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 1

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 2

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 3

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” 4

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 5

Repetition and Reinforcement  Keep it simple—focus on a few key points  Repeat the key educational messages  Reinforce and follow up 6

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 7