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Telehealth for direct-to-consumer care

Developing a direct-to-consumer telehealth strategy

Once you decide to offer direct-to-consumer telehealth, the next step is to consider how to set up program operations.

On this page:

Creating a plan for telehealth services

Planning for direct-to-consumer (DTC) telehealth requires a comprehensive understanding of patient health care preferences, technology capabilities, and the state and federal regulatory environment. Before offering DTC telehealth, several issues should be considered, including:

  • Clinical focus. Identify and prioritize areas and conditions where DTC telehealth can offer significant benefits.
  • Services. You will need to decide which health care services you will provide in your DTC program. Some DTC providers offer health care services to all patients and conditions, while others may only provide care for certain conditions.
  • Patients. Determining consumer needs, preferences, and behaviors is important for developing a DTC practice. It will be important to consider consumer experience and comfort using technology.
  • Clinical information. It may be useful to set up a secure portal to collect information before the visit. This may include the reason for the visit, relevant medical history, and whether the visit is for a new or recurring issue.
  • Schedule. Patients like DTC telehealth due to its accessibility. You will need to decide when DTC telehealth services are provided, such as days, evenings, or 24 hours a day.
  • Staffing. Ensure that you have the appropriate staff available at the right times. It is important to evaluate what types of services you are more likely to provide at different times of the day.

Telehealth tools and resources

As you consider your DTC practice, it is important to think about how DTC telehealth might require different tools, resources, and modalities for both live and asynchronous care. Issues to consider include:

  • Technology. It is important to understand the specific needs of both providers and patients. Technology used for a DTC telehealth visit should be easy for both patients and providers to navigate. This includes having a simple user interface, clear instructions, and accessible support services.
  • Infrastructure integration. Ensure the chosen DTC technology integrates with existing electronic health record (EHR) systems, billing platforms, and other essential software. This ensures a smooth flow of information, enhancing efficiency.
  • Care protocols. DTC telehealth often uses documented care protocols to diagnose or treat certain conditions.
  • Vital signs. Some DTC telehealth services offer features that remotely monitor vital signs. Providers can monitor a patient's health metrics, such as blood pressure and weight.
  • Queue management and prioritization. The use of advanced queue management systems facilitates scheduling and prioritizing patient requests effectively. Technology features should include notifications and give health care providers access to the patient’s information prior to the start of the visit. These features allow for clear communication and provide updates on the estimated wait time.

Providers offering DTC telehealth services must adhere to both federal and state regulations. Some policies to consider include:

  • Privacy. All providers must comply with HIPAA to ensure patient information is private and protected.
  • Consent. It is important to document patient consent.
  • Licensure. Telehealth may involve providing care to patients located in different states. It is important to review state licensure laws regarding telehealth services.
  • Pre-existing relationship. Some states or insurance plans require a pre-existing relationship between the patient and provider.
  • Prescribing medications. Regularly review and stay updated on the laws concerning prescribing controlled substances via telehealth.

Designing your telehealth workflow

Creating a workflow for DTC telehealth involves mapping out each step of the patient-provider interaction, from appointment scheduling to consultation and follow-up. Key considerations include:

  • Clear roles. Define job descriptions and responsibilities for each role, such as telehealth coordinator or virtual care consultant, to ensure that all aspects of the DTC telehealth services are covered.
  • Staff training. Before rolling out DTC telehealth services, conduct thorough training sessions for all involved staff, including simulated telehealth encounters. This allows staff to practice and become comfortable with the platform and processes before interacting with patients.
  • IT support. Establish a dedicated IT support team or helpline specifically for telehealth. This resource should promptly address technical glitches or issues experienced by patients and providers.
  • Technology. Ensure patients use supported devices, browsers, and the latest telehealth applications. Offer user-friendly guides or tutorials on how to use the platform.
  • Partnership and collaboration. Work with community representatives or health workers to design and refine DTC telehealth workflows. Workflows should align with patient needs and preferences.
  • Communication. Keep patients informed about updates, changes, or improvements to the DTC telehealth services. Use multiple communication channels like emails, text messages, or patient portal notifications.
  • Patient education. Actively educate patients on accessing and using telehealth services. Patients should be comfortable and confident with the technology. Provide resources and support to address any patient concerns.

Marketing and outreach for telehealth services

When spreading the word about your DTC telehealth program, it will be valuable to highlight the services you will provide as well as its convenience and accessibility. You may want to consider:

  • Materials. Ensure all information and educational materials are updated to include details about DTC telehealth services. Highlight how these technologies enhance patient care, offer convenience, and empower patients to take charge of their health.
  • Marketing channels. Leverage digital channels, such as social media, emails, and community partnerships to increase your reach. Collaborate closely with providers, community health workers, community organizations, and other health care professionals to establish referral programs.

Evaluating your telehealth program

An evaluation strategy can help assess the success of your DTC program and identify opportunities for improvement. Evaluating a DTC program involves:

  • Establishing clear objectives. It is important to have a vision for what you would like to achieve. Your goals may include a high rate of patient satisfaction or an increased volume of patient referrals.
  • Creating appropriate metrics. Key performance measures help you track the effectiveness and success of your telehealth program. These indicators might include the number of new patients or the percent of visits that were successful in addressing the patient’s needs.
  • Obtaining data. Providers may ask patients to complete a brief online survey following their visit. This can give you information on the patient’s experience.
  • Evaluating regularly. The frequency of evaluations should align with the clinical needs and program objectives.

More information

Announcing the availability of telehealth — Health Resources and Services Administration

Planning your telehealth workflow — Health Resources and Services Administration

HIPAA Rules for telehealth technology — Health Resources and Services Administration

Telehealth policy — Health Resources and Services Administration

Evaluation Measures for Rural Telehealth Programs — Rural Health Information Hub

Marketing Considerations for Telehealth Programs — Rural Health Information Hub