Search SOLUTIONS CASE STUDIES INSIGHTS WORKING WITH US LET’S TALK COVID RECOVERY: FREE ED VOLUME RECOVERY BLUEPRINT >> Home / Solutions / Case Studies / Catholic Health Initiatives (CHI) Overcoming Fears From COVID Situation Across the US, fear of exposure to COVID-19 kept many people from seeking necessary medical care at their local EDs or urgent care centers. Delaying care led to serious complications and worse outcomes for many patients. CHI Southeast Division, a four-health system division of CommonSpirit Health, knew these delays in seeking care were causing unacceptable harm to their communities. It was also greatly reducing revenue as ED volumes were down by nearly 50% in some locations. CHI had to convince a wary public it was safe to access their vital services. Solution Fear can be a powerful force; simply claiming to be safe would not allay these fears. We had to pay off the trust each health system had in their own community with specific and credible information about all that CHI was doing to keep patients safe. However, with four health systems participating in the campaign, we had four different sets of safety protocols. Compromising credibility was not an option. Instead, we created a system for communicating each health system’s specific safety protocols within a single campaign. It was also important to educate consumers about when to seek care in the appropriate facility. Serious conditions requiring an ED had to be spelled out versus conditions that can be safely treated in urgent care. Finally, tone was critical. In the midst of a pandemic, realism and optimism had to be carefully balanced. The pandemic is scary but we had to allow people to feel it is safe to seek care when needed. We balanced serious imagery with copy and music that was reassuring and comforting. Results While the campaign is just beginning to run, our clients are confident they have creative that will leverage the trust in their brand to break through the barrier of fear. They believe they will persuade consumers it is safe to access their healthcare facilities. RELATED SERVICES Brand Positioning Population Health Initiative Service Line Campaigns Crisis Communications Pandemic Messaging THE ED BLUEPRINT TO REVENUE RECOVERY. Learn from your peers to uncover the TOP 5 steps to overcome patients' hesitancy and rebuild volume. Email* ARE YOU MAKING THE RIGHT PROMISE? LET'S TALK RELATED READING Solving a Staffing Shortage Expanding Access #BeMyHero ABOUT US Franklin Street is a brand innovation firm. We help healthcare organizations create better reasons for people to choose their products and services. To accomplish this, we help align their organization around a meaningful brand promise–one that establishes marketplace differentiation, inspires consumer trust, and builds an employee culture that delivers unique patient experiences. 800.644.8555 | hello@franklinstreet.com 9700 Farrar Court, Richmond, VA 23236 BRAND STRATEGY Brand Platform and Positioning Brand Architecture Brand Campaigns Brand Valuation Service Line Strategy and Campaigns Capital Campaigns Mission, Vision, Values Market Research Naming BRAND EXPERIENCE Employee Campaigns Readiness Assessments Website and Social Media Audits Brand Rollout Workshops Internal Research Signage and Wayfinding CREATIVE EXECUTION Digital Campaigns Broadcast Television Video Print Out of Home Social Media Campaigns Logo and Identity Design Design Systems ©2021 Franklin Street | Privacy Policy | Terms of Service