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Medical Care Research and Review
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Article

Motivating Public Use of Physician-Level Performance Data: An Experiment on the Effects of Message and Mode

Meghna Ranganathan1, Judith Hibbard2, Angie Mae C. Rodday3, Francois de Brantes, MS, MBA4, Kelly Conroy, William H. Rogers3, and Dana Gelb Safran5*

1 Robert Wood Johnson Foundation, Princeton, NJ
2 University of Oregon, Eugene
3 The Health Institute, Tufts Medical Center, Boston
4 Bridges to Excellence, Washington, DC
5 Tufts University School of Medicine

* To whom correspondence should be addressed. E-mail: Dana.Safran{at}bcbsma.com.


  Abstract
Despite widening efforts to publicly report health care quality data, patients appear to make little use of these data. Several studies indicate patients’ interest in physician-level information, but actual use of physician-level data remains unestablished. Using a randomized experimental design, this study evaluates the extent to which use of a Web site offering physician-level data is affected by three parameters: invitation mode (mail vs. e-mail), employment status (employed vs. retired), and invitation message tone (risk- vs. gain-focused). The results find significantly higher use among those invited by e-mail (p < .001) and among retired adults (p < .001). Message tone is not significantly associated with use rates, but a borderline significant result suggests that high-risk message recipients behave differently from those receiving gain-focused messages (p = .052). The findings emphasize the importance of convenience and process-simplicity in fostering public use of quality data and call for further study of message-tone effects.

First published on October 15, 2008, doi:10.1177/1077558708324301

Medical Care Research and Review 2009;66:68.

A more recent version of this article appeared on February 1, 2009

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[Abstract] [Full Text] [PDF]