Increasing Emergency Department Volumes Through Marketing and Communications

The following question and answers come from posts on SHSMD’s online discussion groups.*
Join the conversation at my.shsmd.org.

Q. We are still struggling with low emergency department (ED) patient volumes since COVID hit. We have increased a bit, but are seeing, on average, between 58-65% of our pre-COVID ED volumes. Our walk-in clinics and primary care offices have increased pretty close to pre-COVID volumes, but the biggest area where we're still lacking is ED. I know we're not the only ones dealing with this, so I wanted to seek any input SHSMD members can offer.

A. We are also finding that consumers still remain fearful of coming to emergency rooms (ERs) and hospitals for care, so we have safety and assurance messages in the market, not only for ER but for the overall brand as well.

To answer your question, I am seeing some lift using geotargeting and geo-conquesting in addition to our standard internet search, out-of-home advertising and print advertising. With geo-conquesting, there is a delay because it targets consumers who have already visited your competitors. So, if they visit a competing ER they likely won't need you for a while, but they will receive your ad for future needs. Also, your competitor list can include other types of health related services like urgent care and primary care It's good for raising awareness.

A. Some of our provider contacts have had success by implementing an "open and safe" campaign that combines digital adverting and targeted digital mail to the same households. They target those with an appropriate income who live within the desired mile radius of the emergency room or urgent care center. They communicate that these facilities are open and what precautions they are taking to ensure safety.

They mail a free branded face mask to consumers as an additional engagement tactic to reinforce the "open and safe" message. Response rates to the campaign have been strong, ranging from 10-14%. This marketing effort instills confidence to restart patient visits to not only ERs and urgent cares, but also to physician offices, surgery centers and hospital service lines. 

A. I agree that messaging designed to instill confidence and security, and ensure safety for patients is critical. The news media often create a situation where people think all hospitals are full, so I have seen in our area that people are not seeking care or are afraid to go to medical facilities deeming them unsafe.

However, I believe some advertising may be helpful in getting messaging out to a broader audience. Digital/online ads that are geotargeted to an area have been very effective in my experience to help drive awareness. Facebook has been shown in recent studies to be a platform that every generation is accessing daily, so it also can be a good platform. Potential messaging could include:

• "We're open and here for you."
• "Some things haven't changed, we are still here for you (still providing excellent care)."
• "Don't put off urgent care, we are here for you."
• "Accepting walk-in patients for emergencies. Don't put off care. "It's safe. Don't put off your emergency care."

A. I think low emergency department volume due to COVID is primarily a strategic public relations issue rather than a marketing issue. As such, stressing messaging that focuses on trust and credibility is essential. This should be combined with practical examples and visuals of what is being done to be safe while delivering critical health care. “Show me, don't tell me.”

I also think that community, social media and traditional media channels are more appropriate than advertising. Physician spokespeople will add credibility. Doing the hard research work to identify just how people's health has really been impacted would potentially be emotional and impactful. Qualitative research with consumers could be valuable at this time to more fully understand the consumer mindset, as well as copy-testing various messaging themes.

*The answers to the above question are excerpts from MySHSMD discussions. In some instances the responses have been edited for grammar and/or brevity purposes for Community Connections.

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