In today’s rapidly evolving media landscape, controlling the narrative is more critical than ever – especially in healthcare, where patient trust and safety take top priority, overriding business priorities.
Negative news cycles and their impact on brands can quickly spiral out of control, damaging well-crafted reputations and eroding patient confidence. However, with the right public relations strategies, healthcare organizations can address the issue, manage the crisis and regain control of the narrative.
The first step in shifting a negative narrative is to look beyond the symptoms to diagnose the root cause. What actually triggered this outbreak of critical news? In healthcare, the culprit is often directly related to patient care, such as a breach of quality or safety standards, negative outcomes, or public health incidents. To address an issue effectively and manage the potential crisis, it’s crucial to first understand the sentiments of stakeholders, particularly patients.
Once this information is gathered, healthcare organizations can build a strategy and craft messaging that is accurate, effective, and will resonates with stakeholders. When you get to this stage in the process, there are four key principles to keep in mind.
1) Address negative news transparently and swiftly.
Transparency and speed are critical in managing negative news, especially when patient safety and trust are on the line. The longer an issue goes unaddressed, the more it can spread and damage your hard-earned reputation. Swift, transparent communication can help contain the fallout and demonstrate that your organization deserves the benefit of the doubt in a crisis.
When crafting a response, be honest about what happened, what your organization is doing to address it, and how these actions will benefit patients. Utilize a trusted spokesperson to deliver the message, and avoid jargon and overly technical explanations – sincerity and clarity go a long way in rebuilding trust.
2) Shift the focus to positive, patient-centric initiatives.
Redirect attention to positive developments within your organization. This could include highlighting programs that result in improved patient outcomes, launching a new patient-focused initiative, or showcasing innovations that improve the care experience.
By regularly communicating positive news, you can gradually shift the focus away from the negative and reinforce your organization’s commitment to its patients.
3) Engage in the right channels.
Choosing the right forum for communication is essential. Start with a rock-solid understanding of your target audience and how they consume information, then engage the appropriate healthcare publications, industry influencers and social media platforms where your patient population is active. These channels should be trusted, credible sources of information to effectively reach and resonate with your audience.
4) Support your narrative with data and compelling stories.
In healthcare, data is your ally. To effectively manage a crisis, it’s critical to back up your claims with solid evidence. Whether it’s patient outcomes, safety records, or the efficacy of new treatments, data helps build credibility and trust.
Equally important are the stories behind the numbers. Third party validation from community partners or industry leaders can help to authenticate your claims and rebuild trust. Patient testimonials and success stories can be deployed to humanize your data and make your message more relatable. By sharing real-life examples of how your organization is having a positive impact, you can help shift the focus from the negative to the positive.
Changing a negative narrative is not a one-time effort. It requires ongoing monitoring and adjustment to ensure that your message resonates with your audience, particularly patients. Carefully track media coverage, social media chatter, and patient feedback to gauge the effectiveness of your efforts. As always, be prepared to adjust your strategy as needed. If patient concerns shift or new information emerges, your organization must remain flexible and responsible to maintain control of the narrative.
Finally, remember that any negative news cycle is temporary, and focusing the entirety of your PR program on it would be a mistake. Organizations should consider this effort as just one part of a broader, long-term strategy to build and maintain their reputation. Building – or rebuilding – trust takes time, and it requires consistent, proactive communications that align with your organization’s values and mission.
By prioritizing patient needs, communicating transparently, utilizing the right channels and backing up your message with data and compelling stories, your organization can weather any negative news cycle and emerge stronger and more trusted in the eyes of patients.
If you’re facing a challenging narrative in the market, remember, you don’t have to navigate it alone. Reach out to RH Strategic’s team of healthcare experts at healthcare@rhstrategic.com for help to guide your organization through the storm and emerging stronger on the other side.
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RH Strategic is a Seattle and D.C.-based PR agency with a nationwide presence and additional global reach via membership in the Worldcom Public Relations Group. We provide strategic public relations for innovators in the technology, government, healthcare, and social and environmental impact markets.
