COMMUNICATIONS

SHSMD Releases COVID-19 Communications Resources to Help Hospitals Share Their Message During Pandemic

The Society for Health Care Strategy & Market Development (SHSMD) has released a COVID-19 Communications Resources web page to help its members develop effective communications during the crisis.

“This is an incredibly stressful time for marketers and communicators who are rapidly transforming information into knowledge and valuable messaging for so many,” said SHSMD Executive Director Diane Weber. “They are at the hub of critical information that simply cannot break down, and they’re putting in long hours to keep information flowing. We want members to know they’re not alone when they ask for help. That’s why SHSMD and the American Hospital Association (AHA) have partnered to identify tools to help them communicate to internal and external audiences throughout this challenging time.”

Checklist
The resources include a communications checklist which provides key action steps that hospital and health system communicators should take, including:

• Continually assessing and modifying communications strategies in the midst of the fast moving crisis.
• Knowing your target audiences and what’s important to them.
• Delivering the right messages through the right channels.
• Creating a regular communications cadence.
• Designating a spokesperson.
• Monitoring the media and online conversations.

Weber elaborated on the importance of target audiences and tailored messaging, saying, “There are so many stakeholders that need to be supported through this crisis and each of them have unique needs and perspectives,” citing first-line responders, patients at a higher risk for COVID-19 and those with urgent unrelated care needs as a few examples. “Showing empathy for each helps build trust, ensures successful engagement and ultimately provides the ideal pathways to their care and well-being.”

Examples
The COVID-19 Communications Resources also include examples of successful communications efforts by hospitals and health systems. The society has looked to activate the knowledge of its members across the country in recent weeks to identify best practices. SHSMD Board President Holly Sullivan, senior director of strategic marketing at Spectrum Health in Michigan, put out a call to leaders last month asking them to actively participate in the society’s online communities and share their experiences. The posts gathered have resulted in a growing body of real-time solutions that are separated into four categories. Here are a few examples:

Internal Communications
Intermountain Healthcare, Salt Lake City, Utah, has started uploading weekly video updates from system leaders onto YouTube. In one of its latest two-minute check-ins, Rob Allen, senior vice president and chief operating officer, shared the story of infection control physician Eddie Stedejhem. Amid all that’s happening in his life, he and wife welcomed Ernie Alan, their son and second child, into the world.

“It reminds me of the commitment of people every day, the struggle that goes on and yet life continues forward,” Allen shared. “There is hope. There is excitement and there are good things, even in the midst of crisis.”

A related human resources web page also keeps employees abreast of paid time off policy changes, childcare guidance and other support.

External Communications
Henry Ford Health System in Detroit, Michigan, has rolled out a White Ribbon Campaign as a way to recognize first responders during the pandemic.

They’re asking community members to share their appreciation by placing this symbol in their front window or on a tree outside to let doctors, nurses and others know we “have their backs.”

“From the very bottom of a tired nurse’s heart — and on behalf of all our nurses working so hard and tirelessly — I just want the community to know that these gestures, and all of the support, really mean a lot to all of us,” Marissa Rodgers, R.N., a clinical nurse manager, shared on website.

Media Relations
Stanford Medicine, Stanford, California, has initiated weekly virtual townhall meetings to keep the press and its community informed about the pandemic.

Each features several leaders from the system — on stage, but positioned the proper six feet apart — sharing the status of the situation, providing guidance and participating in a question and answer session.

One of the latest half-hour sessions focused on personal protective equipment shortages and how Stanford leaders are working to address them.

“It’s times like these that bring us together,” Paul King, Stanford Children’s Health president and CEO, said at a session. “The only thing we know for sure, with 100 percent certainty, is that we don’t know everything, and that what we do know will change in the next minute, in the next hour. The best thing that we can do is continue to lean on each other — to move forward in terms of having a smart response to this virus.”

Social Media
WellStar Health System in Marietta, Georgia, has shared a series of graphics on Twitter focused on mental health and staying positive during this public health emergency.

One recent update encouraged community members to practice self-care, boost their immunity systems, practice “mind over media,” take timeouts and maintain healthy relationships.

“During the COVID-19 pandemic, it's normal to feel anxiety or stress. If you are in self-isolation, quarantined or worried, here are some excellent tips to help you stay positive and care for your physical and mental health,” the organization tweeted.

Her team has also conducted further outreach to gather insights into these best practices while also engaging members located in hotspots to share their stories through its “COVID-19 Conversation Series” podcasts, videos and blogs.

In addition to the development of the COVID-19 Communications Resources web page with the AHA, Weber said her team has also conducted further outreach to gather insights into best practices and engaging members located in hotspots to share their stories through its “COVID-19 Conversation Series” podcasts, videos and blogs.

This article features an interview with:

Diane Weber, R.N., MHA
Executive Director
Society for Health Care Strategy & Market Development
Chicago, Illinois

 

Image credits: istockphoto.com/borchee & istockphoto.com/peopleimages