Communications Plan and Matrix

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