Archives for May, 2011

The digitization of the American health care system began earlier this year with the launch of the Health Information Technology and Economic Health (HITECH) incentive program. Eligible providers and hospitals who install certified electronic health record (EHR) systems and use them in a meaningful way will receive incentive payments from the federal government to help defray the cost of the installation. The program could cost as much as $30 billion over the next decade, fulfilling President Obama’s goal of having an electronic health record for every American by 2014.

As is typically the case with government programs of this scope and magnitude, HITECH is being implemented in stages.  Stage 1 was launched this past January. Stage 2 is set to follow in 2013 and Stage 3 two years later.  The HIT Policy Committee, a public private advisory council created by HITECH and tasked with the defining “meaningful use”, already has draft criteria for Stage 2 which were subjected to public comment in February. Though stakeholders generally supported the proposed criteria, many eligible providers, hospitals and HIT vendors complained that the January 2013 launch date for Stage 2 was much too aggressive.

Several options for delaying Stage 2 are currently being considered by the HIT Policy Committee’s Meaningful Use work group. The first would involve carrying over the 90-day reporting period from Stage 1 into Stage 2. Since doctors and hospitals would only have to be compliant on Stage 2 criteria for 90 days during 2013, they could effectively delay implementation 9 months until October 1st. The second option would simply push the start date for Stage 2 to January 2014.  A third alternative is to split Stage 2 criteria into two groups: those that draw upon Stage 1 HIT functionality would launch on schedule; those that require new HIT functionality would be delayed until 2014.

Don’t expect the Centers for Medicare and Medicaid Services (CMS) to immediately embrace delay. An overly aggressive deadline is a common complaint heard by regulatory agencies. The critique on Stage 2 timing was loud but not universal, with consumer advocates strongly in favor of maintaining the current timelines. Even some doctors and hospitals support the 2013 launch. This past Friday in a hearing held by the Meaningful Use work group, representatives of a small physicians group in Wisconsin and a federally qualified health center in Washington DC both voiced support for the current HITECH timeline.

While maximizing HITECH payments represents a strong incentive for doctors and hospitals to implement Stage 2 on time, there is no penalty for failing to do so. Penalties in the form of reduced payments from Medicare do not begin until 2015. In lieu of delay, CMS may decide to scale back new Stage 2 criteria, particularly those that require new HIT functionality. And from a purely political standpoint, delaying a program is usually a signal that that program is not working. Neither President Obama nor HHS Secretary Sebelius want to send that message about HITECH, particularly during an election year.

Look for CMS to adhere to the current January 2013 launch for Stage 2 in the Notice of Proposed Rulemaking tentatively scheduled for release later this year. CMS loses nothing in proposing the current timeline in the NPRM and gauging stakeholder support or opposition for delay. By that time, more data will also be available on Stage 1 participation. Short of universal hue and cry in support of delay, and data showing unusually low participation in HITECH, the January 2013 launch of Stage 2 will most likely remain in place.

In the February issue of Upsize Magazine, Katy Tanghe writes about the importance of establishing key messages before conducting media outreach. Read the full article here.

The Sony public relations team finds itself in the midst of a very difficult situation these days.  Hackers have broken into the PlayStation Network, its digital media and online gaming delivery service, possibly stealing sensitive customer data. With 77 million users, this could be one of the largest data breaches in history. The entire network has been offline for 13 days (and counting) while Sony assesses the damage and improves its own security by rebuilding the entire network from the ground up. In the meantime, Sony is dealing with furious customers, a sliding stock, at least one class action lawsuit, and no shortage of bad press.

It doesn’t help that Sony waited until six days after the breach to warn that customer banking information may have been compromised. That’s an eternity, both in terms of credit theft and crisis communications.

The key to effective crisis communications is to have a plan in place that allows for swift communication in the event of an incident, even while the damage is still being surveyed. Otherwise the public impression is that the company is dragging its feet (regardless of whether scores of employees are working 80 hours per week to fix the problem). Communicating before the extent of the damage is fully understood is difficult and uncomfortable. But it’s still better than remaining silent while hoping the IT team doesn’t turn up anything else.

A pre-developed crisis communications plan identifies spokespeople, key publics and preferred mediums. It allows for swift, centralized responses that minimize rumors and address key concerns. Perhaps most importantly, it anticipates various crises and the best response methods for each. Naturally, some details have to be filled in later because every crisis is unique, but in the age of social media every hour saved is crucial.

The Sony communications team deserves some credit for its handling of the situation so far – the PlayStation blog has posted numerous updates and alerts over the past week. The company posted a formal statement detailing actions being taken. But by delaying its admission of the most damaging details (that user credit card data may have been compromised) for nearly a week, Sony made a bad situation even worse.