Turning a medical director's LinkedIn exchanges with CNIOs into requests for clinical briefings
Informatics leaders rarely meet vendors, but they talk to clinicians. LinkedIn exchanges led by the company's medical director turn a shared problem into an invitation.
- Challenge
Informatics leaders ignore vendor approaches, and the company's medical director is never heard.
- Approach
Put the medical director into clinician-to-clinician LinkedIn exchanges on post-go-live documentation burden.
- Result
CNIOs and CMIOs ask the medical director for clinical briefings.
The situation
A health-system CMIO or chief nursing informatics officer weighs patient safety, clinician workload and EHR fit, and treats vendor emails as noise. After an EHR go-live, nursing documentation burden is a problem they discuss openly, mostly with other clinicians. The company's medical director has worked through such go-lives, yet only its sellers reach out, so vendors with known clinical voices are heard first.
The question that mattered
How does the medical director become a clinician informatics leaders talk to, and how does that lead to a meeting?
What we did
- 1
Research the clinicians who matter
Identify CMIOs and CNIOs at target health systems with a go-live behind them, and note what each posts about and follows on LinkedIn.
- 2
Make the medical director the lead voice
Rework the medical director's profile and plan posts on documentation burden, nurse workload and safe EHR optimisation, in clinicians' language and signed off by the medical director.
- 3
Engage clinician to clinician
Have the medical director comment on informatics leaders' posts with practice-based detail. In a typical exchange, a CNIO posts about nurses charting late after a go-live; the medical director replies with how other units cut duplicate flowsheet entries, and the CNIO asks how they measured it.
- 4
Let the clinician ask
Continue in direct messages with useful material, such as a de-identified before-and-after documentation review. Offer a clinical briefing once the clinician raises a practical question.
What we delivered
The evidence and working documents the team kept.
- CMIO and CNIO target map with go-live timing and LinkedIn activity
- Reworked medical director profile and clinical content calendar
- Comment and message guides written in a clinician's voice
- Clinical briefing format on post-go-live documentation burden
- Relationship log handed to sales for each engaged clinician
The outcome
The medical director
holds regular exchanges with named CNIOs and CMIOs
Informatics leaders
ask for clinical briefings on documentation burden
Sales
joins only after a briefing request, with the full exchange in hand
New posts
drawn from the questions clinicians raise in those exchanges
A CNIO's post about late charting after a go-live now leads to a dialogue with the medical director and, when the problem is live, a request for a clinical briefing.
What changed in the GTM motion
The medical director now keeps a weekly LinkedIn slot in the sales calendar, and a briefing request is the agreed point where a conversation passes to sales. Sellers then work from the clinician's thread and the relationship log.
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