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Discussions about electronic health records (EHR) can get complicated quickly, due to the sheer technological heterogeneity among EHR providers, not to mention their differing business models; free and ad-supported, or expensive and ad-free, for example. That's in addition to other important considerations. Ed Fotsch, CEO, PDR Networks, says biopharma EHR initiatives should consider a physician's full range of prescribing habits, and not try to push single-drug materials into EHRs. It's also important to understand the level of EHR adoption in a given specialty, and to identify opportunities that engage physicians in context-appropriate ways. Finally, it's a good idea to understand the Stage 2 requirements in order to meet the needs of physicians, says Fotsch.