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
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
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, 2010. (http://www.cfah.org)
Sample Tools from AHRQ’s “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
Ex: Consumer Reports’ “How to
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: AHRQ’s “Questions are the Answer”
URL: http://www.ahrq.gov/questionsaretheans wer
Ex: Ask Me 3
(National Patient Safety Foundation)
URL: http://www.npsf.org/askme3/for_patients.php
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
Sample Tools from AHRQ’s
“TalkingQuality” Website
https://www.talkingquality.ahrq.gov/default.aspx
Ex: TalkingQuality Tools and Tips for
Using 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”
Ex: CalHospitalCompare Maternity Site:
Online 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
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
Sample Tools from AHRQ’s “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@ahrq.hhs.gov
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
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
Getting Tools Used: Lessons from
4 Case Studies Outside Health Care
Case studies:
Consumer Reports Car Buying Guides
US News America’s 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.
New AHRQ Resources on
Public Reporting
Methodological Considerations Model Public Report Elements:
in Generating Provider A Sampler
Performance Scores for Use in
Public Reporting Lead PIs: Adams Dudley, Judith
Hibbard and Dale Shaller
Lead PIs: Cheryl Damberg and Available at
Mark Friedberg http://www.ahrq.gov/qual/value/
Expected: Fall 2010 pubrptsampler.htm
TalkingQuality Web Site (Re- Public Reporting of Provider
Release) Performance: A Decision Guide
for Community Quality
Lead PI: Lise Rybowski Available
Collaboratives
at
https://www.talkingquality.ahrq. Lead PI: Adams Dudley
gov/default.aspx Expected: Winter 2011
Series of AHRQ Decision Guides
community quality collaborative leaders, consumers, and purchasers
informed the development of each Decision Guide
New!
1. Public Reporting of Provider Performance:
A Decision Guide for Community Quality Collaboratives
Forthcoming Winter 2011 – to reserve a copy,
e-mail jan.delamare@ahrq.hhs.gov
2. 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
3. Consumer Financial Incentives:
A Decision Guide for Purchasers
Available at http://www.ahrq.gov/qual/value/incentives.htm
AHRQ Pub. No. 07(08)-0059
4. 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@ahrq.hhs.gov, and include the AHRQ Pub.
No. for each Guide.