Tea Buzz



Using CRM to Meet Your Meaningful Use Objectives

Posted June 19, 2017

With reimbursements hinging on Meaningful Use compliance, your organization can’t afford not to communicate with patients about interacting with you via your patient portal. Although the Centers for Medicare and Medicaid Services (CMS) Final Rule issued in October of 2015 has reduced the complexity of the HER Incentive Program, it is still imperative to complete and attest to the program objectives.

You are likely well aware that getting your patients to comply with Meaningful Use is a necessity, but you may not be sure how to use a strategic growth platform to make it happen. Tea Leaves’ clients have not only reached their Meaningful Use goals – but have received the associated incentives – as a result of our Meaningful Use campaigns.

We’ve broken down executing a Meaningful Use campaign into three simple steps:

  1. Gathering Your Information

First, determine which patients: a) have not registered for the portal, or b) have registered for the portal, but have not yet participated in a transaction. Review your current list of individuals who have registered to use your portal and compare that to your roster of current patients who have recently visited your hospital or clinic(s). Then identify those who are patients but who are not registered for your portal.

Then, take another look at your registered users and determine those who’ve only registered, versus those who have registered and completed regular interactions. Once this information is compiled, you should be able to send it to your CRM system via a marketing list. You can the pull the information from the database, identify exactly which patients fall into which group, and assess the utilization rates.


  1. Communication

Once your audiences are defined, reach them with a multi-step campaign with targeted messaging tailored to their particular situation. Create a campaign with two parts and two separate calls-to-action. The first part of the campaign should reach patients of your organization that have not yet registered to use the portal.

Develop messaging for both direct mail and email that informs the individual that the portal’s available, that it’s secure, and that it offers the most convenient method of interacting with their provider, requesting appointments or scheduling medication refills. Make sure the messaging explains how it will benefit them. Offer them an incentive to register that may also further motivate them. The call-to-action in this scenario is to simply register for the portal.

The second part of the campaign would reach individuals who have a username and password for the portal and have signed in, but haven’t used the portal at all to engage with your organization. In this case, the messaging will be slightly different. This call-to-action should serve as a reminder that the portal is the most convenient method of managing health and should reiterate its benefits. Remind this audience again that with their registration, they can easily make appointments, view test results, pay bills and pose questions securely all within the portal.


  1. Measuring Results

Then after the campaign has been in the market for some time, use your system to periodically assess the number of new users and the number of users who are now interacting more. Keep in mind that attesting for Meaningful Use requires three steps: 1) patients must register for the portal, 2) they need to view, download and transmit information, and 3) your organization has to respond to the transmitted communication in order to complete the transaction and make it count in your Meaningful Use reporting.


For more information on using strategic growth platforms to reach your Meaningful Use goals, download a copy of the full white paper, “Using a Strategic Growth Platform to Meet Your Meaningful Use Objectives” here.

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