Practicing psychologists soon will be able to go to a single Internet-based source to find the professional information and tools they need most. The APA Practice Organization’s new practitioner portal, expected to launch in August 2002, will offer unprecedented access to people, places and products geared solely to helping psychologists manage their practices, keep up-to-date on issues, and make meaningful connections with others in the profession.

Among the initial product offerings will be information and resources to guide practitioners deftly through the myriad ins and outs of the complex Health Insurance Portability and Accountability Act (HIPAA). The deadline for compliance with the privacy aspects of the HIPAA rule is April 14, 2003.

The term “portal” is often considered to be synonymous with “website,” but it is much more. It is a dynamic gateway to a virtually limitless array of information, services, products and opportunities. Think of a newsstand, school, library, shopping mall and community center entered through a single door. “Once you enter, you can pick and choose the products and services that meet your particular needs,” said David Nickelson, Psy.D., J.D., director of technology policy and projects for the Practice Directorate.

Planning for the portal began early in 2001, shortly after APA established the APA Practice Organization, whose 501c(6) non-profit status enabled increased advocacy on behalf of professional psychology and the development of new resources to better serve practitioners’ needs. But what exactly are those needs? And is technology the best way to meet them?

“Some time ago, we looked at the way the world around us was communicating and doing business, and it was clear that whatever the Practice Organization developed would have to be technology-driven,” said Lisa Osborn, Psy.D., the Practice Directorate’s assistant executive director for corporate relations and business strategy. “We recognized that the companies that fared best in the online environment were not necessarily Internet-based startups, but the traditional bricks-and-mortar organizations that had been able to integrate technology into their existing structures,” added Dr. Nickelson.

Research Guides Portal Development

Subsequent research conducted with leaders of state psychological associations, APA member practitioners and the public through online and telephone surveys and focus groups revealed that they were indeed using the Internet to find and exchange information. Of those surveyed, nearly all reported having access to the Internet, while half said they went online as often as several times a day.

What are they looking for? Exactly what the Practice Organization is in the best position to provide: health and psychology news; practice management and enhancement tools; event and conference updates; marketing information and materials; and resources to ensure ongoing compliance with state and federal health care regulations.

While the research confirmed much of what Osborn and her colleagues suspected, it also delivered a few surprises. “We initially thought a referral service might be a great lead product,” Osborn said. “But the research told us that people seeking a mental health professional are more likely to access local resources, such as their physician, a family member, or a referral service provided by a state or local psychological association, for this type of information.”

Moreover, the research revealed that practitioners were interested in many other tools to help them build and manage their practices, such as the ability to build their own websites, and tools that would help them diversify their practices.

“We also learned that less than one-third of members are currently using practice management software. Given the potential for technology to enhance practice management, there are definitely ways we can use the portal to help psychologists run their businesses more efficiently,” Osborn added.

Armed with this information, Practice Directorate staff are now working closely with marketing-communications and web design specialists to build the portal. Still in the early stages of development, the portal is being organized into four thematic areas:

• Content – Daily health and psychology news and other health-related topics, including a searchable archive; Practice Organization-originated content related to the legislative, legal, regulatory, public education and marketplace agenda
• Community – Message boards, listservs, surveys, instant messaging and chat functions; advocacy alerts, practice surveys and results; practitioner-submitted links to online resources; and other means to make professional connections
• Practice Management – Regulatory compliance and risk-management modules, intake assessment, and billing resources
• Practice Enhancement – Directories and reference materials, client education handouts, and customizable templates that will enable practitioners to create their own websites

When construction is completed, the portal will be beta tested and refined. Once it is officially up and running, it has the potential to serve the needs of tens of thousands of practicing psychologists in the U.S. and abroad. The portal will evolve as the APA Practice Organization continues to learn more about the types of resources and tools that are most helpful to practitioners.

“The new portal will enable us to build and carry out the Practice Organization’s mission in a way that would not be possible without the use of online technology,” said APA Executive Director for Professional Practice Russ Newman, Ph.D., J.D. “With it, we expect to build stronger ties to the practitioner community and connect practitioners more meaningfully both to the organization and to each other.”