifier. And that’s actually something to draw that parallel to our credit industry right? Our parent company Experian. Everyone in this room today has a personal identification number or pin that we use as a credit bureau ,and we associate all the different inquiries that come in from you’re car loan or your banks or the credit unions, nobody in this room knows what their pin is. And that’s the way it should be, right?
And so I think that that’s really the key differentiator and you pointed it out right, the SSN was never intended to be that way, but for our purposes, it’s really that back end mechanism. And the creation of that identifier is going to allow us an industry to facilitate information exchange, right? So that if a patient shows up to fill a prescription, well you know if they’ve already filled that same prescription for that same drug, and you know if there’s any sort of medication of somebody Pharmacy hopping to get access. That’s the power of the data right, to prevent those problems before they start happening, to prevent the abuse of the system, but to also prevent the safety issues that occur right? I mean it’s horrible the stories that are out there, you know a woman accidentally getting a double mastectomy when they mixed her up. She actually didn’t have cancer. Stories like that are just, they’re horrible and I think that’s the goal, you want to prevent those situations from ever happening.
Joe Lavelle 11:24 All right, let’s make it a little lighter…
Todd Eury 11:27 It’s starting to get real deep.
Joe Lavelle 11:29 As we end the day, right after we interviewed Frank Abagnale on our show, you presented with him yesterday. What can you tell us about what you presented what were some of the high points?
Karly Rowe 11:39 Frank is obviously probably the expert. He’s not only seen it, he’s done it right? He is the man who figured out how to game the system and you know was performing identity theft before it had a name, which is pretty amazing. And I think Frank brought a lot of interesting insight into the things that we don’t think about and how we just put our data out into the realm to be consumed, and really I think his tale is a cautionary, be careful what you put out there because people are watching and people will take that data, and I think as that message translates into the healthcare industry, I think a lot of organizations are starting to realize and struggle with medical identity theft.
And these large scale breaches that are happening, Frank mentioned it yesterday you won’t see anything happening year one, year two, year three it may be a good five, ten years before there’s any activity, and we really need to stay vigilant. So I think you know his message was very well received, and bringing it back to our health care clients and making sure they understand sort of what can we do right? We don’t want to sit back, we don’t want to just have to sit down and take it.
We have the privilege of knowing what it is, right? And having something to say there’s a definition, and the beauty of it is there’s tools out there to help prevent against it and so educating the healthcare industry on what those tools are and also education, right? Here’s what a phishing email looks like, don’t click. Even if it says we’re going to give you a free cruise to the Bahamas, don’t click or give out your credit card information, so.
Joe Lavelle 13:15 Amen.
Karly Rowe 13:16 Although I will take the free vacation if you are offering.
Todd Eury 13:20 After you give us your social security number, we’ll see if we can work on that.
Joe Lavelle 13:23 Karly, we always bring our crystal ball here to HIMSS. We’re going to let you look in it. How is patient identity management going to evolve over the next 3 to 5 years?
Karly Rowe 13:31 Wow! Crystal ball. That’s a pretty interesting question; I think that identity management is evolving so rapidly. I think that in the last 10 years we’ve noticed such a significant transformation in just the industry’S awareness level. And you probably could have walked to HIMSS for 10 years ago and maybe seen a handful of booths that had any sort of identity management focus. Today if you did that same thing I think you’d be hard-pressed. I’d say more than half of the booths here have something around managing identities or achieving a goal around interoperability or getting better at managing patient data, and so I think that and in itself shows the progress we’ve made. I think that trend is just going to continue to grow rapidly over the next several years.
And I think it’s going to become not a 50%, it’ll be a hundred percent I think you will look across this room and it will be a component of what everybody does because the identity underpins everything we do. And if you look within a healthcare organization understanding that patient’s identity, whether it’s to bill them or perform their eligibility or give them access to a patient portal, all of it relies on, do you know who the patient is? So I think it will quickly become the backbone of health care.
Todd Eury 14:51 This conference is so magnificent. It’s forty thousand plus people, hundreds of vendors, the top of the top in healthcare IT and leadership and thought, leadership and sharing, and before you get ready to come to a conference like this, if you’re going to make that investment and you guys have obviously, Experian Health, big investment. What were your top two to three personal goals that you wanted to accomplish while you’re here at HIMSS?
Karly Rowe 15:19 You mean besides eating my Wheaties to prepare for the chaos? I think my major goals are, one, focusing on thought leadership and education. I mentioned this earlier, but the more that we can educate and bring awareness to the challenges, and also the different approaches to solving for some of these challenges I think that that helps raise the overall sort of importance to prioritization across the industry, so education definitely a pivotal.
I think two is listening. Listening to what the problems are. It’s always important to understand what the needs of the industry are and how they’re evolving and they’re always evolving. There’s always needs too by the way, but understanding how they’re evolving and what those challenges are, so that we can help better serve our clients and create solutions that are tailored to meet those needs.
My third goal is probably around personal education. Walking this floor seeing what different organizations are doing, caring about different approaches, talking to different partners and understanding how it’s not just our services or our tools, but how they can be combined with other organizations to maybe solve a problem that exists in a unique or more powerful manner, so those are my three things besides my Wheaties preparation.
Joe Lavelle 16:34 All right, those were all very well said. Thank you for those and Karly thank you so much for sharing not only today, but on an on-going basis with me and with our show what you’re doing and the great things you’re doing in health care, it’s a real pleasure.
Karly Rowe 16:31 Oh! No, the pleasure is all mine.
Todd Eury 16:32 I want to thank Experian health for putting together such a good group of people, the resources, the opportunity to be here and interview the people that we have. It’s just been absolutely phenomenal.
Joe Lavelle 16:45 Absolutely, that wraps this live broadcast from HIMSS. Again we want to shout out a quick thanks to our sponsor Experian Health, what a great partner. On behalf of our guests Karly Rowe, my co-host Todd Eury, I’m Joe Lavelle and we’ll hope you stay tuned for more coverage of Intrepid Healthcare.
About Experian Health
More than 60% of U.S. hospitals count on Experian Health. These providers—along with thousands of medical practices, labs, pharmacies and other risk-bearing entities—are making smarter business decisions, boosting their bottom lines and strengthening patient relationships. Our clients have discovered the value of our revenue cycle management, identity management, patient engagement and care management solutions to power opportunities in the new era of value-based reimbursement.
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Revenue cycle management solutions automate orders, patient access, contract management, claims management and collections to improve efficiency and increase reimbursement.
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Patient engagement solutions connect patients with personalized portals to create price estimates, apply for charity care, set-up payment plans, combine payments to hospitals and physicians and schedule appointments.
Care management solutions organize and enable sharing of post-acute patient care information to help providers succeed in the new era of value-based reimbursement.