The 130th Annual Meeting of APHA

Abstract #39853

Fiona D Smith, MPH¹, Keith Cherry, PhD¹, Annette Lang, MPA², William Rollow, MD, MPH², and Charlotte Chang¹. (1) Barents Group, KPMG Consulting, 99 High Street, 21-308, Boston, MA 02110, (617) 988-1816, fsmith1@kpmg.com, (2) Centers for Medicare & Medicaid Services, 7500 Security Boulevard, Baltimore, MD 21244

INTRODUCTION: The quality of nursing homes is important to people choosing a facility for themselves or a loved one. Indeed a recent study that found that 25 percent of nursing homes nationwide had serious deficiencies that placed residents at risk of death or injury.

The Centers for Medicare & Medicaid Services will conduct a national consumer campaign about nursing home quality in 2002. They contracted the Barents Group of KPMG Consulting to address the question, “What is the best way to motivate consumers to use nursing home quality information for informed decision making?”

METHODS: The Barents team conducted focus groups and interviews with caregivers, providers, elder services organizations, nursing home associations, and consumer advocacy organizations.

FINDINGS: 1) Families have time to plan a nursing home admission but often wait until the last minute. 2) Consumers’ perceptions of quality are often based on staff and environmental characteristics, such as cleanliness and friendliness, rather than on clinical outcomes, such as bed sores. 3) Most are unaware of public data on nursing home quality. Most rely on word of mouth and information from doctors and hospital discharge planners. 4) Once exposed to the proposed nursing home information, most consumers are receptive. But many need guidance to find and interpret it. 5) Quality information can alleviate several caregiver problems, namely guilt, stress, and difficulty making decisions.

CONCLUSION: Consumers are interested in nursing home quality information but need guidance to access and interpret it. Interpersonal communication can enhance use of web- and media- based information.

Learning Objectives:

• Describes steps involved in identifying primary and secondary audience for a national campaign about nursing home quality
• Identify key messages used to stimulate awareness and use of nursing home quality information

Keywords: Elderly, Nursing Homes

Related Web page: www.medicare.gov/NHCompare/home.asp

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Centers for Medicare & Medicaid Services
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: This research was conducted under a contract with Centers for Medicare and Medicaid Services.