In this podcast interview, athenahealth SVP and Chief Marketing Officer Rob Cosinuke explains the rationale behind the deal and lays out athena’s three-phase plan for integration:
- “Sidle up” to the Epocrates brand for awareness, bask in the brand’s “love halo,” and generate leads for athenahealth offerings
- Invest in the core Epocrates app and expand its utility so physicians will love it even more
- Integrate Epocrates and athenahealth functionality to generate transactions on athenahealth’s national health information backbone