How hospitals can craft compelling, relevant content amid COVID-19 turmoil

Take notes from these shining examples of engaging storytelling.

Crafting better hospital content

Hospital communicators: COVID-19 is your chance to shine.

During this season of uncertainty, it’s crucial to tell your hospital’s story, communicate relevant, timely information to staffers, and reassure the public that your team is there for them during this crisis.

There are so many examples of hospitals across the country that are doing just that. Here are a few that stood out:

  • Must-read blogs from Indiana University Health: Take a look at this title: “Intensive care nurse: ‘I failed in my attempt not to cry.’” Now is the time to tell emotion-packed stories of how your heroic frontline workers are dealing with this crisis. Your audience will appreciate reading firsthand, personal accounts of what’s happening inside your hospital.
  • Family-friendly video chats with Michigan Medicine: They’ve launched a weekly video series called “Thrive With Your Family,” covering the stressors, concerns and difficulties that families are facing under quarantine. What a great way to continue to check-in with your audience and to let them know you care about their well-being.
  • A free COVID-19 risk assessment by Atrium Health: The hospital’s offering this handy health tool on its homepage, along with a trove of bilingual COVID-19 resources.
  • Learn about COVID-19 via Piedmont Healthcare’s chatbot: When you click on Piedmont’s chatbot, “Coronavirus information” and “COVID-19 Risk Assessment” automatically pop up. It’s an easy way to help people find the information they are looking for.

Do you see any trends here? Regardless of what’s happening in the world, it pays to prioritize content that’s helpful, relevant, timely and full of emotion.

A version of this post first ran on Jessica Levco’s blog.

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