Who knew that healthcare could be so interesting? In just a few short months healthcare has become the new buzzword with everyone from the media, government, employers, the industry, community organizations, kids and seniors all talking about affordable, accessible healthcare. Spring 2009 will be an interesting ride as hospitals, health plans, physicians and drug companies set forth their agenda and strategies for sitting at the table with policy decision makers.
There are many healthcare organizations praising the economic stimulus bill, which includes at least $150 billion for healthcare. But let’s not get too excited just yet. President Obama just announced a budget that creates a 10-year, $634 billion ‘reserve fund’ that partially pays for a vast expansion of the U.S. healthcare system.
Where’s the money? The funding will come from trimming tax breaks for families with incomes above $250,000 and tightening payments to insurers, hospitals and physicians.
What do we do now? Senior executives need to be mandating that their communications and public advocacy departments collaborate now more than ever before. Obama’s interest in healthcare policy will fuel media interest and organizations need to get in front of the new administration and legislators to establish relationships with them.
The partnership between communications and public affairs will require a strategy that not only positions organizations, but defines them as well. The health care reform debate will require healthcare organizations to take an active role in finding innovative ways to engage key stakeholders and encourage them to get involved.
Below are a few things to consider before your company or organization develops its action plan:
- The key to success in today’s world is honest talk across all audiences in everyday communication. The organization that stands by its culture, business models and core values and makes sure that its internal and external communications are entirely honest, genuine and transparent will be the trusted partner.
- Really consider social media such as blogs, text messaging and mobile networking that provide a forum to communicate facts and share opinions on many of the issues in healthcare policy. Realizing that it must be used responsibly, in compliance and for the benefit of the public.
- Encourage key stakeholders to get involved not just by writing a letter, but by asking hard questions, spreading the word, and providing feedback.
- Consider partnerships and collaborations with advocacy organizations that may help your company tell the facts and story in a stronger way.
- Knowledge sharing can provide an effective way to not be seen as just an insurer, hospital or physician but as an organization that is leading the healthcare conversation.
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