Don’t Fear the “T” Word
The concept of transparency is not a new one for healthcare. Over the last decade, we have all witnessed healthcare organizations embracing new technologies that create new levels of openness between providers, payors, and patients. Evidence continues to show that more information empowers consumers to make better choices about their healthcare, and results in lower costs. Even the federal government has gotten in on the act: this summer, they spent nearly $2 million on newspaper ads around the country that disclose hospital satisfaction rates. While there is still much work to be done, the future of healthcare transparency looks bright. Simply Google “healthcare transparency” to see countless examples of how technology companies and healthcare organizations are coming together to knock down traditional barriers to the flow of information.
Why is it then that the “T” word is still taboo among so many of us? Several speakers joked about this during last week’s Healthcare Internet Conference.
The reality is that transparency is no longer a “laughing” matter, and it means more than simply publishing price and quality information on your Web site. During the conference, I watched three superior presentations, all of which showed how an organization used some form of transparency to succeed:
• Advocate Healthcare in Chicago has fostered an open data sharing environment among its member hospitals, clinical departments, and physicians, resulting in an amazing ROI tracking system and pinpoint accuracy for its marketing campaigns.
• UWHealth succeeded in re-branding its cosmetic surgery program by creating a culture of internal transparency, frequently involving physicians and other key stakeholders in key stages of the process.
• The CEO and Web team at ProHealth in Wisconsin navigated the bumpy waters of a merger by creating an executive blog on the company intranet, where all questions were answered promptly and honestly.
Transparency is no longer a mere buzzword; it is the creative force behind many of our industry’s most innovative organizations. Hospitals and health systems that find new ways to leverage transparency have a competitive advantage over those who do not. If your organization is one of those that embraces transparency, congratulations. If not, you may find your Web site lagging behind…and that is something you should be afraid of.