3 Key Do's of Public Report Design and Tools That Can Help You Do Them (Text Version)

On September 27, 2010, Dale Shaller made this presentation at the 2010 Annual Conference. Select to access the PowerPoint® presentation (3.6 MB).  

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Slide 1

3 Key "Do's" of Public Report Design and Tools That Can Help You Do Them

Dale Shaller, MPA
Shaller Consulting Group

AHRQ 2010 Annual Conference
September 27, 2010

Slide 2

"If you only do 3 things, please be sure to."

1. Present more than comparative data: provide consumers with engagement tools!
2. Make sure your reports are not only useful but are used: focus on promotion and dissemination!
3. Position yourself for the long term: develop a sustainable business model!

Slide 3

Do #1: Go beyond ratings to present other useful information

• Public reports need to do more than provide comparative performance data.
• Reports should give consumers practical advice and tools for engaging in their health and health care.
• Doing so will make public reports more relevant to consumers and may help motivate greater use of other report features.

Slide 4

Growing expectations for consumer engagement and personal responsibility

An image of a cartoon is shown. The text in the cartoon says "What fits your busy schedule better, exercising one hour a day or being dead 24 hours a day?"

Slide 5

10 Essential Engagement Behaviors

1. Find safe, quality care
2. Communicate with health care professionals
3. Organize your health care
4. Pay for your health care
5. Make good treatment decisions
6. Participate in your treatment
7. Promote your health
8. Get preventive care
9. Plan for the end of life
10. Seek health knowledge

A New Definition of Patient Engagement, Center for Advancing Health, Washington, DC, 2010. (www.cfah.org)

Slide 6

Sample Tools from AHRQ's "Model Public Report Elements Sampler"

• Evaluating and selecting a high quality provider.
• Preparing for a visit to a doctor or hospital.
• Partnering with doctors to manage a chronic disease.

A screen shot of myCareCompare.org is shown.

https://www.ahrq.gov/qual/value/pubrptsampler.htm

Slide 7

Ex: Consumer Reports' "How to Choose a Doctor"

A screen shot of Consumer Reports Health.org is shown.

URL: http://www.consumerreports.org/health/doctors-hospitals/your-doctor-relationship/how-to-choose-a-doctor/getting-started/getting-started.htm

Slide 8

Ex: AHRQ's "Questions are the Answer"

Do You Know? the Right Questions to Ask

1. What is the test for?
2. How many times have you done this?
3. When will I get results?
4. Why do I need this surgery?
5. Are there any alternatives to surgery?
6. What are the possible complications?
7. Which hospital is best for my needs?
8. How do you spell the name of that drug?
9. Are there any side effects?
10. Will this medicine interact with medicines that I'm already taking?

Build Your Own list of Questions →

An image of a waiter is shown with the text "You'll ask him about the side dish."

An image of a doctor is shown with the text "But you won't ask him about the side effects."

URL: https://www.ahrq.gov/questionsaretheanswer

Slide 9

Ex: Ask Me 3 (National Patient Safety Foundation)

• When To Ask?
• Who Needs to Ask?
• What If I Still Do Not Understand?
• Your Doctor Wants to Answer
• Tips for Clear Health Communication

Good questions for your good health

1. What is my main problem?
2. What do I need to do?
3. Why is it important for me to do this?

URL: http://www.npsf.org/for-healthcare-professionals/programs/ask-me-3/

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Do #2: Promote Awareness of Your Public Report

• Even the most engaging reports will not be used if no one knows about them.
• Most public report sponsors allocate little or no budget for promotion.
• Work with marketing and public relations experts to develop a strategy to match their audience and reporting products.

Slide 11

Sample Tools from AHRQ's "TalkingQuality" Website

A screen shot of TalkingQuality is shown.

https://talkingquality.ahrq.gov

Slide 12

Ex: TalkingQuality Tools and Tips for Using The Media

• Identifying media outlets:
  • Broadcast vs. narrowcast
  • Traditional vs. "new" or emerging media
• Building and maintaining relationships with media professionals.
• How to handle "bad press".

Slide 13

Ex: CalHospitalCompare Maternity Site: Online Marketing Campaign

• Key strategies:
  • Ad content and placement
  • Search words
  • Branded e-mails
  • Promotional event
• Results:
  • Substantial increase in Web traffic
• Key lessons:
  • Match medium/message to audience
  • Target diverse segments
  • Strategic placement
  • Continuous monitoring

To the right of the text is an image of an online ad that shows CalHospitalCompare.org and discusses C-section rates.

Slide 14

Do #3: Develop a Sustainable Business Model

• To be effective over the long term, establish your public reports as a reliable, ongoing source of trusted information.
• Developing a sustainable business model is key to success.
• Multiple models and hybrids exist: choose the strategy that best fits your politics and culture.

Slide 15

Sample Tools from AHRQ's "Decision Guide on Public Reporting"

• Addresses 20 questions community leaders and stakeholders frequently ask about public reporting.
• CVE leaders informed development of the Guide.
• Forthcoming Winter 2011: to reserve a copy, email: jan.delamare@ahrq.hhs.gov

To the right of the text is an image of the cover of the publication "Public Reporting of Provider Performance: A Decision Guide for Community Collaboratives".

Slide 16

Case Examples of Business Models from the Decision Guide

• Puget Sound Health Alliance:
  • Purchaser-led multi-stakeholder coalition.
  • Business model: Member dues on sliding scale with products and services that continually deliver "added value" to justify member dues.
• Utah HealthInsight:
  • QIO with core funding from CMS.
  • Business model: Leverage QIO funding to extend mission through smaller supplemental grants.

Slide 17

Case Examples of Business Models from the Decision Guide (cont.)

• Office of the Patient Advocate:
  • State agency with mandate to educate and inform consumers about health care quality.
  • Business model: Leverage state funding based on insurance licensing fees to partner with a statewide collaborative (IHA) that collects HMO and medical group performance data.

Slide 18

Getting Tools Used: Lessons from 4 Case Studies Outside Health Care

• Case studies:
  • Consumer Reports Car Buying Guides
  • US News America's Best Colleges
  • eBay
  • Nutrition Facts Panel
• Key lessons:
  • Get the right tool to the right audience at the right time.
  • Establish a basis of trust and credibility, preferably with a strong brand identity.
  • Make tools easy to use and customize.
  • Create and sustain a viable business model.
  • Focus on marketing and promotion.

Getting Tools Use: Lessons for Health Care from Successful Consumer Decisions Aids. Center for Advancing Health, Washington, DC, 2009.

Slide 19

New AHRQ Resources on Public Reporting

Methodological Considerations in Generating Provider Performance Scores for Use in Public Reporting
Lead PIs: Cheryl Damberg and Mark Friedberg
Expected: Fall 2010

TalkingQuality Web Site (Re-Release)
Lead PI: Lise Rybowski
Available at https://talkingquality.ahrq.gov

Model Public Report Elements: A Sampler
Lead PIs: Adams Dudley, Judith Hibbard and Dale Shaller
Available at https://www.ahrq.gov/professionals/quality-patient-safety/quality-resources/value/pubrptsampler/index.html

Public Reporting of Provider Performance: A Decision Guide for Community Quality Collaboratives
Lead PI: Adams Dudley
Expected: Winter 2011

Slide 20

Series of AHRQ Decision Guides
Community quality collaborative leaders, consumers, and purchasers informed the development of each Decision Guide

1. Public Reporting of Provider Performance: A Decision Guide for Community Quality Collaboratives
   Forthcoming Winter 2011—to reserve a copy, e-mail jan.delamare@ahrq.hhs.gov
2. Selecting Quality and Resource Use Measures: A Decision Guide for Community Quality Collaboratives
   Available at https://www.ahrq.gov/professionals/quality-patient-safety/quality-resources/tools/perfmeasguide/index.html
   AHRQ Pub. No. 09(10)-0073
3. Consumer Financial Incentives: Decision Guide for Purchasers
   Available at https://www.ahrq.gov/professionals/quality-patient-safety/quality-resources/value/incentives/index.html
   AHRQ Pub. No. 07(08)-0059
4. Pay for Performance: A Decision Guide for Purchasers
   Available at https://www.ahrq.gov/professionals/quality-patient-safety/quality-resources/tools/p4p/index.html
   AHRQ Pub. No. 06-0047

To order hard copies, send an e-mail request to AHRQPubs@ahrq.hhs.gov, and include the AHRQ Pub. No. for each Guide.