Hospital COVID-19 Communications Today, Will Impact Future Consumer Decisions

I get your all busy, and I am not making light of the current situation. Nor am I being opportunists about the crisis. My posts over the past several weeks are related to the need for hospitals and health systems to be open and transparent with the communities they serve. To be a resource and influencer changing people’s behavior, attitudes, and beliefs regarding COVID-19. To be a trusted source of information, dispelling myths, rumors, and innuendo. To show leadership in the community and being a trusted influencer.

I opine on strategy for marketing, public relations, and crisis communications based on years of expertise and experience. My only goal is to shine a new way of thinking about marketing, communications, and strategy for the world of healthcare consumerism.

It does bother me when I am attacked angrily and vehemently for expressing an opinion and accused in caps of all things that are blatantly not true.

The lesson for us all is that in social media, I control the comments, and who follow me. I choose to delete those comments and unfollow. My belief is in honest and respectful discourse. We can agree to disagree as professionals, but I will not be intimidated.

That aside, let’s move on to the topic at hand.

How you are communicating today with your communities during the COVID-19 pandemic is going to leave a lasting impression on the individuals, families, employees, businesses, and others that you serve.

Let me repeat.

The COVID-19 pandemic will end. People will l remember how you responded, how you assisted them and their families and loved ones. How you helped them cope with uncertainty, fear, isolation, and taught them through respectful communications what possible things they could accomplish.

If you haven’t been communicating with your patients and communities, now is the time to start. I have already laid out steps and strategies to take and oww to proceed going forward today and into the future.

The last piece of advice during the COVID-19 pandemic is the transition to a fully digital communication strategy using social media, email, and the website to get the word out.

My post isn’t about marketing. It is isn’t about putting heads in the beds. It is not about being opportunistic. It’s about doing the right thing. All healthcare is local. The local hospital, not

Washington or your state capital should be looked to for leadership in the local community. Lead.

By communicating in any way possible to your community, you are giving people the tools and information they need during the COVID-19 outbreak; you are managing demand. A continuous crisis communication strategy well executed will keep you from having to deal with inappropriate demand for services at a time when your hospital capacity is facing strained resources beyond its limits.

The last word, I promise.

Be consistent. Consistency of messages is the final and maybe the most critical factor. Words that offer very different assessments of risk, and variable advice about what actions to take, increase uncertainty while limiting the likelihood the public will take appropriate action. Consistency can also be enhanced by having clear and frequent communications from credible sources. Be that reliable source.

The responsibility of the hospital to the community in today’s world of 24/7 news coverage, multiple social media channels, bots, and AI influencing news feeds cannot be understated. A crisis cannot be managed successfully if the hospital and health officials do not communicate effectively.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs. Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow, American College of Healthcare Executives. An expert in healthcare marketing strategy, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide and is considered an established influencer. For inquiries regarding strategic consulting engagements, email me michael@themichaeljgroup.com. Opinions expressed are my own.

For more topics and thought leading discussions like this, join his group, Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

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