What’s the Difference?
By Jamie Verkamp, Managing Partner and Chief Speaking Officer at (e)Merge
Twitter: @jamieverkamp
Healthcare organizations often see attesting to the Measures included in Meaningful Use Stage 2 as a burdensome checklist which results in massive resource drain in exchange for inadequate financial compensation. MU Stage 2 Measure 7 is one such oft-maligned requirement for attestation. This Measure requires that online access to records is provided to 50% of patients and that 5% of patients execute the viewing, download, or transmission of their online health information. Organizations should not see Measures such as this, regarding patient engagement, as intimidating or inconvenient. Instead, Measures seeking to improve patient engagement should be seen as an opportunity to create more loyal, involved patients. By giving patients a channel to monitor and participate in their own healthcare, organizations can develop a more educated population.
Understanding the reasoning behind Measures driving patient engagement is the first step; now, we must educate our patient population on the value of logging in and connecting with their information. While the frequency of patients physically visiting their physician’s office is somewhat inconsistent, this is often the best way to encourage electronic patient access. Patient facing staff members should be well educated on electronic patient access and be prepared to answer questions as they arise. Physically walking patients through the engagement process of maneuvering their electronic access, or providing video tutorial with simple instructions in the office lobby can increase patient engagement immensely. However, organizations must seek to include in their engagement plan the younger and healthier population who may not enter the physical office space outside of unforeseen emergency visits or more often than their annual checkup requires. Looking online to relate with these patients can be beneficial, as we find this is where the majority of their time and communication is spent engaging with brands and services. Providing information and education on a practice website, Facebook, Twitter or even YouTube page through video promotion can assist in sparking an interest with this patient demographic.
In today’s society, consumers are bombarded with promotional emails and routinely asked for their contact information so further communication can be established. With this in mind, consumers are more cautious as to what and how much information they provide to companies. Unfortunately for the healthcare industry, this includes a cautious nature toward information shared with healthcare organizations as well. With this barrier in place, administrators must actively engage with their patients to educate them on the benefits of becoming involved in electronically managing their care.
Convenience has become one of the most desired aspects of communication and buying behaviors in consumers today. Explaining to patients the ease of communication with physicians and key staff members through the portal can be a helpful start in creating buy in. Informing patients of potential time saving factors in appointments down the road and quicker access to lab results can also establish and pique interest. In many instances, finding the optimal moment to address the patient portal can create successful outcomes. Patients burdened by numerous prescription refill requirements or those frustrated with waiting in line to pay a bill can be directed back to the convenience of a patient portal to handle all of these items at their own computer at home.
As a whole, those looking to meet this Stage 2 requirement must focus their attention on creating personalized communication with patients. Standardized information will not entice patients and may easily be looked over. Begin to examine which staff members may be the best fit for providing patient education and focus on educating patients on what they will get out of participating, not just simply meeting your Measure 7 requirements.
About the Author: As a keynote speaker, breakout leader, facilitator, trainer and consultant, Jamie’s passion for people has helped energize thousands of audience members and become a nationally recognized thought leader in the healthcare industry. As Managing Partner and Chief Speaking Officer at (e)Merge, a medical growth consulting firm, Verkamp works shoulder to shoulder with medical professionals in both hospital and clinical settings to improve the patient experience and see measurable growth in clients‘ customer service efforts, referral volumes and bottom lines.