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Consumerism, Transparency & Quality: Key Considerations and Action Steps for
the Practicing Orthopedic Surgeon
Arshad K Rahim, MD, MBA, [email protected]
May 22, 2016
Disclosures• Former, GVP, Quality Improvement & Innovation, Healthgrades• Current, Healthgrades, Quality Advisory Board Member & Specialty Clinical Expert• Current, VP, Quality Improvement, Population Health Company• Current, Practicing Hospitalist and Clinical Instructor at Mount Sinai Hospital (NY, NY)
Objectives of my talk• Primer on much of what you need to know about Online world of Consumerism, Transparency and Quality Reporting
• What Should You Or Your Practice Manager Do Next Week?
• In the top 3 of most searched specialties, usually only trailing Ob-‐Gyn (excludes family practice, internal medicine, and general dentistry)
• Most Ortho profiles get visited at least once
• Surgeons in the top quartile, have substantially more visits
• Moment to influence patient, potential patient, family member
Why Bother?
6
Most Sites Are Fully or Partially Organized by 5 P’s*
* Roger Holstein, Former CEO Healthgrades
1. Personal Information-‐ Photo
2. Practice Information-‐ Location and Ease of Access
3. Professional Information4. Performance Information
-‐ Wait Time5. Procedures and Areas of Expertise
(CMS) Physician Compare• No longer able to email physiciancompare.westat.com with your
NPI number and request • Now you have to go directly to PECOS– PECOS = Provider Enrollment, Chain and Ownership System (i.e. CMS Medicare Provider Enrollment)
• Contact info: https://pecos.cms.hhs.gov/pecos/login.do#headingLv1By Phone: (866) 484-‐8049
• Preview period for 2014 data ended in Nov 2015• No physician level quality data yet except EHR/Meaningful Use
information• Beginning in 2019, plan is for MIPS and APM metrics to appear
on Physician Compare (i.e. Value Based Payment Models)• Unclear if any or how much consumer impact this will have
Healthgrades• Healthgrades is the highest traffic private-‐sector provider
ratings site. – 8.9 million Unique visitors in September 2015.
• Six million consumer reviews of doctors had been posted as of September 2015 (i.e. about 900K doctors in the United States).
• Use the validated CG-‐CAHPS; No free text reviews yet • Dimensionalizingevery Physician is emphasized
• Over 75 elements can be updated (5 P’s)• DOCTORS: Update your free profile• You or a Surrogate -‐ Practice Manager or Medical Staff Office-‐ is able to
update
Healthgrades: Your Voice• Designed for you to personalize and communicate your message to patients and referring physicians:
üAbout Dr. XYZüCare Philosophy***
• I have experienced several sports injuries playing college sports and me and my staff work hard every day to ensure optimal care and service is provided to our patients
üExpertise in Conditions TreatedüExpertise in Procedures PerformedüResponse to Patient Satisfaction Surveys
• Blanket response to sit next to survey summary
Vitals• Summary:– 2nd for physician online rating information with about 3 million unique users per month
– Elements of all 5 Ps– To Update:
Is something missing or incorrect?Help Us Improve
– Vitals Choice & Vitals Smart Shopper
Customer Care Form
Yelp• Yelp was founded in 2004 to help people find great local businesses.• Not individual profiles, but via incorporation many providers our auto-‐
populated• “Edit” function for all business information• Yelp normally won't remove your business:
-‐ https://biz.yelp.com/support/contact_form-‐ Yelp publishes business listing information so that consumers can share their experiences about local businesses, and because the information is typically a matter of public record and public concern. Therefore we don’t remove such information from the site.-‐ While we understand that some business owners might prefer to keep a low profile, it’s important (and a legal right) for consumers to be able to find and share helpful information about great local businesses.
• All Reviewers are intended to be identifiable – Not all review are populated– Provider/Practice can respond directly to the reviewer– Direct response to individual reviews
Additional Consideration for Physician Online Profiles
• Play a role in patient retention not just patient acquisition (i.e. the post visit google)
• Increasing focus is the Appointment feature– ZocDoc
• You must pay to be listed• Patient acquisition
– Through preferred placement in the “Ad area” on the boundaries (often on the right) • Purchased by hospital or physician group• Usually accompanied with a phone number to call center or doctor office
• Service aspects are key (wait times/ unnecessary length of visit); quality data still trails• Some studies show women more likely than men to use quality data as
key decision factor
Online Physician Quality Data• Consumer Reports, Healthgrades, ProPublica• Billing claims data driven in most cases• Consumer understanding and engagement is low but
predicted to rapidly increase in coming years
Steps For You or Your Practice Manager To Take Next Week To Maximize Your Online Presence:
Ø Update Your Physician Profile on All Sites With Major Search Traffic For a Physician:1. Include CMS Physician Compare, Healthgrades, Vitals, Doximity/US News and World Report2. Focus on the 5 P’s3. Leverage Office Manager/Staff
Ø Address All Negative and Select Positive Subjective Reviews If Available1. Respond to negative reviews in a constructive, non-‐defensive posture.
Ø Meet and Leverage Hospital/Health SystemDigital Marketing Lead1. What is your strategy for patient acquisition and for patient retention?2. Multi-‐channel Strategy-‐ print, digital-‐ online, digital mobile?
Next: Updating on Doc to Doc Sites/Portals
• Business to Business (B to B) Transactions• Doximity – Updating your profile updates it on US News and World Report
• Healthgrades• Online Telemedicine: HealthTap
TAKE ACTION – DON’T REMAIN A SPECTATOR
25
You want to be this guy
Not this guy
Change is a Bear
References• A Census of Actively Licensed Physicians in the United States,
2014, Journal of Medical Regulation Vol 101, N.02| 8, Young, A, PhD, et al.
• Pho, Kevin and Gay, Susan. Establishing, Managing, and Protecting Your Online Reputation.
• Consumers' Interest In Provider Ratings Grows, And Improved Report Cards And Other Steps Could Accelerate Their Use Health Affairs 35, no.4 (2016):688-‐696
Thank you for the Opportunity & Happy Friday!
Arshad K Rahim, MD, MBA, [email protected]
May 22, 2016
