As a healthcare professional, did you know that your medical practice or clinic could use Public Relations?
Most people think of Public Relations as a mere cover-up for wrongdoings. However, ethical public relation practices are very different from these preconceived notions about PR.
Due to certain incidents, many people outside of organisations have stopped believing in public relations. Still, most campaigns or ads that we see around us are a part of public relations.
Public Relations is about sharing the right facts and information to the right people at the right time. Even though Public Relations can immensely help organisations build their reputation, its role extends beyond the brand building.
Public Relations helps to craft effective marketing strategies that can help your organisation in more ways than you can think of.
An important part of Public Relations is Crisis Management.
What is Crisis Management?
Crisis Management is how an organisation deals with unexpected events that may disturb or threaten the organisation or its stakeholders. It involves dealing with the crisis effectively to minimise damage and help the organisation recover quickly.
What is the role of Crisis Management in Healthcare?
Most of the Public Relations activity in Healthcare involves Crisis Management. For managing crisis in healthcare, risk managers ensure that a plan of action is always available to respond to a crisis. In an industry like healthcare, the top priority of all public relations activity is patients’ well-being.
Crisis Management for Hospitals in the age of Covid19
Ever since the pandemic hit the world, the hospitals were under immense pressure. Many issues needed to be answered for the medical care to move past it. It was very evident during the initial days that no hospital in any country around the world was ready for this kind of management. On top of all this, the added pressure of media channels, social media and individuals sharing incidents and experiences online made it all the worse for hospitals to do their job in peace.
Through this entire experience of running a hospital in the age of Covid19, we have curated the best ways to manage a crisis:
- Staying abreast with the Government’s changing guidelines or any other government-affiliated body which is giving out the instructions.
- Maintaining proper humongous data about the patients like the number of positive cases, clinical manifestations, recovered patients and death in an organised manner.
- Using the medical equipment and medical kits rationally in case of shortage.
- Building the directory to keep information about the patient’s health accessible to his guardian and family at all times to prevent unnecessary crowding at the hospital.
- Calculating the surge capacity so that the medical service can be extended beyond the normal capacity so that hospitals can attend those in need with caution.
- Creating protocols for patient flows so that the staff is aware of all the guidelines for patient management.
- Managing the supplies, pharmacy supplies etc. so that there is never a shortage.
- Maintaining all laboratory services for clinical management of all kinds of patients.
Prolonged outbreaks like Covid19 can lead to the spread of the virus rapidly. This sudden spike in the number of people infected leads to an increased demand for hospitals that can overwhelm the health system at large.
Prompt action on the part of hospitals, doctors, staff, and the regulatory bodies is important to contain the further spread of the prevailing virus or disease.