Marketing and Meaningful Use: Know Your Role

by Tim Hanners - 04/04/14

How do healthcare marketers support Meaningful Use Stage 2?

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Here are three key Meaningful Use Stage 2 Core Objectives from CMS — and how we can help.

Your role: Generate lists of patients by specific conditions to use for quality improvement, reduction of disparities, research, and/or outreach.

How we can help: The Intelligent Relationship Marketing (IRM) data analytics system from True North can generate lists of patients for any inpatient or outpatient disease category and track their responses to outreach. For example, we can identify everyone who has presented to the ED in the last year with hypertension (or even just complaint of chest pain) and deploy education pieces that invite them to attend health education classes or schedule cardiology consults. Most importantly, IRM allows you to monitor how many have decreased their ED visits for those conditions as a result of your marketing efforts. 

Your role: Use clinically relevant information to identify patients who should receive reminders for preventive/follow-up care and send those reminders through their preferred channels (print, email, etc.).

How we can help: IRM can identify every patient who came to the hospital for an encounter that could have been avoided and deliver communication for preventive care. For example, IRM can identify everyone who came to the hospital the previous year with the flu (ICD 9 Code 487) and deliver reminders for flu shots the next year. In addition, we can reasonably predict others in the community who are likely to behave the same way through propensity modeling. 

Your role: Use clinically relevant information from certified EHR technology to identify patient-specific education resources and provide those resources to the patient.

How we can help: IRM not only works with all EHR platforms to identify patients who came into the ED and used outpatient services with precursor symptoms, but also helps marketers communicate to them in a meaningful—and HIPAA compliant—way based on their health history. For example, IRM can identify patients suffering from abdominal pain (ICD 9 Code 789) and deploy education about options to cure their illness, instead of just treating their symptoms.

Reference:  http://www.cms.gov/Regulations-and-Guidance/Legislation/EHRIncentivePrograms/Downloads/Stage2_MeaningfulUseSpecSheet_TableContents_EPs.pdf

Want to see firsthand how IRM can help support your hospital's efforts to achieve Meaningful Use Stage 2?

 Request a Demo

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