Department of Communication to support clinical services ramp-up

May 19, 2020  //  FOUND IN: Strategy & Leadership

As part of Michigan Medicine’s economic recovery strategies, it is essential to rebuild patient confidence in seeking health care. The organization’s own providers’ experiences, and extensive industry research, indicate that patients are hesitant to seek medical attention out of concern for COVID-19 exposure. Additionally, some patients are uncertain if Michigan Medicine is offering non-COVID-19 care.

The Department of Communication is leading a comprehensive communication effort to share with patients the many measures in place to reduce the risk of exposure to COVID-19.

The plan is also designed to increase awareness of the expanding availability of services — including widely available video visits, e-visits and resuming less-urgent procedures.

Recent tactics include a news release and media coverage about the expanded clinical operations, a video of Mark Prince, M.D. explaining three things patients should know about Michigan Medicine’s safety measures, and a video promoting the organization’s commitment to safety

E-mails and fax campaigns have been sent to more than 6,000 referring providers in Michigan and Northwest Ohio. The team continues to publish articles on its blog, such as this one on the importance of not delaying emergency care, and it as launched a series of social media posts countering misperceptions patients may have.

There are many more efforts underway, including a TV ad expected to launch the week of May 25. During this time of economic recovery, the decision was made to redirect funds that were already expended for a previously planned marketing effort, toward this immediate need to connect with our communities about Michigan Medicine’s continued commitment to provide safe, reliable health care throughout its hospitals and health centers.