In response to my recent note about the use of patient outcomes information to market hospital services (see: Pediatric Hospital Tracks Patient Outcomes to Improve Quality and Patient Satisfaction), Bev M.D. submitted the following comment:
The Cleveland Clinic tracks outcomes for several of its [departments] and publishes them in glossy paperback books; recently mailed on a "cold-call" basis to my orthopedist husband, who has never referred a patient there. Also see Paul Levy's blog at BIDMC [Beth Israel Deaconess Medical Center], who just recently published results for ventilator associated pneumonia. I believe this trend is increasing.
Terrific comment, Bev. Your ideas open up a whole new sets of ideas for inquiry and discussion. To add to the mix, another blogger was prompted by the Paul Levy article to which you refer (see: Paul Levy Opens Up on Ventilator Associated Pneumonia) to respond in the following way:
...[L]et’s give Paul a round of applause for doing several things. First, breaking the mold by talking in public about things most hospital administrators never want to discuss publicly. Second, writing realistically about the challenges in improving patient safety, and putting data out in public which is less than folks would like to see. Third, attempting to create an advantage for his institution by taking a leadership role in addressing the awful record of the US hospital industry in patient safety and quality.
My initial remarks about outcomes data turned on my observation that few hospital executives seem inclined to use such data for marketing purposes. Bev has now brought to our attention that Cleveland Clinic is, in fact, pursuing such a strategy and sending the information to one critical group of its customers, physicians, who can both understand the data and also refer patients to the hospital if suitably impressed by it. For me, this illustrates the value of transparency in healthcare, a critical component of Health 2.0. As I write these words, I have also become more aware of the fact that physicians are both gatekeepers for health data and also consumers of such data when referring their patients for care.
The discussions about the Levy blog note above also underscores a critical component of this discussion about outcomes. If and when hospital directors such as Dr. Levy begin to analyze outcomes data for marketing purposes, they will inevitably encounter problems amenable to correction. It is incumbent upon them to bring such problems to the attention of both healthcare providers AND the public-at-large. Healthcare consumers need to know that one can both be treated for pneumonia in a hospital and also catch it there.
:: Update on 9/26/07 @ 11:20 a..m.
Dr. Bruce Beckwith has emailed me the following correction to this note:
Read with interest your post today. I have one small correction, Paul Levy is not a physician. That may be one factor in why he released the data. Keep up the good work with the blog.
Thanks, Bruce. I have no idea whether physician hospital directors would be more or less inclined to highlight complications such as respirator pneumonia. A physician director may have a better grasp of the problem and how to correct it.