Town Hall Lessons; Getting Back to Work in Healthcare
We’ve come to know that frontline workers are the heroes of the COVID-19 pandemic, but I think we can all agree that healthcare frontline workers and all who support them are the superheroes.
In our recent virtual Town Hall, Getting Back to Work in Healthcare, I was joined by three communications experts who shared their view on the next phase of this crisis. Chris Berger from Atrium Health, Karen Brodbeck from OSF Healthcare, and Julie Scott from The Ohio State University Wexner Medical Center, while all are customers of SocialChorus, they also share another common bond – each were tasked with ensuring their organizations were a source of truth through the recent crisis and now as the country starts to slowly turn back on.
What They’ve Learned
In a recent survey of communicators at Healthcare organizations, 83% still were relying on email as one of the primary ways to reach their workers. But of those surveyed, most were not confident in their ability to target or measure the effectiveness of those communications.
What separated our panelists from this pitfall, was their ability to use more engaging communications, like commentable videos from their CEOs and other leaders, delivered to workers on the channel of their choosing. Whether that is through their mobile app, web experience or displayed in other channels, they are able to use SocialChorus to target and measurably reach every one of their workers sitting behind a desk or out on the frontline.
They’ve also found that by providing authentic communications from their leaders – the kind that isn’t staged, scripted and polished – they are getting greater alignment with the key messages and understanding the why in what their organizations are asking of their people.
And if their people are engaged the right way, they can be huge ambassadors out in their communities. Mobilized to carry the message of what policies are changing and why their organizations are taking the steps they are to protect the hospital workers as well as patients. And mobilized to interact with probing media that continue to circumnavigate traditional communication channels by going straight to hospital staff.
With patients now returning for elective surgeries, there is a sense of some normalcy returning. However it is even more critical to give workers real-time updates on policy changes in a targeted way. With so many networks spread across multiple counties and even states, keeping their people informed requires reaching staff with personalization on a near-individual level that only a workforce communications platform can deliver.
Moreover, with so much pressure put on hospital staff over the last three months, they are approaching burn-out. Coupled with the reality that their workers are notorious for sacrificing their own well-being to support patients, self-care is a critical initiative that each of the organizations I spoke with are focused on tackling. With the use of pulse surveys, they plan to monitor the health of their organizations and provide additional support for locations or groups that need it the most. Beyond just surveys, these experts are looking to rely on communications data to guide them in this next phase. With insights from analytics on the reach, preferred communication channels and content types, they are able to shape their communications to capitalize on the heightened engagement and alignment this pandemic has brought out in their superheroes.