Key Resources Mentioned in Today's Episode
Key TakeAways
Does Joe Public care NOW?
- He does – we now know from our research that consumers want to hear from their hospitals and health systems often, and they trust them as a leading source of information.
- The question is, when we move away from the crisis, can they maintain that sentiment?
- There is potential that the perceived role of the health system changes indefinitely going forward.
What should a health system be focused on communicating right now?
- All regions will be different, but around the idea or reopening, while there's a rush to get to the market with a high-level "we're open", it's not that simple.
- There are internal, patient, and external communications involved with a reopening message, and you must communicate specifically what is opening.
- While we know it is difficult, it is important to contact every patient who has postponed procedures before going out to the market with any reopening messages.
What have you seen operationally going well and what have you seen as problematic?
- The good: internal recognition of how hard this will be and the fear of consumers, as well as the increased use of telehealth.
- The bad: chow you reopen needs to be centralized, orchestrated approach and rolled out appropriately. Instead, many health systems and hospitals are doing this chaotically and driven mainly by the physicians.
Do you think COVID-19 will fundamentally change how health systems market once the crisis is over?
- It's still too soon to know exactly the answer, but we see that the consumer will view the value and perception of health systems, hospitals, and physicians as heroic.
- We also see the potential for cost and industry "disruptors" to be emphasized in light of the new hospital and health system perception.
