RESPONDING TO COVID-19
Lake Regional Health System cares more than expected. As COVID-19 cases and concerns began to confront the 116-bed facility, the provider’s bedside manner suddenly needed to stretch beyond their walls and throughout the community.
Without hesitation (or a full understanding of what the next three months might bring), we helped Lake Regional assemble a multi-point communication strategy. We decided quickly that the “Our Commitment Runs Deep” campaign would point in a new direction—our commitment to get through a pandemic.
THE CAMPAIGN TOOK ON NEW MEANING
With the world changing every twenty four hours, we knew we needed to adapt and reassure. Going quiet was not an option. And deadlines were irrelevant.
So we began with crisis communication, including open letters to the community, updates on cases and reassurance that the Lake Regional was prepared.
WE LAUNCHED MESSAGES FROM THE FRONT LINES
It’s one thing to talk about preparation. It’s another to show it in action, in the words of the heroes donning and doffing personal protective equipment over the course of twelve-hour shifts.
We started with the perspective of the nurses who were adapting to new protocols and seeing patients. Eventually, we spoke with patients, family members and Lake Regional staff who helped the system innovate to conserve PPE.
We quickly coordinated remote recordings via Zoom and developed a structure that allowed us to create content while building and optimizing the plan to share it.
COMMITMENT WAS REINFORCED
OVER 3 MONTHS OF CAMPAIGN ACTIVITY, LAKE REGIONAL PAGE RECOMMENDATIONS INCREASED BY 20%.
Through targeted social media, organic efforts, PR and a new email campaign, we were able to help Lake Regional provide leadership, build trust and garner support through a public health emergency.