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COVID-19 CommunicationsBest Practices, Current and Emerging Trends and What to Expect Next
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David Jarrard Justin GibbsPRESIDENT & CHIEF EXECUTIVE OFFICER ASSOCIATE VICE PRESIDENT
12+ years of public affairs and communications
strategist, political campaigns and Capitol Hill veteran.
Rich experience with crisis, issue navigation and
healthcare mergers, partnerships and acquisitions.
25+ years of strategic counsel to America’s leading
health systems and providers; visionary CEO; author,
respected national thought leader and former journalist.
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Trusted strategic communications consulting devoted to healthcare providers
jarrardinc.com
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Today’s Discussion
» Best Practices: Ground rules and fundamentals of successful COVID-19 communications.
» Current and Emerging Trends: How healthcare providers are pivoting to the latest trends in communications, employee engagement and media relations.
» What to Expect Next: Thinking ahead about how to get prepared for the next round of COVID-19 communications needs.
» Questions and Discussion
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Danette FitzgeraldVICE PRESIDENT OF MARKETING & COMMUNICATIONS, PARKVIEW HEALTH
Lauren McConvillePARTNER, NATIONAL PRACTICE LEADER, JARRARD PHILLIPS CATE & [email protected]
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Best Practices Ground rules and fundamentals of successful COVID-19 communications.
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Best Practices Coordinate Communications
» Messages
» Approvals
» Timing aligned across enterprise
» Shared tone and philosophy
» Leadership support
Identify the right messengers
» CEO – aspirational, mission-centered messages
» Clinical leaders – patient care messages
» HR leaders – employee engagement
Showcase Clinician Spokespeople to Separate Facts from Fear
» Clinicians have credibility, understand the facts
» Use existing internal channels to reach employees
» Use traditional media, social media and online presence
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Best Practices
Start Internally: Employees are most important audience
» Employees are feeling, and will continue to feel, stress
» Provide timely, transparent updates
» Personally engage employees
» Take quick action to address concerns
Remember: Responsible Transparency Builds Trust
» Share information at appropriate time to bring a sense of purpose and confidence
» Responsibly share information to limit panic and confusion
» Match the messenger with the message
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Best Practices
Have a plan to communicate most likely COVID-19 scenarios
Patient/Employee Infection
Patient/Employee Death
Capacity Issues
Your plan should include:
» Strategy for communication timing
» Core messages: How you have prepared for COVID-19, who you are as an organization, the role you are playing in the COVID-19 pandemic
» Audiences to reach
» Tools to reach audiences
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Best PracticesCoordinate Communications
Identify the right messengers
Showcase Clinician Spokespeople to Separate Facts from Fear
Start Internally: Employees are most important audience
Remember: Responsible Transparency Builds Trust
Have a plan to communicate most likely COVID-19 scenarios
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Current and Emerging TrendsHow healthcare providers are pivoting to the latest trends in communications, employee engagement and media relations.
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Trends: Employee Engagement
Employees are Stressed and Scared
» COVID-19 adds pressure to an already stressful profession
» Trying to stay informed on new processes, perform new tasks
» Worried about their health, health of their families
Many Healthcare Providers are Working to Ease Stress
» Clear and timely updates
» Providing childcare resources
» Offering meals and places to stay overnight
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Trends: Communications
Rapid Operational Changes Create Communications Challenges
» Limiting visitors and guests
» New screening policies
» Elective procedures rescheduled
» Telehealth and virtual health technologies leveraged
» Employees redeployed to different functions
» Raises questions of financial challenges
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Trends: Media Relations Media focused on hospitals being unprepared
» Limits in beds, equipment and caregivers could force hospitals to turn away patients
» Essential to be cautiously confident
COVID-19 is here to stay, so are opportunities to showcase innovation » Will be addressing the issue for months, not weeks
» Intense media attention will continue
» Opportunity to spotlight extraordinary effort and people, innovation such as telehealth, non-traditional models
Next media cycle» Caregiver/patient stories
» Financial and operational stories
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Trends
» Employees are Stressed and Scared
» Many Healthcare Providers are Working to Ease Stress
» Rapid Operational Changes Create Communications Challenges
» Media focused on hospitals being unprepared
» COVID-19 is here to stay, so are opportunities to showcase innovation
» Next media cycle: Caregiver/patient stories; financial and operational stories
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What to Expect NextThinking ahead about how to get prepared for the next round of COVID-19 communications needs.
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What to Expect Next
» Radical operational changes and ‘change fatigue’ among employees
» Capacity issues due to space, equipment or employee limitations
» Shortages of supplies
» Employee burnout/stress
» Conflicting information from healthcare authorities
» Need for coordination with other providers, health authorities
» Employee error
» Patient billing issues – how COVID-19 care will be paid for
» Labor unions looking to capitalize on fear
» Rumors among employees, community
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What to Do Today
» Take care of yourself
» Ask for help when you need it
» This is a marathon, not a sprint. We will all need help.
» Have three goals to accomplish each day
» Without goals, you risk only reacting
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Questions and Discussion Jarrard Phillips Cate & Hancock615-254-0575jarrardinc.com