Communications Workgroup > Communications Plan and Matrix

NHIN DIRECT COMMUNICATIONS PLAN

Step Details
Description
Time frame
1
Stakeholder/Audience Analysis
Identification and assessment of all stakeholders

2
Message Analysis
Analysis of audience information and communication needs over time

3
Channel and Vehicle Analysis
Analysis of channels and vehicles to determine how messages are distributed

4
Responsibility Analysis
Analysis of potential communicators to distribute messages

5
Feedback
Feedback tracking, collection and improvement on key messages


NHIN DIRECT COMMUNICATIONS MATRIX
Stakeholder Category
Priority
(H, M, L)
Phase with Maximum Impact
Degree of Influence
(H, M, L)
How Project Affects Group
Concerns or Issues
Stakeholder Strategy and Comments
Information Needs
Comments_and_Actions
State HIEs / RECs
High
August 2010
High
Project could provide exchange
capabilities to fill current gaps in coverage for state HIE planning.

Project could be used by RECs to assist clients in demonstrating exchange capabilities to achieve meaningful use.

State HIEs and RECs may be strong partners in implementation geographies
1. How does this fit in with MU, NHIN Exchange, other Fed programs?
2. How does this work?
3. Why should I care and/or get involved?
4. What is the scope and timing?
5. Who needs to be involved?
6. Doesn't Direct undo or distract from my existing HIE architecture?
7. Can I ignore this and let it die while I keep working on my current plan?
8. Doesn't Direct provide an "out" for IDNs in my state to go their own way?
9. How do I incorporate Direct in my planning?
Involve throughout entire project
Address concerns
Engage State HIE ONC project managers
Targeted outreach
Identify champions to promote NHIN Direct message
State HIE:

Presentation to State HIE ONC project managers
Provide materials - NHIN Overview document, etc.
One pager addressing State HIEs for Executive level audience

RECs:

Materials to explain project specific to small practices and clinics as well as CAHs
Coordinate with materials for Individual Providers (includes Rural Providers)

Healthcare Delivery Systems (IDNs, HIOs, Medical Homes, etc.)
High
August 2010
High

1. Why should I participate? How does this fit in with MU?
2. What do I need to participate?
3. Who needs to be involved?
4. Why get involved now?
5. What happens after this project?
Disseminate materials to internal network
Engage key influencers - blogposts, interest groups, etc.
Presentation materials
NHIN Overview document
One pager specifically addressing Healthcare Delivery Systems for Executive level audience

Individual Providers (includes Rural Providers)
Medium
September/October 2010
Medium
Enables information exchange with other providers, labs, and patients
Helps achieve MU
Enables patient outreach programs
Improves quality of care
Increased efficiency
1. What's in it for me?
2. How does this change my workflow? How will I perform specific tasks? Is training involved?
3. Do I need to measure anything? Do I need to report anything?
3. What resources do I need?
4. What happens after this project?
Disseminate materials to internal network
Engage key influencers - blogposts, interest groups, etc.
One pager addressing physician perspective

Vendors
High
August 2010
Medium

1.Why should I incorporate Ref Implementation? What's in it for me?
2. What resources are needed?
3. What are the specific plans for going live?
4. What changes need to be made for processes, policies, and procedures?
5. How can I measure success?
Involve throughout entire project
Engage key influencers - blogposts, interest groups, etc.
Make visible other vendors who are involved
One pager addressing vendor perspective
NHIN Direct Overview Document

Patients
Low
Oct. 2010 - March 2011
Low

1. Why should I participate?
2. How do I participate?
3. How do I get my provider to participate?
Disseminate materials to internal network
Engage general media
Key messaging specifically for patient involvement - could be rolled up into Physician materials

General Media
Low
Jan. - March 2011
High

1. Why is this important?
2. How does this fit in with larger context of health reform?
3. Who is involved and why?
4. What happens after this project?
5. What are the success metrics? How are you measuring them? Reporting them?
6. Where can we go for more information?
Engage specific media through internal network
Promote NHIN Direct through website, blogposts, etc.
Set up interviews with key outlets
Phamphlets
Press Release
Key champions within internal network