Healthcare Communications in 2020: Turbulent or Transformational?

 

 

The sudden onset of COVID-19 has forced us to change our behaviors, and how we manage our healthcare has been no exception. Healthcare has seen a dramatic shift during these turbulent times and is unlikely to completely return to pre-pandemic business as usual.

The biggest transformation seen across the healthcare landscape related to the pandemic is the rise of virtual care and increase in telehealth. These platforms have seen a steady growth in market share in last few years however slow and during this pandemic the digital health penetration has taken a big leap.  Legislation related to patient privacy was largely holding it back until months of lockdown and stay-at-home mandates tested the strength of telehealth on a national scale.

All of this largely means that the healthcare communications landscape is more likely to look very different in the years to come than what it does now.  The advantageous role as healthcare communicators we have is that we are trained to be managers of change. We assist our clients deal through periods of crisis and transformation with effective communication convert it into an opportunity. As we look ahead, many of our management strategies feel particularly relevant as organizations are navigating a new normal in 2020.

Here, in this article let us have a closer look at some of the strategies to sail smoothly and come out a winner during these not so favorable times.

Set up your plate

First things first, healthcare landscape is ever changing and patients and organizations alike want to understand how to find their way through changing times. This gives an excellent opportunity to healthcare leaders to become navigators and champions of health literacy and walk the extra mile to deliver additional support to their stakeholders.

Companies need to recognize that their commercial and corporate narratives are linked indistinguishably, and to be successful it is essential for a brand to break down silos and speak with one voice.  Corporate communications of an organization can no longer be separated from its product communications.

Understand the stakeholders

Healthcare organizations and brands need to understand the day-to-day needs of their stakeholders. The healthcare industry can learn and benefit from its increasing collaboration with technology innovators.

Companies like Google and Apple have built their success by responding to the needs of their stakeholders in the moment and healthcare organizations would be wise to follow suit.

 Accept failures and triumphs equally

While it is very natural to showcase our strength versus vulnerability during changing times, the opposite is actually true. If healthcare brands are willing and show the strength to take downfalls in their stride in the name of scientific innovation, they can go a long way and make great progress against some of the repeated challenges they face. 

Embrace change

Organizational mergers or change are complicated and can create unprecedented collaboration at all levels. As communicators, we can assist our clients through these unique and often ground-breaking collaborations, and translate the learnings into action.

Foster ownership at all levels

Fostering ownership at all levels in an organization is imperative for its success. It ensures that all members of the team are operating from the same playbook.

As communicators of health, ownership can be demonstrated by the value of what we do and in what way it contributes to business objectives. This means considering the why and how when developing programs and the way the program will enhance the brand and the organization as a whole.

Patient centric approach

A patient centric approach is more important today than ever. Healthcare organizations need to walk the talk and pursue authentic and differentiated ways of making patients core to their business and their communications. This means embracing unprecedented transparency and two-way dialogue. 

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