Communications during COVID-19 Crisis
Messaging Tips for Healthcare Organizations in Crisis
First, let’s begin with a shout out to all the healthcare providers who are doing such important work during this time of crisis, confusion, and constant change. We at KineticHealth are inspired by their commitment to their patients and to the communities they serve.
Of course, there are many supportive roles in a healthcare system that help to keep it running smoothly. From maintenance to security to cleaning crews to communications strategists, these roles may not be on the front lines, but their support is important to the health system’s success – especially in times of crisis.
Right now, we’re all a bit overwhelmed and struggling to really understand what others are saying. Now is the time to communicate clearly, simply, and directly.
Amid the anxiety and many unknowns, your critical messages may not be getting heard. Here are a few guidelines we use when crafting communications for our healthcare partners.
Try to keep your communications limited to a few specific topics:
Notices about what’s changed. Are there different operating hours? Different processes for seeing patients? New systems in place you’d like them to follow? Pin this information to the top of your website. Send an email update. Relay the information via on-hold messaging. Or all of the above.
Share the facts. These will include important updates and details that your patients CAN’T control but need to know to stay safe –physically, mentally, and economically.
For example, there are too few tests and not enough personal protection equipment right now for everyone to visit their doctor for a formal diagnosis. This is an important fact, but not one that patients can turn into action.
Recommend what patients CAN control and prioritize for themselves and loved ones. We will also have facts, activities, and best practices that we CAN recommend at this point, and your patients are hungry for this actionable advice.
For example, what immune system boosting tips might you give to families or what things are your providers doing to keep themselves safe? From recommending getting enough sleep and hydration to washing hands often and staying home as much as possible, your voice as a healthcare provider is given extra weight. We can’t think of a better time to use that influence.
Our experience has shown that crises have the potential to bring out the best in us.
Healthcare workers, in particular, seem to have the innate ability to rise to the challenge during difficult times. Teams like yours at hospitals and clinics across the country are doing just that. In the process, they personify the mission of their organizations, whether they are on the frontline treating patients with dedication and compassion, or behind the scenes working on security, housekeeping, communications, or system operations.
With the state of our global health situation changing so quickly and the messaging changing so constantly as a result of the new coronavirus, it is easy to feel overwhelmed or daunted. Even if you’re not fearful, it is easy to become fatigued and frustrated when treatment plans fall short, and essential supplies are depleted. It can be helpful to remember in the midst of all this chaos and worry, there many are people working together to make a difference – including you. Thank you for your willingness to see us through this dark time.