Playing Catchup With COVID-19, Hospitals/Health Systems Have One More Step

It was gratifying to see in scanning the websites of hospitals and health systems that they have started

communicating relevant information and guidance on COVID-19. Much needed and more than the first communications notice about limiting visiting hours and visitors, you're preparing your community. But you need to take additional action. It's not enough to have news and information on the hospital or health system website.

One. More. Step.

That is one more communication step with your patients and your communities.

Today's discussion is not a marketing ploy to fill the physician pipeline with patients or fill inpatient beds.  This communication is all about you in clear, concise language and terms the steps you are taking in your COVID-19 preparations. It is not long, flowery, and making grand promises of always being here, and we care about your safety.

Let me explain.

I have already received email communications from hotels, rental car agencies, airlines, restaurants, etc. explaining the steps undertaken to minimize the risk of COVID-19. Notice that I said, "minimize the risk."  No one, no organization, no medical provider can guarantee that you will not become infected. The emails are written clearly and concisely, with a clear introduction, the sources of information on the virus, essential steps underway (no more than three of four) and what to expect going forward in ongoing communication.  And they don't leave out how they are assisting their employees either.

I have also received the same type of email from my dog's veterinarian and pet suppliers.

It's a classic crisis communications response well executed.

But, and unfortunately, I can not say the same thing for the hospital/health system that my family and I have been using for the past 25 years.

Crickets are chirping.

I realize that preparations are underway as best they can be to handle the surge of patients needing emergency rooms, hospitalization, ICUs, ventilators, etc. when the capacity no longer exists in the healthcare system for such an event. A hospital ER bypass solution is not an option.

But, that does not mean you have a pass from reaching out and communicating with patients, present and past, to inform on the steps undertaken.

You have a responsibility to take one more step. And the step is to communicate regularly, clearly, and concisely in understandable language, by any available means, what the hospitals or health system is doing.

Not surprisingly, COVID-19 points out how woefully unprepared hospitals and health systems are in having the ability to communicate with patients rapidly. The opportunity now exists to fix these systemic processes and communications failings. Its finally time to get marketing and PR out of the basement in hospital, and back to the senior leadership table reporting to the CEO.

One. More. Step.

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  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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