What are we seeing in the Rapid recovery window?

After weeks of speculation and anticipation around what might happen when elective surgery restrictions lift, we’ve started to see real trends when it comes to operational capacity, marketing approaches, and the rebuilding of surgery volumes.

Read what we’re hearing below, but also be sure to check out this blog, where The Advisory Board’s research team asked us about our consumer research, and how to communicate around patient fears in today’s environment.

Communicating about COVID-19

1. It’s a long road back to 100 percent.

What we’re hearing: With some systems targeting low capacity thresholds to guard against increased infections, and some returning to 60+ percent of pre-COVID-19 surgery volumes, it’s clear that safety measures and patient fears are limiting the return of high-margin services. While a 60 percent return of surgery volume seems hopeful on paper, it still leaves health systems in a difficult financial bind — and the road back to 100 percent may extend well into 2021.

Communications takeaway: As health system marketers and communicators continue to strive for alignment with clinical and operational leaders, there are some landmines to avoid in the meantime. First, most should avoid using messaging that overpromises services and availability. Generally, consumers understand this pandemic has taken a toll on health systems and providers, and they’re more interested in the details about what will be different when they return, rather than a blanket assurance that everything is safe, and things are back to “normal.” Second, marketers should supplement their heavy focus on rebuilding elective surgeries with an effort to remove barriers that stand in the way of consumers seeking care they may perceive as “optional” — like routine check-ups, screenings, imaging, etc. Strategies to ensure early detection may include encouraging self-screening through virtual care or supporting primary care clinics with digital tools that promote a more seamless patient experience.

2. The outbreak threatens an already-precarious state of provider mental health.

What we’re hearing: May is National Mental Health Awareness Month, and it’s never been so relevant. In addition to the undeniable toll the COVID-19 has had on consumers and patients, many healthcare workers have experienced trauma, which will yield a need for treatment focused on PTSD, anxiety, and depression.

Communications takeaway: We’ve shared information about how important it is to communicate with the public and make it known what steps hospitals are taking to restart safely, but it’s just as crucial that we take care of our own staff. To earn a seat at the table, internal communications leaders should consider leading a pilot project aimed at alleviating the stigma around providers seeking mental health care. This project could earn the trust of HR leaders and ultimately allow the launch of a robust internal campaign to protect and care for the providers who have tirelessly led us through the worst of the COVID-19 outbreak.

3. Efforts are ramping up over Certificate of Need laws.

What we’re hearing: New efforts are surfacing to repeal or change Certificate of Need (CoN) laws across the country. Opponents of CoN are making the argument that in states with the law, “bureaucratic red tape” has restricted competition, investment, and innovation in the healthcare/hospital sector. As states move out of a posture of responding to the pandemic, state legislators will be expected to bring up the idea of repealing or changing CoN laws under the guise that without them, communities would have been better able to handle the challenges COVID-19 presented.

Communications takeaway: Changes to Certificate of Need laws would certainly throw another wrench in what has already been an arduous year for hospitals and health systems. It’s important to begin planning now for this scenario as state legislatures return to their sessions either virtually or in person. By working with your government affairs executives, and with the support of state associations, hospitals must prepare to articulate why CoN laws are still needed and defend them in light of the pandemic.