Key Resources Mentioned in Today's Episode

• Subscribe to the Daily Briefing Live Podcast
• Trump Set to Unveil Guidelines for Lifting Coronavirus Restrictions
• Register for the Rapid Recovery Show with Brandon Edwards on April 21

Key TakeAways

Healthcare Costs and Hospitals Role in Affordability

• During COVID-19, there's a reprieve in the narrative of pointing the finger between pharmaceutical companies, payor companies, and health systems.
  • But this surrounding narrative around cost will reemerge in the future.
• Hospitals and health systems can leverage the goodwill they're receiving by building relationships with employers and consumers now to continue to build the brand preference and reputation in the local market.

Rapid Recovery - By Generation

• Interaction with the health system by generation
  • Boomers and older Gen X
    • Will be the ones responsible for filling the surgical suites in the rebuild post COVID-19
  • Millennials and older Gen Z
  • Are considered the "drive-through" generation who think of their care more holistically and are driven by convenience
  • Key factors that influence these generations are cost, convenience, personalization, and technology.
  • COVID-19 has forced the adoption of new technologies and digital innovations to improve operational efficiency.

Rapid Recovery - By Brand

• The rapid recovery of patient retention, acquisition, and market sharers should sync with the post health system approach to branding. We need to keep brand-building campaigns alive.

Key Resources Mentioned in Today's Episode

• HealthLeaders Daily Briefing
• HealthLeaders Intelligence Report

Key TakeAways

Technology Advancements Coming Out of COVID-19

• Telemedicine is a high demand function due to COVID-19 and will be a huge factor moving forward. Health systems that have been reluctant to leverage telemedicine are now needing to overhaul their current systems if they are going to keep up with patient expectations and demand. 

Financial Backlogs for Hospitals

• Billers and administrative workers will have to deal with an unprecedented amount of backlogged elective surgeries, which has the potential for errors or for surprise billing to show up.
• Health system leaders need to focus on what's happening today, while also planning for the future after crisis mode.
• Consumerism is driving where the healthcare system is going, and it will be interesting to see how consumer behavior and opinion change towards a health system after this crisis is over.

Key Resources Mentioned in Today's Episode

• ReviveHealth Consumer Survey Report: Round 2
• No Surprise Billing Article
• Global Web Index Report

Key TakeAways

Leveraging Content Marketing

• It's critical to stay in touch with patients during COVID-19 to continue to build a brand preference.
• Two-thirds of Americans are searching online for updates on COVID-19
• 87% of Americans have increased their consumption of indoor media
• 46% of people are using Facebook as their #1 source for information
• Large brands have slowed down advertising allowing CPM's to drop to an all-time low. This is an excellent opportunity for health systems to think about how to get their message out.

Thinking beyond the average message

• Now that most consumers have the facts about COVID-19, people are looking to hospitals for information on health and wellness that's relevant to our current situation.
• It's important to consider what people are going through when creating this content.
• How do we keep consumers engaged that haven't personally been impacted by COVID-19?
  • Be empathetic
  • Leveraging healthcare workers that are not on the frontlines to offer wellness tips like the Health Esteem Instagram example.
  • Involve community influencers to join the movement

Key Resources Mentioned in Today's Episode

• ReviveHealth Consumer Survey Report
• New York Hospital Systems Losing $450M/Month via Apple News
• New York Hospital Systems Losing $450M/Month via WSJ
• Blog Post by ReviveHealth’s CEO on Cares Act

Key TakeAways

• Potential second wave of COVID -19
  • A second wave of COVID-19 could be possible for late fall and early winter.
  • We’ve used multiple sources to gather data on a potential second wave. Those sources are: University of Washington’s model, conversations from Dr. Fauci and Bill gates, the New York Times, and Northwestern’s sociology department.
• Scenario planning
  • We need to quickly encourage people to come back to hospitals when it’s deemed appropriate so hospitals can serve the pent up demand for appointments/surgeries. 
  • Health system marketers will need to make people feel comfortable about coming back to the hospitals for those elective surgeries, whether it be through adding separate entrances or other ways to make patients feel safe.
  • Another difficult conversation that will need to be addressed by health systems is which of its patients will need to be cared for first.
• How will this affect us when it’s over?
  • There’s been a slight decrease in public trust
  • 64% of Americans were not willing to allow others to get sick to enable the country to reopen.

Key Resources Mentioned in Today's Episode:

• ReviveHealth Consumer Survey Report

Key Takeaways from Today's Episode:

• How has LA differed from other areas in their response to Covid-19?
  • LA was an earlier adopter for the Safer at home executive order and had time to prepare first responders
  • We’ve realized how financially devastating this is and are working on solutions to get back to  without putting ourselves at risk.
• Communication Strategies from UCLA during COVID-19
  • Daily huddles with executive leadership
  • We built a website for external and internal communications as well as provided a chat bot that will soon offer a bilingual feature.
  • We’ve provided a risk assessment on the website
• Team LA
  • We wanted to remind people we can work together without having to physically be together.
  • We’re using mostly social media with a few PSA’s
    • Collective Resolve
  • Behavior enforcement (physical distancing, face masks, Safer at home)
  • Empathy Pillar (Acknowledge that this is hard but we can get through it)
  • Gratitude for staff has received many impressions and has been popular with the community
    • #TeamLA 170,000 impressions

Q&A:

• Question: How do you leverage the community goodwill that we’re gaining as hospitals and health systems in our communities moving forward into the post-COVID era? Financially, we’re going to need help.
• Answer: We should keep reinforcing the importance of health and continue to support hospitals and health systems.

About Daily Briefing Live:

Daily Briefing Live is a 30-minute live video podcast focused on how health system marketers and communicators are managing the COVID-19 crisis.

Each day, we’ll feature the latest that we’re hearing from the industry and our clients, the most up-to-day recommendations and ideas, and provide a forum for attendees to ask questions. We’ll post a recording of the podcast each day for download, and then we will be back, every weekday at 12:00 CST, until this crisis passes.

To join the live video podcast each day, simply visit http://bit.ly/daily-briefing-live at 12:00PM CST. 

Key Resources Mentioned in Today's Episode:

• ReviveHealth Consumer Survey Report
• Pew Research Center Article
• Gallup Report Article
• UC Davis Newsroom
• Twitter Thread of UC Davis Pushing Back on Media

Key Takeaways from Today's Episode:

Advantages and disadvantages because of being an AMC hospital

• UC Davis Health has additional resources like research and developing COVID-19 lab testing as well as having campus staff like their Dean of School of Medicine, can commit to more press time given their not on the frontline of stopping this pandemic.
• Another proactive strategy they've put into place is taking two people from their media response team and have dedicated them to publishing positive stories happening in and outside of the pandemic.

Responsibilities of Being a Public Entity

• We have to know that all internal communications will be subject to the public records act request and will need to be buttoned up as if it were for an external update. By being extremely deliberate, we're still able to help control the narrative.
• We held a town hall with the four local health systems CEO's in Sacramento to show unity behind the health systems and that were here to help us all get through this. 
• The town hall idea came from our internal town halls that we were doing in that our leadership would have a weekly meeting that staff could go and ask questions. They had over 2,000 employees join the call.

Relationships between Hospital and the media due to COVID-19

• The COVID-19 crisis has allowed hospitals to be bolder about correcting the press if a story goes out without the whole story.
• Don't be afraid to push back on the media if stories go public without all of the critical facts from the health system.

Q&A:

Question: In this time, what is more important in distinguishing a health center from another? Should we be focusing on local medical coverage or consider elevating your brand on a national level?

Answer: It's an opportunity to define yourself in the market place and at the national level. An important question to ask is, what were you aiming for before the crisis? It doesn't make sense to strive for national recognition if that wasn't what your marketing and business goals were for the year.

About Daily Briefing Live:

Daily Briefing Live is a 30-minute live video podcast focused on how health system marketers and communicators are managing the COVID-19 crisis.

Each day, we’ll feature the latest that we’re hearing from the industry and our clients, the most up-to-day recommendations and ideas, and provide a forum for attendees to ask questions. We’ll post a recording of the podcast each day for download, and then we will be back, every weekday at 12:00 CST, until this crisis passes.

To join the live video podcast each day, simply visit http://bit.ly/daily-briefing-live at 12:00PM CST. 

Key Resources Mentioned in Today's Episode:

• ReviveHealth Consumer Survey Report
• Crisis Text Line
• Frontlines Counseling
• Institute for Health Metrics and Evaluation
• New York Times: Coronavirus Was Slow to Spread to Rural America. Not Anymore.

Key Takeaways from Today's Episode:

• There’s still a high demand for information from local healthcare leaders, followed by national experts.
• Consumers still want to know where they can get tested and when they should get tests.
• The majority of people are taking social distancing and other precautions seriously, but don’t feel like others are taking it as seriously.
• 71% of consumers are now interested in using Telehealth, which is a significant jump from our previous survey two weeks ago at 58%.
• Health Systems marketers should be focusing on the patient experience of Telehealth to ensure the adoption of virtual visits continue. 

Q&A:

Question: How long do we need to push information on COVID-19 consistently? What content comes after or at the same time?

Answer: Communicating about the COVID-19 are crucial to flatten the curve, and we will need to continue these efforts even as we come out of the peak levels. Personalizing communications to patients who have put off care due to COVID-19 delays, will go a long way to retain patient loyalty.

About Daily Briefing Live:

Daily Briefing Live is a 30-minute live video podcast focused on how health system marketers and communicators are managing the COVID-19 crisis.

Each day, we’ll feature the latest that we’re hearing from the industry and our clients, the most up-to-day recommendations and ideas, and provide a forum for attendees to ask questions. We’ll post a recording of the podcast each day for download, and then we will be back, every weekday at 12:00 CST, until this crisis passes.

To join the live video podcast each day, simply visit http://bit.ly/daily-briefing-live at 12:00PM CST. 

Key Resources Mentioned in Today's Episode:

• ReviveHealth Consumer Survey Report
• Stanford Medicine National Daily Health Survey

Key Takeaways from Today's Episode:

• What Have We Learned from Remote Collaboration?
  • Health systems that lack CRM and marketing automation tools will start to prioritize getting these martech stack investments in place. 
    • A silver lining of COVID-19 is that it has provided a window of opportunity to audit processes and will force CRM adoption.
  • Adoption of a CRM tool will be even more critical for patient engagement and retention as their waiting time for elective surgeries will increase. 
• Elevate the perception of marketing
  • In a post-COVID-19 world, healthcare marketers will need to focus on brand marketing as well as promoting service lines. Marketers should also consider providing a POV section with their fiscal year planning that discusses COVID-19 and the lessons learned through this crisis.
    • Healthcare organizations do have an opportunity to leverage their philanthropy efforts appropriately.
  • What can we learn from other Industries?
    • Make sure you’re providing the correct tone and appropriateness when you’re releasing information on COVID-19 and your brand's actionable steps.
    • What’s the benefit for the consumer? Provide value adds at no cost to the consumer. Some examples of this were: HBO's free subscription and Amex and Hilton providing free hotel rooms for healthcare workers.

About Daily Briefing Live:

Daily Briefing Live is a 30-minute live video podcast focused on how health system marketers and communicators are managing the COVID-19 crisis.

Each day, we’ll feature the latest that we’re hearing from the industry and our clients, the most up-to-day recommendations and ideas, and provide a forum for attendees to ask questions. We’ll post a recording of the podcast each day for download, and then we will be back, every weekday at 12:00 CST, until this crisis passes.

To join the live video podcast each day, simply visit http://bit.ly/daily-briefing-live at 12:00PM CST. 

Key Resources Mentioned in Today's Episode

• ReviveHealth Consumer Survey Report

Key Takeaways from Today's Episode:

• Cost
  • Hospitals and health systems prior to COVID-19 have been lumped into the cost villains associated with pharma and insurance companies. Post COVID-19, public perception will be more positive and will value the worth of healthcare institutions.
  • Before COVID-19, hospitals and health systems had to defend the costs of running their operations. Post COVID-19, the question has now changed to why aren’t we supporting them more?
• Changing cliche branding
  • COVID-19 has brought forward the critical role of hospitals and where they stand in regards to convenience healthcare such as CVS and Walgreens.
  • Before COVID-19 we were trying to differentiate hospitals from their competitors outside of the care they provide through their doctors and nurses. Now, showing the heroism of doctors and front-line still staff has the potential to be a major player in healthcare marketing in the next few months and years. It’s possible that people have the same sentiment for healthcare workers as they did after 9/11 for firemen and the police force.

Q&A:

Question: As health leaders are highly trusted...How well have the health system leaders done in stepping up to speak and lead in communities?  Do any names come to mind?  I've seen Tina Freese Decker from Spectrum Health in Michigan do this otherwise.....but none others.  Missed opportunity?

Answer: Yes, there has definitely been a missed opportunity in regards to branding, and getting us through this in general. There is a leadership vacuum associated with this crisis. People are really craving leadership and there should be at least one healthcare leader, if not more, in every market.

Key Takeaways from Today's Episode:

Planning for Post COVID-19

• Today, managing the current crisis must be the top priority, but health systems will soon need to start focusing on rapid financial recovery to save institutions
• Phases for Marketing in 2020
  • Phase 1: COVID Crisis and how we're communicating with external and internal audiences on what we're doing to help everyone get through this crisis.
  • Phase 2: Initiating a Rapid Recovery plan around elective surgery
    • This will most likely begin in the summer, but will vary based on location
    • The primary challenge will be to make people feel comfortable to come back into a hospital for elective surgeries
    • Health systems who are the first movers here will have the opportunity to grab significant market share. Those who wait and aren't planning now will be too late and loose ground.
  • Phase 3: We will potentially see a resurgence of COVID come back in the fall and winter when the seasonal flu comes back around. We will need to be ready to address community concerns and how we're handling it as a local health system

Stimulus Package

• The package is critically important but is not a solution to the whole problem.
  • Hospitals are having to replace high margin surgical volume with low margin medicare payments, in addition to taking on much higher supply and operating costs
• Stimulus 1 & 2 would be helpful, but it's going to be up to the hospitals to shift from the COVID-19 response to post COVID rapid recovery quickly

Primary Marketing Challenge

• Are we planning for this phase two now?
• Are we tackling this early enough that when the time is right, we're the first to market?

Q&A:

Question: When is the right time to go out with new post COVID messages? How soon is too soon?

• The time to be thinking about rapid recovery is now. Starting to plan for a campaign now will allow systems to go live in June.
• Every market will differ with timing in when this phase two approach should begin, but we don't believe it will be before June.

About Daily Briefing Live:

Daily Briefing Live is a 30-minute live video podcast focused on how health system marketers and communicators are managing the COVID-19 crisis.

Each day, we’ll feature the latest that we’re hearing from the industry and our clients, the most up-to-day recommendations and ideas, and provide a forum for attendees to ask questions. We’ll post a recording of the podcast each day for download, and then we will be back, every weekday at 12:00 CST, until this crisis passes.

To join the live video podcast each day, simply visit http://bit.ly/daily-briefing-live at 12:00PM CST.