Helping HHS Advance Health IT

Background:  The Obama administration sought to transform the nation’s health care system through health information technology (health IT) to improve the quality, safety, and efficiency of health care.  The U.S. Department of Health & Human Services (HHS), particularly the Centers for Medicare & Medicaid Services (CMS), was charged with helping health care providers transition from outdated paper records to electronic health records (EHRs). CMS was also charged with leading the industry’s switch from ICD-9 to ICD-10 medical codes, as well as other “eHealth” initiatives to help the health care industry deliver high quality care and reduce costs.

Program background:  Ketchum developed a strategic communications campaign for CMS to help health care providers adopt EHRs and participate in the Medicare & Medicaid EHR Incentive Programs. Ketchum segmented the health care provider audience using the Diffusion of Innovations theory, and developed tailored outreach strategies. Ketchum also created educational materials and innovative web-based resources to help providers understand the EHR Incentive Programs. Complementing this campaign, Ketchum is carrying out a multi-media campaign with CMS to help the health care industry switch from ICD-9 to data-rich ICD-10 codes. Ketchum leverages strong peer-to-peer credibility among health care providers by showcasing early adopter champions of EHRs in web and media materials, video testimonials, and continuing education modules. Ketchum also considered the interplay between health care providers and their office managers and patients, and designed tailored communication strategies to reach these audiences as well. To align these initiatives with other eHealth programs including the Physician Quality Reporting System and Administrative Simplification, CMS has launched the eHealth initiative. Ketchum is helping CMS to leverage this initiative among health care providers and patients so they better understand how these integrated programs advance health care and reduce costs.

Evaluation Methods and Results:  According to the 2011 and 2012 National Center for Health Statistics reports on EHR use and characteristics, EHR use among office-based physicians increased from 51% in 2010 to 72% in 2012. As of February 2013, 384,294 providers registered for EHR Incentive Programs, representing 61% of all physicians. More than 57% of those who registered received incentive payments by meeting government requirements for using health information technology to improve health care.

Conclusions:  Larger practices, like those connected to hospital systems, have more financial and administrative resources for eHealth initiatives than those in small and rural practices. Small and rural practices often operate as “cottage industries,” with one or two people managing the clinical and business side of the practice. Grassroots communication, on-the-ground technical assistance, and tailored resources are vital to reaching small and rural practices.

Implications for research and/or practice:  Future research can focus on 1) how these eHealth initiatives have affected clinical and business operations in health care practices/hospitals and 2) the effect of eHealth programs on health care data.