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In COVID-19, High Stakes, Issue Navigation

Vaccines Are Here: Three Communications Considerations

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The moment has arrived.

With the UK granting emergency use authorization and Europe and the US FDA close behind, doses of COVID vaccines will be rolling through healthcare providers’ doors in the blink of an eye. And, with healthcare workers at or near the top of the priority list, providers must lay the groundwork now with the media, the public and employees about how they will distribute the vaccine(s) once they arrive and address safety concerns that arise.

Here are the three communications imperatives providers need to consider today. We’ll be picking each of these apart with specific actions over the next couple of weeks:

Get the talk right internally: Your staff needs information just as much as the general public does, both because they can advocate for a vaccine in the community and because they will be asking many of the same questions. If doctors, nurses and other caregivers aren’t comfortable getting vaccinated, we can’t expect patients to line up for immunizations. Now is the time to develop a plan for centralizing all information related to a vaccine, initiating regular updates and equipping leaders at all levels to cascade information to their teams.

Be the voice of authority in your community: Patients will look to their local healthcare providers for reassurance. With vaccines being rolled out in phases, each phase represents a milestone to remind patients, the media and your community about the safety, efficacy and urgency of getting vaccinated. This is work that will unfold over the coming months, but now is the time to identify spokespeople who have the right expertise and empathetic communications skills and who reflect the patient population they’ll be working with.

Prepare for the pitfalls: There are, unfortunately, a host of issues – real and perceived – that could crop up during the vaccine rollout: Security and cold chain logistics, anti-vaxxer activity, helping underserved communities and people of color feel more comfortable receiving a vaccine, to name just a few. In addition, thanks to the (Warp!) speed with which these vaccines were developed, the public and media will be watching closely for any sign of danger. It won’t be a surprise to see any side effects magnified and attempts to link deaths to receipt of a vaccine dose. Providers don’t necessarily need canned responses to every possible issue, but they do need to prepare a framework for how to talk about anything that might come up.

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In COVID-19, High Stakes, Issue Navigation

Confronting the New COVID-19 Surge: 5 Communications Considerations for Healthcare Leaders

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With the holidays upon us, healthcare leaders and workers are facing a nightmare scenario: Already high COVID infections will surge to new heights in the wake of holidays gatherings.

Healthcare workers who are already exhausted physically, mentally and emotionally will be left to care for patients who did not heed the warnings of public health officials. And healthcare leaders face a daunting array of high-stakes communications challenges that must be thoughtfully navigated.

We are focusing our attention on five areas where communications can help your organization confront the COVID-19 surge and prepare for other imminent milestones:

  • Workforce resiliency and support. Healthcare workers are drained. To make matters worse, many people continue to ignore public health recommendations that would help limit the spread of the virus. That leaves already-exhausted healthcare workers to deal with the consequences – potentially even including rationing of care. Healthcare leaders need to make sure their employees have access to mental health resources. We are helping organizations take stock of their employees and provide them with much needed support. Our new volume of The Art of Change addresses this critical issue, with both high-level context and practical insights. (We will continue to add to this volume over the course of the next month as we evaluate the pandemic’s ongoing toll on our employees.)
  • Prepare communications for the most likely COVID scenarios. It’s a bit of déjà vu for healthcare leaders: needing to prepare communications for suspending services, limiting visitation, staffing shortages, calling in COVID-19-positive but asymptomatic caregivers to work, capacity issues, facility closures, remote work and even the possibility of rationing care. We can help you prepare for these scenarios and others by proactively developing talking points, FAQs, memos, media materials and more.
  • Share your safety message. Patients need to feel safe so that life-saving care is not delayed. We are helping healthcare organizations develop and share their safety message by highlighting tactics like mask requirements, isolation of COVID patients, enhanced cleaning procedures, etc. Patients need to continue hearing these messages.
  • Be the healthcare voice of authority in your community. With the election over and COVID infections surging, the media is again focusing on the virus. Use media interest to your advantage. We are working with clients to provide regular media and community leaders briefings. This will rightly position your organization as the community healthcare expert and will give you the ability to lay the groundwork for strategic issues like public health, your caregivers’ commitment and additional government funding.
  • Develop a communications strategy for the next hot button issues: vaccine distribution and the January 1 CMS price transparency rule. In a matter of weeks your organization will be tasked with sharing information about these issues. We are working with clients to develop messages for internal and external audiences, communications toolkits with talking points, FAQs memos, media statement and communications cadences.

We know the challenges you face are daunting, and we are here to help.

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In High Stakes, Issue Navigation

Safe to Return: Behavioral Health and Pandemic Anxiety

A magazine with an up-close image of a face wearing a mask with text that reads "Safe to Return"

We are living in a pivotal moment for healthcare organizations as they face an unprecedented, existential threat.

Today’s healthcare leaders – from clinicians to executives – face a vexing challenge: how to successfully lead their organizations, patients and communities through a global pandemic. There is great opportunity in making changes to fulfill their missions and provide care and support to patients, the public and employees. A new approach to influencing and driving change is needed – an approach built from established clinical principles combined with effective communications practices.

Since behavioral health clinicians work daily to reduce patients’ anxiety and help them feel comfortable in specific situations, we turned to this field for insight. In addition to asking for ways to address pandemic-inspired anxiety and fear, we have captured their actionable advice on how healthcare leaders can most effectively guide their organizations today.

Read the white paper

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In High Stakes, Issue Navigation

Dealing with the Holiday Message: CEO Words Can Bridge Chasms in Today’s Workforce

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We may be a divided country, but we are not a divided workplace.

Our political differences are real, but healthcare providers are unified in the mission of caring for people. Two weeks out from a contentious, exhausting election, healthcare CEOs need to bring that urgent message to their organizations. Right now. They cannot allow lingering political tensions to creep into that shared mission and common purpose. Instead, smart CEOs are using their visibility and voice to begin healing any cracks that may have appeared in their workforces.

Healthcare executives should take advantage of our entry into the holiday season and create authentically heartfelt messages of thanks for their teams. Words aren’t everything, but they’re a critical place to start. Here are some thoughts to get you going with yours.

  • We are a divided country. We will not pretend that there aren’t massive political differences among us. Some are elated with the election results, others are terrified.
  • Even so, we are not, and cannot be a divided workplace. We all must stay together to fulfill our mission and to answer our calling.
  • We owe each other respect despite our differences, and we should be kind to each other in the same way that we are kind and caring to all patients.
  • With the world being so uncertain right now, we owe it to each other to create certainty and calmness in the workplace.
  • We know everyone is stressed – it’s a helluva year. We, as leaders, are committed to helping manage that stress by focusing on what we can control. That is, the kindness we show to each other and the care that we deliver to patient.We are asking you to do the same.
  • Questions, concerns, hopes or fears? Tell us. We are here for you. Send us a note/stop by the office.

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