3 Key

1
3 Key Dos ofPublic Report Design andTools
That Can Help You Do Them

• Dale Shaller, MPA
• Shaller Consulting Group
• AHRQ 2010 Annual Conference
• September 27, 2010

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 !

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

4
Growing expectations for consumer engagement and
personal responsibility
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.
(http//www.cfah.org)
6
Sample Tools from AHRQs 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

http//www.ahrq.gov/qual/value/pubrptsampler.htm
7
Ex Consumer Reports How to
Choose a Doctor
URL http//www.consumerreports.org/health/docto
rs-hospitals/your-doctor-relationship/how-to-choos
e-a-doctor/getting-started/getting-started.htm
8
Ex AHRQs Questions are the Answer
URL http//www.ahrq.gov/questionsaretheanswer
9
Ex Ask Me 3(National Patient Safety Foundation)
URL http//www.npsf.org/askme3/for_patients.php

10
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

11
Sample Tools from AHRQs TalkingQuality Website
https//www.talkingquality.ahrq.gov/default.aspx
12
Ex TalkingQuality Tools and Tips forUsing 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

13
Ex CalHospitalCompare Maternity SiteOnline
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

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

15
Sample Tools from AHRQs 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_at_ahrq.hhs.gov

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

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

18
Getting Tools Used Lessons from 4 Case Studies
Outside Health Care

• Case studies
• Consumer Reports Car Buying Guides
• US News Americas 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.
19
New AHRQ Resources on Public Reporting
Model Public Report Elements A Sampler Lead
PIs Adams Dudley, Judith Hibbard and Dale
Shaller
Available at http//www.ahrq.gov/qual/valu
e/pubrptsampler.htm
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//www.talkingqual
ity.ahrq.gov/default.aspx
Public Reporting of Provider Performance A
Decision Guide for Community Quality
Collaboratives Lead PI Adams Dudley
Expected Winter 2011
20
Series of AHRQ Decision Guidescommunity quality
collaborative leaders, consumers, and purchasers
informed the development of each Decision Guide
New!

• Public Reporting of Provider Performance
  A Decision Guide for
  Community Quality Collaboratives
  
  Forthcoming Winter 2011 to reserve a copy,
  
  e-mail jan.delamare_at_ahrq.hh
  s.gov
• Selecting Quality and Resource Use Measures
  
  A Decision Guide for Community Quality
  Collaboratives
  Available at
  http//www.ahrq.gov/qual/perfmeasguide/
  
  AHRQ Pub. No.
  09(10)-0073
• Consumer Financial Incentives
  
  A Decision Guide for Purchasers
  
  Available at http//www.ahrq.gov
  /qual/value/incentives.htm
  
  AHRQ Pub. No. 07(08)-0059
• Pay for Performance
  
  A Decision Guide for
  Purchasers
  Available at
  http//www.ahrq.gov/qual/p4pguide.htm
  
  AHRQ Pub. No.
  06-0047

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