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4 Factors to Consider Before Purchasing a Patient Portal

Ron ShoopOnce considered a nice option for EHRs, patient portals are now becoming a necessity for small practices and hospitals alike. Unfortunately, not all patient portals are created equal, and many lack important capabilities or features. Selecting a sub-par patient portal can severely limit an EHR’s ability to unlock its full potential of benefits, and it can easily increase costs for physicians in the long run.

Many patient portal vendors employ strategies to help physicians meet Meaningful Use requirements; however, their software does not necessarily present an efficient or effective way for patients to access to their electronic health records. Some patient portals, for example, only support medical billing exchanges and don’t provide clinical information. Others provide a standard patient portal with a good set of features, but they don’t allow customization to suit the physician’s needs.

So why should practices consider a patient portal?

Patient portals can facilitate the exchange of clinical and administrative data. They can help practices obtain updated patient demographics and new insurance information, coordinate appointment scheduling, and even process patient payments. Patient portal features may include requesting refills, exchanging messages, reminding patients about treatment plan items, and accessing patient exam notes. Some portals also allow patients to input information about patient family/social history and history of present illness, and they allow physicians to monitor patient wellness on an ongoing basis. Clinical information can be accepted directly into patient’s health record for editing by the physician or staff member, and then be exported to the portal for patients to access. This clinical workflow can save time by documenting patient conditions and history within the portal.

When evaluating patient portals, here are 4 key issues for practices to consider:

1. Costpatient portal

Patient portal costs may include upfront licensing fees, installation and annual maintenance. Some vendors even charge a fee for each transaction that occurs. For example, a physician would have to pay a transaction fee for each patient reminder, message and released office note. In cases such as these, transaction costs could balloon into a significant portion of a practice’s IT budget as patient portal usage increases. To avoid being surprised by rising costs, practices should try to estimate both up-front and on-going patient portal. This will help physicians understand the full scope of their financial commitment.

2. Features

There are a lot of features that can be offered by a patient portal, but few providing all of them. For example, some patient portals only support secure messaging to fulfill Stage 2 Meaningful Use while others support a complete exchange of specific information on patient care issues. Additionally, some patient portal companies can customize a patient intake form, which can replicate condition specific forms for patients to fill out. This History of Present Illness intake form can be linked into the conditions section within the patient portal without the input needed by either the physician, PA or admininistrative staff.

Patient portal features can also affect a practice’s implementation strategy and EHR use. For example, a patient portal that is limited to messages is typically implemented after the EHR has already been in use for the majority of active patients. On the other hand, software that allows patients to schedule appointments and input history of present illness or other medical information can be an invaluable tool to help introduce patients to the portal and would typically be implemented sooner.

3. Meaningful Use

Patient portals were a convenience under Meaningful Use Stage 1, and  are now a necessity under Meaningful Use Stage 2 for Hospitals and Eligible Professionals. Under Stage 1, requirements include a core measure to provide clinical summaries for office visits. There are a number of clinical summary delivery options that include paper summaries, CDs and secure email, as well as patient portal. However, after assessing the costs and logistical issues of providing summaries to patients, patient portals prove to be the most cost effective and patient service-oriented strategy. In addition, a requirement in Stage 2 of Meaningful Use includes patient messaging, which can also be accomplished with a patient portal.

4. EHR Working Strategy

Patient portals can have a number of different EHR working strategies. In some instances, the patient portal may send messages which must be manually interpreted and processed by the medical staff. In other cases, the patient portal generates targeted messages that are connected to the relevant EHR information and features. For example, some patient portals send a message that a patient has requested a refill of a particular prescription, and the physician has to confirm by locating the prescription in the patient’s chart to issue the refill. In other instances, the patient summary can be included with the refill request message which is highlighted on the medications list saving time in verifying the prescription for the physician.

With an ever expanding list of patient service agendas, it is necessary to have a diligent patient portal strategy that includes effective workflows between the patient portal and the EHR. Unfortunately, many practices have not carefully examined their patient portal strategy or their current EHR workflow while considering the implications of an interface between a patient portal and their EHR. Practices and hospitals should understand the specifics of the compatibility of the two software systems and consider the portal features and costs in their evaluation and EHR implementation strategy.

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How Can I Increase Patient Portal Usage?

Patient portalDetermining how to increase patient engagement is becoming increasingly important within physician practices. If a practice wants to successfully attest to Meaningful Use Stage 2, as part of the Medicare and Medicaid EHR incentive programs, it will need to prove that patients are actively engaged in using their patient portal.

Here are some suggested tips for getting patients (even reluctant ones) to register to use the portal and to continue using it over time.

Raising Patient Awareness

This may be all too obvious, but how does your patient know that you even have a patient portal? Office staff can inform patients as they come in for an appointment. They can provide step by step instructions for completing registering forms using the patient portal and for entering demographic information needed by your office.

Placing a desktop computer in the practice’s lobby is a great way for patients to begin this process. Additional information such as brochures can be also displayed in and around the lobby to raise awareness. If your practice has a website, it would be a great idea to promote the portal by providing a link to get started. Sending a post card to all patients from the practice’s database is yet another way to raise awareness.

Patient Benefits

It’s important to highlight features of the portal that patients will be interested in. Some of these features include:

  • Having access to lab results without having to wait for a callback from the physician’s office
  • Being able to send and receive secured messages from their physician
  • Being able to schedule appointments online without having to call in to the office
  • Receiving reminders in advance of their next scheduled appointment

It’s critical that a first time user’s experience is a pleasant one. The patient portal should be simple and easy for patients to understand and use. If it is, patients are much more likely to see value in the portal and will continue using it

After a patient begins using the portal they will begin to take ownership of their electronic health record. This can be quite beneficial, in terms of maintaining accurate records, for both patients and providers. Patients can also begin adding additional information into the EHR to give a more complete picture of their overall health on an ongoing basis.

In the area of preventative maintenance, some portals offer a wellness tracker feature allowing a patient to enter their own, weight, blood pressure or any other information that the physician would want monitored. Information can be seen within the portal by the physician without the patient having to come to the office. This can especially be effective for patients with chronic conditions.

The Physician’s Role

Physicians have probably the most important role in promoting a patient portal. Some physicians are technologically challenged so it’s understandable that they would be reluctant to use the patient portal themselves. Once they are trained and acclimated, however, they can advise their patients on the benefits and ease of use.

Patients who are encouraged by their physician to begin using a portal are more likely to heed their instructions. This can be all that’s needed to get someone to use the patient portal for the first time…and continue using it.

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Hire the Right People for Your Practice

Medical Web Experts newsletter

It takes time and money to recruit and train new staff, and hiring the wrong person can affect your medical practice’s bottom line. To maintain a well-functioning business, make the most of the recruitment process, and improve the odds of hiring a qualified candidate that is a good fit for your practice, your healthcare organization can employ a few simple, tried-and-tested strategies.

  • Make a list of attributes you want in an ideal candidate. This includes a list of skills or qualities that a candidate has to have in order to be considered for the position, as well as a list of things that might be considered deal breakers.
  • Create a list of standard interview questions. Once you know what you are looking for in an ideal candidate, you can come up with a list of questions to ask during interviews. Be sure to ask each candidate the same questions so that you have a proper basis for comparison.
  • Quantitatively evaluate. In our interview process, we use a spreadsheet like the one below to empirically evaluate all candidates. You can download the template and tailor it to your needs here. We derived our methodology from a recent blog post by David Skok, in which he talks with Mark Roberge, VP of Sales at HubSpot about their hiring process.
    Hiring methodology
  • Test applicants’ skills. Just because a resume says that an applicant knows how to verify insurance, doesn’t mean it’s true. Even if it’s only one small part of an employee’s responsibilities, if it’s a crucial part of the job, don’t be afraid to test it.
  • Check references. Though a certain candidate may give off a good vibe during an interview, checking references can help you learn more about their strengths, work style and experience from an uninterested party.

The urgency to fill an open position can cause human resources departments to make rushed decision. Keep in mind that a bad hire can have a negative impact on an organization even after the person has left the practice. Meanwhile, a great hire can bring out positive change.

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Reaching Patients Through Quality Content

Today’s consumers aren’t interested in advertising. They want to be educated and entertained – and they seek out content that does so without coming across as gimmicky or spammy. Providing your target audience with content they find interesting is one of the most powerful ways to build your brand. It allows you to engage consumers, gain their trust, and establish yourself as an organization they want to do business with. Great content not only attracts attention, but it also gets shared – and the better the content, the wider its reach.

The aim of an effective medical practice marketing strategy is to create material that people want to read, view and share, and not simply content that aids with SEO. Good content – whether it is an article, infographic or video – should be a source of entertainment, provide useful information, or perhaps answer an often sought out question, all related to your organization’s industry. By providing unique content that people are actually interested in, you can attract high-quality traffic to your website and establish yourself as a trustworthy source. This will make it easier down the line to convince patients of your healthcare organization’s ability to fulfill their medical needs.

If you are thinking about kicking off a content or medical practice marketing campaign, here are a few things to consider before you get started:

  • Determine who your target audience is.
  • Decide what your brand’s voice will be.
  • Conduct research to find out what topics your target audience cares about.
  • Consider whether people might feel inclined to share a particular piece of content on social media.

Remember, if you attract a visitor to your site through a great article or video and that visitor has incentive to keep coming back, there is a greater chance that they can be converted into a customer. Meanwhile, if you focus more on SEO and less on producing quality content that engages visitors, people will likely leave your website more quickly and will be less inclined to come back, doing nothing for your organization’s marketing and branding efforts.

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There is No Such Thing as HIPAA Certification

4 Myths Surrounding HIPAA Certification for Hosting Providers

HIPAA MythsAs more physicians are integrating their patient EMR with third-party patient portals, they’re looking for clarifications on many issues in order to stay within the various regulations boundaries and to be Meaningful Use-attested. It can be difficult to differentiate fact from misconception, however, so let’s clarify and dispel 4 myths related specifically to HIPAA certification among hosting providers.

Myth #1: My current or prospective hosting provider is HIPAA certified.
Fact: There is no such thing as a HIPAA certification for any organization, hosting company or provider. There are guidelines, and there are certifications that may include some or all of the guidelines as set forth in HIPAA. It is therefore impossible for a hosting company, patient portal vendor, or other health IT developer to be HIPAA certified. (A hosting company can, however, acknowledge what HIPAA is and state that they adhere to these regulations in their own business practices or in a particular product offering – which is currently being done with some hosting companies.)

Myth #2: My current or prospective hosting provider is SSAE16 certified.
Fact: In the hosting world, there’s an audit standard called SSAE16 (formerly SAS70). It’s important to understand that this is an auditing standard, which is a guide used for attestation to the standard. Therefore, there is no such thing as “SSAE16 certification.”

You can, however, complete an SSAE16 attestation engagement and receive different levels of reports. These reports are geared towards organizations that offer outsourced services that could affect the financial statements of a company using their services. Organizations that handle customer financial data receive a SSAE16/SOC 1 report. IT Infrastructure-as-a-Service (IaaS) solution providers – like most hosting companies – are audited under a based on AT section 101 of AICPA professional standards and are issuing SOC 2 and SOC 3 reports. The guidelines as set forth in SSAE16 generally encompass the guidelines of standards such as HIPAA and PCI.

Myth #3: HIPAA is generally focused on how companies (and especially health providers) handle patient information.
Fact: In most cases, hosting companies don’t “handle” data. Therefore, it’s generally a low-risk situation as compared to how the software “transmits” data or how the “covered entities” (healthcare organizations, payers, EMR and patient portal vendors, etc.) control data access. There are some specific “rules” that can be interpreted as rules that a typical hosting organization would need to follow in order to meet HIPAA guidelines. It is, however, the responsibility of the healthcare organization to implement best practices to ensure that the data is kept secure from start to finish.

Myth #4: HIPAA has minimum server hardware requirements.
Fact: HIPAA guidelines don’t provide or even mention specific hardware requirements such as the use of firewalls or “certified” servers as some industry experts suggest. You can certainly receive advice from 3rd party vendors, but “caveat emptor” (let the buyer beware)!

Here are some additional HIPAA resources:

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How do I differentiate my medical practice?

how-do-i-differentiate-my-medical-practice

8 questions you should ask to attract new patients and retain existing ones.

If you look at some of the most successful businesses today, you might find a common trait that they all possess: the differentiating factor that positions them among the market leaders in their industry. Being different, however, isn’t what makes these businesses successful. Instead, it’s the fact that they are preferentially different in the eyes of their customers. Businesses accomplish this through careful planning and strategic brand positioning – tactics that can also work for physicians.

Physicians looking to attract new patients or retaining existing ones, for example, must understand their customers’ perceptions and behavior. They can use this knowledge to effectively communicate to patients the value that their practice can offer. They can also influence patients’ perceptions of their practice just by knowing how patients think and ultimately make decisions. This is important, seeing as patients – like all consumers – will make decisions about a business based on past experiences.

All of these experiences, coupled with other feelings, images and perceptions of the company, combine to form a brand image. Whether physicians realize it or not, their practices possess a brand image of their own; and there are certain perceptions about the brand that cannot be changed. Physicians can, however, control their practice’s positioning.

Are you working on positioning your medical practice? Do you know what your differentiators are?

Here are some questions to consider asking:

  1. Are our physicians and office staff “majoring in the minors” – paying attention to the details – in addressing patient needs and answering questions?
  2. Are we operating efficiently through automation of processes or other methods that allow us to see more patients?
  3. Is our office staff providing the best customer service when interacting with patients?
  4. Is there an innovative element in how we deliver healthcare as an offering?
  5. Do we have the perfect blend of the “3 C’s” – cost, convenience and consistency – in the delivery of our services?
  6. Does the message we convey through our marketing initiatives lead to high conversion rates?
  7. What do other practices offer that we don’t?
  8. What do we or can we guarantee to our patients?

By answering these questions, physicians can get started in formulating a strategic direction when assessing a practice or hospital. Stepping “outside of the box” by identifying the differentiating factors is one of the 1st steps in positioning the “brand”. In doing so, physicians will be able to gain perspective and move closer to achieving their desired results.

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3 Tips for Promoting Your Patient Portal

3-tips-for-promoting-your-patient-portal

“If you build it, will they come?”

Most discussions these days about EMR patient portals and attaining Meaningful Use Stage 2 criteria are centered around the technical aspects. But while a patient portal is a great way to engage patients, it doesn’t ensure that patients will sign up or make effective use of it.

So how can a medical practice see to it that patients realize the benefits of using the patient portal?
Here are three areas that your office can focus on:

  1. Involve the providers: If you want patients to “buy in” to your portal, you must also have the same buy-in with the provider. Change can be difficult for most, but providers must be able to adapt and embrace this new way of diagnosing and treating patients. Providers have to drive the medical responses to questions via the patient portal and do so on a timely basis.
  2. Address the culture change amongst the staff:  Much as change is difficult for providers, it is equally if not more difficult for staff member to support “the new way of doing things.” Staff members may see the portal as one more thing they have to do on top of their already growing list of demands. They may also be reluctant to believe that patients will even use the EMR patient portal. Bringing a positive attitude will certainly help ensure that your portal is successful. Portal administrators should also help both providers and staff to embrace the mindset that the patient portal is a patient engagement tool. Ultimately, it is providing better service to their patients.
  3. Promote to your existing and potential patients: Achieving Meaningful Use Stage 2 by presenting all the benefits of the portal for the patients to encourage adoption is key. Communicate that the EMR patient portal is a faster way to be able to receive lab results, get medication refills, and answer questions. Also point out that it can eliminate the phone tag that patients often encounter when calling the office. Here are some other methods to consider:
  • Place a computer in the waiting room if possible so patients can register right in the office. Staff members can assist if patients have any questions.
  • Place informational brochures at check-in and check-out stations and waiting rooms.
  • If you use reminder card, add instructions for the patient to register for the portal.
  • Use your on-hold time when on the phone for patients to hear announcements on how to register for the portal.
  • All printed publications such as statements or newsletters (use this to promote benefits) can be tools as a promotion tool for the portal.

Here are some additional ideas to possibly consider:

http://www.medseek.com/top-10-list-of-creative-ways-to-market-your-patient-portal

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Why Market Your Healthcare Organization Online?

Adults are spending more and more time on the Internet – many of them searching for healthcare information and looking to connect with medical providers in their community. This means that the obvious choice for medical practices is to take their marketing efforts online. In this infographic, find out out what medical information Internet users are searching for, why online marketing matters, and how it can benefit your practice or healthcare organization.

Online healthcare marketing infographic

We’ve provided an easy way for you to share this infographic. Copy and paste this code to your company website or blog.

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Top 7 Current Healthcare Marketing Techniques and Trends

Medical marketing is an industry that’s constantly growing and changing.  Staying on top of what’s effective will help your doctor’s office or health care organization successfully market itself with the highest earning potential and the least amount of effort.

1. Build a Brand.
Medical marketing for healthcare organizationsCreating a unique and communicative identity for your healthcare organization can help set you apart from the competition and ensure that your company’s image sticks with your customers.  Building a brand helps solidify your position in the market and communicates clearly to your potential patients what you’re capable of doing for them.

Working logo design, a set color scheme, images, and particular messages into your online and offline advertising campaigns helps solidify your brand.  Done right, branding helps your audience remember you in a respectable way.

2. Construct a Real Website.
More and more American adults are leaving the yellow pages behind in favor of online searching to find health information or a healthcare provider.  It’s absolutely essential for medical practices and healthcare organizations to build a solid, respectable website and maintain it regularly in order to be taken seriously in today’s market.  Whether you choose a custom site or a template website , the best medical websites are affordable and offers a ridiculously high return-on-investment (ROI) compared with print ads when combined with search engine marketing.

3. Search Engine Optimization.
Search engine optimization, or SEO, is an online marketing technique centered on moving your website up to the front page of search engine results for certain terms related to your business.  When your website appears in the top five search results for keywords related to your specialty and location, searchers will find you a hundred times easier than if your website doesn’t rank.  What’s more, once a certain amount of work has been done to improve your rankings, the results will be strong enough to keep your practice high in the rankings with minimal maintenance.

4. Grow Your Social Media Presence.
According to a recent study by PwC Health Research Institute, over a third of US internet users utilize social media networks – like Facebook, Twitter, and Google+ – to find health information and talk about their symptoms.  A full 41 percent of those people are using the information they find on social networks to make decisions about which healthcare provider to choose.  Clearly, having a social media presence and being active on your profiles is a huge marketing platform for reaching internet users.  Many doctor internet marketing services offer full social media setup and profile management to make sure that your company is taking full advantage of your online profiles.

5. Pay-Per-Click Ads.
Pay-per-click advertising – often abbreviated as PPC – offers an instant presence in search engines like Google and lets you pay only for the number of visits the ad brings you (hence the name).  PPC helps you generate leads and traffic to your site instantly, and you can turn your campaign on and off whenever you like.  It’s also easy to target users within a certain area.  Done right, pay-per-click ads can be a great way to market your medical practice or healthcare organization – though your results and site traffic will probably never be as good as with a long-term SEO campaign.

6. Run Promotions Online.
Running online deals and promotions is a great way to get people in the door and make them truly excited about your services.  Thinking of a cost-effective offer – like a high-demand service that you can offer at a percentage off on certain days or a two-for-one deal – and then promoting it on your website helps bring in new clients who might have been on the fence if not for the promo.  Bonus: if you’re running a pay-per-click medical internet marketing campaign, advertising your special offer in search engine results will increase your visibility.

7. Participate in Conferences.
If you work for a healthcare organization or a practice with a unique service, participating in regional conferences can help increase awareness for your business and build a need for your service.  Putting your name out and building personal relationships with potential customers (not to mention associate businesses and partners) keeps your company’s brand and presence strong.  Check online for conference opportunities in your area.

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Five Ways Healthcare Companies Benefit from Social Media Marketing

In the age of Google, a strong online presence is the key to running a successful healthcare business. That said, it’s becoming essential for hospitals and health providers to reconsider their marketing strategies and start mixing social media into the equation.

A study by iCrossing and Opinion Research Corporation, “How America Searches: Health & Wellness,” discovered 34 percent of consumers use social media to search for health information and 36 percent what to see what other consumers say about medication or treatment. The study also found 67 percent use online search engines to find healthcare services.

Simply put: online marketing for physicians is crucial and social media can help lift your business through the rankings in Google searches. To help understand the possible applications, consider these five examples of how the social web can work for hospitals and others in the healthcare industry:

  • Live Procedures Tweeting
 – Social media channels have helped open an area of healthcare that was, until recently, available to a select few: the operating room. Last February, Henry Ford Hospital became one of the first hospitals to use tweet a live procedure from an operating room. Doctors, medical students and curious non-medical personnel followed along as surgeons posted short updates on a kidney surgery to remove a cancerous tumor.
  • Train Medical Personnel to Tweet – 
Some healthcare organizations have begun leveraging social media channels to complement training efforts. The Mayo Clinic, for example, incorporated social media into a recent training presentation for local chapters of the American Heart Association. During the presentation, participants were encouraged to contribute to the discussion using the #AHAchat hashtag.
  • Appeal to Mainstream Media – 
Reporters have become tech savvy. Seventy percent of journalists use social networks to assist reporting, compared with 41 percent the year before. With numbers that high, it only makes sense for healthcare marketers to leverage social media channels in order to achieve coverage by both mainstream media and industry publications. As part of healthcare marketing efforts, organizations can use social media channels – including blogs, forums and microblogs – to share success stories from out-of-the-ordinary operations or treatments, medical research or other significant achievements.
  • Communicate during Times of Crisis 
- Whether it be a flood, an earthquake or a mass shooting, hospitals and healthcare providers are at the center of it all when a disaster strikes. Healthcare providers can use social media networks to provide real-time updates both for those directly affected by the crisis and those watching from afar.
  • Share Information with Patients - 
With the magnitude of health information available on the web – both accurate and inaccurate – it’s likely that patients can easily be misinformed. By integrating social media into doctor marketing strategy, organizations can share accurate, timely information regarding symptoms, diseases, medications, treatments and more.

 

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