Situation Analysis

Information Management describes the means by which an organisation efficiently plans, collects, organises, uses, controls, disseminates and disposes of its information, and through which it ensures that the value of that information is identified and exploited to the fullest extent. Information technology is a means through which health information can be efficiently and effectively managed and utilised. 

Issues and Opportunities

Information Management in General Practice (IM in GP) focuses on the better management of information that can assist in promoting improved clinical, patient and practice outcomes.  The change management required to promote this agenda can be broken down into the following challenges:

Micro

• Insufficient information has been passed to stakeholders
• Communications are not yet adequately coordinated
• Specific messages are still being targeted for each audience

Macro

• Little understanding on the impact of the IM in GP on target groups
• IM in GP seen to be driven by Information Technology rather than GP Business Needs
• Modest buy-in and support from stakeholders
• Opinion leaders need to communicate the benefits to key stakeholders

Opportunities that exist include:

• DHA Chronic Disease Management (CDM) Divisions Contracts released to Divisions
• Divisional IM Action Plan and Communications Strategy required in CDM contract
• Divisional IM Action Plan and Communications Strategy required by 15 July 2002.
• Working with related programs such as HealthConnect, BMMS, GPCG, etc.

Marketing Objectives

• Provide consistent, timely messages to defined key audiences
• Inform General Practice about the improved clinical, patient and practice outcomes from the better management of information
• Develop targeted information and communications strategies to promote the benefits of practice computerisation, particularly in supporting CDM
• Promote awareness and uptake of Chronic Disease Management new initiatives Practice Incentive Payments (PIP) in General Practice
• Provide general practices with up-to-date and factually correct information on Medicare Australia Online ? Medicare and PKI
• Position Divisions of GP with General Practice and industry as clever business advisors and information advocates for its key clients

Target Markets

• General Practitioners
• State Based Organisations
• Department of Health and Ageing
• Australian Divisions of General Practice
• Health Insurance Commission
• General Practice Computing Group
• General Public
• Other Stakeholders, e.g. RACGP, AMA, RDAA, etc.
• Industry Vendors

Marketing Strategies

In consultation with General Practice, DHA, ADGP and Medicare Australia, develop support tools and information products that are clearly built around required IM in GP needs.

Promotion

Use of Divisional Communications Strategy, IM in GP Action Plan and Lead Practices, along with information and training sessions, integrated Practice Support interactions, Divisional websites, newsletters and other communication channels are to be regular.  Other methods to promote IM in GP will be specific to each Division?s available communications opportunities.

Price

The costs involved with IM in GP need to be communicated with the bigger picture in mind ? that is, the change aspect and the significant benefits that the system will bring to General Practice and the population (see below).

Place (distribution)

Activities will occur in Practices, Divisions and available fora.

People

An integrated approach towards Practice Support Strategies will influence the success of IM in GP.

Processes

All processes will promote the IM in GP agenda. The partnership approach with DHA, SBOs and Medicare Australia, for example, will combine resources to achieve the outcomes and benefits of IM in GP.

Promotional Tools

People

• Divisional Board and C/EOs
• Divisional Practice Support Staff
• State Based Organisation Staff
• ADGP IM Coordinator
• DHA Representatives
• General Practice Computing Group
• Medicare Australia Representatives

Physical Resources

• Media (Divisional Communications Strategy, IM in GP Action Plan, Lead Practices and 'Stocktake', Divisional websites and newsletters).
• Promotional Tools (Information and training sessions, integrated Practice Support visits, Lead Practice <-> GP interaction, brochures, specific targeted printed material, open fora, etc).
• General Practice Computing Group and HealthConnect standards and product development.

Communication Strategies

Key Messages

1. IM in GP can enhance clinical care and practice administration by providing accessible information, communication and decision support tools that can be utilised in the clinical care setting.

2. IM in GP will improve clinical decision making and support clinical practice, resulting in improved patient outcomes, with confidentiality paramount.

3. IM in GP can promote population health approaches by efficiently identifying, targeting and recalling individuals with chronic conditions for best-practice integrated care.

4. IM in GP will facilitate the capture of standard data to better inform population health and resource planning.

Benefits

Benefits will be realized for:

• Patients as their clinical records will be able to be immediately updated whenever they receive healthcare in General Practice, which will ensure treatment decisions are made with the most up-to-date patient history and previous treatment outcomes.
• Patients as their clinical information will be entered, stored and available as electronic data, thus, reducing errors in handwriting recognition.
• Clinicians in receiving patient investigations and test results more rapidly and reliably to assist in making more informed clinical judgments, e.g. medication incompatibilities, laboratory results for medication dosage decisions.

The public as savings can be realised from:

• Reduced medication transcription and ordering errors
• Decreased double ordering of clinical investigations and tests
• Faster treatment decisions as patients? latest, most comprehensive health records and clinical information is always available at point-of-care, with less time to implement most appropriate treatment
• Better understanding of illness trends and where people go for various healthcare needs, which assists in better planning for allocation of scarce healthcare resources to meet population health needs.

Industry as development of longer-term partnerships for risk and benefit sharing will provide better understanding of clinical implementation strategies, successful adoption strategies and product enhancements.

Measurement Methodology

• General Practice buy in
• Evidence of the extent of collaborative work occurring with Medicare Australia and HeSA to facilitate uptake of the Business Improvement Program and PKI
• Evidence of the promotion of the interaction between interested lead practices regarding better information management practices and practice computerisation
• Patient feedback
• Industry feedback
• Number and type of communication activities and information resources provided for GPs about the Chronic Disease Management PIPs and new incentives under the 2001-02 Budget
• Number of GPs using recall and reminder systems
• Number of GPs using patient registers including relevant age, sex and disease
• Number and type of information and communication activities undertaken to promote the benefits of the better management of information in General practice
• Number and type of communication and promotional activities to inform GPs about related work being undertaken in similar IMIT areas