Physicians who do not report Medicare quality measures or use e-prescribing and EHRs next year will take a financial hit, experts said. The American Academy of Family Physicians estimated participating in the programs could help a doctor avoid $19,000 in penalties. AAFP Medical Director for Quality Improvement Dr. Bruce Bagley said it is wise for physicians to participate in these initiatives because penalties could go up and commercial payers could decide to enact similar programs.