Background: Primary care medical practices increasingly are asked by payers, employers, and government agencies to report quality data, but the process of doing so is not well delineated.Methods: Providers and office staff in a diverse sample of eight primary care practices in North Carolina comprised this study population. Interviews were conducted and self-administered questionnaires were disseminated in practices that were successfully reporting data to one or more of 4 reporting programs. Our measures included responses to open-ended and Likert scale questions about experiences and potential facilitators and barriers, as well as subscales of the Practice Assessment tool and the Culture of Group Practices instrument.Results: Study practices had stronger change histories, higher information and quality emphases, and lower business emphases than historical comparison practices. Motivation to participate, a leader who catalyzes the process, and establishment of new systems characterized successful practices. Staff time, information technology challenges, and resistance from some providers were common barriers. Practices achieve a sustainability state when numerous barriers have been successfully overcome and tangible results achieved from the process.Conclusions: Implementing and sustaining quality reporting requires a complex set of motivators, facilitators, and strategies to overcome inherent barriers that can present themselves in practices that seek to implement changes in this direction. Primary care medical practices are increasingly confronted with requests from payers, employers, and government monitoring agencies to report quality data.1 In 2007, Medicare began the Physician Quality Reporting Initiative (PQRI), which pays physicians a bonus for reporting a standard set of ambulatory care measures.2 Other data-reporting activities include initiatives by private insurance companies, governmentsponsored collaboratives, and programs to support development of the "medical home." 1,3 In a consensus report from the US Agency for Health care Research and Quality (AHRQ), 6 barriers to quality data collecting and reporting were identified: (1) data gathering inefficiency, (2) variation among performance measurement systems, (3) organizational and cultural barriers, (4) technological barriers, (5) economic pressures, and (6) competing priorities AHRQ 2007.4 Strong leadership, a culture that values quality, information technology (IT), and external incentives have been posited to help practices overcome these barriers. [5][6] Much is unknown, however, about the process by which quality improvement and performance http://www.jabfm.org data reporting can be implemented and sustained, the impact of such activities on practice staff, or approaches through which practices can most successfully initiate and sustain a quality focus. Some information has been reported about the implementation of quality initiatives in large, high-performing health systems 6 ; however, the majority of primary care practices are small, meet ...