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Advances in digital technology have impacted and will continue to impact plastic surgery. The chapter will explore the effects of current and future technology on patients’ and physicians’ experiences prior to the plastic surgery consultation, during the patient encounter(s), in the operating room and the perioperative period, and during long-term follow-up. The chapter will also discuss the impact of digital advances on education, research, medical devices, patient monitoring, “Big Data” analytics, and registries.
Digital advances have expanded the base of knowledge available to patients such that even before consulting with a doctor, patients can become well informed about procedures, the selection of available surgeons, and the methods used to make an appointment. A plethora of informational websites are available to educate patients on procedures, postoperative recovery, surgical limitations, and other information needed to ensure the patient arrives at the consultation prepared and knowledgeable.
Using online databases and websites, patients can learn more about the procedures they might undertake before talking with a physician. Informational websites and apps can allow patients to compare and differentiate between various procedures. By examining the descriptions and exact procedures of different operations, patients can analyze the inherent risks and dangers. Websites such as plasticsurgery.org and smartbeautyguide.com can aid patients in choosing a procedure, understanding potential complications, and even finding a surgeon whose office is geographically convenient to the patient. The availability of this information can produce a more informed patient and a more efficient and effective consultation with the plastic surgeon. Some applications allow the patient to visualize their simulated results through three-dimensional (3D) animation and may produce full 3D models through the interpolation of several 2D pictures, which can be uploaded by the patient to the website before seeing the plastic surgeon. The patient must visit the physician to see the 3D images. Online content on plastic surgery websites often includes animations designed to educate patients on the conduct of surgical procedures in an abstract manner for those who may not be able to tolerate video content documenting real surgery. For patients seeking more detailed video content on planned procedures, many surgeons create custom video content and post it to YouTube, Instagram, TikTok, Facebook or other sites, along with links from the surgeon’s website to the videos.
Plastic surgeons can also permit prospective patients to access certain office documentation to save time in the office for both patients and the surgeon’s staff. These documents may include office policies and procedures, general consents to treatment, Health Insurance Portability and Accountability Act (HIPAA) privacy notifications, Patient Bill of Rights documents, intake questionnaires, menus of services, pricing lists, surgeon biographies, procedural brochures, financial policy disclosures, and others. By having potential patients fill out these forms either online or printed out and brought to the visit, the intake process at the initial consultation becomes more streamlined and more efficient for all involved. Consequently, the patient may arrive for a consultation having extensively researched the plastic surgeon’s practice and the local marketplace dynamics, prepared with preliminary forms and materials, and armed with numerous questions and an idea of the patient’s treatment goals.
Patients considering plastic surgery can search the internet for detailed information on surgeons and their practices, their credentials, price estimates for procedures, patient satisfaction testimonials and outcomes culled from review sites, and galleries of preoperative and postoperative photos.
Patients often research a plastic surgeon’s credentials and reputation before choosing a surgeon by reviewing the practice’s social media presence, their website, as well as a number of review sites. These sites not only provide patients a forum to share their perceptions of the quality of the surgical outcome, but also the quality of customer service, the appearance of the office, and the friendliness of the staff, etc. These sites can give patients significant influence on the reputation of the doctor or practice, which can be detrimental or advantageous. However, the entirety of the surgeon’s online presence including videos, media appearances, blogs, social media, etc. help to shape the surgeon and practice’s brand and thus, it is important that the surgeon continually monitors his or her presence on the web either with a third-party service or by setting targeted Google alerts.
Patients may seek procedure pricing information to comparison-shop among practices by soliciting online fee schedules and can compare menus of services where available. This information is occasionally available directly on a practice’s website or can be explored on specific apps and portals. One study demonstrated that patients were more likely to book surgery at the time of the initial office visit if they knew the price of the procedure before arriving for the consultation.
Patients can also evaluate a surgeon’s results by evaluating before-and-after photos that the surgeon displays online. These galleries of before-and-after photos provide real examples of the surgeon’s work and are often categorized by body location and procedure. Some programs allow galleries to be accessed only via a password-protected patient portal that requires prospective patients to register before being granted access ( Fig. 35.1 ). Photo galleries can represent a meaningful component of plastic surgery marketing while also serving an educational purpose for the public. Some plastic surgeons who do not favor placing patient photos online nonetheless may provide guidance to prospective patients to contact the office for an in-person consultation, where these photos, deployed either in bound albums or using digital tools (tablets, large screens in viewing rooms, waiting-room results reels in PowerPoint presentations) are available for viewing in a controlled environment.
Once a patient has selected a plastic surgeon’s office for a possible consultation, the online experience can be augmented with real-time chat tools on the surgeon’s website and calendar integration via sites that permit the patient to find open appointment timeslots in the surgeon’s office schedule and book visits online, with the appointments automatically populating the office practice management software system or via the patient portal of some electronic health records with this capability. Voice over Internet Protocol (VoIP) systems allow offices to communicate with patients even asynchronously to open office hours, from most mobile devices and from most locations, obviating the need for fixed landline telephone systems. Online maps with directions shareable to mobile devices or in-dash navigations systems in automobiles streamline the process of finding the doctor’s office, with dynamic updates on traffic patterns available in apps like Waze (now a part of the Google Maps toolkit).
Patients wishing to travel for surgery and those who have limitations on the ability to see a physician in the office during convenient office hours may benefit from applications that facilitate virtual consultation. Even in 2019, one Harris poll commissioned by a prominent telemedicine vendor indicated that 66% of consumers were willing to see physicians via video consultation but only 8% had tried it. During the pandemic, telehealth visits increased up to 154%. According to a survey conducted by the American Psychiatric Association in May 2021, 43% of adults indicated they would like to continue to use telehealth after the pandemic. In fact, 34% stated they would prefer telehealth to an in-person visit. The Federation of State Medical Boards (FSMB) issued model legislation aimed at encouraging standards in the credentialing and licensure oversight for physicians of telemedicine services in participating states. The current status of telemedicine policies is being tracked by the FSMB. Some states do not permit telemedicine consultations and insurance reimbursement models and legal considerations are undergoing significant debate. During the COVID-19 public health emergency, 33 states had waivers in place in regards to telehealth.The utilization of telemedicine tools served to facilitate continuity of care during the periods of lockdown in the COVID-19 pandemic, including for the purposes of consultation with new patients as well as for postoperative surveillance when in-office encounters were limited. There are some concerns regarding appropriate use of telemedicine and appropriate supervision and accountability for telemedicine. It remains to be seen which waivers will become permanent. Physicians should be cautioned to keep in mind when a patient–doctor relationship is considered established as well as avoid the potential trap of interstate practice of medicine without a license in a particular state, especially when waivers are lifted. Nonetheless, the promise of mobile technologies in the field of telemedicine is substantial and in 2013 three companies alone hosted 400,000–500,000 doctor–patient interactions and during the pandemic, a US Department of Health and Human Services(HHS) study showed a 63-fold increase in Medicare telehealth utilization from 840,000 in 2019 to 52.7 million in 2020. For the plastic surgeon, there are opportunities to potentially rule out poor candidates for surgery before they incur the expense of traveling to the surgeon’s office, or to permit office staff to begin the intake and preoperative workup process for remote patients, or to provide a more personal introduction as part of marketing outreach to bring in more patients.
Patients who require urgent but non-emergent care (for example, for minor burns or other minor trauma) also have tools for finding local clinical resources via applications similar to “sharing economy” tools like Uber. Some innovative apps provide logistics for connecting patients with available physicians on demand, creating a digital platform to reimagine the “house call” of old, or allowing patients to bypass costly points of care like emergency rooms and arrange services in the office.
During the consultation encounter, digital technology can enhance (1) patient information gathering and archiving in the form of electronic medical records, including patient data, medical information, photographs, and documents; (2) patient education via digital materials; and (3) clinical information and decision-making.
The Health Information Technology for Economic and Clinical Health (HITECH) Act, enacted as part of the American Recovery and Reinvestment Act of 2009, was signed into law on February 17, 2009. Starting in 2011, eligible professionals could receive incentive payments up to a total of 5 years if they could demonstrate “meaningful use” of certified electronic health records (EHRs). Physicians faced up to 5% penalties if they did not demonstrate meaningful use beginning in 2015. As a result, adoption of electronic health records increased during this time. Even plastic surgeons who do not treat many Medicare patients have increasingly adopted EHR and practice management software. The EHR market continues to evolve. The market is anticipated to consolidate, as rules and regulations and functionality demand increase in this space. However, many EHR systems were designed with the primary care physician in mind and thus can be lacking in key features desired or required by the average plastic surgeon. In addition, many programs require a significant upfront investment of both time and money. Physicians and office staff may experience challenges in implementation and training with new EHRs, sometimes with a considerably steep learning curve, requiring significant allocation of staffing time before the EHR system is fully operational for the office’s needs. Also, changing EHR systems can also be costly in both time, productivity and costs as all of the information needs to be transferred to a new system which may or may not be interoperable. Thus, the choice of EHR can be crucial. Below are some key considerations regarding the EHR itself that should be taken into account when choosing an EHR system.
Determining whether the chosen EHR is certified by the ONC (Office of the National Coordinator of Health Information Technology) has traditionally been important, especially for plastic surgeons and other physicians participating in certain government incentive programs. Certification is meant to assure that the EHR system offers the capability, functionality, and security to meet the Meaningful Use (MU) criteria established by the Centers for Medicare and Medicaid Services (CMS). The Meaningful Use program underwent three “stages” of implementation along an 11-year timeline (culminating in the final Medicaid incentive payments being slated for 2021), with penalties levied against practices that see significant Medicare or Medicaid volume but fail to demonstrate compliance with MU. Certification provides one level of reassurance that the EHR system both allows entry of data necessary to achieve MU compliance and a toolkit for submission of reports to CMS for validation and incentive processing. For plastic surgeons who did not participate in the Meaningful Use program, certification may still provide some level of assurance that the program meets certain standards of functionality, security, and interoperability, and probably is more likely to survive consolidation than other non-certified programs.
There are three principal models through which an EHR program can be provided to users. Some EHR vendors can be deployed all three ways. The most traditional model of software delivery houses the program and data on a server in the office owned by the physician/group. The physician has complete control of the data, but is responsible for hardware maintenance, back-ups, insurance, and security, as well as manual updating of the software. Access from a remote location or satellite offices is also maintained by the physician’s practice, and may involve high-speed data access lines (T1 or fiberoptic cable, for example), Virtual Private Networks (VPNs), and other remote logging programs. This model may require higher upfront costs for hardware infrastructure and depending on the size of the practice, one or more IT specialists outsourced or employed in-house. Another model involves using a server that is housed off-site, maintained by a third-party vendor. The physician/group still maintains complete control of the data but leases space in a remote server. Updates frequently still require manual effort, but responsibility for servers, back-ups, and insurance is assumed by a third-party vendor.
Finally, the Software as a Service (SaaS) model is a subscription service in which the program and data are maintained and updated by the EHR vendor, with the software accessed via the computers/devices in the practice – much like the way Gmail, Yahoo! Mail, Dropbox, and other online programs work. The updates are usually real-time and performed automatically by the EHR company, often without disrupting the software’s availability. The server function, back-ups, and security of the server is assumed by the EHR company. Depending on the contract, the physician/group may incur fees to have the data extracted into a usable format when changing vendors. Some contracts and user licenses permit the EHR company access to or ownership of the data. In some cases, de-identified data (records that have been stripped of identifying personal or demographic information) can be used by the vendor for purposes of research, product development, or aggregation and commercialization. This model usually boasts lower upfront costs for hardware purchase and installation, and delivery through a cloud infrastructure facilitates easier access from remote locations and satellite offices. Increasingly, both professional and consumer software is being delivered through the SaaS model, with support, training and updates bundled into the subscription costs, and availability provided “anywhere, anytime and on any device”. These models also facilitate interconnection with other cloud-based services and third-party product integrations, including payment processors, photo/image management systems, patient engagement tools, and marketing platforms.
A search of the ONC-approved comprehensive EHR list as of 2021 shows 812 approved programs, a number that is probably unsustainable. Even in 2012, 75% of users of EHR products were concentrated among the top 6 vendors serving hospitals and the top 15 serving outpatient venues. Accordingly, an important consideration when choosing an EHR system is whether the product is anticipated to survive the inevitable consolidation of the market among sustainable leading vendors. Such vendors often have the advantages of consistent revenue from the installed user base along with scalable physical and human resources that may allow them to fulfill further governmental or other regulations better and to make updates and improvements to their programs. On the other hand, larger EHR companies may be somewhat less responsive to suggestions by users to improve the usability or functionality of their programs or to add features that are crucial to only a small subset of their users. As plastic surgery is a relatively small specialty, this can sometimes be an issue impeding the timely selection of an EHR with essential features needed by the average plastic surgeon. Efforts at consolidation and platform development in the EHR market for plastic surgery and aesthetic medicine has been driven by institutional investment by private equity and venture funds, with some vendors acquiring smaller but high-performing EHR/practice management systems and other modules for specific specialties, to gain market share and bolster long-term market sustainability.
Most certified EHRs can adequately accomplish the generation of a satisfactory progress note, problem list, medication list, etc. More important is the ease of use of the software. The usability of many programs is hampered by the requirement for multiple clicks, non-intuitive navigation, and a cumbersome maze of windows and menus. It is critical to request a detailed demo of the functioning program and to engage with current users of the system who are reference clients of the vendor. One way to accurately experience the ease (or difficulty) of use and functionality is to have the demo performed in a manner that follows the practice’s current workflow from initial patient contact, scheduling, registration, intake, note generation, billing, reporting, follow-up, etc.
As discussed above, many EHRs in the market were not designed with plastic surgeons in mind. Practices should carefully vet those features that may not be accessed by other physicians, including cosmetic quote generation, inventory, and point of sale management of product lines, prepayment for services (e.g., deposits and prepayment for cosmetic surgery or package pricing for lasers, etc.), photo archiving with rich search and display features (see below), patient management (see section below), and others. Contracts and user agreements that are contingent on the development or enhancement of a feature or functionality should have clearly agreed-upon language in the contract with timelines and benchmarks, along with consequences for missed milestones.
Implementation, training, and support are critical services provided by vendors. Important considerations include the length, complexity, cost, and responsibilities for the installation process as well as the amount of initial and ongoing training included and available. Guaranteed limits on outages and unavailability of the software during updates, bug fixes and other interruptions should be sought and practices should seek clear terms regarding the support resources available in such instances, especially after normal business hours. Even something as seemingly trivial as the time zone of the vendor’s support headquarters may have an impact on office productivity if the practice experiences bugs, slow data processing, access problems or other issues during normal business hours in another time zone. Many vendors provide extended hours or offer “premium” support (typically at a surcharge) to cover such contingencies. Most experts recommend that busy practices anticipate a decrease of 50% in both productivity of office staff as well as physician volume during the implementation period of the EHR (which in some cases can last months to a year or more). One study estimated an average of 611 hours required to prepare for implementation of the EHR, and 134 hours needed by end-users (physicians, clinical, and non-clinical staff, etc.) to become sufficiently familiar with the EHR system to feel comfortable using it regularly with patients. Some vendors offer significant self-study training and onboarding tools while others require more direct customer support during the implementation phase.
As with most contracts, it is advisable to have an attorney familiar with such transactions review the EHR vendor’s contract, including (where appropriate and provided) Master Services Agreements, Statements of Work, and User Agreements/Terms of Use. Some specialty societies and state medical societies also offer resources on this topic. Some basic considerations to delineate include:
Who owns the data?
Does the contract grant the EHR company permission to access the physician’s patient data and if so, is it in a de-identified and aggregate form and is the company permitted to sell the data to other parties?
Is there a required duration of contract? If so, what constitutes a breach of contract to allow the physician to terminate the agreement early (e.g., excessive downtime, lack or loss of certification by ONC, failure to create agreed-upon features, etc.)
When the physician changes vendors, what is the process to decrypt the data and provide it into a usable format such that it can be used in another EHR system? What is the cost of the data conversion and agreed-upon timeline and redress for failure to deliver the data in a timely fashion?
What is the process to gain support for downtime of the program – there should be a maximum percentage set for downtime and a maximum time for resolution.
Is there an agreement to work with other vendors to allow for interfacing or integration of different programs (e.g., photo archiving or morphing programs, patient management systems, third-party billing clearinghouses, etc.).
Are there additional costs to add physicians, support staff or satellite offices? Some EHR systems charge per user, others per physician (or provider, including nurse practitioners and physician’s assistants), still others charge per computer terminal workstation license.
Who is responsible for installing and ensuring the functionality of the EHR program?
What capabilities exist for interoperability of systems – i.e., does it link to laboratory vendor data, radiology systems (PACS or DICOM viewers), other EHRs, etc., and is there an implementation or maintenance cost for these services? Is there an open Application Programming Interface (API) to facilitate communication between the system and other products used or anticipated?
A comprehensive primer on the use of EHRs is beyond the scope of this chapter. However, this section illustrates some suggestions to help enhance the effective use of EHRs in a plastic surgery practice.
ONC-certified EHRs are required to furnish a patient portal that allows patients to access limited portions of their medical record and results as well as interact with the office. Patient portals that allow the patient to enter in demographic and clinical information prior to the office visit can improve office efficiency by minimizing the amount of data entry at the time of the visit. Some programs allow different questionnaires and intake documents to be created which can be tailored to specific physicians’ practice preferences, or keyed to the patient category (e.g., the surgeon is likely to be interested in different information when seeing a hand surgery patient vs. a facelift patient). Demographic entry by patients permits them to update contact information and privacy permissions in a more timely and well-documented manner. Alternatively, such intake forms can be completed in the office with staff members assisting the patient with the appropriate electronic forms or performing a transcribing function for patients who have difficulty working with digital devices. Bubble forms (similar to Scantron standardized test forms but printed by the practice on regular paper) can be created and used in some EHRs which scan the responses into digital format directly into a progress note. Advances in optical character recognition (OCR) and natural language processing (NLP) are likely to further enhance the intake of medical information into structured medical records. Changes to the patient’s medical history that are entered by the patient via online portals may require verification by the office staff for accuracy before replacing or amending prior information.
Copious entry of free text at the time of the patient consultation is neither feasible nor desired. Typically, EHRs make use of a library of templates created for various patient encounters, e.g., initial breast reconstruction consultation, breast augmentation consultation, tissue expander visit, encounter for injectables, etc. Most EHRs permit the templates to include not only the current chief complaint(s) and history of present illness with associated relevant physical exam, but also the typical discussion, treatment plan options, orders, and medical coding. These work best when there are visit categories which are more frequent for the practice, and some EHRs will build these templates at the time of implementation based on the practice’s current EHR documents or paper forms being used in the practice. Certain visits might best be recorded with a visual form or on anatomic images, with annotations typed or drawn as appropriate, as is commonly done when recording injection sites for botulinum toxin and filler treatments. It is important to assess whether the EHR allows the physician or other user to create custom templates to fit the practice’s regular workflows or the user’s personal preferences, as opposed to requiring that requested changes or templates be submitted to the EHR company. Customization can be key to effective use of an EHR system.
With less common or complicated encounters, templates may be less helpful as real-time text editing becomes necessary. Some physicians find it helpful to enter prelim summary notations to be further clarified after the patient encounter, with the note being text-edited at a later date or the provider utilizing speech-to-text transcription in a program like Dragon Medical. Some surgeons prefer to utilize medical scribes who can enter all the appropriate information at the time of the encounter, recording observations rapidly into the EHR while the physician focuses on direct patient care and face-to-face interaction. The scribes can be the physician’s employees physically present in the examination room, or may be at a remote location. One vendor offers HIPAA-compliant scribing services via Google Glass technology, allowing the scribe to see and hear the patient encounter while transcribing from a remote location ( Fig. 35.2 ). Newer EHR products are leveraging the widespread availability of mobile technologies and Wi-Fi to facilitate less disruptive ways to use an EHR in the patient encounter ( Fig. 35.3 ). Still more advanced technologies provide in-room “listening” systems that take conversational speech and convert it to structured notes with data extraction. These are premised on medical data dictionaries and ontologies that allow contextualization of non-technical speech into clinical vocabulary, leveraging artificial intelligence and machine learning tools.
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