The COVID-19 Pandemic: Targeted and Factual Health Communications Are Exactly What Patients Need

COVID-19 has changed the world as we know it. As millions of Americans stay home and engage in social distancing, they are inundated with information from the Internet, television, radio, and other sources. But, how much of that information is accurate and what information is relevant to each person's unique health needs? 

Misinformation and rumors often generate anxiety and panic in the community. The good news is that the Coronavirus pandemic provides healthcare organizations with the opportunity to combat this problem. The key is to communicate proactively with patients in targeted ways. 

You wouldn't give the same medical treatment to a 75-year old person as you would to a 20-year old. The same goes for information-sharing in the age of COVID-19. Healthcare organizations must identify vulnerable patients and consumers that can benefit from targeted information about the Coronavirus. Communications should be tailored to each group's unique needs. 

The situation in Seattle and in other locations, for example, has highlighted the dangers of COVID-19 for seniors and the importance of keeping this demographic group safe. As the elderly shelter-in-place, some fear that social isolation and disrupted daily routines could have negative health effects. Healthcare systems and insurers may want to reach out and offer reassurance during this challenging time. Relevant messages could include reminders about taking and renewing prescription medications, information related to insurance benefits, warnings about frauds like fake at-home Coronavirus test kits, or links to resources that address food insecurity. 

Patients with chronic health conditions are another group that faces challenges due to the pandemic. Individuals with diabetes, as well as those with heart, lung, and kidney disease are at higher risk of hospitalization if they contract COVID-19. Like older adults, these patients are also isolating themselves in their homes to avoid infection. People with chronic health conditions may value information about alternatives to in-person checkups, such as telemedicine or even traditional phone conversations. This group could also benefit from reminders about renewing critical medications, especially since some insurance companies have eased schedules for authorizing refills. 

In late March, the Federal Communications Commission issued a ruling which qualified the COVID-19 pandemic as an "emergency" under the Telephone Consumer Protection Act. This gives hospitals and healthcare providers, as well as state and local health officials, the freedom to make automated calls and send text messages with information about COVID-19. 

If your organization decides to develop a Coronavirus outreach campaign for your patients or consumers, following four best practices will enhance the effectiveness of your communications: 

1. Keep information easy to understand. The best messages are clear and rely on trustworthy, authoritative information. Remember that some older adults may be hard of hearing, while others may have mild cognitive impairments due to dementia or other memory disorders. It may be helpful to repeat the same information multiple times. Creating a pattern in your messages will make it easier for people to remember the key points. 
2. Offer information in different languages. This is crucial in multi-cultural communities. Nationwide, for example, Latinos represent a growing share of the 65 and older age group. Culturally adapted translations are a must, since "one-to-one" translations of crucial information can often result in confusing or incorrect information. 
3. Use communication methods that are preferred by patients and consumers. During times of crisis, people welcome useful information. That information is even more valuable when it's delivered using channels that people prefer. Some favor text messages, while others like phone calls and voice mail, or email. Some seniors may prefer direct mail pieces that they can post on their refrigerator or in another prominent place. 
4. Leverage technology to automate outreach efforts. Many healthcare organizations are using technology platforms to support their emergency preparedness plans. These highly scalable systems can automate IVR calls, SMS/text messages, emails, and direct mail to targeted groups of patients or consumers. Results are trackable online, so program management is easy. 
    

Given the dynamic nature of COVID-19, keeping current can be tough. One of the best things that healthcare organizations can do right now is provide patients with timely, accurate, and relevant information. 

To learn more about HMS' rapid messaging solution that is specifically designed for Coronavirus, visit our website and discover how to deliver the right messages to the right people at the right time. 
 

HMS advances the healthcare system by helping healthcare organizations reduce costs and improve health outcomes. Through our industry-leading technology, analytics and engagement solutions, we save billions of healthcare dollars annually while helping consumers lead healthier lives. HMS provides coordination of benefits, payment integrity and population health management solutions.