Case Study: "Health Information Exchange: A Grassroots Approach to Successful Clinician Engagement" Central Illinois Health Information Exchange (CIHIE) will share its novel grassroots approach to building a successful HIE. A focus on engaging patients and clinicians ensures both agility and adoption. Learning obectives: ∙ Apply strategies to engage patients and clinicians in HIE development efforts ∙ Identify the types of healthcare organizations that should be included within an HIE’s charter membership ∙ Describe marketing strategies and materials that garner strong support among patients and clinicians for health information exchange ∙ Recognize the “3 As” of HIE privacy and security that resonate with patients and clinicians

1. because your healthcare story shouldn’t be told in pieces
The Central Illinois Story
A Grassroots Approach to
Successful Clinician Engagement
Joy Duling
Executive Director
1 03/29/13

2. Conflict of Interest Disclosure
Joy Duling
Has no real or apparent
conflicts of interest to report.
2 03/29/13

3. Learning Objectives
• Apply strategies to engage patients and clinicians
in HIE development efforts
• Identify the types of healthcare organizations
that should be included within an HIE’s charter
membership
• Describe marketing strategies and materials that
garner strong support among patients and
clinicians for health information exchange
• Recognize the “3 As” of HIE privacy and security
that resonate with patients and clinicians
3 03/29/13

4. Who are we?
A regional Health Information Exchange,
headquartered in Peoria, Illinois.
One of five planned HIE’s for Illinois; first
to become operational.
Coverage area spans 4 metropolitan
communities and extensive rural
territory.
4 03/29/13

5. In June 2009…
• Illinois was ranked 49th in the country in our
readiness for health information exchange.
• No one was talking about exchange at the
community level.
• Fierce competition among local hospital
systems made the likelihood of a cooperative
HIE seem unrealistic.
5 Your Health Information Exchange 03/29/13

6. Fast Forward 6 months, to Dec 2009…
188 people volunteering their expertise, across 20
counties, contributing approx. 664 hours per month
equated to 83 DAYS of combined planning every month
Executive Council, 4 Regional Councils
6 Workgroups: Governance, Financial Sustainability,
Communications, Legal/Privacy, Clinical Data &
Technical Infrastructure
Clinician Focus Groups
6 03/29/13

7. The Types of Organizations Involved
• Hospitals
• Practicing Physicians
• Federally Qualified Health Centers
• Laboratories
• Pharmacies
• Health plans and insurers
• Local health departments
• Behavioral healthcare providers
• Outpatient rehabilitation facilities
• Long-term care providers
• Dental providers
• Academy Institutions
• Consumers and consumer groups
• Quality improvement organizations
• Healthcare and professional associations
• Medical societies
7 03/29/13

8. Fast Forward into 2010…
Central Illinois has generated enough support
for HIE that seven hospitals and four
non-hospital organizations step forward to
financially support the HIE.
– $400,000 in seed money;
– More than $1 million in initial 3 year contracts;
– Solid base for expansion and sustainability going
forward.
8 03/29/13

9. How do you make this sort
of progress so quickly?
You ENGAGE.
9 03/29/13

10. Engagement Strategy #1
Everyone Has A Story.
•Get people involved in
planning to tell their own
personal patient story often.
•This includes clinicians… we
are ALL patients when we take
off our nametags.
10 03/29/13

11. Engagement Strategy #2
Turn Consumers Into Evangelists.
Downloadable one-pager gives
patients something concrete that
they can hand to physicians and
provides a space for them to write
their own personal note.
11 03/29/13

12. Engagement Strategy #3
Board meetings Speak the Language of Trust
open to public
•As soon as HIE becomes a
Physician
champion(s)
“huddled” conversation, it loses
momentum.
•Transparency is critical.
Special alert
communiques –
•Communicate often with themes of
clinician-to-clinician community good, patient stories and
opportunities for clinician
involvement.
12 03/29/13

13. Engagement Strategy #4
Kiwanis
Rotary Clubs Be Where The Consumers Are
Lions Club
Women’s Lifestyle •Put less emphasis on technology
Events
or medical events and more
Chamber of
Commerce
emphasis on reaching consumers.
CEO Roundtables •Build an expectation that this is
Senior Health Fairs the way that healthcare SHOULD
be delivered.
13 03/29/13

14. Engagement Strategy #5
Make it easy to sell.
CIHIE’s participant toolkit provides:
•Office Posters & Fliers for Staff & Public
•Brochures & Postcards
•Pre-Written Newsletter Articles & Social
Media Posts
•Presentation Templates & Media Talking
Points
•Website Buttons & Print Ad Designs
14 03/29/13

15. Engagement Strategy #6
• Hospitals
• Practicing Physicians Many Hands Make Lighter Work.
• Federally Qualified Health
Centers
• Laboratories
• Pharmacies •CIHIE kept Charter Membership
•
•
Health plans and insurers
Local health departments
investment extremely affordable and
• Behavioral healthcare
providers
allowed small organizations to “share”
• Outpatient rehabilitation the cost.
facilities
• Long-term care providers •Results = More Grassroots
•
•
Dental providers
Academy Institutions
Involvement, More Evidence of Broad
• Consumers and consumer Community Demand.
groups
• Quality improvement
organizations
•Smaller voices bring balance to the
• Healthcare and planning/governance table on an
•
professional associations
Medical societies ongoing basis.
15 03/29/13

16. Engagement Strategy #7
Don’t Over-Complicate It, Especially When
Talking About Privacy & Security
“3 A’s of Privacy & Security” That Resonate
You are who you say
you are.
You have permission to do
what you’re asking to do.
You are monitored to ensure
appropriateness of usage.
16 03/29/13

17. Fast Forward to Today
• Operational for 9 months (since June 2012)
• More than doubled our hospital and non-hospital
participants
• 1.9 million patient records available for request
through the Exchange
• Began pushing clinician use in January
• Offering portal viewing of aggregate patient
record, CCD exchange capability and secure
messaging via Direct
17 03/29/13

18. Upcoming Challenges
• Expanding into the 4th area of our trading area
that has been sitting out until then
• Achieving a critical mass of data availability is
now increasing the number of requests to
connect
• Long-term care and other small, less ready
providers
18 03/29/13

19. Questions?
19 03/29/13

20. Thank You!
Joy Duling, Executive Director
309-202-1599
jduling@cihie.org
www.cihie.org
Central Illinois Health Information Exchange
809 W. Detweiller Drive, Suite 801
Peoria, IL 61615
20 03/29/13