Health IT’s Role in Improving Healthcare Delivery
There are so many moving parts in the health IT landscape, which is why I’m exploring each of the five goals outlined in the Federal Health IT Strategic Plan, spotlighting how health IT marketing communications leaders can use them to accelerate thought leadership efforts and become a leading voice in the discussion.
The five federal health IT goals identified by the ONC as priorities in the years 2015 – 2020 are:
- Expand Adoption of Health IT
- Advance Secure and Interoperable Health Information
- Strengthen Health Care Delivery
- Advance the Health and Well-Being of Individuals and Communities
- Advance Research, Scientific Knowledge, and Innovation
My previous installments discussed the first two goals in the strategic plan: expanding the adoption of health IT and, embracing interoperability. Today, I’m diving into the depths of actual care delivery, because after all, isn’t that the point?
Goal 3: Strengthen Health Care Delivery.
Objective A: Improve health care quality, access, and experience through safe, timely, effective, efficient, equitable, and person-centered care.
Ah, the cherished goal of improving quality in an efficient, low-cost way! Cue the entrance of value-based care, and your role in measuring and communicating it. We can only truly transform care through continued iterations and improvements of health IT solutions, and your responsibility as a marketer is to get your hands on and share the evidence and stories of innovation.
Further, let’s not forget the role of the actual consumer of care – the patient, health plan member, employee, family member. Your customers are not only using health IT to improve business processes, but also to stay competitive in a changing healthcare marketplace. Help them translate the value of your solution into consumer-friendly terms that encourage adoption and let them differentiate themselves.
Objective B: Support the delivery of high-value health care.
Think about recent transformational innovations that improved an entire industry. Uber. Apple. AirBNB. Those couldn’t have happened without adequately galvanizing support and excitement for the transformation, and the same goes for health IT. I firmly believe that health IT is the set of tools and approaches necessary for the transformation of our healthcare delivery system, and without your involvement to build the story and activate supporters, that transformation is not possible.
Objective C: Improve clinical and community services and population health.
You didn’t think you could get through a health IT series without reading something about population health, now did you? While the term has certainly become an almost-meaningless buzzword, you must learn to tell a story around it. Hospitals, health systems, and other provider groups are increasingly being measured against population health metrics, and you need to be able to explain how your solution helps them meet their goals in this nebulous arena.
Stay tuned for a closer look at the fourth goal in the Health IT Strategic Plan: Advance the Health and Well-Being of Individuals and Communities.
Need to catch up? Click here to view the first two installments: Finding Your Voice in the Federal Health IT Debate and Embracing Interoperability in Health IT, and the final two posts in the series: Tell the Human Side of Your Health IT Story and Creating a Health IT Ecosystem.
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