Key Resources Mentioned in Today's Episode
Key Takeaways
Transitional Messaging
- We're seeing a shift from safety messaging to communications about accessing care in a post-COVID-19 world.
- There's a lot of fear from clinicians and administrators to make up lost time from a revenue standpoint and get people the care they need.
Timeline for Transitional Messaging
- The next narrative health systems and providers should be conveying:
- It's safe to come back to healthcare.
- You should be getting the healthcare you need.
- Here are the specific service lines that are open and available now.
- We're going to move forward with reassurance messaging in the current market and evaluate every 30 days so that we can continue to be agile in our communications.
Scenario Planning for a Resurgence
- We're looking at multiple scenarios with our clients. We're asking:
- What happens if cases spike in the summer?
- What happens if cases drop?
- What happens during the flu season?
- In some cases, we're using the same overarching brand campaign construct focused on personal safety, staying indoors, and wearing masks.
Positioning Messaging
- We're looking back and using successful past campaigns and putting the focus of the messaging on the community and off of us.
- We want to position our clients as leaders through a campaign that can not only be good for now but can also carry them through 2020 and 2021.
Channel Engagement
- Provide a Q&A or some mechanism for people to be able to come in and ask questions.
- Virtual care and telemedicine are going to play a big part in this as well. We want to make sure that we are connecting to audiences looking for care in that modality.
Transitional Messaging in Leadership
- Leadership has been remarkably on board and enthusiastic about connecting and becoming more trusted by consumers and patients in the community.
Tracking the Narrative
- We should focus on patient retention and getting the individuals whom we already know need care.
- As we step up as community leaders, this is an opportunity for patient acquisition.
- We're going to focus on how people are coming to visit the resources that we are providing. You should ask yourself:
- What kind of questions are they asking?
- What is the volume of questions we're getting through some of those channels?
- We are creating individualized URLs so that we can see from a digital standpoint what is working well with consumers.
