Negative publicity can quickly erode public trust in any business, but the risk is exponentially higher for companies in the healthcare industry. People view their health and safety as highly personal and emotional issues, and given how quickly social media and 24/7 news cycles can amplify harmful coverage, it's important to share online. Even small mistakes or misunderstandings made can result in major reputational problems for a healthcare organization.
When consumers begin to question their trust in companies in the healthcare sector, restoring it can be a slow and difficult process. Below, members of the Forbes Agency Council discuss how healthcare companies can maintain or restore consumer trust when negative publicity threatens their hard-earned reputation. Share your insights.
1. Promptly assume responsibility
In the healthcare industry, and indeed in any industry, it is always best to provide accountability and transparency, regardless of the issue that has caused the negative publicity. The Health Insurance Portability and Accountability Act can make this difficult at times in the medical field, but responsiveness and prompt communication always maintain trust and demonstrate a willingness to resolve negative outcomes. Helpful. – Bahram Moshrefnoory, Rizer Technology Solutions
2. Put your commitment to innovation into practice
In a complex and highly regulated field like healthcare, the best defense against negative publicity is a commitment to innovation and continuous improvement (and communicating through messaging). Innovation requires change, and change requires mistakes. We forgive those who seek progress and strive to improve things when they fail, but we do not forgive those who cling to the status quo. Complacency is not allowed. – Shanna Apitz, Hunt Adkins
3. Maintain a strong company culture
Maintaining a strong company culture is essential, and people trust authentic organizations that are driven by core values. When these values consistently guide your actions, a positive image will naturally develop over time. Focus on demonstrating the positive impact you make, highlighting the value you bring to the community, and strengthening trust through authentic contributions. – Dean Ben Zor, Mighty Apes
4. Lead by example and lead through action.
Every challenge is an opportunity for innovation. When you receive negative press, don't just react, take initiative. Start by being transparent about the issue and quickly demonstrate how you are improving patient care with tangible improvements. In medicine, trust is earned through action. Show your commitment to better results and turn adversity into an opportunity to lead by example. – Solomon Timothy, OneIMS
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5. Reach out to your patients
When negative publicity arises, we encourage our healthcare customers to view it as an opportunity. We recommend reaching out to patients to understand the root cause of the problem, rather than just reacting. By addressing concerns directly, clients can begin to restore service, demonstrate a commitment to patient care, and prevent similar feedback in the future. – Ajay Prasad, GMR Web Team
6. Take responsibility and provide facts
The main way to deal with negative publicity in the healthcare industry is to take responsibility and provide transparent facts that explain the logic behind the issue. Whether it's a team member's mistake or a process issue, discuss it and detail the corrective actions being taken to re-establish trust and accountability. – Sanju Ganglani, gang&lani media
7. Recognize the problem
Consumer trust is at an all-time low and 24/7 media needs stories. Don't try to avoid difficult questions and give them even bigger problems. If you have a problem, admit it and fix it. If you think that things will go away if you don't say anything, things won't go well. Nowadays, not saying anything becomes a story. – Dean Seddon, Maverick
8. Be HIPAA compliant
When negative publicity concerns the patient experience, such as Google reviews, it is essential to respond in a HIPAA compliant manner. Recognize concerns and focus on improving patient care without sharing personal information. To rebuild trust, use social media to highlight ongoing efforts, share positive patient stories (with consent), and ensure transparency and respect for privacy. – Christy Saia-Owenby, MOXY Company
9. Explain how you will address the concern.
Healthcare organizations can maintain public trust by leading with empathy and transparency. First, acknowledge people's concerns, even if you strongly disagree. Ignoring them will only make the problem worse. Then be transparent about what you did or didn't do, what you'll do to fix it, and how you'll improve going forward. – Dennis Consort, Consort Marketing
10. Weave trust into the fabric of your organization
Trust in health care is not built during a crisis. It is established through a consistent patient-first approach across all departments and interactions. When trust is woven into the fabric of an organization, patients are less likely to react negatively to individual issues and can focus on care rather than damage control. – Isadora Marlowe Morgan, Isadora Agency
11. Develop a problem management program
Healthcare organizations must develop highly detailed problem management programs. This program should include everything from identifying and preparing for the three to five problems that are most likely to occur, to conducting a forensic analysis of program performance after the problems subside. – Tim Johnson, UPRAISE Marketing + Public Relations, Inc.
12. Focus on transparency
Healthcare leaders often seek to minimize, deflect, or distract from the challenges posed by delivering the patient experience. Some organizations downplay unity, connection, and efficiency under a brand for fear that bad behavior will “taint” the brand. Instead, acknowledge it, address the problem directly, and tell people inside and outside your company what you plan to do about it. – Justin Wartell, Monigle
