// By Ross K. Goldberg //
It has been said that all motion is relative. If that is indeed true, then it’s entirely possible to go backward by simply standing still if the world around you is changing.
Over the past half-dozen years, those entrusted with health care communications have pushed forward by focusing a good deal of energy on creative new ways to communicate with a digitally minded, increasingly mobile, and highly demanding consumer. But focusing so much consideration on the medium has turned the message into an ignored orphan needing its share of attention, as well.
Getting Into the Game
Too often we submit to the temptation of continuing to communicate the same comfortable messages we have for years. And when we do dare to venture into uncharted territory, we find ourselves focused on issues meaningful to us but of relative unimportance to the average consumer. This can’t continue much longer—nor should it. Increasingly, consumers will demand answers to tough questions that matter to them, and hospitals can no longer sit on the sidelines.
Five Ways to Lead the Charge Moving Forward
Taking the lead in this new era of transparent communications will take moral courage—a rarer commodity than bravery in battle—as many of the issues health care PR folks aren’t talking about are uncomfortable to tackle. But tackle them we must, as proactively doing so provides a window into the character of an organization.
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