Interview with Søren Holst, President, GN Otometrics
Søren Holst
CAROLYN SMAKA: Søren, thanks for speaking with me today. You had a very busy exhibit at AudiologyNOW! What is new with GN Otometrics?
SØREN HOLST: Our main news is that Otometrics is Electronic Medical Record (EMR) ready. EMR is one of the major changes and challenges happening within healthcare today. While EMR may be new to audiologists, it's been coming for the past several years in other healthcare industries. Now it's everywhere, including in the hearing care industry, and we're taking it seriously.
SMAKA: Can you explain why EMR is important?
HOLST: Certainly. Records that are paper-based require a lot of storage space and require copying, faxing and shipping between healthcare providers or multiple offices. They can be time-consuming to retrieve or to retrieve relevant sections. They are more prone to errors due to handwriting, lack of standardization, and handling.
EMR, on the other hand, improves efficiency and accuracy. They can be standardized, updated in real-time, and can be easily shared between providers and locations, facilitating the care process. There are many other benefits as well, such as for anonymous statistical reporting for quality control, epidemiological research, etc.
For these reasons, the EMR is at the forefront of the agenda to improve the healthcare system in the U.S.
At Otometrics, we have already executed our EMR-ready systems in a number of countries such as the U.K. We are familiar with the issue of integration. What we presented this year and showed at AudiologyNOW! is an EMR bridge that ties our software universe called OTOsuite to the most commonly available EMR systems.
That means audiology clinics and hospitals no longer have to fear the situation that they are not prepared for the change to EMR. There's a solution. This also means that once a practice invests in audiometry equipment we now have a whole range of products that are able to seamlessly connect into the relevant EMR systems. We are familiar with the current and emerging regulations, and with the EMR systems that major hospital chains and others are working on. We are ready to integrate with them, and it's just a matter of execution. When they say "when" - we are ready.
SMAKA: Which Otometrics products specifically are EMR-ready?
Astera is Otometrics' PC-based audiometer that was developed based on input from audiologists and opinion leaders. It is EMR-ready through OTOsuite's EMR bridge.
HOLST: The main application right now is audiometry with the Madsen Astera and with our diagnostic immittance device, OTOflex 100. In addition, we have Speech Mapping called AURICAL Visible Speech that is also integrated, and we have previewed a new fitting system called Free Fit that is awaiting FDA approval. While Free Fit is not yet on the market, we have previewed it to distributors and their customers, and as soon as it is available it will be EMR-ready.
SMAKA: When some people hear EMR-ready they may think it only affects hospitals or large healthcare networks. If I'm an audiologist in private practice do I need to be concerned about EMR?
HOLST: Absolutely. The hospitals are most likely the ones that are first in adopting the EMR but it is evident that it will soon spread to all practices and facilities.
An important thing to note, is that if you want to transition to what you are doing today to being EMR-connected, you can't expect to wait until the last minute and then scramble to get it done. You need to start preparing now. So when you select equipment, you have to think long term. It's necessary to buy equipment that is EMR-ready because you want it to take you into the next ten years when the EMR is certain to be part of everyone's processes. If you buy something today that's not EMR-ready you are likely going to regret it, and to incur a lot of unnecessary work and costs down the road.
SMAKA: What have been the reactions of your customers and your distributors?
HOLST: It's been surprising to us that people are already waiting for this now. We thought we may have to educate people on EMR or sell the concept. That has not been the case at all. There are already institutions, facilities and practices that are asking for EMR-ready equipment, and we can deliver it.
SMAKA: Søren, last year at AudiologyNOW! I had the opportunity to speak with Michel Jurgens about Astera. How has it been going this past year with Astera?
OTOflex 100 diagnostic immittance device is one of the Otometrics products that is EMR-ready through the OTOsuite software
HOLST: The expectations were very high for Astera, and its success has far exceeded our expectations. We developed Astera in very, very close cooperation with professionals in the United States - customers, distributors, our advisory board, and key opinion leaders. They gave input throughout the design process. That certainly has led to its success because Astera fits right into the professionals' workflow and the way audiometry is performed. The enthusiasm has been overwhelming, and it confirms that the approach we took in the design and development process was the right one.
SMAKA: You mentioned that it was developed with input from professionals and experts in the U.S. Does that translate in to high acceptance in other markets, or is the workflow much different?
HOLST: It does mainly apply to other markets as well, especially English-speaking markets such as Australia. In some other countries there are a few other special tests that are not typically conducted in the U.S. The European launch of Astera is happening as we speak.
SMAKA: Excellent, wishing you much success with it. And thanks again for taking the time to speak with me regarding EMR.
HOLST: Thank you, Carolyn.
About Otometrics
Copenhagen-based Otometrics is the world's leading manufacturer of hearing and balance instruments and software. Its North American headquarters is in Schaumburg, Illinois. The company has solutions that range from infant-screening applications and audiologic diagnostics to balance testing and hearing-instrument fitting. More information about Otometrics can be found at www.otometrics.com or the Otometrics web channel on Audiology Online.
Søren Holst
President, GN Otometrics