With meaningful use Stage 2 underway, many healthcare organizations are pouring significant resources into patient portals in order to engage patients and receive incentives. Although many are planning to fully maximize these tools, portals do have their limitations—especially when it comes to fostering meaningful patient-provider communication with a broad population of patients with varying communication preferences.
The need for patient portals has recently become more urgent due to Stage 2 incentives, which requires organizations looking to attest to the regulation to demonstrate that at least five percent of their patients are electronically viewing, downloading and transmitting health information via a portal.
Unfortunately, the industry is experiencing challenges getting patients to embrace patient portals, as many people are still unsure of what portals are and how they work. In some cases, patients are uncomfortable using this kind of tool, feeling it is too impersonal or lacks security. As such, portals to-date have been somewhat disappointing with regards to effective patient communication, despite the substantial investments organizations have made.
That’s not to say that portals do not play a role in engaging with patients—merely that organizations should use them as one of several communication vehicles in a multifaceted strategy. In other words, instead of zeroing in on portal use to meet Stage 2 requirements, organizations should take a step back and develop a holistic patient communication and engagement strategy that addresses the broader goals behind meaningful use—keeping patients engaged, driving better clinical outcomes and enhancing the patient experience while improving efficiency.
Developing a comprehensive communication strategy
Organizations can leverage various tactics—live-voice communication, automated technology, portals and other interactive tools—to efficiently and appropriately communicate with patients. When these tools are part of a well-considered engagement approach, they can help an organization achieve better outcomes for patients, improving health while reducing the likelihood of hospital admission.
The challenge for many organizations lies in determining which communication methods work best in certain situations and with which patients. To overcome this roadblock, healthcare organizations should consider the following when developing their patient engagement and communication strategies:
Assess the current state of patient communication. Healthcare organizations should evaluate the ways they interact with patients and the different modalities they use, assessing whether the tools and methods currently in place are working. This may involve reviewing patients’ use of assets such as portals, messaging and online tools, as well as nurse call lines and other live interactions. Things to look for include whether patients are taking advantage of these tools and whether the solutions meet organization objectives. For instance, if an organization uses automated appointment reminders but the no-show rate remains constant or increases, perhaps revisiting this strategy is appropriate.
Identify the communication needs of specific populations. Not all communication methods are appropriate for every population or conversation. For instance, patients with complex conditions who are high-risk for admission will warrant a different communication level than someone coming to the organization for a wellness check. Moreover, patients receiving abnormal test results will require high-touch interactions with clinicians or other empathetic, well-trained individuals. On the other hand, routine interactions, such as appointment and prescription reminders or reporting normal test results, can be handled through electronic modalities such as automated phone calls, portals or text messaging.
Respect patient preferences. Whether it’s via telephone call or email message, most people have a preferred way of receiving information. Providers should ask patients what method works best for them and use these preferences whenever appropriate and possible. Logical times to seek patient input include during office visits or through satisfaction surveys.
Experiment with different methods and tools. Patients may say they prefer one communication method, but might actually respond better to another. Providers should consider not only patients’ preferences, but also the proven results of other modalities of interactions. For example, a patient may suggest a preference for phone calls, but data may show that an automated message works just as well for routine encounters, an approach that is more cost effective for the organization as well.
Be flexible and aware of new technology. As technology continues to evolve, providers must recognize that patient preferences will continue to shift over time. Think about it: mobile phones and texting, for instance, are relatively recent technology advancements. What new technology will hit the market in the next five to 10 years? Organizations should continuously evaluate their communication tactics and be prepared to meet changing preferences and trends. Additionally, organizations should think about how they can blend new technological advancement with the technology they currently use to improve their processes.
Strategically consider the message. Fundamentally, an organization should be aware of the messages it delivers to its patients and how their overall brand awareness is being represented at every touch point. This could include not only clinical interactions during phone calls, emails and in-person visits, but also what is communicated through letters, billing, front desk staff and promotional material. Assess whether the organization conveys a consistent message and determine how improvements can be made to foster a more unified approach.
Don’t lose sight of the overarching goal
As mentioned before, meaningful use incentives may be driving portal implementation, but that does not mean that healthcare organizations should implement portals as their primary and sole patient communication tool.
By incorporating a variety of elements in a robust communication program and identifying how to best apply those resources through the use of data, providers can facilitate the most cost-effective patient interactions, automating routine connections when possible to allow live encounters when patients need them most.
