Recognizing an opportunity to turn a meaningful use requirement into a revenue stream, electronic health record vendor Extormity has forged a strategic collaboration with the tobacco industry.

"One of the core set objectives is to record the smoking status of more than 50 percent of patients 13 years of age or older, which is frankly an administrative burden," said Extormity CEO Brantley Whittington. "We thought outside the box, and decided on a default setting which affirms that each patient is indeed a smoker."

Practices with an Extormity EHR will be provided with cigarette sample packs which can be distributed to all patients over the age of 13. "The tobacco industry is looking for innovative ways to attract teenage smokers, and the big pharma model of providing samples is a proven way to build share," added Whittington. "The practice benefits as there is no need to click on an added box indicating smoking status – the answer is always yes, and the patient walks out with a filtered menthol reminder of their visit."

Tobacco lobbyist Eddie Basler Junior applauds the move. "Since we had to walk away from sponsoring stock cars, we have been hunting for a way to convey the benefits of nicotine addiction," said Basler. "We are going to pay Extormity a nickel for every cigarette sample pack that gets distributed, and we get the implied endorsement of the medical establishment."

While reaction in the physician community is mixed, some sense an opportunity. Behavioral expert Thomas Bixler, M.D. conducts smoking cessation clinics in Vermont. "Frankly, clinic attendance is declining as tobacco use has been demonized in the media and fewer young people are smoking and chewing," lamented Bixler. "For my business model to survive, we need to create more tobacco users who can then pay me to help them quit. I am a huge advocate for Extormity, and strongly suggest that my colleagues select their EHR to achieve meaningful use."

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