Table 2.

Challenges and Solutions to Deployment of Online Communication

Challenges	Solutions
Facility and comfort with web-based communication will vary across patient groups	Tailor web design to diversity of patient needs: new users need a detailed road map and intuitive navigation; established users need web navigation short cuts
Clinical context of communication will vary across patient groups
Early adopters	Adjust organizational expectations regarding initial offset of clinic resources
Younger, healthier than average
Low utilizers of traditional resources	Prepare staff for changes in clients and messaging content over time
Short communication threads address more acute, episodic issues
Later adopters	Develop strategies for targeted marketing to engage “later adopters” earlier in the process
Older, more chronic conditions
Higher resource utilizers
Longer communication threads address chronic issues
Scope of issues and duration of patient relationships will vary across clinical specialties	Assess patient and provider communication needs across the continuum of care
Patients view needs across the continuum of problems while clinicians view patient needs from their narrower clinical perspective	Bridge differences in perspectives about patient communication across specialties