1、EVOLUTION FROM PATIENT TO CONSUMER ANALYSIS OF THE CHALLENGES AND TRENDS IMPACTING HEALTHCARE COMMUNICATIONSBy Ken Gammon,Nicole Williams and Tom Wozniak January 2021Just as the COVID-19 pandemic has exposed vulnerabilities in our healthcare ecosystem from PPE and ventilators supply to vaccine devel

2、opment and distribution to the fatigue and burnout of frontline caregivers it has also had an impact on the communications efforts of healthcare organizations.Providers have been scrambling to communicate across a broad range of topics to different audiences to address pandemic-related queries.In an

3、 area that was already complex to manage(well before the pandemic)due to the disparate and decentralized nature of communications operations,there continues to be a tendency to divide the objectives and the role of communications based on a given area of focus.Instead,providers should be tackling it

4、 as a holistic strategy aligned to branding and customer retention.The importance of regularizing and streamlining communications in the organization to provide better return on investment has never been acknowledged as much as it is right now.In this paper,we present a perspective on the challenges

5、 impacting healthcare communications and why there is need for a Chief Communications Officer(CCO)who takes an enterprise view of communication,breaks down the internal siloes,and ensures the new consumer-driven patient is always front and center.OVERVIEWIN THIS PAPER2OVERVIEW3THE TOP FIVE CHALLENGE

6、S7MARKET DRIVERS10THE SOLUTION:A HOLISTIC VIEW OF COMMUNICATIONS DRIVEN BY A CCO11THE FUTURE OF HEALTHCARE SYSTEMS COMMUNICATION14CONCLUSIONEVOLUTION FROM PATIENT TO CONSUMER /2RRD/HEALTHCARE BUSINESS PAPERAcross the four main areas for healthcare communications community,patient acquisition and ret