Materials to support change: enhancing communication for practice improvement

Susanne Salem-Schatz, Sc.D.

Program Director, MA Coalition for the Prevention of Medical Errors

HealthCare Quality Initiatives

sss@HCQI.com

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Laying the groundwork for successful change: what we tried to do

Select limited number of target practices “Diagnose” determinants of target practice Address barriers to change Target providers Design effective printed education materials Use proven principles and techniques of

communication and persuasion Reinforce new behaviors

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Tips for persuasive communication:what you can do and how tools can help

Establish credibility Promote active learner involvement Repetition and reinforcement Refer to graphic printed materials Offer practical alternatives

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Establish Credibility

Refer to credible sponsors and sources of data Research shows… Providers from leading organizations… Your doctor (NP, PA)

Present both sides of the issue (“inoculation”) Acknowledge difficulty in finding time for … Share frustration in changing patient behavior

Share how you overcame skepticism Sometimes you can “be the boss”

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Promote Active Learner Involvement

Engage your colleagues (residents, patients, families) in two way communication to make sure that your presentation is specific to them.

Ask what would be a barrier to change? Ask what might make this change easier? Actively use educational materials to reinforce your

points

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Repetition and Reinforcement

Keep it simple—focus on a few key points Repeat the key educational messages Reinforce and follow up

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Offer Practical Alternatives

Propose substitute strategies Offer reassurance to residents, patients and

families Not prescribing does not mean doing nothing

Provide brief “script” to support education and reassurance

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