Transcript Materials to Support Change - Massachusetts Coalition for the

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
[email protected]
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Laying the groundwork for successful change:
what we tried to do
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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
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Tips for persuasive communication:
what you can do and how tools can help
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Establish credibility
Promote active learner involvement
Repetition and reinforcement
Refer to graphic printed materials
Offer practical alternatives
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Establish Credibility
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Refer to credible sponsors and sources of data
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Present both sides of the issue (“inoculation”)
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Research shows…
Providers from leading organizations…
Your doctor (NP, PA)
Acknowledge difficulty in finding time for …
Share frustration in changing patient behavior
Share how you overcame skepticism
Sometimes you can “be the boss”
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Promote Active Learner Involvement
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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
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Repetition and Reinforcement
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Keep it simple—focus on a few key points
Repeat the key educational messages
Reinforce and follow up
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Offer Practical Alternatives
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Propose substitute strategies
Offer reassurance to residents, patients and
families
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Not prescribing does not mean doing nothing
Provide brief “script” to support education and
reassurance
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