Coronavirus (COVID-19), and the Hospital & Health System Community Opportunity

Hospitals and health systems have a once in a lifetime opportunity to make a difference in the community. A difference that is not driven by purely dollars and cents, but one that is mission-driven and supports, or shall we say, justifies the hospital/health systems existence as a tax-exempt entity.

You see, there is a lot of stupid going on with Trump who is gaslighting, muddling, contradicting expert health advice and politicizing a very serious health crisis, aided and abetted by other elected officials, right and left-wing focused media, and celebrities, naming a few. The general public has gotten in on the stupid act too, with a recent survey that indicated 38 percent of Americans wouldn’t buy or drink Corona Beer because of the Coronavirus.

And where are the hospitals and health systems in all of this?

Oh, we see the major academic medical centers trotting out the physicians for the media, walking, and talking about the situation. Wise words for potential prevention in a 30 or maybe a 60 second sound bite if you live in a bubble.

Nice, but hardly enough.

I did some searching on the web looking at various hospital and health systems websites to see what they had to say about the Coronavirus, and the results were disappointing at best. Beyond the “because of the virus we may limit visiting hours and visitor access” website statements, it was for the most part,

Crickets chirping.

That is right, crickets chirping.

From a healthcare marketing and public relations standpoint, hospitals, and health systems are missing a once in a lifetime opportunity to make a meaningful difference and get ahead of the stupid around the Coronavirus.

Who would you rather see as the source of accurate, reliable, dependable information about the treatment and prevention of the virus as it impacts your community? You the hospital or health system, Joe down the street or uninformed and scientifically illiterate elected officials?

Besides, if you are all truly committed to the community’s health, wellness, and education, as you publicly say you are, then there is no time like the present.

That means getting your marketing and public relations off the snide and leading your community.

Ten steps marketing and public relations steps hospitals and health systems to take: 

1.       Create a page on your web site for Coronavirus Updates with resources linked to CDC, your state and county health departments, and if in a large metropolitan area, the city’s public health department. 

2.       Use social media for continuous communication for updates on the hospitals or health systems activities related to Coronavirus virus preparations and things the public should know. 

3.       Work with your local media and offer up your physicians and other internal leading experts for interviews. 

4.       Work internally with your employees, admitting physicians, Broad members, and volunteers to share what the hospital and health system is doing. 

5.       When you hear or become aware of stupid related to the Coronavirus, put out a statement to correct the misinformation. 

6.       Create easy to read and digestible educational information sheets on the Coronavirus for use in community with churches, schools, libraries, community groups, first responders, etc., for material distribution. 

7.       Back to heavy digital and social media use as it’s the fastest method of information distribution and sharing to reach large numbers of people. 

8.       Get you, speakers, out into the community talking about prevention and treatment. 

9.       Inform your community on the hospital or health system activities and preparations. 

10.   Become the trusted and reliable source of news and information in your community related to the Coronavirus.

So, what is it going to be? Are you going to fulfill your stated mission about health education, wellness, and prevention in the community?

Or, will it continue to be crickets chirping?

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 and 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 at michael@themichaeljgroup.com. Opinions expressed are my own.

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