Posted By Allison Logano on May 22, 2024
In the PR world, we’re no stranger to crises, or the communications that come with them. Things go wrong. Your business makes a misstep. How will you choose to address it?
With the widespread challenges facing the U.S. healthcare system recently, it's imperative all healthcare companies have a crisis plan in place — and a crisis plan for that crisis plan. Because all signs point to a lingering malaise in healthcare that likely won’t be resolved any time soon.
Ransomware in Healthcare
We kept a close eye on the months-long development of the Change Healthcare cybersecurity incident, cited as “the most significant and consequential cyberattack on the U.S. healthcare system in American history.” The initial breach of the UnitedHealth-owned company occurred on February 12, days before the attack was executed, and the effects continue to reverberate. Claims processing and operations were restored two months after the breach, but in the meantime, medical providers weren’t receiving payments. In the aftermath, hackers claimed to be selling sensitive data accessed in the cyberattack. And the scale of the attack has prompted lawmakers to consider the effects of healthcare mergers.
Change Healthcare Cyberattack: By the Numbers
The Change Healthcare cyberattack had significant impacts not just on the company's finances, but also its ability to support hospitals.
Source: American Healthcare Association and CBS News
A similar attack was executed against Ascension Healthcare earlier this month, creating havoc in patient care. These large-scale ransomware attacks, in which hackers demand a hefty sum of cash in exchange for releasing their grip on sensitive information, reveal some significant shortcomings of the American healthcare system. And while ransomware attacks are nothing new, the magnitude and frequency of these attacks is cause for concern.
Widespread Symptoms
As the U.S. medical system continues to readjust after the COVID-19 pandemic, it faces a bevy of new challenges. The number of medications actively in shortage broke records this month. Producers of GLP-1 weight loss medications like Ozempic aren’t able to meet demand, pushing patients to pursue alternative — and potentially unsafe — means to acquire them. Pharmacies are struggling to retain staff. (We won’t even get into the avian flu situation …)
With the presidential election rapidly approaching, the Biden administration is taking steps to improve drug costs and access to care. But do these steps go deep enough to address the deep, systemic challenges facing healthcare?
Can Healthcare Find a Cure?
Healthcare touches everyone, and these disruptions in care have significant effects on people’s perception of the institution. The longer and more frequently these weaknesses appear in the everyday lives of the public, the more likely that trust in our healthcare system will continue to erode. Notably, these shifts in trust have the potential to exacerbate health misinformation.
From a business perspective, bolstering your crisis plan and response process could help you avoid the social and financial and outcomes UnitedHealthcare is facing. Most of this work will happen behind the scenes with existing communications staff, but keep an eye out for an increase in companies hiring for specialized crisis management roles, especially in the healthcare field. These individuals serve as important spokespeople in times of stress and confusion, helping communicate a clear and consistent message.
Communicate in a Crisis
Any business can benefit from having a crisis communications plan in place, especially if they deal with payment data or other sensitive information. Know your audience and how to reach them quickly in time-sensitive situations — preparing a social media strategy and website statement process in advance can help you stay ahead and minimize risk to your company and clients.
Need expert guidance in navigating potential crises? Our seasoned crisis communications team is ready to develop a strategy that reflects your brand values.
