3 steps to create a leadership role during times of crisis
If it seems like natural disasters are occurring more frequently, that’s because they are. According to the USAFacts Team, of the 10 years with the most natural disasters, nine were in the last decade.1 In times of disaster, crisis, or emergency, many consumers might not know where to go for accurate and trustworthy information. So they may turn to you. And that may leave you scrambling to provide clear and timely updates and communications while also creating efficiencies for your team.
Bottom line: the situation can change minute by minute, and the pressure is on from your C-suite to stay several steps ahead of the crisis. Here are some tips to help during times of calamity for creating tailored, effective messaging.
Step 1: Provide the most relevant information you can
Depending on the event, decide whether you want to provide instruction and awareness in addition to explaining how to receive it from your health system. Federal agencies and emergency response non-profit organizations may already be educating about the disaster itself, but as a provider, you may offer an essential perspective. Can you point your community to reliable resources, or will they want to hear from you?
With critical information, there’s no such thing as overcommunication, including the reach of your broadcast. Adult children and relatives living outside of the affected area — and without access to local media and news outlets — may be seeking information and guidance on behalf of their loved ones. So make sure to include basic facts and one or more CTAs leading to an easy-to-navigate landing page that answers common questions and routes visitors to appropriate next steps, e.g., an online symptom checker to determine when to seek a test or in-person care, and a directory of your care locations offering same-day appointments or virtual visits.
Step 2: Make use of quick-access communications
Information during times of emergency can evolve quickly, meaning speed and flexibility matter most. Static forms of communication, e.g., direct mail, print ads, and brochures, take longer to update and are less suited than digital channels. For dynamic situations, updating your web properties, social pages, and leveraging email is much more effective.
Using your website homepage and dedicated landing pages as a primary vehicle for the latest information is a best bet. Use callout boxes, clear language, bold colors and buttons, and a flat architecture that minimizes clicks and keeps the main navigation in an easily identifiable location on the page. Pay attention to responsive design, optimize for mobile, and ensure visitors are easily directed to information they’re trying to find, e.g., news page, provider directory, and contact us or chat.
Social channels and email can be popular channels for engaging individuals too. Both can reach your selected audience with relevant messages quickly, and are an effective way to share information effectively, matching the speed of an evolving situation.
Step 3: Consider your audience(s)
Once your key messages are out, you can begin to layer in more targeted communications. Leverage patient data, propensity models, and your healthcare CRM to create a campaign that segments by audience. You may start by age and then consider layering in other criteria. For example, if your community is experiencing extreme weather conditions, create an outbound list of older adult patients with chronic conditions that may be at an increased risk for a heat- or cold-related illness. Deploy email outreach or a call from your contact center. Providing urgent care same-day availability or helping schedule an appointment can be a lifesaver.
Final thought
It’s a foreseeable reality, hospital marketers must be able to pivot from branding, patient acquisition, and retention activities to crisis communications when disaster strikes. You can’t control weather patterns or national outbreaks, but you can be a community leader by developing a nimble communication strategy that uses easy-to-navigate landing pages, digital channels, and segmented messaging.
Let us know how we can help with your emergency response and preparedness efforts.
Source:
- USAFacts. Are major natural disasters increasing? https://usafacts.org/articles/are-the-number-of-major-natural-disasters-increasing/
