The coronavirus pandemic is making home health patients cautious about starting or continuing to receive services in their homes. Reassure patients and their loved ones that care is safe.
Follow our COVID-19 communications pointers for strategic, empathetic messaging in your website content and other marketing assets.
- Affirm availability of home visits. Reference trusted and credible sources, such as AARP®, that encourage continued services with increased precautionary measures.
- Answer common questions. What concerns are your home health caregivers hearing from patients and their family members? Use those questions to generate ideas for your content marketing assets and other communications.
- Communicate when and how patients with symptoms of or potential exposure to COVID-19 should inform your organization. Instruct your patients not to wait until their provider comes to their house for a visit to inform them.
- Explain how your policies have changed due to the virus. Emphasize new and existing safety protocols that prevent the spread of infection, such as frequent hand-washing, wearing of masks and gloves, between-visit disinfection, checking staff and patient temperatures, and other practices.
- Highlight the benefits of your services. Your organization’s home health care providers play a vital role in the well-being of your patients and their loved ones. Many patients who receive home care have health conditions that put them at higher risk if they get the new coronavirus. Support from home health providers can keep patients safer and healthier at home, prevent trips to the emergency room that could lead to exposure, and provide reassurance to anxious loved ones unable to visit in person.
- If any services have moved online, give clear and detailed instructions on how patients can access their providers via virtual visits or phone calls. Cover how patients benefit from check-ins with their home care providers. Explain the specific services a provider can offer electronically or by phone, such as safety assessments, management of chronic conditions, rehabilitation services, emotional support, and more.
- Share the firsthand experiences of your patients and providers. Stories about how your organization has adapted services due to COVID-19 and what patients are experiencing may be picked up by local media covering the pandemic. Telling your provider’s stories can also create greater empathy and understanding for the processes you’re putting in place to face this illness. These stories can help prospective or current patients feel more comfortable with home health services.
- Review the hours and contact information listed on your website, location profiles, and Google My Business listings, and update them if needed. If your hours or other business information has changed, make sure your content accurately reflects these changes, to prevent patient confusion or frustration.
Voice & Tone
In all your communications during this challenging time, make compassion the centerpiece of your messaging. There will be a time for more traditional marketing when the threat of the pandemic passes. What’s always true — yesterday, today, and tomorrow — is content that recognizes its audience’s emotional state and responds to it with a positive tone and helpful solutions not only leaves readers feeling more at ease, it can increase brand loyalty.