Showing posts with label #covid19. Show all posts
Showing posts with label #covid19. Show all posts

Monday, October 26, 2020

17 Past Posts from Healthcare Marketing Matters for Application to the SARS-CoV-2 Resurgence

 

Image by Sebastian Thone from Pixabay

Over the past several months, I have written in Healthcare Marketing Matters about the hospital response to the pandemic requiring the patient, community, and marketing engagement. Critical themes in these troubled times focused on leadership, accountability, engagement, and becoming credible sources of information via marketing and public relations.

Image by Gerd Altmann from Pixabay

Some blog posts addressed that since your community was no longer a hot spot and hospital admissions declined, the hospital could not fully return to business as usual with the pre-pandemic marketing messaging. It was incumbent on the hospital to maintain the momentum and reinforce its leadership and credible source of information standing by leading the community to bolster efforts to slow down community spread. Especially important considering the coming flu season.

Some hospitals continued their SARS-CoV-2 leadership of the community once the first wave passed. Still, interest was increasingly lost with hospitals and health systems returning for the most part to pre-pandemic marketing and communication activities with various reactions in visitors and other prevention measures.  Messaging returned to pre-pandemic efforts despite knowing there would be a second wave combined with the flu season.  

Here we are today, back at ground zero, with the pandemic is racing out of control and more acute than the first wave. On Sunday, October 25, the Trump team announced its surrender to the pandemic on CNN's Jake Tapper "State of the Union" broadcast for focus on vaccines, therapeutics, and other measures to treat the virus, not slow community spread. It has been reported in The Hill with the headline that "Utah hospitals are discussing plans to ration ICU care with the governor as coronavirus cases surge in the state," and "Nursing homes prepare for third COVID-19 surge."

Forty-three states are listed today with surging coronavirus cases and hospital ICUs filling fast. Restrictions, curfews, social distancing, and mask mandates are becoming the norm once again.  The US recently set a new daily high of over 75,000 cases eclipsing the first wave daily highs, and the death toll continues to climb, with over 230,000 dead during the pandemic to date. 

Hospitals are now back to square one.

Image by Wokandpix from Pixabay

Hospitals and health systems need to immediately revert to the leadership, pandemic marketing, and communications from the first wave to lead their community through the next wave, which some predict will be the darkest winter in US history.

Much of what I wrote then in Healthcare Marketing Matters, about messaging, engagement, public relations, marketing, and community leadership, is still very much in play today. What I have done is to place all of the SARS-CoV-2 topics in this blog post with backlinks to the post. No need to reinvent the wheel.

But the need is acute for hospitals to reclaim and reengage patients and community, leading them as the credible source of information in slowing down the community spread through this next wave of the SARS-CoV-2 pandemic.

  

Image by Piro4d from Pixabay

 Healthcare Marketing Matters, 2020 COVID-19 topics:

March 8 – "Coronavirus, Your Hospital, and Crisis Communications- Key Principles to Use" http://bit.ly/3aBZXTO

March 29 – "Healthcare Marketing in a Public Health Crisis, Be the Leader" https://bit.ly/3avPCt4

April 5 - "Leveraging Free Social Media Platforms During the COVID-19 Crisis for Communication" https://bit.ly/2wUMQ1Z

April 19 – "What is Your COVID-19 Pandemic Marketing Plan?" https://bit.ly/2XNOwoI

May 19 – "News Flash: SARS-CoV-2 has Changed Everything. Hospital Marketing Needs to Change Too" https://bit.ly/2WKBI1r

May 25 – "With the "New Normal" Courtesy of SARS-CoV2, What is Your Continuous Engagement Strategy?" https://bit.ly/3cWZw89

June 8 – "Where Are All The Patients? And How Do You Get Them Back?" https://bit.ly/3feV2L1

June 15 – "Lessons From The SARS-CoV-2 Pandemic, Are You Ready For A Chief Engagement Officer?" https://bit.ly/2AvJLqW

June 22 – "How Are You Reengaging Patients Post COVID-19?" https://bit.ly/2NiVUlx

June 29 - "Hey Siri, Alexa, I Think I May Be Coronavirus Sick. Who Should I Call?" https://bit.ly/3g7JDwF

July 6 – "Because Of COVID-19, Continuous Ongoing Patient Engagement Is The New Reality" https://bit.ly/2AwRLaW

July 13 – "Hospital Community Leadership For Ongoing SARS-CoV-2 Information. The Time Is Now" https://bit.ly/302LhJG

July 21 – "What Is the Ongoing Role of the Hospital in a Public Health Crisis?" https://bit.ly/2E5BHP0

July 28 – "Hospital Grassroots Marketing - Seven Ideas to Lead the Community Out Of The Pandemic" https://bit.ly/2P63kK1

September 8 – "Hope is Not a Strategy; Leading Patients, Community Through the Flu Season, COVID-19 Reemergence is" https://bit.ly/35uI4an

October 13 - "The Importance of Communicating the Value of the Hospital During a Pandemic- Not Features" https://bit.ly/3732FTM

October 21 – "Building the Hospital 2021 Marketing Budget & Plan – Ten Key Strategies" https://bit.ly/34fAejR

Many of these posts were written during the "first wave" of the pandemic. Recently, I have seen reports calling the "third wave" of the pandemic. What happened to the "second wave" was my question.

In a disturbing development, President Trump signed an Executive Order giving him the ability to fire Dr. Anthony Fauci and other leaders of the CDC at a critical time when their experience, expertise, and calmness are sorely needed.

You're on your own now. Take charge and lead.

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, you can email me at michael@themichaeljgroup.com. Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, TikTok, Flipboard, and Triller -app needed no web access. The opinions expressed are my own.

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Tuesday, October 13, 2020

The Importance of Communicating the Value of the Hospital During a Pandemic- Not Features


With the resurgence of COVID-19 combined with the start of the flu season and colder damper weather, and so much uncertainty, conflicting viewpoints, gaslighting, and outright false facts in society, how is the hospital and health system communicating value?

Image by Yogesh More from Pixabay

Why value and not features, benefits, and awards?

Patients and the community are scared, and there has been a loss of trust exhibited by patients not returning for care at pre-pandemic levels. With so much uncertainty, is it time to move healthcare marketing beyond "all about us" to the value and benefit brought to the patient and community?

Unless you are a new provider in the market, features and services or vague quality and excellence claims may be falling on deaf ears. 

Image by Tumisu from Pixabay

It's about value, benefit, price, and convenience on the patient's terms in today's world.

It's about answering the patient's question of trust and benefit of using you. 

In today's world, you need to have a compelling value proposition with messaging that provides clear and understandable benefits to patients.

Enter Value Marketing

Value marketing makes the case to your patients how you are their partner in solving their medical problem, offering a solution, giving results, and even make them satisfied to whatever extent possible.

Value marketing is about a creative exchange between the patient and the hospital in the marketplace. It is a dynamic transaction that continually changes based on the patient and community needs compared to what the hospital, or physician for that matter, offers.

Change the message from communicating what is done every day to the value and benefit of medical services and the positive impact on health.

Instead of talking about programs and services that everybody else has, talk about the value and benefits of those same programs and services and what they bring to the patient, i.e., outcomes, price, experience, and convenience.

As an alternative to saying we have the latest high-tech gizmo, talk about the value and benefit of what that latest most fantastic high-tech gizmo brings to the patient.

As a substitute to just communicating the Best Hospitals or 100 Top Hospitals awards for care, for example, talk to your patient and community about the value and benefit of that award by putting context around the content.

Stop talking at your audiences, speak to them by providing meaningful content that has context, delivered to them when they want it, on the device and format desired—message patients by offering value-based solutions to their healthcare needs. 

Image by Lisa Caroselli from Pixabay


The patient desperately wants to trust and return for care. But they need proof it's safe. They need to know the value and benefit for them, not the hospital.

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, you can email me at michael@themichaeljgroup.com. Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, and now TikTok. The opinions expressed are my own.

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

Tuesday, September 8, 2020

Hope is Not a Strategy; Leading Patients, Community Through the Flu Season, COVID-19 Reemergence is.

I was reading an interesting and well-written article on the front page of the Chicago Tribune this morning, "We are preparing for the worst:’ Chicago-area Hospitals brace for flu and COVID-19 to collide,” by Lisa Schenker. One comment, in particular, struck a chord, “They’re also hoping that large numbers of people in their communities get their flu shot, despite their lingering fear many people have about visiting the doctor.”

Hoping?

Image by Jills from Pixabay

Hope is not a strategy but using your marketing and public relations resources to lead the community is a strategy of leadership that hospitals and health systems should be undertaking. Not a new topic; I have already written much about hospital and health system community leadership during the pandemic. You may want to read or re-read my blog post from July 21st, “What Is the Ongoing Role of the Hospital in a Public Health Crisis?" https://bit.ly/2E5BHP0

While steps are being taken internally by hospitals in marshaling resources and planning what to do in the event of a surge of flu and COVID-19 patients, only a couple of hospitals were actively planning how to lead their community in flu prevention.

Image by Wokandapix from Pixabay

There are several questions each hospital and health system need to ask. 

·         First, how is the hospital and health systems engaging their patients and the community in flu prevention? 

·         Secondly, how is the hospital and health system making flu vaccinations easily accessible, convenient, and affordable? 

·         Third, how are marketing and public relations resources being deployed in the effort?

Fear dominates on the part of patients about going to the doctor and being exposed to COVID-19. It may not be accurate, but it is a perception and a perception that hospitals and health systems can exercise leadership in to dispel.

Hospitals and health systems during the height of the pandemic in their regions demonstrated an incredible ability to engage patients and communities to slow and decrease community spread. The work of doctors and nurses was heroic in many ways.  The same engagement, educational, and prevention strategies, need to be a continuing effort combined with flu prevention and vaccination, lest the hospitals become overwhelmed again.

Hospital and health system leadership responsibility exercised in patient and community engagement during the pandemic didn’t magically end when it was no longer a SARS-CoV-2 hot spot. If anything, the hospital and health system needed to keep up the same level of leadership and engagement. Unfortunately, many did not and went back to business as usual.

Image by Startup Stock Photos from Pixabay

Maybe this time, instead of hoping for the best, by using marketing and public relations resources in leading the community for flu prevention and vaccination, the worst-case scenario is avoided.

Hope is not a strategy, but leadership and active patient and community engagement for preventing the flu, and a COVID-19 reemergence is.

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, you can email me at michael@themichaeljgroup.com. Connect with me on Twitter, LinkedIn, and Facebook. The opinions expressed are my own.

Signup for the e-newsletter, Healthcare Marketing Daily and have the latest healthcare marketing and business news for providers and vendors delivered right to your mailbox on a daily. Add your email address in the signup on the sidebar.

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