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

“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 !

Do #1: Go beyond ratings to present other useful information Public reports need to do more than provide comparative performance data 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 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 Doing so will make public reports more relevant to consumers and may help motivate greater use of other report features

Growing expectations for consumer engagement and personal responsibility

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, (

Sample Tools from AHRQ’s “Model Public Report Elements Sampler” Evaluating and selecting a high quality provider Evaluating and selecting a high quality provider Preparing for a visit to a doctor or hospital Preparing for a visit to a doctor or hospital Partnering with doctors to manage a chronic disease Partnering with doctors to manage a chronic disease

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

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

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

Do #2: Promote Awareness of Your Public Report Even the most engaging reports will not be used if no one knows about them 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 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 Work with marketing and public relations experts to develop a strategy to match their audience and reporting products

Sample Tools from AHRQ’s “TalkingQuality” Website

Ex: TalkingQuality Tools and Tips for Using The Media Identifying media outlets Identifying media outlets  Broadcast vs. narrowcast  Traditional vs. “new” or emerging media Building and maintaining relationships with media professionals Building and maintaining relationships with media professionals How to handle “bad press” How to handle “bad press”

Ex: CalHospitalCompare Maternity Site: Online Marketing Campaign Key strategies: Key strategies:  Ad content and placement  Search words  Branded s  Promotional event Results: Results:  Substantial increase in Web traffic Key lessons: Key lessons:  Match medium/message to audience  Target diverse segments  Strategic placement  Continuous monitoring

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 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 Developing a sustainable business model is key to success Multiple models and hybrids exist: choose the strategy that best fits your politics and culture Multiple models and hybrids exist: choose the strategy that best fits your politics and culture

Sample Tools from AHRQ’s “Decision Guide on Public Reporting” Addresses 20 questions community leaders and stakeholders frequently ask about public reporting Addresses 20 questions community leaders and stakeholders frequently ask about public reporting CVE leaders informed development of the Guide CVE leaders informed development of the Guide Forthcoming Winter 2011: to reserve a copy, Forthcoming Winter 2011: to reserve a copy,

Case Examples of Business Models from the Decision Guide Puget Sound Health Alliance 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 Utah HealthInsight  QIO with core funding from CMS  Business model: Leverage QIO funding to extend mission through smaller supplemental grants

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

Getting Tools Used: Lessons from 4 Case Studies Outside Health Care Case studies: Case studies:  Consumer Reports Car Buying Guides  US News America’s Best Colleges  eBay  Nutrition Facts Panel Key lessons: 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.

New AHRQ Resources on Public Reporting Model Public Report Elements: A Sampler Lead PIs: Adams Dudley, Judith Hibbard and Dale Shaller Available at pubrptsampler.htm pubrptsampler.htm pubrptsampler.htm TalkingQuality Web Site (Re- Release) Lead PI: Lise Rybowski Available at gov/default.aspx gov/default.aspx gov/default.aspx Public Reporting of Provider Performance: A Decision Guide for Community Quality Collaboratives Lead PI: Adams Dudley Expected: Winter 2011 Methodological Considerations in Generating Provider Performance Scores for Use in Public Reporting Lead PIs: Cheryl Damberg and Mark Friedberg Expected: Fall 2010

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, 2. Selecting Quality and Resource Use Measures: A Decision Guide for Community Quality Collaboratives Available at AHRQ Pub. No. 09(10) Consumer Financial Incentives: A Decision Guide for Purchasers Available at AHRQ Pub. No. 07(08) Pay for Performance: A Decision Guide for Purchasers Available at AHRQ Pub. No New! To order hard copies, send an request to and include the AHRQ Pub. No. for each Guide.