Webinar Top Takeaways: Turning Patient Voice into Volume
The Power of Patient Feedback: Beyond Data Collection
Breanna Cunningham opened by highlighting CODE Technology’s mission: to help hospitals and private practices collect, use, and love outcome data. CODE specializes in managing patient-reported outcome data, particularly in orthopedic care, where understanding pain, function, and quality of life improvements is vital. Evan Steel reinforced the importance of visibility in healthcare marketing. “Online reputation, just like PROMs, is about patient feedback,” he said. “Patients increasingly search for providers online, and their decisions are shaped by what they find.” Through platforms like rater8, practices can publish authentic patient feedback to improve credibility and gain new patients—especially as AI tools like ChatGPT and Gemini interpret this data to answer patient queries.
From Search Engine Optimization to Generative Engine Optimization (GEO)
The traditional SEO model is evolving. As Evan explained, “Google is no longer just a search engine—it’s an answer engine.” Patients expect direct, accurate answers to their questions, not just links to pages. This shift has given rise to Generative Engine Optimization (GEO), where healthcare providers must optimize patient feedback visibility for AI-powered platforms. rater8’s GEO-centric approach ensures that when patients ask AI about a doctor or procedure, the response reflects genuine patient experiences. This is a powerful way for practices to differentiate themselves and stay ahead in digital marketing.
Navigating CMS PROM-PM Requirements: What You Need to Know
The webinar dove deep into the complexities of the CMS Total Hip Arthroplasty (THA) and Total Knee Arthroplasty (TKA) Patient-Reported Outcome Performance Measure (PROM-PM) – calling out the details for outpatient settings. Breanna explained:
- The measure requires a 50% capture rate of patient surveys pre-op and one year post-op for hospital inpatient departments, and 45% for hospital outpatient departments (HOPDs) ambulatory surgery centers (ASCs).
- Meeting this standard is challenging; many hospitals struggle to reach 30% capture rates.
- Failure to meet capture requirements can result in significant financial penalties—25% of a facility’s annual payment update for inpatient (2%.for HOPS and ASCs).
The PROM-PM captures not only data completeness but also substantial clinical benefit, measuring patient functional improvement scores publicly reported on Hospital Compare. While no financial incentives are yet tied to this clinical benefit, it is expected to factor more heavily into value-based purchasing programs.
Overcoming Demographic Challenges: No Variation in Capture Rates
One common concern is whether patient demographics affect survey response rates. The CODE team cited an upcoming study that – surprisingly – showed no variation in capture rates based on social determinants of health. The key is adapting communication processes to effectively engage all patient groups, ensuring equitable data collection.
Integration and Interoperability: CODE vs. EHR PROM Collection
Both speakers addressed the limitations of EHR-based PROM collection:
- EHR systems like Epic provide surveys but often lack robust scoring, benchmarking, and reporting capabilities.
- Managing PROMs through EHR requires significant IT resources, custom programming, and analysts.
- CODE offers a dedicated platform that integrates with EHRs, provides comprehensive reporting, and supports multi-channel patient communication (phone, email, text).
This fully-managed approach frees teams from the operational burdens of optimizing capture rates and data quality.
Leveraging PROM Data for Payer Negotiations and Marketing
Beyond compliance, PROM data can be a strategic asset. As Evan shared, outcome data helps negotiate better payer contracts—especially in workers’ compensation and value-based care arrangements—by demonstrating functional improvements and successful patient outcomes. Marketing teams can also harness PROM feedback and survey results as powerful patient testimonials and quality indicators on hospital websites and patient-facing materials. The partnership between CODE and rater8 aims to help clients translate PROM data into compelling marketing narratives.
The Marketing Power of Patient Outcomes + Patient Reviews
Preparing for the Future: Voluntary Periods and Vendor Selection for Outpatient
CMS offers two voluntary reporting periods before mandatory THA/TKA PROM-PM reporting begins in 2028 for outpatient procedures; it’s already mandatory for inpatient settings. Participating early allows organizations to identify gaps and prepare systems without public exposure. Breanna recommends going live at least six months before the performance period to ensure workflows are optimized. Performance periods start in January. This means:
- Collection can begin up to 90 days before the procedure date, as early as October of the previous year.
- Processes must be in place six months prior, by April before the performance period.
Switching PROM vendors midstream can be costly and complex, especially with CMS requirements – think of the one year post-op capture requirement as one major part that adds to this complexity. CODE encourages careful PRO vendor selection and thorough vetting to avoid costly transitions later.
Final Thoughts
The integration of PROMs and online reputation management is transforming how healthcare providers engage patients, measure quality, and compete in a digital-first world. As CMS requirements grow and AI changes patient search behaviors, staying informed and leveraging expert solutions is critical. CODE Technology and rater8 help teams collect robust outcome data, enhance online visibility, and ultimately grow their patient volume with trust and transparency.
