Health IT Standardization Starts with Communication: Lessons from VA EHR Modernization
In health care and health IT, enterprise standardization can improve quality, safety, and efficiency; reduce waste, inefficiencies, and burnout; and ultimately make care more cost-effective and efficient while improving health outcomes.
One of the biggest obstacles to business transformation or change management is often a lack of standardization of technologies and processes across an organization.
Nowhere is this more evident than in the Department of Veterans Affairs (VA), where the Electronic Health Record Modernization (EHRM) effort to implement Oracle Health’s Federal Electronic Health Record (EHR) across VA must contend with a puzzle of legacy systems at different Veterans Integrated Service Networks (VISNs) – or even between facilities and sites within VISNs. The Federal EHR aims to build processes and workflows that advance a single standard of care for Veterans, unifying the Veteran experience at every site and facility across the VA enterprise and break the stereotype that, “If you’ve been to one VA, you’ve been to one VA.”
After more than a decade working in communications, I’ve seen first-hand how deliberate, strategic communications can drive standardization efforts that ultimately streamline technology implementation. A healthy communications plan can drive understanding, foster buy-in, reduce resistance and ensure enterprise changes are implemented effectively and sustainably.
Driving Adoption Through Two-way Engagement
“What’s in it for me?” The most critical communications goal for effective enterprise standardization is to generate buy-in from stakeholders. Often, end users don’t see the benefit of change – or, worse, see the standardization of processes as top-down control. The benefits of change should be woven into every aspect of communications, giving stakeholders real examples of how enterprise standardization will make their lives easier.
Equip leaders. It is important to ensure managers and supervisors are prepared to be transparent with their audience and equipped to translate enterprise goals into local action. Communication toolkits, standardized terminology, talking points, FAQs and training materials help make the change actionable at every level of the organization. Leaders must also be willing to share what is changing, what is unknown, under discussion or still being evaluated.
Break down silos. Prevent or address variations in programmatic vision, messaging and naming conventions. Strategic communications campaigns align program messaging and highlights the importance of process standardization. High-level narrative focuses on key benefits (improved patient outcomes, enhanced data integration, streamlining operations) and data-driven insights to reinforce credibility.
Communicate solutions and success. Showcase how projects directly contribute to the broader success of standardization, and how teams are enabling transformative changes in health care. When employees feel their hard work is recognized, they’re far more likely to champion change rather than resist it.
Collect and address feedback. Standardization isn’t a one-way directive, it’s a collaborative process. It is critical to collect feedback from stakeholders to see what works on the ground, and even more important to show that leadership is hearing and addressing their concerns.
Sustainment. Promote the impact of standardizing business and clinical processes, foster grassroots support and broad sense of ownership. Multichannel campaigns ensure maximum visibility of success to other teams as they begin to adhere to standardization principles.
Health Communications Expert Jillian Gates
Artemis strategic communications manager Jillian Gates brings deep experience translating complex health IT modernization into clear, human-centered stories that drive adoption and trust. She leads an award-winning communications team supporting VA Electronic Health Record Modernization.
Final Thoughts
It is no easy task to standardize IT infrastructure or care delivery models that must resonate with a diverse workforce of over 400,000 employees. The success or failure of any standardization effort hinges just as much on effective communication as it does on technical execution.
One email or presentation does not drive an enterprise standardization campaign. Consistent, long-term, strategic communications are critical to build trust among end users. That is why VA is pairing Lean-Agile practices, change management principles and strong internal communications practices as the foundation for standardization.
For those leading standardization efforts, the lesson is clear: don’t treat communications as an afterthought. Make it a core part of your strategy from day one.