Key Resources Mentioned in Today's Episode

• Subscribe to the Daily Briefing Live Podcast
• ReviveHealth COVID-19 Resource Hub
• Array Advisors Report
• New York Times: White House Predicts 100-240k US Deaths
• UN March Report
• Boston Medical Center Furloughs 10 Percent of its Workforce
• Doctors Answer Coronavirus Questions in Exclusive SiriusXM Facebook Live Session

Key Takeaways from Today's Episode:

• Pivoting Physician communications
  • The US surgeon general is keeping pace with the changing science and is saying that we may see citizens advised to wear face masks in public
• Increasing financial strain on health systems
  • Hospitals typically have 60 to 90 days of cash on hand
  • Boston medical center is predicted to lose $5m a week
  • Many executives forgoing pay for the next month
  • Furloughs and layoffs for hospital workers who don’t have frontline duties
• Command Centers and accurate communication
  • We see a long and complicated communication journey around COVID-19 that will last weeks and, if not months, on end. Command centers typically are short-term programs that have an end in sight, but this is not like most situations.

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 on COVID-19
• Public Opinions Strategy Report
• Bloomberg Article: Hospitals Tell Doctors They’ll Be Fired If They Speak Out About Lack of Gear

Key Takeaways from Today's Episode:

• When it comes to best practices for internal communications, start with empathy – acknowledge this is scary for people.
• It's essential to communicate in multiple ways. People aren't reading all the emails, so you also have to get to them in person, through video, etc.
• We need to guide nurses and front line staff to understand what they need to do to not take this virus home with them.
• If you don't have digital media monitoring set up to follow conversations, start now. Otherwise, you'll be caught by surprise.
• It's also not just about digital monitoring – talk to your employees. Find out how they are feeling, what they are hearing, and see where you can help.
• Find ways to ensure there are processes in place for two-way communication either through managers, emails, etc.

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 on COVID-19
• Here is a quick look at what a few health systems are including on their web pages for giving opportunities
  • Spectrum Health
  • Piedmont Healthcare
  • Trinity of New England
  • MidMichigan Health
• Stop Non-Domestic Violence Ad Example
• Sam's Club Commercial

Key Takeaways from Today's Episode:

• After 9/11, we saw a dramatic increase in appreciation for first responders on the scene. It will be interesting to see how the coronavirus will affect our appreciation for health care works as well as the marketing created by health systems.
• The way you show up as a health system during COVID-19 will have a lasting impact on your brand perception and can even have the power to swing market share one way or the other.
• This pandemic is reminding all of us the fundamental reason why we have hospitals and health systems.
• Everything we knew coming into this crisis as far as hospital marketing goes, we need to reevaluate it when coming out of the crisis.

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

• Yesterday's Daily Briefing Live Podcast with Ryan Colaianni
• SHSMD Resources on COVID-19

Key Takeaways from Today's Episode:

• We need to represent what the CDC is recommending as far as stay 6 feet apart, keep children away from the elderly, in our marketing collateral.
• Smiling health care workers and hospital leadership is very tone-blind right now.

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

• Turbine Labs
• Nurses Share Coronavirus Stories Anonymously in an Online Document
• Brandon Edwards, CEO of ReviveHealth's Blog Post

Key Takeaways from Today's Episode:

• Communicating internally about increasing flex time and the reduction of physician compensation is becoming a likely possibility, and getting ahead of these rumors is essential for your organization.
• In a specific example, email open rates for internal communication with physicians was about 70%, but when they looked at all staff, it was closer to 25% open rate. It's critical to find channels that will ensure the hospital staff sees this content.
• Create a place that allows physicians to ask questions to leadership and get answers.
• Being ready to respond to attacks from unions quickly will be very necessary.  Where possible, back up your messages with facts and data.
• Health systems need to be thinking about how their staff and move beyond thank yous. The front line staff inside a health system will have secondary trauma after this pandemic and will need our help during and after this crisis.
• Marketing and communication leaders need to put a lot of effort, thought, and resources into creating an ongoing campaign that is all about supporting their front line staff.
• If your health system has a magazine that you send out to your community, it's essential to update this content to make it relevant to the COVID-19 crisis. Which this can be a challenge given magazine timeframes, but a 4-page magazine that's relevant to the crisis is way more effective than continuing to push an outdated 16-page magazine that promotes your knee replacement surgery.

Key Resources Mentioned in Today's Episode:

COVID-19 Digital Digest Report by ReviveHealth

Google's Resource on COVID-19

Google’s Recommendation On Updating Google My Business Profiles

Key Takeaways from Today's Episode:

• Google is demoting its core algorithm in favor of “handpicking information,” aka human vetting. Real people are monitoring daily search queries day and night with a focus on sourcing content from government agencies first and foremost, followed by first responders, trusted media sources, NGOs, and other Google services.
• Building out COVID-19 specific content that is updated at least daily, if not hourly, is the key.
• Think about the questions that your patients and communities are asking and how your health system can answer them. Consider ways this kind of content can come to life in unique and interesting ways such as infographics, downloads, and video clips.
• Health systems should focus on consistently updating their Google My Business profiles within the upcoming days, weeks, and months.
• Google Search Network is not allowing advertisers to bid on “COVID-19” or “coronavirus” keywords because of the “sensitive” nature of the terms, and Google Display Network is banning ads with COVID-19 content.
• Consider how you can adjust your messaging, both in terms of ad copy and creative as well as landing page and website experiences, to meet the new needs of consumers and better position your brand.

Key Resources Mentioned in Today's Episode

ReviveHealth's Resources on COVID-19

Strategic Healthcare Marketing Webinar

Fierce Healthcare Article on Fast Tracking Telehealth Projects

Paddy Padmanabhan's Damo Consulting E-Newsletter

ProPublica's Hospital Bed Capacity Scenarios

New York Times Coronavirus Deaths by State and Country

"COVID Coping" Instagram Video

Key Takeaways from Today's Episode:

• 64% of consumers want to hear from your health systems at least once a day.
• The highest level of consumer trust is with their local healthcare experts, even higher than local government. So it's crucial you are getting the word out daily.
• 46% of consumers have never heard of telehealth, and before COVID-19, the utilization rate of telemedine was 4-8%. Given this, we have to provide education and tutorials to get consumers and physicians comfortable with the new technology.
• Health systems that are getting their physicians up to speed are implementing these backhouse teams that support faculty to ensure it’s a good experience for physicians and their patients. This involves coaching sessions and also help with setting up the technology.
• When it comes to employee engagement, we have to address what people need versus what they are doing.
• Every health system needs to have a strategy in place to talk to clinicians, nurses, physicians daily about what they’re doing and what they're trying to do for PPE shortages, capacity issues, etc.
• The friction between nurses and healthcare leaders is real, but you can come out of this by showing how much you care through consistent communication about what you’re actively doing to help.
• Whatever you say to employees, imagine they will take it in the worst way possible. The words you use to describe what you want or how you inform employees on specific issues is incredibly important.
• If your system is only reacting to what’s happening now, you will always be behind in this COVID-19 pandemic. Figure out what your plan and messaging for future scenarios and establish a trusted cadence of communication that is very specific to clinicians and physicians, as well as other staff and community members.

Key Takeaways from Today's Episode:

• The yearly marketing plan is out the window. You need to shift and adjust.
• Keep it simple. We need to be timely, simple, useful and relevant.
• But this crisis will also shape our brands in profound ways, and potentially for years to come
• How are we responding and dealing with the crisis clinically?
• What messages are we sending, both controlled and uncontrolled?
• How are we rising to occasion, or not?
• But this crisis will also shape our brands in profound ways, and potentially for years to come
• This is accelerating change that many of us already wanted to make, but couldn’t allocate the time, money or resources due to other priorities or bandwidth.

Bonus Knowledge Share by Alan: I think of all the emails I am still getting from salespeople and vendors about whether I want to discuss customer acquisition or service line marketing strategies. Did I want to do that 3 weeks ago? Maybe. Now? No. All marketing and communications efforts have to reflect the current reality. If you’re basically using any of the same messages as you were before March 1, you’re probably wasting time and money. You might be damaging your brand, too.

Key Takeaways from Today's Episode:

• Major government entities like the CDC, local governments are not making efforts to have really key information available in Spanish. If you go to the CDC page, it still has not yet been updated with current guidelines. The last update was on February 20 - that was a month ago.
• Healthcare organizations must make it a priority to conduct outreach to the Spanish-speaking population to ensure that every community has the tools to make sound decisions to prevent the spread of COVID-19.  
• The majority of Hispanics who lack regular health care say they get their information from television (64 percent).
• From a messaging standpoint, I would focus on family. Family or duty to family is a huge motivator for Latinos and so approaching messaging from this perspective is going to be key. It’s doubly important because Latinos, Asians, and African-Americans are all more likely to live in multi-generational homes. As we see that COVID-19 is more likely to be severe in older people, you can see how ensuring they are getting the right information is critical.
• Finally, I would tap into mobile – Hispanics are mobile-first. They outpace the general market in mobile phone ownership by 9 percent. 99% of Hispanic households have wireless phone service. So if information can be pushed via healthcare apps or texting programs, this is a quick way to get the right information in the hands of Latinos. 

Key Articles and Resources Mentioned in Today's Episode:

ReviveHealth's Consumer Report on COVID-19

75% of Americans lack access to or have never used telehealth