The COVID-19 crisis has put a renewed spotlight on the healthcare industry, and its role in making the public aware about the pandemic. Healthcare providers worldwide experienced an unprecedented demand for their services as well as for information. As such, what messages they put out and how they communicated with the public and various stakeholders was key to the success of their response strategy to the virus.
“Healthcare communications is likely to remain a priority for the coming months during the ongoing pandemic as well as in the post-COVID-19 world,” said Ali Sheneamer, chief business development officer at Bupa Arabia. “COVID-19 has placed healthcare firmly on the public agenda, which represents a valuable opportunity for the sector to engage with the media, government, the public, and industry stakeholders in their communications campaigns. We have worked with our communications partners W7Worldwide to produce a 7-step communications guide for healthcare companies to help steer them through the next phase of the crisis.”
“Healthcare companies need to adjust to the new reality imposed by COVID-19, where old lines of communication are redrawn and operational processes recast. When designing healthcare communication strategies, it is important to consider the overall goals of the campaign,” said Abdulrahman Inayat, co-founder of W7Worldwide, a Saudi communications consultancy.
“Communication strategies in the aftermath of COVID-19 need to reflect the current state of the organization and articulate a clear path forward. Healthcare organizations that proactively contributed to the management and containment of the COVID-19 pandemic can bolster their brand reputation with public goodwill by reporting on their efforts.”
The 7-step communications guide, which brings together Bupa Arabia and W7Worldwide’s combined healthcare experience and knowledge, sets out the key actions healthcare companies should take to update their communications strategies and plans.
The guide recommends that organizations form strategic partnerships, both in the public and private sectors, communicate consistently, focus on content marketing, attend or create virtual industry events, leverage goodwill to support the healthcare sector, elevate internal communications and address the future of healthcare.
Meanwhile, in a recent poll, W7Worldwide found that communications leaders in the healthcare sector are prioritizing content marketing as a key communications tool over industry events and strategic partnerships.
