Finalprojectinstructions,Page1Final Project InformationHCMG 3331: Health Information ExchangeLearningObjectives:1.Describe/defineattributesofasuccessfulstrategy2.Synthesizeanoperationalplanof portable health information3.Recognizeimportanceofsustainabilitybasedonvaluedrivenresults4.Describe/discusssecurity/technicalimplications5.Describerolesandresponsibilities6.CreatePowerPointpresentationAssignment:(Two Parts)Youare to designastrategic planfora hospitalwithaprimarygoalofcreatinganeffective systemofseamlesspatientcareservicesfromadmission todischargethrough health information technology.Thiswillinclude a writtenplan and a poster, or synopsis of the project.Part 1:GeneralScenario foryour writtenpaperYouareamemberofateam taskedwith developing aHealth InformationplanforUnicareHealthSystem(UHS),a notforprofitsystemoperatinga350licensedbedfacilitywithstrongregional(multi-county) presenceinmaternal-child health,cardiac care,orthopedics,behavioral health, surgicalandcancertreatment.TheUHSmedicalservicesarefairlycomprehensiveintermsof technology,treatment andproviders.Specializedservices(advancedcare formajortrauma,burns,neonatal,etc.)are generallyreferredtotheclosesttertiaryhospitalabout150milesaway.UHSis financiallyhealthy,butprofitshavedecreasedslightlywhichcouldbea trend.Thehospitalestablishednumerousprimarycare,specialtyand urgent careclinics located throughoutthe8 countyservicearea.Thesepracticeshavecapacity formorepatientencounters.Thisorganization hastraditionallyreliedonits reputation buthasnotalwayseffectivelycommunicated newdevelopmentstoitsclients(patients,families,physicians,referralfacilitiesandpost-acuteproviders).Thehospitalengagedaconsulting firmtocompleteanin-depth assessmentof financial andmarketposition.Aftera four-monthoperationalassessment,theconsultantsreportedtothehospital leadership andgoverningbodythatalthoughserviceswereconsidered‘aboutaverage’or ‘good’byolderconstituentsas indicatedbyresultsof acommunitymarketsharestudy,thehospital’simageor lackof branding was anissue,primarilywithrecognitionbyyounger,insured populations.For those < 55 years old, therewaslackof awarenessofthehospital’sclinicsand telemedicineas anoutpatientresource.Thehospitalisimplementingan expandedtelehealth-virtualcareprogramcalled “Your Healthcare@Home”thathasthepotentialof putting avirtualphysicianor nurseright intothehomesof patientsformonitoring,real-timediagnoses and treatment adjustments to complement inpatient or outpatient care through UHS’s systems. For example, discharged patients would have ‘face-to-face’ time via the hospital’s information portal for follow upto dischargeas a convenience(and a way to prevent re-admission within 30 days). The technology hastheabilitytoaid physiciansmanagechronicconditionsas wellas assessing urgent conditionswithappointmentsmadeimmediatelyattheFinalprojectinstructions,Page2mostappropriatelocation(e.g.,the underutilizedoutpatientclinics).Thissystem wouldbetabletaccessibletoenrolledor registeredcustomershavinghomemonitoring equipment,and others (non-monitored users)throughaccessusing cell phone apps ortablets.Thebusinessplanforthisindicated a significantfinancial benefit,butitwilltakea focusedapproachoncommunityeducation,enrollmentandpromotion.Thehospitalinvestedsignificantfundsoverthe pastseveralyears in healthinformationtechnologyandelectronichealthrecords(EHR).Patient portalscan linkusersintoresults reporting,appointments,communicationswith physicians,etc.Whilethisisextremelyuser-friendly,thehospitalhasnot promotedthisasa resourcetopatientsandfamiliestobecomeusers of inpatientas wellasoutpatientprograms.In addition, theEHRsystemcanextendsto communityphysiciansforaccesstoinformationonhospitalizedpatients.Thetarget group here is the community physician who does not have hospital privileges (in other words, his or her patient is admitted but the physician does not provide care).Accesswillalso beavailablefor diagnosticreports(labs,x-rays,ORreports/specialprocedurereports,etc.)related tothatpatientor to order tests and treatments from the physician office for the convenience of the patient.Physicianswithaccesswillbeabletoqueryother recordsfrompriorhospitalizationsif needed.UHSwill needto expand the useofappropriatebusiness associate agreementsandsecuritypermissionsforpatientand provideraccessin this instance.TheEHRplatformalsoextendstoparticipating post-acutefacilities (skilled nursing,rehab,LTACH,homehealth etc.)via atypical portal foraccessto key information forthedischargeplanning.Thosefacilities(alsoconsideredbusinessassociatesbyformalagreement)canaccessinitialadmission data,a dischargesummary,amedicationreconciliation atdischarge,anydischargeinstructions,and otherpertinentinformation (patientdemographics,etc.)forpatientsdischarged tothemfromthehospital.Theconsultantsfound thatthis electronicrecordcapabilityis akeyadvantagethathasnotbeeneffectivelymarketedto referral facilitiesorevennon-admitting physiciansasa carecoordination advantage.Decreasingthe rateof hospitalreadmissionshasbeentargetedasa high prioritybythehospitalas theUSgovernmentpassedlegislation (undertheAffordableCareAct’sHospitalReadmissionand ReductionProgram[HRRP])applying financial penaltiesforexcessivereadmissionsofMedicarepatients.Thususing thesystemforcarecoordination isa priority.Forthegeneralcommunity, the consultantsreported thatthehospital’swebpageisnot easilynavigatedbasedonfeedbackobtainedonhospitalmarketing efforts.Otherfeedbackwas thatthecommunitywas notawareof thevariousservicesoffered suchascommunityprograms(prevention,childbirtheducation,smokingcessation supportgroups,etc.).Basedontheconsultants’findings,the hospital’sleadership teamappointed you (as a team member)to design a strategyforuseofsocialmedia,hospital web-based services and their own patient portaltoimprovecommunityaccess (and user loyalty) withintheservicearea.Thenearestcompetitordoesnothaveasocialmediapolicyor does not use the capabilities of patient portalsbutthedemographicsofthe areashowthat themarketisgrowingwithanumberofyoungerfamilies,oftenseeking urgentcareand maternalchild health.However,thehospitalis losingmarketsharewiththeyoungerpopulations,Millennials,etc.Olderpopulationstend toseethehospitalasa providerof choicebecauseoflocationandservicesclosetohome.UHShasexcellent qualityoutcomesbutmostly keeps theseinternallyreportedtotheboard andmedicalstaff.Sincethishospitalhas beenaround for nearly80years,thepastconventionalwisdomis‘webuiltitsotheywillcome’or ‘they knowwearehere; wedon’thavetoadvertise.’Theconsultantprovideddatathatindicatekeyservicesare eroding becauseyoungerfamilies/Millennialsareresponding tosocialmediaelsewhereand formingopinionsofwheretogoforthebestservices.Thereisalso growingcompetition fromhealthcarenetworksexpanding regionallyin areasofthe state.Theyplan spenda lotofmoneyin broadcastadvertising andbranding.You/yourgroup membershavebeendirectedto makerecommendationsto the seniorleadershipina strategicmarketing plan(andsubsequently)the boardofdirectorsforapproval.Yourgroup willpreparetheirwritten reportandpresenttheirrecommendations.Part1 Stepstothe project:1)Familiarizeyourselfwiththisassignmentanddeviseastrategy.Thisscenarioisa guide—decidewhatyouwanttoaddressasthemostimportantfirst, etc.Youhavecreativefreedomand youshouldoperateonthe premisethatyou arenotlimitedona budgetaslong as it is realisticand
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