Healthcare Public Relations Strategies

For years, healthcare leaders argued that greater price transparency would transform healthcare markets. Today, we have more pricing information than ever before. The question is no longer whether prices should be transparent. The question is: what do we do with the information? I was pleased to co-author this article in AJMC - The American Journal of Managed Care examining the next phase of price transparency innovation in Medicare Advantage. The first generation of transparency efforts focused on making prices visible. The next generation must focus on making prices useful. Patients don’t want spreadsheets of negotiated rates. They want answers to practical questions: • Where should I receive care? • What will it cost me? • Is the higher-priced option actually better? • How can I get the best value? The organizations that succeed will be those that combine transparency with navigation, quality measurement, incentives, and thoughtful benefit design. Transparency is an important first step. But transparency alone does not improve affordability, quality, or outcomes. Action does. I’m grateful to my co-author Pooja Chandrashekar, MD, MBA for helping advance this important conversation about how we can make healthcare more affordable and easier to navigate for the people we serve. https://lnkd.in/eycwsJHN

What makes stories so powerful? Anthropologists tell us that storytelling is common to all cultures and plays an important role in entertainment, education, preserving culture and instilling moral values. Stories help us make sense of the world around us. In its simplest form, a story is a connected series of events and is fundamentally different from a simple declaration. For example, “these berries are dangerous to eat” is a declaration of a fact about the world. In contrast, “My friend tried those berries and then got very sick and died painfully, leaving a wife and four children. Don’t eat these berries!” is a simple narrative conveying essentially the same basic information. What differs between them is that the story takes the listener on a journey, structuring information and making it easy to remember. My favourite example of this comes from the US. In 2007, the Center for Disease Control noted that accidental overdoses of pain killers (i.e. opioids) had reached epidemic levels. As a result, the American College of Emergency Physicians published new guidelines for physicians prescribing them to patients in Emergency Departments. Their aim was to provide a safer practice for managing pain. The issue they faced, though, was how to best convey this new information to practicing physicians? One answer was to embed the information in a story. At a one-day educational conference for emergency room doctors, physicians were randomly assigned to receive the information either as a 1-page story or as a 1-page factual summary. The narrative version told the story of moustachioed middle-aged man named Frank who arrived in the emergency department complaining of back ache. The attending doctor failed to check the prescription drug monitoring program and prescribed Percocet (an opioid drug) for the pain, sending him home with a prescription for more. Only afterwards does the doctor remember to check on Frank’s prescription history and discovers this was Frank’s fourth emergency visit in three months, each time leaving with a fresh Percocet prescription. In contrast, the summary presents a clear (but dry) list of steps the doctor should follow before prescribing opioids for back pain. Regardless of the format, the basic content was identical and consisted of the main themes of the new guidelines. At the end of the conference, each physician was asked to list as much information from the new guidelines as they remembered. On average, those who read the story remembered 50% more information than those who read the summary. What’s remarkable about this is that all of the participants were highly trained medical professionals with a vested interest in using the new guidelines to improve patient care. And even so, they still benefited enormously from having the information presented in story form. What’s a memorable story that changed how you understood a complex issue? Share below!

“Another Boeing plane has crashed…” That headline didn’t just inform the world. It shook it. Airlines grounded fleets. Passengers canceled bookings. Families waited in grief. And in those painful moments, everyone turned to Boeing — waiting for reassurance, compassion, and clarity. But what they received instead was silence, technical statements, and corporate coldness. ⸻ 💬 The Dialogue That Never Happened Imagine if Boeing’s CEO had stood before the world and said: 👉 “We are devastated by this tragedy. Our deepest condolences go to the families who lost their loved ones. We take full responsibility to uncover the truth, fix it, and make sure this never happens again. Every passenger’s life matters. We will not rest until trust is restored.” Instead, the company issued vague technical explanations about “software updates” and “pilot procedures.” The difference? One statement speaks to the heart. The other hides behind jargon. 📉 The Fallout of Silence Boeing didn’t just lose billions in market value. They lost something far more precious: trust. • Passengers felt unsafe. • Governments demanded groundings. • Airlines questioned contracts. • Employees lost pride. A global brand that once symbolized safety became a symbol of fear. And the leadership lesson? 👉 In crisis, your communication is your reputation. ⸻ When tragedy strikes, the human brain looks for three things immediately: 1. Reassurance (Pathos): “Do you see my pain? Do you care?” 2. Clarity (Logos): “What exactly happened? Am I safe?” 3. Responsibility (Ethos): “Can I trust you to fix this?” ⸻ Here’s a 3-step Crisis Communication Framework every CEO must remember: 1. Acknowledge Emotion (Pathos): • Show empathy immediately. • Example: “We are heartbroken by this tragedy. Lives were lost. Families are grieving.” 2. Share Facts Clearly (Logos): • State what you know, what you don’t know, and what you’re investigating. • Example: “The incident involves [details]. Investigations are ongoing. Safety checks are underway globally.” 3. Commit to Responsibility (Ethos): • Show accountability and promise change. • Example: “We take full responsibility. Here’s how we are fixing it: [specific steps].” ⸻ ✅ Do’s & ❌ Don’ts of Crisis Communication ✅ Do’s • Respond quickly. Speed signals responsibility. • Lead with humanity. Speak to emotions first, facts second. • Be transparent. Say what you know and admit what you don’t. • Take responsibility. Even partial acknowledgment builds trust. • Be consistent. Updates must be regular, not one-time. ❌ Don’ts • Stay silent. Silence is filled with rumors. • Use jargon. “Software anomaly” means nothing to grieving families. • Deflect blame. Saying “pilot error” erodes credibility. • Downplay loss. Even one life lost must be honored. • Overpromise. “It will never happen again” sounds hollow if unproven. ⸻ 💡 The Bigger Leadership Lesson Crisis doesn’t just test your company. It tests your character.

Turn Your Stories into Powerful Experiences Do you want to make your stories more impactful? It’s simple: lead with value. When you do, your stories become more than just tales—they become meaningful experiences that resonate and inspire action. Here’s how: Start with Purpose 🎯 Every story should have a purpose. Make sure it aligns with what your audience cares about. Example: “I’m sharing this because it taught me a crucial lesson about resilience that might help you during tough times.” Focus on Takeaways 📚 Share the lessons you’ve learned and how they can benefit your audience. Example: “After multiple rejections, I learned persistence pays off. Each ‘no’ brings you closer to a ‘yes.’” Make It Relatable 🌍 Connect by sharing experiences that resonate with your audience. Example: “I used to be terrified of making mistakes. But everyone feels that way at some point—it’s how we grow.” Offer Practical Advice 🛠️ Give your audience something they can use right away. Example: “When overwhelmed by a big task, break it into smaller, manageable pieces. It works!” Encourage Reflection 🤔 Prompt your audience to think about their own experiences and growth. Example: “How have you challenged yourself recently? What did you learn?” Connect to Big Ideas 🌐 Relate your story to universal themes like resilience or leadership. Example: “Leadership is about guiding others through uncertainty—something I learned firsthand.” End with Action 🌟 Inspire your audience to take action based on your story. Example: “Conquer your fears by facing them head-on. Start today—it’s worth it.” Lead with value; your stories will do more than engage—they’ll empower. --- Hi, I’m Anna Ong, an ex-banker turned storyteller. I'm the creator and host of What's Your Story Slam, a show where people share powerful personal stories. Imagine stand-up comedy but with stories instead of jokes. Want to bring storytelling magic to your life or organisation? DM me, and let's chat!

Under the microscope, tissues and cells look complex and beautiful. But without context, their story can be hard to follow, much like the science behind them. That’s why I’m so passionate about accessible science communication. In biotech and life sciences, breakthroughs like gene editing and cell therapies are extraordinary. But if they’re hidden behind technical language, we miss the chance to inspire, build trust, and show their real-world impact. At Thermo Fisher Scientific, I’ve seen how storytelling can unlock that understanding. We tell stories about the researchers, patients and innovators behind science to bring discoveries to life, use formats like podcasting to make complex topics approachable to spark curiosity beyond the lab, and social media to turn small scientific details into moments of wonder for a broad audience. The communicator’s role is to help people see both the beauty and the meaning behind the work so that people can feel connected to it. The most successful science communicators are shifting their focus from complexity to clarity. 💡 They translate research into stories that resonate with non-scientists. 💡 They highlight the why behind innovation, not just the how. 💡 They use plain language without sacrificing scientific accuracy. When we make science more accessible, we don’t dilute it. We amplify it. And in doing so, we bring more people into the conversation, which is where real impact begins.

I teach healthcare finance to university students. When I ask them to guess a major health system's annual revenue, they say "$5 million." The reality? Tens of billions. They're off by factors of hundreds. If educated students can't grasp healthcare's financial scale, imagine how confused patients are. Healthcare is the only industry in which you have no idea what you're getting, what it costs, or what you'll pay. Gallbladder surgery: Intended to be laparscopic, but may be converted intra-operatively to open surgery if the need arises. Hospital charges $15,000. Insurance pays $5,000. Patient responsibility? Unknown until weeks later. Try buying anything else this way. Imagine ordering dinner without knowing if you're getting soup or steak, whether it costs $20 or $200, and finding out your portion of the bill three months later. Medical debt is the leading cause of bankruptcy in America. This opacity isn't just confusing - it's financially-devastating. The solution? AI can predict costs in real-time. Older ER patient with chest pain? AI knows 40% get admitted to the hospital or an observation unit, average 3-day stay, typical procedures, and can estimate: "$20,000 total, insurance covers $19,000, you pay $1,000." Transparency won't solve healthcare's costs, but it will help patients make informed decisions about their care and financial future. When patients understand the business of healthcare, everyone benefits.

New PBGH data sends a clear message from America’s largest employers: the healthcare affordability crisis is accelerating and the status quo isn’t working. According to the Purchaser Business Group on Health (PBGH), jumbo employers cite affordability as their top healthcare challenge, followed closely by data analytics & transparency and growing interest in advanced primary care. These findings reflect feedback from more than two dozen of the nation’s largest employers and the urgency is unmistakable. As PBGH President & CEO Elizabeth Mitchell notes, employers are taking a far more proactive stance because escalating costs, opaque pricing, and misaligned incentives are not being addressed by the industry. Employers simply can’t keep writing blank checks in a system where prices rise faster than value, outcomes don’t improve, and accountability is elusive. What’s driving this shift? 🟢 Runaway cost increases that hit both the employer’s bottom line and employees’ paychecks. 🟢 Heightened fiduciary responsibilities, requiring employers to better understand what they’re spending and what they’re getting in return. 🟢 Persistent lack of data access and transparency, especially in pharmacy and PBM relationships. It’s no surprise employers are increasingly open to new PBM and TPA models, seeking partners that deliver clarity, value, and alignment. Mental and behavioral health, metabolic conditions, cancer, weight management, and high‑cost claims continue to be major cost drivers often more due to rising prices than changes in population health. With recent federal PBM reforms and regulatory scrutiny, momentum is building. Employers are engaging regulators, challenging consolidation, and pushing for real transparency and accountability because fiduciary duty demands it. Bottom line: Employers are done being passive purchasers. Transparency, data, and value are no longer “nice to have” they are mission‑critical. #HealthcareAffordability #EmployerSponsoredHealth #Transparency #FiduciaryDuty #PBMReform #AdvancedPrimaryCare #HealthPolicy #ValueBasedCare

Misinformation is not only a communication problem. It is a clinical one. Today in The New York Times, Nina Agrawal reports on new research published in JAMA Network Open showing that prescriptions for ivermectin and fenbendazole among cancer patients more than doubled in the months following a single January 2025 podcast episode viewed more than 13 million times. There is no high-quality evidence that either drug treats cancer in humans. Fenbendazole is a veterinary antiparasitic not approved for human use. I was asked to comment because this is what I see in my clinic. Cancer patients face a convergence of fear, urgency, uncertainty, information overload, and a profound need for hope. In that environment, a confident anecdote can outweigh decades of evidence. The cost is not theoretical. Patients delay or forgo curative treatment. Some return with disease that is no longer treatable. Some do not return at all. We are now operating in a landscape where a podcast reaches more people in a week than the entire oncology workforce will counsel in a year. That asymmetry demands a serious response. To my fellow clinicians: Your voice matters more than you think. Share evidence-based content. Engage with patients who arrive with questions, not dismissal. Show up in the spaces where misinformation thrives. To health system and academic leaders: Invest in your clinicians as communicators. Media training, protected time, and institutional support are no longer optional, they are patient safety infrastructure. To platforms and policymakers: The status quo is producing measurable harm. Accountability for health misinformation that influences medical decisions is overdue. To patients and families: Before you start, or stop, any treatment based on something you heard online, talk to your oncologist. That conversation could save your life. Link to full article in comments. #Oncology #HealthMisinformation #CancerCare #PublicHealth #PhysicianLeadership Women in Medicine® The University of Illinois Cancer Center

How can public health compete with misinformation? That’s the question Professor Matt Motta and I explored through our latest Boston University School of Public Health project: testing an influencer-based strategy to counter weight loss supplement misinformation on social media. Thanks to the Harvard T.H. Chan School of Public Health’s Center for Health Communication and its Health Content Creator Program, we recruited 7 diverse creators with a combined reach of nearly 2 million followers. We provided creators with an evidence-based digital toolkit and gave them full creative freedom to deliver science-informed content in their own voice. The result? More accurate, engaging health messages that reached audiences public health often misses. Key takeaways: - Social media can be a credible public health tool when we work with creators, not against platforms. - Messages shifted: <1% of content mentioned the lack of FDA approval for supplements before our intervention. Afterward? Nearly 90%. - Mentions of serious risks (liver, cardiovascular damage) went from zero to frequent. - The model is scalable and adaptable across health misinformation domains, whether for mental health, climate-related threats, or food production and policy. We break it down in our Boston Globe Media op-ed here: https://lnkd.in/eNA9Tk3F Many thanks to our BUSPH team Willa R. and Selenne Alatorre, MPH; Dean ad interim Michael Stein for supporting the Dean's Innovation Challenge that funded this pilot; our Harvard CHC collaborators Amanda Yarnell, Elissa Scherer, Kate Fisher, and our amazing content creators who brought this work to life. Let’s keep reimagining what public health communication can look like. #PublicHealth #HealthCommunication #Misinformation #ScienceCommunication

I’ve been quiet here for a while… Not because I didn’t have anything to say, but because I’ve been busy creating content on TikTok ~ sharing my journey as a perioperative nurse and pushing for positive change in the way people see healthcare. But something struck me deeply: 👉🏽 Only about 1% of the general public really know what nurses do. The other 99%? They assume our job begins and ends with “giving injections.” This isn’t their fault alone. ➡️ The movie industry has painted us as assistants and errand-runners. ➡️ Hospitals rarely distinguish professional roles through uniforms — everyone in scrubs is “a nurse” to the patient. ➡️ And we, as professionals, have been too silent about the scope and complexity of our work. But here is the truth: Nursing is vast! From maternal and child health, to ophthalmology, to Intensive Care, to surgery — each specialty carries life-and-death responsibilities for Nurses. Take me, for instance: As a perioperative nurse, I may not administer injections for weeks. Instead, I manage delicate surgical workflows where one mistake could cost a patient’s life. That’s the real scope of my daily practice and yet very few people know this. That’s why I’m becoming an advocate for nurses and healthcare professionals telling their own stories. Whether it’s on LinkedIn, TikTok, or YouTube, we need to boldly say: 👉🏽 “This is what my day-to-day looks like.” 👉🏽 “This is how I contribute to saving lives.” 👉🏽 “This is the complexity of nursing you never see on TV.” Because as we speak up, we’re not just changing perceptions. We are elevating the profession, educating the public, and creating a culture of respect for healthcare workers everywhere. This is the kind of clinical change-making the world needs. Nurses, doctors, midwives, physiotherapists, pharmacists — the world is waiting to hear your story. Will you share it? #nurse #healthcare #storytelling