Crafting Healthcare Communications Strategies in the Face of Constant Change

In the ever-changing world of healthcare today, it can seem like chaos is the one constant, creating new challenges for communicators and marketers to navigate. Policy is shifting faster than reporters can type. Critical public health data is disappearing from federal websites. AI is rewriting the rules of engagement. Misinformation is rampant. Newsrooms are shrinking.  

Operating in this state of continuous change isn’t a temporary hurdle that will soon pass. When it comes to developing and delivering effective marketing and communications campaigns to support business priorities, healthcare organizations can't afford to rely on the same old playbook. To drive awareness, build trust, and move audiences, marketers and communicators must be nimble, responsive, and ready to pivot.  

Let’s break down what is happening and what to do about it:

Media Landscape in Flux: A Pew Research Center study indicated that U.S. newsroom employment has declined 26% since 2008, with health reporting among the hardest hit. Journalists are expected to cover more beats with fewer resources while contending with an avalanche of healthcare organizations vying to get their stories out about scientific papers and discoveries, technological advancements, therapeutic innovations, and other industry news.  

Meanwhile, the new administration’s abrupt policy and regulatory shifts are creating a rapid-fire news cycle. Reporters are working overtime to make sense of these complex, fast-moving policy changes, often without the benefit of clear, trustworthy data.  

In this environment, healthcare organizations have a critical opportunity and responsibility to step up as trusted partners to the media. They can cut through the noise by offering clear, well-sourced information, simplifying complex developments, and connecting journalists with credible experts.

Disappearance and Suppression of Data: Even before the new administration took office, industry watchdogs have been raising alarms about the removal of public health data from federal websites. The CDC, for example, quietly removed key COVID-19 metrics from public dashboards in 2023 as emergency declarations expired. More recently, information and data about LGBTQ+ health, gender-affirming care, reproductive health, and vaccine safety have been removed from some federal sites, as well as restricted in some states due to political pressure.

Without access to authoritative, trusted, evidence-based data, journalists risk telling incomplete stories or being unable to verify facts. Earlier this year, the Association of Health Care Journalists issued an open letter to the HHS and CDC to protest the removal of public health information from the CDC website, requesting the omitted content be restored and that the agency not take down other content with critical health data.

With access to vital public health information at risk, healthcare companies can further establish themselves as trusted sources for the media and the public by sharing timely, accurate, and evidence-based content.  

Fact vs. Fiction on Social Channels: Social media platforms, which have proved to be some of our most powerful tools for sharing healthcare information and news, are also one of the biggest conduits of misinformation. X (formerly Twitter) disbanded its Trust and Safety Council, the advisory group formed in 2016 to combat hate speech, self-harm, and other issues on the platform. The platform’s Community Notes feature, to address misleading post content, has been criticized for misinformation, inconsistency, and manipulation. Meta has also followed suit, replacing fact-checkers with user-generated content moderation. All this fuels an environment where misinformation can run rampant.  

Within the social ecosystem where discerning what’s true or false can be tricky for even the most informed and best-intentioned individuals, and where inaccurate – and often dangerous – information can easily go viral, healthcare organizations have an opportunity to be a beacon of truth. By correcting misleading information, publishing data-backed content, and engaging in community conversations, healthcare communicators can play a critical role.

Reframing the DEI Conversation: While the industry has been vocal in affirming that diversity in, access to, and equity across healthcare remain priorities, the framing of DEI commitments has shifted. Political polarization has led some organizations to tread carefully or abandon DEI initiatives.  

But rather than backtracking, the industry can push their agenda forward with a more pragmatic approach, connecting programs to organizational values, business outcomes, patient impact and relevance within today’s news cycle. When done right, telling stories about equity, inclusion and access remain a valuable way to reinforce credibility and leadership.

So, how can healthcare marketers and communicators navigate this increasingly complex and volatile environment?  

1. Build Flexibility into Marketing and Communications Plans: Long gone are the days of set-it-and-forget-it campaigns. Communication strategies today must be able to flex as needed. That means scenario planning, real-time monitoring and a rapid response framework. Communicators must be prepared to pivot messaging, approaches, and channels based on what’s making headlines – whether it’s a regulatory update, a public health emergency, or a cultural moment.

2. Invest in Issues Management and Crisis Preparedness: Preparation is not optional in a world where a brand can be “cancelled” at the drop of a hat or where one misstep can tank a stock price. Now is the time for healthcare organizations to refresh issues and crisis playbooks, update response protocols, develop anticipated messaging, coach spokespeople and conduct tabletop drills. Today, the speed of response is just as important as the response itself, so readiness to react is a vital part of any effective communications plan.

3. Tell Stories that Educate and Inspire: Some of the most powerful stories healthcare companies can tell today are about the people and patients they serve. Human-interest stories continue to break through, and the most impactful narratives balance data with humanity, bridging technical innovation with personal impact. Finding the human angle and benefit of a product launch, AI integration, or health equity effort help a story resonate and be remembered.  

4. Work in Partnership with Journalists: Acknowledge and understand the constraints health reporters face and engage accordingly. Being a reliable source of vetted data, providing credentialed subject-matter experts, and offering timely content are critical to building and maintaining strong media relationships.

5. Combat Misinformation with Speed and Substance: Don’t wait for inaccurate or misleading information to go viral. Monitor conversations, correct inaccuracies quickly, and produce ownable content to course-correct and get ahead of the narrative.  

6. Make Channels Work Harder, Together: With consumers getting their news and information from various channels and sources today, earned-only communications strategies are likely to miss the mark. An integrated approach across paid, earned, shared, and owned remains a best practice in getting the right messages in front of stakeholders at the right times.  

In today’s volatile landscape, healthcare organizations can’t control everything, but they can control how they show up and contribute to the conversation. Being prepared and nimble is crucial in doing just that. Especially in times of disruption, organizations that spend the most or are the loudest are not necessarily the ones that will come out on top. The real winners will be those that are strategic and quick to adapt.

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