How to Effectively “Reopen” Health Care Services During COVID-19

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To help alleviate patient and community member fears about coming to the hospital during the pandemic for non-COVID-19 health care services, Beaumont Health launched a major multi-channel marketing communications campaign. The messaging focuses on reassuring them that the health system’s hospitals are safe places to come for care thanks to the thorough and aggressive precautionary measures that have been instituted. The campaign includes:

• Radio/TV advertising in a PSA format
• Direct mail
• Signage in and around the hospitals
• Content pushed out through social channels
• Direct mail
• Website content
• Video (virtual tour)
• Physician communications

The campaign emphasizes "showing" how the health system is keeping patients safe and highlights changes in the health care environment ranging from universal masking by hospital staff, caregivers, patients and visitors, to social distancing, to plexiglass barriers at registration desks, to rigorous cleaning and disinfecting throughout all facilities.

Although still in its early stages, the campaign is already producing strong results. An additional phase will promote key services, such as emergency care and elective surgeries to drive patient volumes and revenue for the organization.

Featuring: Jennifer Carbary, Director, Marketing, Beaumont Health, Southfield, Michigan

Interview Recording