August 5, 2020: Today we have access to a beautiful partnership. Pure Storage, a leading storage provider and Sectra, a best in class PACS solution. We talk about platforms, software defined and non-disruptive updates. Mark Dobbs and Tom Pacenta share insights on their successful collaboration, from joint company cultures of aggressively listening, to focusing on customer obsessions to future proofing products. Learn about ROI models that make sense and platforms you don’t have to continue to upgrade. Learn more about the single solution model that really works.
Solution Showcase – Pure Storage and Sectra PACS Partnership
Episode 286: Transcript -August 5, 2020
This transcription is provided by artificial intelligence. We believe in technology but understand that even the smartest robots can sometimes get speech recognition wrong.
[00:00:00] Bill Russell: Welcome to This Week in Health IT. My name’s Bill Russell, healthcare, CIO, coach, and creator of This Week in Health IT a set of podcasts, videos and collaboration events dedicated to developing the next generation of health leaders this episode. And every episode since we started the COVID-19 series has been sponsored by Sirius Healthcare.
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We also, started off as, and continue to really focus in on what we can do to, to develop the next generation of health iT leaders. For the first 180 episodes, we did the show with no outside financial support, that changed in the fall of last year. We made a conscious [00:01:30] decision to find sponsors who shared our vision.
Sponsors who would help fund the growth and development of the show, with new offerings and content. we have a great group of founding channel sponsors and have since opened up individual show sponsors. This is where we go in depth with a company or a solution and ask questions as if I were sitting across the table with them as the CIO vetting their solution.
We only do these shows with organizations that I feel comfortable with. Once I’ve done an initial interview with them. If you’re wondering, we have turned down a couple following [00:02:00] those initial conversations, because I didn’t really feel, you know, all that comfortable recommending them to you. So there is a vetting process for this.
I have a few of these, over the next couple of weeks where I’ve been looking for specific kinds of solutions that I think will be relevant to you and your organization, during the current environment, of the pandemic and really post pandemic, over the next, year or so. today’s shows with pure storage and sector packs.
I’ve always been a fan of Pure Storage. And to be honest with you, that comes out a little bit in the [00:02:30] interview. They started off as a SSD, sold a storage solution, but they’re really soft based and they’ve created what I think is an exceptional solution and exceptional business model.
Sectra is best in class pack solution, seven years running, I’m impressed with both solutions. And I think how they have creatively partnered together, fo r client university health systems out of Cleveland who have been on the show before, you know, they they’ve done an exceptional, the job here of partnering.
[00:03:00] And we cover that a little bit in the show as well. So here is a solution showcase episode. I hope you enjoy. Today, I’m joined by Mark Dobbs with Pure Storage and Tom Pacenta with Sectra a best in class pack solution, for the last seven years. No small accomplishment. Good morning gentlemen. And welcome to the show.
Mark Dobbs: Bill nice to be here
Bill Russell: You know I’m excited about this conversation. I find that what you guys have done together to be really interesting. and we’re going to get to that towards the middle of the show, but, I also find what your [00:03:30] two organizations I’ve done individually to be really fascinating as well.
And I’m talking a lot on the show about platforms, about software defined about the benefits that brings to the company, to a healthcare organization. So that’s really where I’d like to start. So Mark I’m going to start with Pure and really I’d like to dig in a little bit on your solution and time I’d like to dig in on the S ectra solution, the pack solution and then talk about how you guys creatively came together for a client and created what I think is a, a pretty, [00:04:00] pretty neat win-win actually win, win, win, I guess, for, for everybody.
So, Mark, let’s start with Pure, you know, back when I was CIO pure was a up and coming SSD player. But you guys have evolved away from a hardware company into a software company. Can you talk a little bit about why, you know, Pure defines themselves as a software company and how that benefits healthcare?
Mark Dobbs: Yeah. Yeah, absolutely. It’s a good place to start. And I almost kind of reversed though, Bill, you know we talked a little bit about the history of the Pure story and, you know, we are a storage company, [00:04:30] so that is the vehicle in which we, you know, produce product. Right. But we’ve built our platform in two main core pillars, right.
Which is the software side of the house. And then obviously the hardware, they’ve got to become interconnected in a way that whatever we do on the software layer doesn’t impact hardware and vice versa. So Pure actually, you know, if you think about it and you peel back the layers of the onion you’ll see that we are a software company under the hood, as you mentioned, we started that way. That was the vision. You know, we knew that there were unreliable things and we knew that there were things in the [00:05:00] market that
people maybe just grew to accept in the storage realm. And we decided to do things better and that started with software. So that’s kind of how Pure started is we built a different user interface and took control all of your everyday off the shelf, solid state drives.
Right? And we turned that into an experience which strips all the complexities. As we evolve over time, we actually also designed hardware that completely [00:05:30] compliments our software. So now we take control of the full entire storage environment. Our own products now have our own software, our own hardware and the net result for that Bill is a really, really solid product that gives a great customer experience.
Bill Russell: But I’ll tell you as a CIO, I just remember I had a team of people sitting over there. We had, you know, three or four different, storage solutions. They each were very complex, had their own interfaces.
We had to take [00:06:00] periodic outages in order to do updates. This is what fascinated me about about a platform like Pure and how you guys have evolved. You guys have that whole concept of experience. So the interface, it starts with the interface, right? The, the installation instructions are easy.
Non-disruptive updates. I mean, all that stuff is sort of built into the experience from the core. Isn’t it?
Mark Dobbs: it’s kind of funny, you know, as a consumer and maybe this is a [00:06:30] wink to the future of where peers go on to our CEO, but if we, as consumer could buy Pure Storage for everything we do in life, I think everybody would be happier in general, because the experience like you said is that this is really the last investment in store you ever need to buy. And people probably don’t think of storage as a thing to enable, you know, future innovation and something that people would kind of turn to, to help, you know, bring a technology discussion to light, but you’re actually right. Bill, you know we basically have the script on [00:07:00] how the market was built.
We’ve disrupted the market, the storage industry to the point where now everybody is looking to chase that same business model that we’ve developed. And so, you know it’s the experience that if you and I could buy a phone and for once just have it generationally upgrade in the middle of a phone call and we’ve got the latest and greatest, that’s the kind of Pure experience that our customers see.
So you never allow your, you’re never rebuying things ever again. And for us in healthcare a lot of the value that our [00:07:30] customers are seeing BBill comes by way of. The innovation on the software and hardware side, right. As we talked about earlier, they’re, they’re seeing things like no downtime. And when we do upgrades on physical hardware, there’s no downtime, right?
And that’s a clutch thing that we needed to deliver to healthcare because we can’t afford downtime. In in the healthcare space, especially in my domain of imaging that Tom and I, you know, play in.
Bill Russell: Yeah. I mean, that’s, that’s an amazing thing to me. I mean, non-disruptive updates, you talk about this evergreen business model and I went in and [00:08:00] researched it a little bit, last night, essentially, you know, the integration of the software and hardware, and it gives you the ability to do that essentially. you know, it’s, it’s one investment, but you were telling me the story, yesterday, as we were preparing for this. That you know, you guys did an update to the software and all of a sudden people ended up with more storage and then people called and said, Hey, you know, what’s wrong with my system. I ended up with more storage, all of a sudden it’s like, well, we enhance the software. Here’s a gift, more storage for [00:08:30] you.
Mark Dobbs: Yeah, you’re right, exactly. A storage company that gave customers back more storage, you know? it’s a really cool story, but it’s true. You know, we designed the best of the software compliment, right? Our software was enhanced.
We released a non-disruptive upgrade. Our customers pull it down. Like you said, Bill and overnight, the average customer sees back another 20, 25% capacity back, which can kind of cause a panic. Right cause it’s like, did I lose data? And no, actually you bought just the right storage solution. So we’re actually just trying to help you and [00:09:00] squeeze more, you know, blood from a turnip there.
So it’s really cool that that’s part of the reason why I came here. Right. It’s just as a customer, I would love that. And so we deliver stuff like that frequently to our customers on both in same with the hardware, right. We’re always leading the edge for like what new technology is in the storage market, instead of it being like this top shelf thing that we don’t want to budget for. We just give it to our customers. Right. So if you started with Pure, right, you gonna stay innovative the entire, you know, length of your [00:09:30] relationship with us.
Bill Russell: All right, Tom, I want to kick it over to Sectra. And I’ll be honest. I’m not as familiar when I was at St. Joe’s in Orange County. We utilized many, many PACS systems, which is kind of painful. but, sector wasn’t one of them. So it helped me to understand you guys are our best in class for the last seven years. you know, how, how do you do that? What, what makes you go what’s? What’s the distinction.
Tom Pacenta: Yeah. Yeah. So, thanks Bill. So Sectra for a lot of people wasn’t very familiar. [00:10:00] so, you know, just real briefly, the background of Sectra is we’re a Swedish company, based in a small college town, a couple hours from Stockholm and Sectra had partnered with Phillips in the late nineties t o provide our pack solution to Phillips. So that’s kinda how we get started. So, you know, Phillips was really the front end distributor to Sectra. And then in 2005 Phillips had split with us, kind of went in another direction, actually made a purchase [00:10:30] of centaur became Phillips’s fax system and Sectra pretty much went on our own in 2005, you know, small company, but that had some nice installations from Phillips.
So, so the sector has grown really since then. And, I would say a few things, Bill, as far as the key to our success since then, Because at the time in 2005 there wasn’t really any guarantee that, you know, we were going to be successful after that split. But, then as you say, we’ve won the [00:11:00] class award for seven years.
We’ve really picked up some great academic medical centers and institutions, some of the most prestigious hospitals in the US now have moved over to Sectra. And what we focus in on really is the customer. They say customer obsession. And the key to that I think is first and foremost, having good software software that’s stable software that’s reliable and that performs. And most of our customers say the [00:11:30] downtime that they’ve had from Sectra is. almost negligible. I mean the system really does stay up and we focused in on that in addition to that, kind of a key thing and something that we’re very proud of is that we describe ourselves as future-proof and taking our customers into the future without making them, change platforms. You know, a lot of these companies over the years and I could name GE Phillips whomever have [00:12:00] moved from one software platform to the next, you know, and that really, it was basically a forklift upgrade for the customer, you know, with Sectra we started our customers on version two.
And now we’re up to version 22.1 Without a platform change without data migration. so, so the customers really appreciate that, that we keep them current without a disruption, providing them really, excellent performance with [00:12:30] solid reliability. And then we listen to these customers. oftentimes they have unique situations. that call for creative solutions. we’ve got some great engineers, and, really, it, it, it’s kind of a fun place to work because, you have these good, happy customers. We listened to them, move them forward. And, it’s been a great experience, over the years for me.
Bill Russell: Well, and that’s, that’s where we’re going to end up, but I want to ask you a few more, you know, CIO kicking in and me.
So do you guys have the full suite? Right? So it’s, it’s a [00:13:00] cardiology radiology all the way through VNA. I mean, you have the full suite of solution.
Tom Pacenta: That would be true Bill. And, and then one, a big, thing that’s kind of up and coming is, we now have an FDA approved digital pathology system. So, not only do we offer radiology VNA, pack solutions, but we also have digital pathology. that’s also integrated into radiology. So we can, first for instance, built for tumor board, we can display the [00:13:30] radiology images side by side with the pathology images, which, there’s, there’s, there’s a lot of value to it. And we really see digital pathology is a market that’s growing as well.
Bill Russell: Yeah. You know, so you guys have two solid solutions, a pack solution, and a state of the art storage solution. But one of the things that fascinated me and the reason I wanted to talk with you guys is, I’m talking, I, I coach CEOs and we have, have, you know, we have a lot of listeners. But they’re saying, you know, what does it look like over the next year?
And we’re talking a lot about that [00:14:00] creative partnerships with your vendors. We’re talking a lot about, ROI models that make sense. We’re talking a lot about platforms that you don’t have to continue to upgrade, and you don’t get into this vicious cycle. and, and you guys, you guys really had a lot of, of all of that.
So, but typically we’re going to talk about one of your clients and one of your clients came to you wit h the requests that you guys creatively came together to try to solve? So I, I don’t know who wants to take this question, but, you know, give us a little background on the request and how this thing [00:14:30] sort of came came about, and then we’ll get into what you guys did to solve the problem.
Tom Pacenta: Mark maybe you can take that.
Mark Dobbs: Yeah, absolutely. I’ll start Tom. And, you know, you know, Bill to your point. It’s so the customer we’re talking about is that actually in, in the hometown where, where Tom lives or nearby, you know, it’s UHL very large operation, high growth, and they’re a customer that’s kind of already been on the cutting edge.
They’ve been a Pure customer for a long time. They’ve worked with our local partner for a long [00:15:00] time, which has been a great experience. And there was an opportunity that came up where we can extend the same good Pure experience they’ve had into the Sectra environment. Right. So what, what Tom had just talked about, right?
And so the opportunity there blossomed into, Hey, how do we kind of cookie cutter and have the same kind of claim nickel impact e we’ve experienced with our other systems running on Pure? How can we deliver that same experience into the sector environment and [00:15:30] compliment cetera? And so we have, yeah, w we’ve taken over the short term storage and soon we’re working on going after the rest of the entire storage there to basically like, like Tom said, you know, prevent any future, you know, upgrades on the sector side, they’re focused on customer obsessions, Bill, you know, something you heard Tom say, we love that phrase.
You know, that’s an important thing. And so we don’t want to ever be a laggard in the [00:16:00] shame of workflow. So couldn’t take it. One of them is upgrades. that Sectradelivers, right. Or Tom had mentioned digital pathology, right? So if they’re going to step into different workloads, which they’re already doing, then let’s enable them to do that and take away the boring, tedious task of planning for storage, you know, to serve those new needs.
And so UHS has started their journey where they’re now doing their full imaging. And starting with the short term [00:16:30] cash and the important stuff, right? The hot disk that affects clinical care. That’s going to be mounted on Pure Storage. And thanks, thankfully, you know, working alongside Tom and his team, et cetera, and our partner, we made sure that it was a sound solution for the customer, right?
So the net net is it’s a win, win, win. As you mentioned earlier, Bill.
Bill Russell: Yeah, so reliability and high performance were the driver, but the clients also looking for, for the two of you, two distinct companies to sort of represent the solution as a [00:17:00] single solution. One phone call, you know, when. One throat to choke as they say. I mean, because that’s their experience when things go down and you have different companies and, and I had this experience as well, you have somebody pointing over there saying, Hey, it’s the store somebody’s pointing over there saying, Hey, it’s the networks. Somebody pointing over there and saying, no, no, it’s the tax software, but you guys have really come together to say, no, no, no.
We’re going to act as one organization. That’s going to listen and respond appropriately to the, to the challenge.
[00:17:30] Tom Pacenta: Yup. And, the key, I guess, for us, is listening to the customer and where they want to go and then being accommodating to try and deliver the right solution to them. So University Hospitals came to us and just said, Hey, You guys were very interested in going with Pure Storage to support Sectra.
We did some actual testing with Pure to validate the low times. What have you, to make sur e for the customer, we felt [00:18:00] comfortable and recommending it and, implementing it with the syste m . It performed, you know, very well. And, again, it’s, kind of a thing where the key is listening to your customer and delivering a solution. Yeah, that makes the most sense for them. And that’s, that’s the type of partnership that we have with a Pure
Bill Russell: So what advice would you give to a CIO, CTO, even Chief Medical Officer. So it’s somebody who’s looking to do this and they’re saying, well, gosh, I have a storage [00:18:30] provider and I have a PACS provider.
You know what kind of things would you coach them and say, Hey, you know, this is what you’re looking for to bring these two organizations together and one of the things that struck me is you guys both have, and, and it’s really evident on your websites both have a company culture of aggressively listening to your clients and responding to them and that almost brings your cultures together. But I think that would be one of the things I’m looking for from a CIO. It’s one thing for two [00:19:00] companies to come together and say, yeah, well, we’ll put something on it on the side piece of paper, so you can finance it this way or whatever, but it’s another, when the system goes down or there’s a challenge are the two organizations going to be. compatible to be able to respond the way we want them to respond. What are some things you would say to a CIO? Hey, this is what you’re looking for in these kinds of creative partnerships.
Mark Dobbs: Yeah. Maybe Tom, I can start in. Maybe you can layer on too. At t the end of the day, I think for me, and if I wasn’t a C level [00:19:30] position, CIO position , there’s enough storage system out there Bill, you can check the box and say, does this story hold data?
Yes. Right. There’s enough tax systems out there where you can say, does it have the features and functions? That’ll at least give my radiologists the tools that they need or cardiologists or pathologist and tools they need to read. Yes. So that aside, if you kind of table set that, right. Those assumptions.
The difference in customer experience and customer support is [00:20:00] where I would focus on. Right? Like you said, the compliment between the two companies, I would say assuming the storage, there are storage vendors out there, assuming there are PACS vendors out there. What would I want to focus on as a CIO?
What is going to be my experience when I do have an issue, coz issues will pop up. And when I get on the phone, Am I just going to get a friendly voice and somebody that wants to help, but can’t help me. Am I getting, or am I going to get somebody with you is going to just take [00:20:30] this a lot further and say I’ll hold your hand. I’m going to pick you up. We’re going to go all the way through the chain of workflow. If we identify an issue that maybe isn’t even related to me, you’re calling me the company you’re calling. We’re not going to just hand you off and say good luck and go here to this website. We want to take your hand and go that next step and get on the next call and really vet out, finding the, the problem and resolving it.
I think both of our companies and Tom, you know, feel free to hopefully add in. I think both of our companies take [00:21:00] that next step up Bill, which is customer support. If anything, I would say that that would be why you should buy and what you should measure on is not on features and bells and whistles and things like that.
It’s what is the customer support? That’s your best product and Pure and not think sector as well. do a good job of, of delivering it, an amazing product in re in relation, right. Is our customer support is probably one of our best attributes, that we deliver. So I want to Tom, if you agree.
[00:21:30] Tom Pacenta: Yeah, yeah, no, no, absolutely agree. I think, I think from the CIO standpoint, I would look for a vendor who you, you know, takes ownership, you know, , there was a problem with her. Say it’s running slow or it’s not coming up the way it should. Customers don’t say, Hey, you know, I wonder if we’re having a network problem or a storage problem. They say Sectra is down. Or we have a problem with Sectra. We [00:22:00] have to take ownership and, And, you know, oftentimes it could be, you know, not necessarily anything to do with, with the pack software, maybe it is a network issue, but we have Sectra know that we’ve got to take ownership.
We work in conjunction with the partners and the other participants, you know, with the hospital and networking to make sure we identify a problem or whatever we need to do to figure it out. That’s what we’ll do to take care of business.
Bill Russell: Yeah. Can I tell you the other thing which strikes me about your [00:22:30] two companies is your business models are compatible as well.
Right? So with some of the PAX systems that you mentioned, and I’m not going to go into which ones, but it was forklift upgrades. It was big. You know, massive upgrades. There was no concept of, Hey, we’re just gonna keep upgrading the software and you know, we’re going to get diversion me too. And you know, this is the direction we’re going.
And Pure has that evergreen business is sort of the same kind of concept, which is. You know, we’re coming into [00:23:00] partnership with you. We’re going to continue to give you the, the best solution that we can. A lot of it’s software defined. and we’re going to give you, you know, better clinical workflow, better, user experience, better administrative experience all through software.
And I think that’s another area where I look at it and go. All right. I’m not looking at one company. That’s saying, Hey, this is how we’re defined in another company that says, yeah, you know, in three years, you’re going to have to swap all this stuff out and start over again, which a lot of [00:23:30] healthcare legacy healthcare companies have as sort of their core business model.
And I think that’s the thing I like about the two organizations here and maybe it’s, about, you know, the time when you started and the shift that was going on. But I think that’s an opportunity for somebody or something I would look at as a CIO is more systems that are, that function this way, that I get significant updates via software.
I get a [00:24:00] non-disruptive updates. I get a high reliability. High-performance one phone call. I mean, all those things are really appealing to me. I’m trying to reduce complexity and reduce costs. And I would think that that that model really works. For your clients, I’m sort of setting you up with that question because as a CIO, I’m sorta trying to PR trying to process why, why this partnership would work and why another one might not work.
Mark Dobbs: Yeah. I mean, you know, just to add to that you definitely served up a [00:24:30] softball for us, but. that kind of goes back to what I think Tom and I are both saying, right. Is you can set aside all the normal metrics of looking at product. And if you kind of think enterprise by enterprise but kind of shop as if you’re a personal consumer.
You’re going to think about things a little bit differently, right? They’ll like if you go in and you want to purchase something for yourself, then you may say, if it’s at an enterprise scale I want that same experience at the enterprise. Right? So both of our companies allow you to say [00:25:00] at the end of the day, who’s going to take care of me.
I don’t know what the future is going to look like. Cause nobody’s got a crystal ball. But if there are different initiatives coming down that we have to pivot to as a healthcare organization and how can we pivot and respond to those quickly? Right. Do we have the right technology systems in place today?
If not, how can we implement them? Pure and Sectra vendors like us in the market will allow you to kind of safely have the ability blocks too, to plan [00:25:30] for and pivot to handling the unpredictable. Right? Like we don’t know what the future is going to throw at us. We don’t know if we’re going to buy another hospital.
If we do that, what does that mean from our prior purchasing behaviors? Right? Did we buy the right solution? If people are looking to absolve some of those fears and did we buy the right thing and is it something I would buy myself? If you can kind of package all that up in a good user experience? I think that’s probably arguably what both of our companies have done.
Great. And it helps protect, you know, it helps protect, [00:26:00] your role, your position, and the fundamental things that your organization is trying to focus on, which is patient care.
Bill Russell: Yeah, well, gentlemen, I’m sorry. Go ahead, Tom. I’ll give you the last one.
Tom Pacenta: Yeah, no, it just I echo that, the, the one thing, you know, you don’t know, everything that’s gonna happen in the future, but there’s one thing you could probably bank on is that the storage needs will continue to grow.
There’s going to be more data coming from radiology. digital pathology is [00:26:30] about eight to 10 times the volume of what radiology is doing. So storage is going to be, do nothing but grow over the next years and having a solution that can grow with it without having to do these forklift upgrades without having to rebuy storage, I think is just, a smart way to operate.
And I can’t imagine any healthcare system not wanting to move to a solution. Sure they can grow with their needs.
Bill Russell: So, you know, Tom, Tom, last question unpacked. So I’m just [00:27:00] curious, you know with COVID we had a lot of work from home type scenarios. where your, did you have clinicians going into their homes? Radiologists cardiologists, trying to read images from their home. How’d that go?
Tom Pacenta: Yeah. So M a R analogists really, for instance, at University Hospitals in Cleveland, I think the majority of these radiologists have set ups at home, already. So even before COVID-19 there were reading. but, certainly COVID-19, [00:27:30] Increased the usage, from home.
And, the nice thing is, is, you know, as long as they had a decent bandwidth, which most of the radiologists have through cable modem or whatever, they were able to operate fairly well through the whole, experience. They’ve asked for additional collaboration tools to make it easier, you know, where they can share screens and, You know, we have, we have those tools available.
But, yeah, they were able to, to operate fine and then track the usage [00:28:00] in certainly pre COVID-19. Yeah, there’s a definite depth but volume now is beginning to increase, over the last month or two. And, hopefully, gonna return back to what pre COVID-19 volume was for soon, but they operate fairly well from home, these guys, so
Bill Russell: That’s fantastic. And next week we’re actually going to do a show on SD weigh in and talk about accelerating those connections to the home. Cause that’s another thing that came [00:28:30] up an awful lot in our field reports we did with the health systems. Is, just the challenge. You know, we move people into these homes. We never managed those home networks before and it’s, you know, it’s just a whole new, a whole new thing for us.
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