Maintaining Hospitals’ Reputation During a Pandemic
PRINDONESIA.CO |
Tuesday,
July 07, 2020
Hospitals must have a value preposition.
Doc. Special
The pandemic has provided many new things for hospitals. There has been a shift in community behavior in accessing health services and with the business model as well. What does PR have to do?
JAKARTA, PRINDONESIA.CO – Outpatient and inpatient visits decreased sharply by more than 50 percent during the pandemic. One of the factors is because of negative stigmatization towards positive Covid-19 patients, medical personnel, and the hospital business.
Even so, there is a new phenomenon. Access to health services via telemedicine or long-distance medical telecommunications application services has increased significantly during the pandemic. From the initial 4 million downloads, it has jumped to 15 million downloads with a total of 320 thousand user patients.
This fact was revealed in a virtual discussion titled "The New Business Model for Hospital: Branding Strategy During a Pandemic" held by the Association of Indonesian Hospitals (PERSI) on Friday (1/5/2020).
According to Anjari Umarjianto, the Chairperson of the PR and Marketing Compartment of PERSI, the pandemic changes consumer/patient behavior in choosing health services. People are now getting used to doing more activities at home. "Seeing these conditions, there need to be new tactics so that the hospital business can continue to run," said the man who since mid-May received a new mandate as Head of Law, Organization and Public Relations Department at Dharmais Cancer Hospital.
Core Value
Anjari's statement was agreed by Silih Agung Wasesa, a Commercial Brand Consultant. According to him, all lines of business, including hospitals, were forced to pivot or develop business by changing their business model. Especially during the pandemic, the hospital became one of the places most people avoided.
So that hospital can maintain business continuity, Silih emphasized the importance of each brand being included in their core values. The first step that must be taken is to form a business pivot task force team in charge of selecting any services/products that are considered profitable and unprofitable during the Covid-19 pandemic. For example, the rapid test service.
Second, scale up or cross-selling services. When hospital pharmacies generally only carry out the function of drug distribution, try to be more proactive by offering the advantages of drugs that can increase immunity. With a note, the approach method is soft selling. One of them is through social media.
Make a third effort related to medical services outside of Covid-19. The trick is to collaborate with hotels or malls to take advantage of the facilities they have as specialist service places. "When people are afraid to go to the hospital, do the hospital service at the hotel," he said giving an example. "The advantage of the hospital compared to other brands, the hospital has a good reputation with strong doctor legitimacy," he said.
This value proposition is an advantage that can be used by hospitals during the Covid-19 pandemic. These advantages must always be displayed in every content created by public relations. “The hospital now has the highest legitimacy when there is a pandemic. It means, whatever is conveyed by the health group, the public will definitely believe it," he concluded. (ais)
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The pandemic has provided many new things for hospitals. There has been a shift in community behavior in accessing health services and with the business model as well. What does PR have to do?
JAKARTA, PRINDONESIA.CO – Outpatient and inpatient visits decreased sharply by more than 50 percent during the pandemic. One of the factors is because of negative stigmatization towards positive Covid-19 patients, medical personnel, and the hospital business.
Even so, there is a new phenomenon. Access to health services via telemedicine or long-distance medical telecommunications application services has increased significantly during the pandemic. From the initial 4 million downloads, it has jumped to 15 million downloads with a total of 320 thousand user patients.
This fact was revealed in a virtual discussion titled "The New Business Model for Hospital: Branding Strategy During a Pandemic" held by the Association of Indonesian Hospitals (PERSI) on Friday (1/5/2020).
According to Anjari Umarjianto, the Chairperson of the PR and Marketing Compartment of PERSI, the pandemic changes consumer/patient behavior in choosing health services. People are now getting used to doing more activities at home. "Seeing these conditions, there need to be new tactics so that the hospital business can continue to run," said the man who since mid-May received a new mandate as Head of Law, Organization and Public Relations Department at Dharmais Cancer Hospital.
Core Value
Anjari's statement was agreed by Silih Agung Wasesa, a Commercial Brand Consultant. According to him, all lines of business, including hospitals, were forced to pivot or develop business by changing their business model. Especially during the pandemic, the hospital became one of the places most people avoided.
So that hospital can maintain business continuity, Silih emphasized the importance of each brand being included in their core values. The first step that must be taken is to form a business pivot task force team in charge of selecting any services/products that are considered profitable and unprofitable during the Covid-19 pandemic. For example, the rapid test service.
Second, scale up or cross-selling services. When hospital pharmacies generally only carry out the function of drug distribution, try to be more proactive by offering the advantages of drugs that can increase immunity. With a note, the approach method is soft selling. One of them is through social media.
Make a third effort related to medical services outside of Covid-19. The trick is to collaborate with hotels or malls to take advantage of the facilities they have as specialist service places. "When people are afraid to go to the hospital, do the hospital service at the hotel," he said giving an example. "The advantage of the hospital compared to other brands, the hospital has a good reputation with strong doctor legitimacy," he said.
This value proposition is an advantage that can be used by hospitals during the Covid-19 pandemic. These advantages must always be displayed in every content created by public relations. “The hospital now has the highest legitimacy when there is a pandemic. It means, whatever is conveyed by the health group, the public will definitely believe it," he concluded. (ais)