COVID-19 & Marketing – Becker’s Hospital Review

Becker’s Hospital Review recently published an article titled “How COVID-19 is changing hospitals’ marketing strategies,” written by Kelly Gooch on Tuesday, June 9th, 2020. Segments of interviews with several different health professionals across the United States were included. While reading, I noticed a few key trends across all interviews. 

For one, an emphasis was put on communication, specifically in regards to safety measures, gratitude for caregivers, and experience expectations, according to Nick Ragone of Ascension. Similarly, Dan Regan of Sinai Health discussed his healthcare system’s intention to increase awareness in terms of what their facilities have to offer in hopes of making current and prospective patients feel comfortable coming into the facility. 

Kelly Jo Golson of Advocate Aurora Health mentioned something indirectly related to communication that I found to be interesting. Her health system is beginning to put their marketing dollars into education, producing content that is based upon present-day needs, questions, and fears of consumers and their surrounding communities. While addressing the gaps in health education and access in their community, Advocate Aurora Health is emphasizing how they are being safe, again with the hopes of making consumers feel comfortable coming in to receive care. 

The aforementioned health education is primarily being done digitally, and Telehealth was another common theme that I noticed throughout all interviews. Ted Keegan of University Hospitals Health Systems explained that they are putting out webinars with the intention of reaching various stakeholders over a wide range. Additionally, you can find similar webinars as well as very in-depth whitepage pdf documents on the Becker’s Hospital Review website. 

Mark Klein of CommonSpirit Health mentioned that they are implementing online screenings as well as virtual visits. I have noticed similar implementations in my current doctors offices at Northwestern Hospital in Chicago, IL. Dan Regan took it a step further, explaining that this telehealth may include targeted mobile messaging. Again, I have noticed similar systems being used at Northwestern. Anyone tested for COVID-19 receives a text with a brief survey every few days following their negative result, questioning whether or not symptoms have reappeared or fully disappeared. 

Anne Robertson of Intermountain Healthcare discussed several telehealth platforms that I think will become the future of healthcare, some of which I have also seen used at Northwestern. She explained their usage of a Digital Health Tool that allows patients to find care, manage their care, pay for their care, and receive test results faster than they otherwise would. Having the test results automatically emailed to the patient through the digital platform reduces wait time as well as the chance of a medical professional forgetting to follow up. I have personally used a similar platform through Northwestern, called MyChart, where I can do the following: directly message my physician, set up appointments, deal with billing, get test results, and more. 

In terms of COVID-19 specifically, Intermountain Healthcare has implemented a community information phone line, an emotional support hotline, and an online platform that allows for virtual visits for non-COVID related concerns. This is directly related to the communication and education efforts mentioned previously, trying to close the gap in lack of knowledge and access to care. Additionally, these phone lines go a long way in terms of increasing patient comfortability, confidence, and willingness to come back to the facility to receive care. 

Thank you to ALL healthcare workers and essential workers, especially those working on the front lines.

To read the whole article, follow this link: https://www.beckershospitalreview.com/digital-marketing/how-the-covid-19-pandemic-is-changing-hospitals-marketing-strategies.html?origin=BHRE&utm_source=BHRE&utm_medium=email&utm_source=BHRE&utm_medium=email&oly_enc_id=9652E0935823G2D

For reference, interviews of the following professionals were included: 

Kelly Jo Golson, Advocate Aurora Health
Ted Keegan, University Hospitals Health System 
Mark Klein, CommonSpirit Health
Lee Landau, Jefferson Health
Nick Ragone, Ascension
Dan Regan, Sinai Health
Anne Robertson, Intermountain Healthcare
Julie Washington, Trinity Health