Providing Certainty in Uncertain Times with Effective Healthcare Communications

The importance of personalized communications to customers and employees.

Young woman sit on couch at home have video call with doctor use wireless internet connection.

Communication with customers and employees has always been important, but as we all adapt to new ways of living and working, delivery of timely and personalized messages has never been more critical.

No where is this more true than in the healthcare space — especially at a time when people are increasingly worried about their own health and the well being of their loved ones. So, what’s the key to effective communication in healthcare? Below, we deep dive into some best practices.

Communicate early and often

According to the latest Edelmen Trust Barometer Special Report on COVID-19, consumers believe their employers are the most trusted source of credible information, followed closely by healthcare organizations, outdistancing both the government and the media.

As a healthcare company it is your responsibility to provide your customers and employees with accurate, clear, concise, timely, and targeted communications that cover the topics that interest them—local and regional updates on the impact of the virus, changes in policies and procedures, and special offers and programs designed to help them cope with the changes going on around them. Justifying the trust in you with credible and timely information will reap rewards long after the crisis has passed.

Know your audiences

Research by Adobe found that consumers expect responsive, convenient and digitally-enabled healthcare experiences. In fact, nearly 60% say they would ditch providers, as an example, if offered an experience that includes faster appointments, online booking or remote/video appointments.

Digital tools allow healthcare organizations to provide the right messaging to the right audience via the right channel, ensuring that they’re each getting the reliable information they expect, where and when they want it. Use your customer and employee data to define audience segments, identify preferred channels, and deliver personalized, relevant content.

“Consumers are looking for more choice, better engagement through the channels they prefer, and healthcare experiences tailored to their individual needs,” according to As his Kaura, partner, Booz & Company.

Go digital

Digital transformation was an important effort for healthcare companies before COVID-19, and now it’s critical. According to Forbes, companies able to use technology to respond quickly, change their business models, and deliver information to customers, will be way ahead of their competition both during and after the crisis. However, not all your employees or customers are comfortable interacting in a primarily digital way—for many healthcare companies, a significant number of their customers are non-digital users. And it can be intimidating to learn how to engage online during stressful times like this.

Now is the time to increase digital adoption through personalized educational content, tutorials and user guides. Raising comfort levels now can pay huge dividends later. In fact, research shows that digital experience-loving healthcare firms can expect to see a rise in stock prices and are 1.7 times more likely to extend customer lifetime value — all while improving ROI. Additionally, digital transformation doesn’t just improve customer experiences, it can also increase employee productivity.

Build community

We are all in this together — as a nation, as a city, as a neighborhood. Reach out to your employees and customers and help provide them with a sense of community that they can’t currently get through going to work or visiting your facility.

Additionally, consider turning employees and customers into influencers online by arming them with content to share, experiences and best practices for physical and mental wellbeing, and keeping customers engaged and connected. Additionally, consider expanding your social media strategy using video, virtual events and townhalls to connect with employees and customers, both separately and all at once. Show how each person can be part of the solution by following guidelines (aka social distancing), and even by finding additional ways to help groups or people in need. And when the crisis passes, your employees and customers will remember that you were there for them.

Connect with your peers in the Experience League Community

Right now, every healthcare organization is under pressure to openly communicate with and guide their customers and employees. This is compounded by the need to reorient, change business models, and maintain operations. We understand this well at Adobe, as we face these challenges alongside you. We’re all in this together and we can help you cover your bases so you can remain flexible and adaptable. The Adobe Experience League, free to join, has useful resources. Learn more.

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