The Weekly Has: August 2, 2020
Brandon Edwards
Seasoned healthcare executive in marketing and managed care services
No Normal Principle #1
No assumptions — We can no longer assume what we knew to be successful yesterday will be successful today or tomorrow. All truths, maxims, strategies, and best practices must be revisited and revised (or tossed out) when applied to our current situation.
We hope these five principles help you filter every challenge and opportunity this No Normal environment brings us, including the news and trends below. Our goal is to not just to survive in this time, but to thrive in it.
What’s on our minds this week:
HEALTH SYSTEMS
Given medicine is still not a uniform science, it’s not surprising there are differences of opinion about COVID-19 and how to manage it within the medical community. But sometimes those differences can come out in a way that can be damaging to a hospital or health system's reputation. And it can also impact patient safety. This week saw the news story of Dr. Stella Immanual, who spoke from the steps of the White House with other physicians claiming masks were unnecessary and hydroxychloroquine is a cure, both of which contradict leading health policy officials and clinicians. Her story — and some of her pretty fascinating beliefs — went viral after President Trump retweeted a video of her speech, along with others.
Unfortunately, this is not an isolated incident, as we have heard from numerous systems grappling with their own version of “rogue” doctors promoting disproven or fringe beliefs on COVID-19. Depending on the situation, this represents, at best, a headache for system leaders, and at worse, a real risk to brand reputation. But the solutions are complicated and carry their own risks. Look out for more on these solutions in our next Special Report.
— Chris Bevolo, Executive Vice President, Health Systems Practice Lead
INDUSTRY TRENDS
This week, Healthcare Dive has launched a blog series called 6 Months In: The COVID-19 Crisis that chronicles how the healthcare industry is evolving as the pandemic rages on. This new series is one of many publications pivoting their approach to reporting on the novel coronavirus since it arrived in the US. More and more news outlets are creating specialized blogs, podcasts, and sections, given that the COVID-19 news cycle doesn’t appear to be slowing anytime soon.
This series covers everything from the rapid adoption of telehealth, CARES funding, primary care concerns, and an inside look at what it’s like to be a nurse six months into this public health crisis.
As the pandemic endures, changes to our media landscape and the healthcare industry at large will only continue to evolve and shift. Health system marketers need to keep a pulse on industry news and be aware of healthcare’s major cultural and operational changes to better navigate the unpredictable world in which we now live.
— Alex Jenkins, Account Executive, Public Relations
Physician and Staff Engagement – Playing the Short and Long Game
As the number of cases surge in states like Texas, Florida, and California, while other states like New York are slowly opening up, hospitals face significantly different challenges. But one thing that remains consistent is the need to help physicians and staff through this COVID-19 crisis.
Early during the pandemic, hospitals quickly pulled together resources to meet basic needs like food and child care. Externally, there was an outpouring of support from sewing homemade masks to cheering every night during shift changes. Communities abundantly rallied around front-line staff.
Now, systems face a tough question: “How do we sustain that momentum through what will surely be months of managing the pandemic, coupled with the flu?”
M Health Fairview's CMO joins The No Normal Show