3 Key 3 Key “Do’s”“Do’s” of ofPublic Report Design andPublic Report Design and

Tools That Can Help You Tools That Can Help You DoDo ThemThem

Dale Shaller, MPADale Shaller, MPAShaller Consulting GroupShaller Consulting Group

AHRQ 2010 Annual ConferenceAHRQ 2010 Annual ConferenceSeptember 27, 2010September 27, 2010

““If you only do 3 things, If you only do 3 things, please be sure to…”please be sure to…”1.1. Present more than comparative data: Present more than comparative data: provide provide

consumers with engagement tools !consumers with engagement tools !2.2. Make sure your reports are not only useful but Make sure your reports are not only useful but are are

usedused: : focus on promotion and dissemination !focus on promotion and dissemination !3.3. Position yourself for the long term: Position yourself for the long term: develop a develop a

sustainable business model !sustainable business model !

Do #1: Go beyond ratings to Do #1: Go beyond ratings to present other useful informationpresent other useful information Public reports need to do more than provide Public reports need to do more than provide

comparative performance datacomparative performance data Reports should give consumers practical advice and Reports should give consumers practical advice and

tools for engaging in their health and health caretools for engaging in their health and health care Doing so will make public reports more relevant to Doing so will make public reports more relevant to

consumers and may help motivate greater use of consumers and may help motivate greater use of other report features other report features

Growing expectations for consumer Growing expectations for consumer engagement and personal engagement and personal

responsibilityresponsibility

10 Essential Engagement 10 Essential Engagement BehaviorsBehaviors

1.1. Find safe, quality careFind safe, quality care2.2. Communicate with health care professionalsCommunicate with health care professionals3.3. Organize your health careOrganize your health care4.4. Pay for your health carePay for your health care5.5. Make good treatment decisionsMake good treatment decisions6.6. Participate in your treatmentParticipate in your treatment7.7. Promote your healthPromote your health8.8. Get preventive careGet preventive care9.9. Plan for the end of lifePlan for the end of life10.10.Seek health knowledgeSeek health knowledge

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

Sample Tools from AHRQ’s Sample Tools from AHRQ’s “Model Public Report Elements “Model Public Report Elements

Sampler”Sampler” Evaluating and selecting Evaluating and selecting

a high quality providera high quality provider

Preparing for a visit to a Preparing for a visit to a doctor or hospitaldoctor or hospital

Partnering with doctors to Partnering with doctors to manage a chronic diseasemanage a chronic disease

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

Ex: Ex: Consumer Reports’ “How to Consumer Reports’ “How to Choose a Doctor”Choose a Doctor”

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

Ex:Ex: AHRQ’s “Questions are the AHRQ’s “Questions are the Answer”Answer”

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

Ex:Ex: Ask Me 3 Ask Me 3(National Patient Safety Foundation)(National Patient Safety Foundation)

URL: http://www.npsf.org/askme3/for_patients.php

Do #2: Promote Awareness of Do #2: Promote Awareness of Your Public ReportYour Public Report Even the most engaging reports will not be used if no Even the most engaging reports will not be used if no

one knows about themone knows about them Most public report sponsors allocate little or no Most public report sponsors allocate little or no

budget for promotionbudget for promotion Work with marketing and public relations experts to Work with marketing and public relations experts to

develop a strategy to match their audience and develop a strategy to match their audience and reporting productsreporting products

Sample Tools from AHRQ’s Sample Tools from AHRQ’s “TalkingQuality” Website“TalkingQuality” Website

https://www.talkingquality.ahrq.gov/default.aspx

Ex: TalkingQuality Tools and Tips Ex: TalkingQuality Tools and Tips forfor

Using The MediaUsing The Media Identifying media outletsIdentifying media outlets

Broadcast vs. narrowcastBroadcast vs. narrowcast Traditional vs. “new” or emerging mediaTraditional vs. “new” or emerging media

Building and maintaining relationships with Building and maintaining relationships with media professionalsmedia professionals

How to handle “bad press”How to handle “bad press”

Ex: Ex: CalHospitalCompare Maternity CalHospitalCompare Maternity Site:Site:

Online Marketing CampaignOnline Marketing Campaign Key strategies:Key strategies:

Ad content and Ad content and placementplacement

Search wordsSearch words Branded e-mailsBranded e-mails Promotional eventPromotional event

Results:Results: Substantial increase in Substantial increase in

Web trafficWeb traffic Key lessons:Key lessons:

Match medium/message Match medium/message to audienceto audience

Target diverse segmentsTarget diverse segments Strategic placementStrategic placement Continuous monitoringContinuous monitoring

Do #3: Develop a Sustainable Do #3: Develop a Sustainable Business ModelBusiness Model

To be effective over the long term, establish your To be effective over the long term, establish your public reports as a reliable, ongoing source of trusted public reports as a reliable, ongoing source of trusted informationinformation

Developing a sustainable business model is key to Developing a sustainable business model is key to successsuccess

Multiple models and hybrids exist: choose the strategy Multiple models and hybrids exist: choose the strategy that best fits your politics and culturethat best fits your politics and culture

Sample Tools from AHRQ’s Sample Tools from AHRQ’s “Decision Guide on Public “Decision Guide on Public

Reporting”Reporting”

Addresses 20 questions Addresses 20 questions community leaders and community leaders and stakeholders frequently stakeholders frequently ask about public reportingask about public reporting

CVE leaders informed CVE leaders informed development of the Guide development of the Guide

Forthcoming Winter 2011: Forthcoming Winter 2011: to reserve a copy, email: to reserve a copy, email: jan.delamare@ahrq.hhs.gojan.delamare@ahrq.hhs.govv

Case Examples of Business Case Examples of Business Models from the Decision GuideModels from the Decision Guide

Puget Sound Health AlliancePuget Sound Health Alliance Purchaser-led multi-stakeholder coalitionPurchaser-led multi-stakeholder coalition Business modelBusiness model: Member dues on sliding scale with products and : Member dues on sliding scale with products and

services that continually deliver “added value” to justify member duesservices that continually deliver “added value” to justify member dues Utah HealthInsightUtah HealthInsight

QIO with core funding from CMS QIO with core funding from CMS Business modelBusiness model: Leverage QIO funding to extend mission through : Leverage QIO funding to extend mission through

smaller supplemental grantssmaller supplemental grants

Case Examples of Business Case Examples of Business Models from the Decision Guide Models from the Decision Guide

(cont.)(cont.) Office of the Patient AdvocateOffice of the Patient Advocate

State agency with mandate to educate and inform State agency with mandate to educate and inform consumers about health care qualityconsumers about health care quality

Business modelBusiness model: Leverage state funding based on : Leverage state funding based on insurance licensing fees to partner with a insurance licensing fees to partner with a statewide collaborative (IHA) that collects HMO statewide collaborative (IHA) that collects HMO and medical group performance dataand medical group performance data

Getting Tools Used: Lessons Getting Tools Used: Lessons fromfrom

4 Case Studies Outside Health 4 Case Studies Outside Health CareCare

Case studies:Case studies: Consumer Reports Car Buying GuidesConsumer Reports Car Buying Guides US News America’s Best CollegesUS News America’s Best Colleges eBayeBay Nutrition Facts PanelNutrition Facts Panel

Key lessons:Key lessons: Get the right tool to the right audience at the right timeGet the right tool to the right audience at the right time Establish a basis of trust and credibility, preferably with Establish a basis of trust and credibility, preferably with

a strong brand identitya strong brand identity Make tools easy to use and customizeMake tools easy to use and customize Create and sustain a viable business modelCreate and sustain a viable business model Focus on marketing and promotionFocus on marketing and promotion

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

New AHRQ Resources on New AHRQ Resources on Public Reporting Public Reporting

Model Public Report Elements: Model Public Report Elements: A SamplerA Sampler

Lead PIs: Lead PIs: Adams Dudley, Judith Adams Dudley, Judith Hibbard and Dale Shaller Hibbard and Dale Shaller Available Available

at at http://www.ahrq.gov/qual/value/http://www.ahrq.gov/qual/value/

pubrptsampler.htmpubrptsampler.htm

TalkingQuality Web Site (Re-TalkingQuality Web Site (Re-Release)Release)

Lead PI: Lead PI: Lise RybowskiLise Rybowski Available Available at at

https://www.talkingquality.ahrq.https://www.talkingquality.ahrq.gov/default.aspxgov/default.aspx

Public Reporting of Provider Public Reporting of Provider Performance: A Decision Guide Performance: A Decision Guide

for Community Quality for Community Quality CollaborativesCollaboratives

Lead PI:Lead PI: Adams Dudley Adams Dudley Expected: Expected: Winter 2011Winter 2011

Methodological Considerations Methodological Considerations in Generating Provider in Generating Provider

Performance Scores for Use in Performance Scores for Use in Public ReportingPublic Reporting

Lead PIs: Lead PIs: Cheryl Damberg and Cheryl Damberg and Mark FriedbergMark Friedberg

Expected: Expected: Fall 2010Fall 2010

Series of AHRQ Decision GuidesSeries of AHRQ Decision Guidescommunity quality collaborative leaders, consumers, and community quality collaborative leaders, consumers, and

purchasers informed the development of each Decision Guidepurchasers informed the development of each Decision Guide

1.1. Public Reporting of Provider Performance: A Public Reporting of Provider Performance: A Decision Guide for Community Quality CollaborativesDecision Guide for Community Quality Collaboratives Forthcoming Winter 2011 – to reserve a copy, Forthcoming Winter 2011 – to reserve a copy, e-mail jan.delamare@ahrq.hhs.gov e-mail jan.delamare@ahrq.hhs.gov

2.2. Selecting Quality and Resource Use Measures: Selecting Quality and Resource Use Measures: A Decision Guide for Community Quality A Decision Guide for Community Quality CollaborativesCollaboratives Available at Available at http://www.ahrq.gov/qual/perfmeasguide/ http://www.ahrq.gov/qual/perfmeasguide/ AHRQ Pub. No. 09(10)-0073AHRQ Pub. No. 09(10)-0073

3.3. Consumer Financial Incentives: Consumer Financial Incentives: A Decision Guide for Purchasers A Decision Guide for Purchasers Available at Available at http://www.ahrq.gov/qual/value/incentives.htm http://www.ahrq.gov/qual/value/incentives.htm AHRQ Pub. No. 07(08)-0059 AHRQ Pub. No. 07(08)-0059

4.4. Pay for Performance: Pay for Performance: A Decision Guide for Purchasers A Decision Guide for Purchasers Available at http://www.ahrq.gov/qual/p4pguide.htm Available at http://www.ahrq.gov/qual/p4pguide.htm AHRQ Pub. No. 06-0047 AHRQ Pub. No. 06-0047

New!

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