Skip to main content (Press Enter).
Log in to see members-only content
Skip auxiliary navigation (Press Enter).
Contact Us
Code of Conduct
Help/FAQs
SHSMD Home
Skip main navigation (Press Enter).
Toggle navigation
Search Options
Home
My Profile
Groups
My Groups
All Groups
All Discussion Posts
Reply to an Existing Question
Ask a New Question
Library
Ask a New Question
Directory
Advanced Search
Company Directory
Events
Blog
Engage in Mentoring
Mentorship Program
Mentor Directory
Flash Mentorship
Blogs
Tweet
Share
COVID-19 Communications Lessons Learned
By
The SHSMD Team
posted
06-03-2020 10:20 AM
0
Like
During a
SHSMD webinar on the new normal
, a panel of marketing and communications experts from Michigan Medicine shared their experiences on hospital marketing and communications during COVID-19 and what they expect the next normal to look like.
The expert panel featured:
Rose M. Glenn, chief communications & marketing officer.
Denise Beaudoin, senior director of digital strategy and engagement.
Sally Liaw, senior director for executive communications.
Mary Masson, senior director of public relations.
Rebecca Priest, senior director of marketing.
COVID-19 Microsites
Attendees shared thoughts on how they created dedicated COVID-19 microsites. Some of the features they were most proud of included:
A COVID-19 symptom checker solution that they developed in two weeks.
Data analytics dashboards that gathered, consolidated and visualized all COVID-19 related customer engagement data across multiple hospitals within a large system.
Fast implementation of a COVID-19 community hotline.
Resources for community needs of any kind, not just medical, such as information on getting groceries and handling mortgages and student loans.
Attendees also shared their biggest lessons. These included:
Timely and transparent communications.
The value of creating quick videos on cell phones that media were eager to use.
The importance of employee feedback and using multiple channels (a pop-up version on the intranet, a widget on the internal COVID-19 site and email) to solicit feedback.
Responding to Misinformation
Some of the webinar attendees were challenged by misinformation. One media outlet misrepresented the way that certain hospitals were responding to the patient care needs of a local prison. The hospitals in question addressed that by sending the facts to the media.
At Henry Ford Health System, an internal memo on worst-case scenario resource allocation was leaked to the media and rapidly went viral, often with a sensationalist negative spin. The communications team immediately decided to deal aggressively with the situation and added the necessary context about how hospitals needed to be ready for the worst-case possibilities and that other hospitals were using it as a model for their own guidelines. While the situation was unpleasant, immediately engaging with the media and providing the context necessary to understand the memo turned the messaging into a positive.
Henry Ford had to do the same kind of contextualization again when the media reported on the health system’s high number of COVID-19 positive tests among staff. They engaged with the media to emphasize the fact that Henry Ford prioritized testing employees and that was why the numbers were so high. Over time, this emphasis on providing the proper context showed its effectiveness as the number of decontextualized or sensationalist stories declined.
Messaging about Emergent Care
Like staff at many hospitals and health systems, participants have seen a worrisome decline in the number of patients with serious health conditions going to the hospital to seek care. Many consumers are afraid of contracting COVID-19 at the hospital and either don’t go or wait until a serious condition becomes an emergency. Marketing and communication professionals are emphasizing the message that it is safe to go to the hospital for emergency services and, depending on their community’s and hospital’s individual situation, are urging patients to resume elective services for serious conditions.
Michigan Medicine has a comprehensive “gear-up” campaign targeted to patients and referring physicians that includes a
TV ad
.
Information and Resources for Messaging about Emergent Care
Recent data shows that
nearly half of all Americans have skipped or delayed care
of some kind. While most reported that their condition did not worsen because of the delay, 11 percent reported that it did. Approximately 70 percent of those who skipped care expect to resume care in the next 3 months.
The American Hospital Association released a
national advertising campaign
with the message that hospitals are ready to provide emergent care and released the members-only
Pathways to Recovery
, which provides resources and information on reopening. SHSMD has prepared a
resource digest on the post-pandemic landscape
specifically for health care strategists, including health care marketing, planning and business development professionals. The American Society for Health Care Engineering also has resources on
hospital and health care facility reopening and recovery
.
The American Hospital Association, American College of Surgeons, American Society of Anesthesiologists and Association of periOperative Registered Nurses created a
roadmap for resuming elective surgery
.
Hospitals and health systems are promoting reopening and the importance of seeking emergent care. In addition to
Michigan Medicine
, other health systems with dedicated web pages include:
Geisinger
Mayo Clinic
Munson Healthcare
Premier Health
To discuss marketing, communications, strategy and more with fellow health care strategists and share materials, please visit
MySHSMD
.
If you have stories to share about your organization’s response to the COVID-19 pandemic,
please share here
.
0 comments
38 views
Permalink
Home
My Profile
Groups
My Groups
All Groups
All Discussion Posts
Reply to an Existing Question
Ask a New Question
Library
Ask a New Question
Directory
Advanced Search
Company Directory
Events
Blog
Engage in Mentoring
Mentorship Program
Mentor Directory
Flash Mentorship
Copyright © 2018 by the Society for Healthcare Strategy & Market Development. All rights reserved.
Powered by Higher Logic