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The next five years will represent significant growth toward the implementation of electronic medical records (EMRs) in both hospitals and physician offices. Several factors are driving this new momentum, including the recent release of Notice for Proposed Rulemaking on the electronic health record certification process, an increased level of optimism by physicians to implement EMR as represented in several studies, and the approaching deadlines for hospitals to be collecting electronic health records data by Oct. 1, 2010, and physicians by Jan. 1, 2011. This forum explores what this next phase will mean to the pharma industry. EMRs provide real-time, continuous access to patient-related health information, saving time both in the doctor’s office and in the clinical trial process. EMR data can provide the industry with a better view of a trial subject’s health status, the potential patient population for a new product, and even the probability… Sidebar: Sound Bites from the Field Jason Burke is Worldwide Director of Health and Life Sciences R&D at SAS, a provider of business analytics, software, and services in the business intelligence market. For more information, visit sas.com. Brian O’Neill is President and CEO of Office Ally, a claims clearinghouse that offers a Web-based integrated system that connects patients, providers, and payers. For more information, visit officeally.com. F. Randy Vogenberg, Ph.D., is the Principal of the Institute for Integrated Healthcare, as well as a senior scholar at Jefferson School of Population Health. The Institute for Integrated Healthcare provides integrated pharmaceutical benefits consulting and education to self-insured employers and business coalitions. For more information, e-mail firstname.lastname@example.org. 2010 Physician Sentiment Index on EHR A Case Study: Pfizer Thought Leaders Peter Bailey. General Manager, GE Healthcare IT Clinical Data Services, which provides transformational medical technologies and services. For more information, visit gehealthcare.com. Paul Ceverha. Director, Pricewaterhouse-Coopers’ Health Industries Group, an advisor to public and private organizations across the health industry. For more information, visit pwc.com/healthindustries. Rose Crane. CEO, Epocrates Inc., which develops clinical information and decision support tools that enable healthcare professionals to find answers quickly at the point of care. For more information, visit epocrates.com. William H. Crown, Ph.D. President, i3 Innovus, which generates and communicates the evidence life-sciences clients require to ensure the commercial success of their products. For more information, visit i3innovus.com. Roy Devine. Associate VP, Patni Life Sciences, an industry consultancy that provides regulatory compliance and system life-cycle services to address the unique business and information technology challenges faced by life-sciences companies. For more information, visit patni.com. Steven Eastaugh, Sc.D. Professor in the Department of Health Services Management and Leadership at The George Washington University School of Public Health and Health Services, which offers training in health services administration. For more information, visit gwumc.edu/sphhs. Richard Gliklich, M.D. President, Outcome, a provider for patient registries, studies, and technologies for evaluating real-world outcomes. For more information, visit outcome.com. Terry Hisey. Vice Chairman and U.S. Industry Leader, Life Sciences Practice, Deloitte LLP, a provider of services in audit, tax, consulting, and financial advisory in 140 countries. For more information, visit deloitte.com. Michael Lake. President, Circle Square Inc., a strategy, business development, and market research firm focused on the healthcare information technology market. For more information, visit michaellake.com. Robert H. Lorsch. CEO, MMR Information Systems Inc., which through its wholly owned subsidiary, MyMedicalRecords Inc., provides secure Web-based storage solutions serving consumers, healthcare professionals, employers, and professional organizations. For more information, visit MyMedicalRecords.com. Howard N. Reid Jr. E-Clinical Consultant, Unithink, a provider of clinical and technology solutions to pharmaceutical and biotech clients. For more information, visit unithink.com. Chris Steel. Leader of PA Consulting Group’s Healthcare IT Practice in the United States, a global management, strategy, and technology consulting firm For more information, visit paconsulting.com.