COVID Special Report: August 12, 2020

Your suggestions on additional ways to address rogue doctors and misinformation in response to last week’s Special Report have been insightful. We love what this newsletter has created: a we’re-in-this-together space for hospital and health system leaders to not only learn, but share communication recommendations on the most timely and urgent news facing our organizations.

In response, we’ve decided to host a special No Normal Show tomorrow — we’ll dive deeper into the options hospitals and health systems have to address rogue doctors while considering the reputational risks and societal obligations for addressing the spread of misinformation. So bring your insights and questions to our live show tomorrow, and in the meantime, check out this week’s communication recommendations below.

Communicating about COVID-19

1. Preventing employee litigations. 

What we’re hearing: The mounting challenges and pressure hospital and health system workers have been facing in the wake of the pandemic have led to an increase in healthcare workplace lawsuits. Experts report that claims from employees around PPE, staffing, and patient safety issues are on the rise and are expected to continue as hospitals face subsequent waves of COVID-19 cases.

Communications takeaway: As issues from the pandemic continue to emerge, public litigation with employees is another scenario hospital and health system leaders need to be prepared for. As surging case counts continue in many areas of the country, health systems should reemphasize the existing policies and procedures that keep employees safe while on the front lines. To prevent concerns from being voiced in the media or evolving into litigations, give employees a proper internal platform to have a voice. Consider offering a way for employees to share concerns within the organization, so health systems can address employee challenges head-on while inoculating against potential litigation and employee turmoil.

2. Addressing public skepticisms.

What we’re hearing: The Q2 results are in — large, for-profit hospitals fared far better financially than expected, with some posting even higher profits than last year. With the industry still lobbying for more relief dollars, this recent news has some media outlets, and the broader public, questioning the legitimacy of the need.

Communications takeaway: While not all hospitals saw the same profits, this news opens the industry up for criticism and establishes an expectation that hospitals have enough money to address current challenges when, in reality, some are still struggling to keep their doors open. It's crucial to remind critics that this news only captures a segment of the industry overall. A health system or hospital can argue that one-quarter of an industry doesn't tell the whole story, and with the pandemic far from over, aid is still warranted. When addressing critics, point to specific ways in which your hospital, employees, and communities benefited from the previous aid and how the next round of funds would be applied. Pushing back on the notion that hospitals and health systems no longer need financial aid could ensure that support is given to address the needs of hospitals around the country that are still struggling.

3. Partnering with labs and local government. 

What we’re hearing: Labs are laser-focused on ramping up testingcapacities as hundreds of cases surge and testing restrictions loosen. Experts have reported how critical it is for labs to “tool up” and brace for the after-effects of the hundreds of thousands of students across the country returning to school and the impending flu season — both projected to cause more challenges and require additional testing. But labs are running into similar personnel and supply challenges that health systems currently face.

Communications takeaway: Hospitals and health systems should keep a close eye on the problems labs encounter and do their best to prepare for any potential testing shortages. Hospitals and health systems should develop strategic communication plans built on not only what they learned from the testing shortages back in March, but also on the considerations of any unique challenges the fall may present. Additionally, hospitals and health systems could begin communicating with their local government about ways to expand and expedite testing more effectively. For example, some local governments within hot spots have gone as far as taking over testing from the federal government to ensure quicker result turnarounds and increased testing within their communities.

Visit our COVID-19 Communications Hub →