A recent survey indicated that 75% of physicians have purchased an Apple mobile device (i.e. iPhone, iPod, iPad).

A couple of observations...

• That is some serious market penetration into this 800,000 person market segment.
• Who said docs are technology averse?  Maybe it is just your technology that they don't like.
• Which gets to the real point.  If you are an EHR vendor with an overly complex, lousy user interface, you need to realize that you don't get a 'get out of jail free' card by noting that your lousy interface is not as lousy as that other overly complex, poorly designed EHR.  You are competing against Apple.  That is who is setting the expectations of your customer when it comes to how technology and the user should work. 

'We suck less,' is not a real interesting marketing message, is it?