Communication Best Practices
Communication Best Practices for Public Health Authorities
Effective communication is a cornerstone of successful public health authority (PHA) – healthcare organization (HCO) partnership, especially when it comes to facilitating access to EHI.
Below is a structured guide of communication best practices that PHAs can follow to build credibility, maintain engagement, and streamline collaboration with HCPs.
1. Establish clear points of contact to reduce confusion, build trust, and ensure consistent messaging, recognizing that individuals across various PHA programs may maintain relationships with different healthcare providers (HCPs) at HCOs
- Assign a dedicated liaison or team to manage HCP relationships and communication.
- If connecting with Tribal nations or Tribal facilities, verify the existing Tribal Liaison’s office and/or official consultation policies.
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- Tribal consultation is an informed, mutual decision-making process for information exchange and dialogue. Federal agencies and many states are required to do Tribal consultation prior to taking actions that may impact Tribal nations. See the Indian Health Service Tribal Consultation Policy here by way of example.
- Ensure points of contact are responsive and knowledgeable about the access requested and empowered to coordinate across agency departments.
- Privacy/Compliance Officer (or equivalent): Serves as the single point of contact (POC) for interfacing with HCO information technology (IT) staff to establish and maintain PHA accounts across all electronic medical record (EMR) systems. This individual may also be the designated contact within the PHA for resolving any issues related to EHR accounts.
- Public Health Leadership Contact: A senior public health leader, such as a Health Officer, Medical Director, Director of Clinical Services, Chief Medical Officer (CMO), or Director of Prevention Services, may serve as the primary point of contact for HCO leadership (e.g., C-suite). This individual represents the PHA in strategic or high-level communications with HCO executives.
2. Lead with clarity and transparency.
- Clearly articulate what you’re asking for (e.g., direct access to the HCO’s EHR system).
- Share the legal authority under HIPAA and any relevant state or federal laws.
- Emphasize that patient data will be held in strict confidence and will be secure. Be prepared to explain what policies, processes, and security measures are in place to safeguard patient data.
- Provide examples of the type of data that will be accessed to reduce ambiguity.
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- Example: “We’re requesting access to patient discharge diagnosis data to support the monitoring and reporting of HIV and other reportable conditions. Under HIPAA, this is permitted without patient consent for public health surveillance purposes.”
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- See these resources and scripts for other examples you can tailor for your own use.
3. Use plain language and avoid jargon to improve understanding and support faster decision-making.
- Translate technical or legal concepts into accessible language for HCPs and administrators.
- Avoid public health acronyms or internal PHA terms unless you define them.
4. Listen first, then ask the following.
- Listen for understanding: what are the HCO’s structure, priorities and constraints?
- Ask: “What data systems are you currently using?” or “What concerns do you have about EHI sharing?”
5. Communicate mutual benefits of direct access to EHR.
- Emphasize the bidirectional value of EHI sharing, not just the public health need.
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- Example: “This connection could reduce manual reporting by your HCO staff while helping us detect emerging trends that affect your patients”
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- Highlight the broader value of public health beyond EHI. Many HCOs may not be fully aware of the scope of public health activities. Take time to understand the HCOs priorities and identify areas where those needs align with public health goals and traditional public health functions.
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- Example scenario: In one state, HCOs were facing challenges updating their internal COVID-19 policies, specifically removing the requirement for staff to wear gowns and gloves. Public health leadership intervened, and the PHA issued a formal memorandum supporting the change. This support enabled HCOs to revise their policies, resulting in a direct operational benefit.
- Tailor your message to different audiences, for example:
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- Chief Information Officers (CIOs) care about security and data architecture.
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- CMOs want quality patient care and compliance alignment.
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- Chief Operating Officers (COOs) want operational efficiency.
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- Frontline providers need efficiency and reduced burden.
6. Maintain regular, predictable communication to build momentum and make future requests easier.
- Use email updates and regular check-in meetings with PHA and HCO leadership to keep everyone informed.
- Avoid only reaching out when you need something, focus on building a mutually-beneficial relationship.
- Share success stories, use cases, or dashboards that demonstrate value.
7. Prepare for objections and concerns.
- Be ready to address:
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- HIPAA misunderstandings.
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- Resource constraints (staff, time, IT).
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- Security or privacy concerns.
- Respond with empathy and concrete reassurance:
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- “HIPAA permits this type of disclosure for public health under the Privacy Rule.”
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- “We can work with your IT team to minimize any system-related burdens.”
8. Document and follow-up.
- Summarize agreements, next steps, or decisions in writing after meetings.
- Provide written materials or reference documents (e.g., FAQs, legal justifications, etc.).
- Set timelines and follow through consistently.
9. Acknowledge contributions and show appreciation to build goodwill and reinforce that the relationship is valued.
- Thank providers and staff often and publicly, if appropriate.
- Recognize exemplary partners in meetings, newsletters, or community forums.
10. Be culturally and organizationally aware.
- Adapt your messaging and tone to align with the HCP’s culture (i.e., community clinics vs. hospital systems).
- When working with Tribal or rural providers, engage with humility and recognize sovereign governance, local priorities, and local constraints. For additional guidance in this area, refer to the CSTE Tribal Epidemiology Toolkit.
- Be aware of historical trends and present considerations that may affect trust between your agency and those providers.
