As healthcare marketers, we like to think we’re prepared for anything. But what happens when the unthinkable occurs? When a crisis threatens not just your communications strategy, but the very foundation of your healthcare organization? In February of 2023, Signature Healthcare Brockton Hospital faced an electrical fire, which forced a complete evacuation and shutdown of their 216-bed facility. Reopening would take over a year – dramatically impacting 460,000 area residents and 2,700 potentially displaced hospital employees. The aftermath tested every aspect of their crisis management and communications capabilities. 

The story of how Signature Healthcare navigated this challenge offers invaluable lessons for healthcare communicators everywhere. Sign up for the master class, “Rising from the Ashes: Engaging Key Audiences When the Unthinkable Happens.” The class will be taught by Lorraine McGrath, associate vice president of marketing and communications of Signature Healthcare and Dan Dunlop, principal and owner of Jennings Health. It will be presented on Monday, November 11^th at 8:15 AM CT. You can register for the class when you register for HCIC. Already registered for HCIC? You can add this class to your registration by clicking on the “already registered” button at the top of the form.

During this Master Class, you’ll learn how to:

• Create comprehensive communication strategies: The fire knocked out all standard communication channels — no phones, no email, no EMR access. Learn how to communicate effectively when your usual tools are unavailable.
• Develop long-term recovery plans: Crisis management doesn’t end when the immediate danger passes. Find out how Signature Healthcare maintained community trust and support during a year-long rebuilding process.
• Use community partnerships: Learn how Signature Healthcare collaborated with local government to reach residents when their systems were down.
• Manage rumors: Hear about the best strategies for maintaining control of your narrative in a fast-moving crisis.
• Develop visual storytelling: Discover how to use images and video to keep your community engaged and hopeful during extended recovery periods.

This HCIC Master Class offers an opportunity to learn from experts in crisis management. Don’t wait for a crisis to reveal the gaps in your communication strategy. Remember, it’s not a matter of if your organization will face a crisis, but when. Will you be ready?

Click to learn more about HCIC Master Classes or sign up at www.hcic.net.