Many patients now expect to be able to communicate with their health care provider via the internet.  Some providers are beginning to fulfill this need by implementing patient portals. Through the portal, a patient can access a secure web application to check test results, access personal medical records and view educational materials.  Some portals also allow patients to schedule appointments and review, pay (or dispute) a bill.

So a patient portal sounds like a great advance for patients.  The question some providers are asking is…what’s in it for me?  Is this just another new, costly technology with a phantom return on investment (ROI)?  How do we calculate the benefit of a patient portal?

Calculating a hard financial return on a patient portal might be difficult, or maybe not. Here are some key considerations.

Electronic ‘Consults’ are here.

One fear among providers is that patients will seek medical consultation via the portal, and the provider will not get paid for this service. There are several studies that show, once a portal is deployed, e-consults begin to replace a percentage of in person office visits (up to 25%).

Some providers discourage direct contact with clinicians.  Communication is handled by supporting staff, and so the provider does not provide formal online consults.  Whether you provide online consults may depend on whether insurance carriers reimburse for these events.

Usage fees are  not common.

Should you charge patients for the use of a patient portal? The common practice among providers who have deployed a portal is to NOT charge patients for use. Think of this way – what if American Express charged you for online access to your credit card information, billing history and online bill pay? When thinking of a financial return on a patient portal, you need to consider some financial benefits that are less direct. However, if you decide to offer formal e-consults through the portal, then it makes sense to charge for these (often insurance reimbursable) events.

Meaningful Use addresses portals.

There are Meaningful Use requirements for patient portals.  To meet stage 1, in an ambulatory setting, the provider must provide basic access and use of a patient portal.  Stage 2 requires expanded capabilities, specifically at least 5% of your patient population needs to use your portal.

 

Gain operational efficiencies (and yes ‘staff reduction’).

Patient portals can simplify administrative tasks such as registration, scheduling, patient reminders and billing and payments. Health information staff will find it reduces volume of phone calls with patients.

As the patient portal streamlines and automates all these administrative activities, it means less staff is needed to handle same activities….you get the idea.

Physicians will find that by replacing call backs to patients with secure emails, they can save time.  They will also have an audit trail of communications.

Customer loyalty is a proven benefit.

It has been shown that patients become more engaged in their health care when they have easier access to their health information through a web-based portal.  Patients will be able to document at home test results and maintain a journal of information related to their medical conditions. It provides a convenient way for patients to communicate with providers and should increase meaningful communication.  For example, if a patient needs to lose weight the provider can provide useful information related to healthy eating and other lifestyle changes.  When you do implement your portal, be prepared to handle the online scheduling system, which has been shown to be one of the most popular features for patients.

The provider may also find that the type of patient who uses the portal will tend to have richer insurance coverage and the ability to pay fees, so as a provider your portal may help you attract a more profitable patient.

Finally, many patient portals provide online bill pay options for patients.  The more convenient you make it to pay, the more likely you will get paid.

Get your marketing professionals involved.

To realize the benefits mentioned, you need to generate use of the portal.  Develop and execute an effective marketing program to educate and promote use.

• Advertise the portal, on your website, email, physical newsletter, with signs and flyers.
• Send an email invitation to patients with link and instructions to register.
• Create ‘You Tube’ how to videos on use of the patient portal.
• Provide instructions on how to read and interpret personal health information.
• Provide information on the data security features of the portal.
• Educate your staff on the benefits of the portal for patients. Provide them a ‘marketing sheet’ that provides the key talking points.

When you are running a business, you want to avoid ‘loss leaders.’ Commit to an effective patient portal program and you should realize a positive return, including a financial benefit that will make everyone pleased – patients, providers and even the CFO.