HIEs must market themselves to stakeholders in order to ensure participation and, ultimately, sustainability. It is important that HIEs build marketing plans, such as any business would create, in order to reach their diverse group of stakeholders. There are various methods for outreach including billboards, radio and television ads, brochures, and in person meetings.

Marketing to Providers and Hospitals
It is important that HIEs establish a physician referral pattern within their coverage area. They must seek out early adopters and champions who will encourage other providers to join the HIE. Early adopters can encourage referring providers to join the HIE, by validating the benefits of electronically exchanging information.

HIEs should also take every opportunity to speak to providers and hospitals about the HIE. This can include visiting provider offices, attending medical conferences, advertising in medical journals and hospital newsletters, attending medical staff meetings and the lunch room at hospitals, sending emails, and holding webinars and user group meetings. Speaking to providers and hospitals in the coverage areas and explaining the benefits of participating in the HIE is an important part of the marketing outreach process. HIEs also need to take time to visit provider offices, especially small providers, to answer questions they may have and encourage their participation. Brochures available in print and on the website also aid in the outreach capability. Additionally, HIEs should attempt to write articles for medical newsletters on a regular basis.

See an example of the state of Maryland’s (CRISP) brochure for physicians

With all of these approaches, the best marketing tool is success. If EMRs are getting lit up with interfaces, and referrals are beginning to be exchanged, word of mouth in the community will ultimately be the best marketing. As hospitals experience success and talk with peers in the area, momentum and success in meeting practical needs for the hospitals involved will be made known and drive interest from additional hospitals. Nobody wants another salesman in their office with promises of what the future will be. They will listen, but only to someone who is solving problems, meeting needs, and making things happen in the community.

Marketing to Consumers
Marketing to consumers is also incredibly important for HIEs, especially those with an opt-in policy. Consumer demand can be a catalyst for providers and hospitals to participate in the HIE. Additionally, if an HIE has an opt-in policy, helping patients understand why they should allow their information to flow through the HIE is pivotal. Marketing to consumers must include an education aspect. Many consumers assume that their information already flows between providers and hospitals. Others are concerned about the privacy and security of their information. Educating consumers about the need for HIE, the benefits they will see, HIPAA regulations, and the privacy and security of their information is incredibly important. Marketing materials for consumers should include this educational aspect.

HIEs should use common marketing principles in their consumer advertising. These principles include billboards, radio and television commercials, YouTube videos, social networking (Facebook, Twitter, LinkedIn, and YouTube), direct mailings, and brochures. HIEs might consider developing a sticker that providers and hospitals can adhere to their office windows, advertising their participation in the HIE. HIEs can also make materials available to providers to present to consumers and gain their buy-in.