7. Eclypsis sells electronic health record systems. The company’s marketing and sales division is having its annual meeting to set goals for the coming years. Past performance is reviewed at the beginning of the meeting. In a review of the accounts, the senior director of sales breaks down the markets that have been penetrated: “We have done a really good job penetrating the single-specialty groups like orthopedics and cardiology. I am impressed by your accomplishments. You have all done a really spectacular job, but the real potential is in the multispecialty practices, and we are having difficulty penetrating this market. I am stumped.” One of the more experienced sales representatives speaks up:

“From what I hear, Cerner, our big competition, has the same problem.”

Diagnose the problem that Eclypsis and Cerner are having in getting adoption among multispecialty groups.