Can targeted messaging encourage PCP contact before ED visits?

Area of Science:

• Health Services Research
• Healthcare Management
• Consumer Health Behavior

Background:

• Frequent emergency department (ED) utilization represents a significant healthcare cost.
• Messaging strategies to redirect non-urgent ED visits to primary care physicians (PCPs) require further evaluation.
• Understanding consumer perspectives is crucial for developing effective interventions.

Purpose of the Study:

• To develop and test targeted messaging aimed at encouraging frequent ED users to contact their PCP before visiting the ED.
• To identify messaging elements that increase the likelihood of advance PCP contact.
• To assess the potential of such messaging to reduce unnecessary ED utilization.

Main Methods:

• Cross-sectional study involving managed care plan members with high ED use.
• Qualitative interviews and quantitative phone surveys to develop and test messaging.
• Linear regression analysis to determine message effectiveness.

Main Results:

• Interviews informed the creation of multiple communication messages.
• The most successful message emphasized the time and stress saved by contacting a PCP via a 24-hour line before an ED visit.
• Message effectiveness was correlated with increased likelihood of advance PCP contact.

Conclusions:

• A concise message prompting consumers to consider ED convenience and offering PCP contact as an alternative shows promise.
• This strategy may reduce ED use among individuals with accessible primary care.
• Targeted messaging can be a valuable tool in optimizing healthcare resource allocation.