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An integrated healthcare system implemented an electronic health record
1. An integrated healthcare system implemented an electronic health record. In preparation for the implementation of a patient portal system, the healthcare organization aimed to better understand the current technology utilization of its patients and the preferences associated with the use of a patient portal for accessing electronic personal health information.
As the healthcare system prepares to implement a patient portal as part of the electronic health record, Recommend the method(s) this organization should use to market the portal to patients?
2. Conduct an internet search to identify at least two federal initiatives that advocate for the use of technology to promote patient-centered care. Briefly describe the initiatives including the names and website link for these federal initiatives?
Sample Answer
Marketing Strategies for Patient Portal Adoption
To effectively market the new patient portal and maximize its adoption, the integrated healthcare system should use a multi-channel, phased approach that directly addresses patient needs and technological habits. The core strategy should focus on convenience, control, and accessibility.
Recommended Marketing Methods:
Method
Target & Rationale
Point-of-Care Promotion (Direct)
Target: All patients immediately upon interaction. Strategy: The most effective time to register or promote the portal is during a patient’s visit. Nurses and clinic staff should provide instant enrollment assistance using tablets in the exam room or at checkout. This capitalizes on the patient's immediate need (e.g., viewing lab results or scheduling a follow-up) and overcomes the initial barrier to sign-up.
Email and SMS Campaigns (Digital)
Target: Current patients with recorded email addresses and mobile numbers. Strategy: Send targeted, easy-to-read communications highlighting a single key benefit per message (e.g., "See your lab results 24 hours faster" or "Pay your bill instantly"). Use clear Calls-to-Action (CTAs) with direct links to the sign-up page.
Federal Initiatives Promoting Patient-Centered Technology
Two major federal initiatives advocate for the use of technology to empower patients and promote patient-centered care:
A. The Office of the National Coordinator for Health Information Technology (ONC)
The ONC is the principal federal entity charged with coordinating nationwide efforts to implement and use the most advanced health information technology and the electronic exchange of health information.
Initiative: The 21st Century Cures Act (Cures Act) (Specifically focusing on Interoperability and Information Blocking provisions)
Description: The Cures Act mandates that healthcare providers, health IT developers, and health information exchanges stop information blocking and ensure seamless, inexpensive access to patient data via application programming interfaces (APIs). This initiative directly advocates for technology (APIs and standardized EHR data access) to put patients in control of their health information. It promotes patient-centered care by making electronic personal health information (ePHI) easily accessible on a patient’s mobile device or preferred third-party app.
Website Link: https://www.healthit.gov/ (Look for sections related to Cures Act Final Rules and Interoperability)