Sramana Mitra: What kinds of things have they been able to do after connecting over a hundred datasets?
William King: The use cases are numerous across the organization. What ends up happening is, we serve two different constituents. We serve the people who are out in the field. They’re engaging with the decisions. They’re thinking about the community and the patients ecosystem.
What we’re able to do with them is very similar to what you experience in your consumer life. When I got into the car this morning, my phone connected to the Bluetooth and it suggested driving directions to the office. Clearly, I know the way to the office, but I still look at that because there might be traffic or roadwork. I never told my phone where the office is. I don’t explicitly put in this is what I’m doing. Because of the patterning, Google, Apple, and others have been able to infer what’s going on.
We believe that relevant information at the relevant point in time is very important in the enterprise. What we’ve been able to do as an example from that well-structured data is serve up insights into the field in real-time on mobile devices, tablets, and phones that allow them to stay in sync with what’s happening out on the field. These could be things like physicians participating in a publication.
It’s very interesting to understand how patients get referred in and out of specialty clinics. The point of the matter is taking all that data, bringing it together, and then serving it up at that relevant point in time is important. When I’m out in the field and thinking about a physician that I might want to chat with, the system can anticipate who would be interesting, available, and help me contextualize based on their activities and interests.
Sramana Mitra: This a CRM use case.
William King: Perhaps the next generation of CRM. CRM is important, but CRM is designed to capture information. It’s designed for humans to put the data into the system. It’s transactional. At Zephyr, we take a different approach. It’s all about understanding the data and letting the data speak for itself. Then, having humans supplement that data.
Sramana Mitra: I understand. Where you’re adding value in this scenario is in the process of somebody trying to sell something to the physician. It’s a customer relationship use case.
William King: Bingo. I can give you many examples of that not only as it relates to the quality of the interaction through good information but also relevant information that I can discuss with my customer. The other thing that we touched on is the referrals. One of our customers has a wonderful device that is used in clinics by specialty cardiologists. They could call on the specialty cardiologist.
The problem is many patients are eligible for specialty cardiologists. They just never make it past the community cardiologist because there’s a disconnect of information flow. In particular, the referring networks are sub-optimal in many ways. We were able to examine how patients go in and out of clinics and how they are being treated.
We can optimize the community-based cardiologist and the general physicians in how our customers engage with those people to make them aware that their patents have great options as it relates to the specialty and then ultimately direct those referrals to the right clinics. That has been tremendously successful.