By: Ashley Klaus and Kathleen Marchetti
Did you know only 49% of U.S. companies have a formal crisis plan, and fewer than 25% of companies practice those crisis plans to ensure they’re fully prepared? From medical malpractice incidents to data breaches or drug recalls, the healthcare industry is among the most susceptible to crises. Having a crisis management plan is no longer optional.
Not responding to a crisis (or responding poorly) can lead to lost revenue, damaged company reputation, safety risks for employees and loss of investor or stockholder confidence. Here’s how to build a crisis plan that protects your brand and your customers.
Proactive Planning
A strong crisis plan doesn’t start the moment a crisis hits – it starts well before. The first step is identifying the scenarios most likely to impact your organization. In healthcare, that could mean a data breach like Change Healthcare experienced or a product recall due to quality concerns, similar to what happened with Glenmark Pharmaceuticals Inc.
Next, lock in your response protocol. Who gets notified first? What’s the chain of command? Clarity here ensures your response is swift, coordinated and effective.
And don’t skip practice. The middle of a crisis isn’t the time to draft your first press release or figure out who’s media-trained. Preparation means your team is ready to speak clearly, confidently and with control when it matters most.
Clear Internal Communication
In a healthcare crisis, your internal team is your first line of defense. Staff should never learn about a data breach, recall or patient safety issue from the media or social media. The moment something happens, your employees should hear it from you.
Depending on the situation, that could mean a company-wide email, an all-hands call or direct outreach to department leads. And communication shouldn’t stop after the initial alert. Ongoing updates prevent misinformation and ensure everyone understands how to respond.
External Response
Once your internal team is informed and aligned, it's time to respond externally to stakeholders, customers and the media. Here’s how:
- Start with speed. You don’t need all the answers to make a statement. A simple response like, “We’re aware of the situation and are actively investigating,” is enough in the early moments. If possible, move conversations offline, especially on social media, where back-and-forth dialogue can escalate quickly.
- Stick to the facts. Transparency builds credibility, but speculation can damage it. Only share verified information.
- Acknowledge those impacted. Whether patients, families, employees or investors, let them know they matter.
- Outline what you’re doing to make it right. Be specific. What steps are being taken? What’s changing to prevent this from happening again?
- Finally, stay in touch. Even if you have minimal updates, regular communication shows you’re actively managing the situation.
Post-Crisis Reflection
The crisis has been resolved. Now what? It’s time to debrief with your team to talk about lessons learned and any changes to make for next time.
Start with a debrief. Were there communication channels that slowed your response? Did any social media platforms prove hard to manage in real time? Identify gaps, then develop smarter solutions and test them in your next crisis drill to build confidence.
In healthcare, recovery isn’t always quick. It may take weeks or months to rebuild trust and return to normal operations. Set clear recovery goals and check progress regularly. Whether it’s reestablishing patient trust, repairing brand perception or improving internal processes, make sure your post-crisis strategy is just as intentional as your response.
With lives, reputations and compliance at stake, healthcare organizations can’t afford to take a reactive approach to crisis management. Partnering with a PR firm that understands the healthcare landscape can give your company peace of mind when it comes to managing your public perception and the media. Book a free consultation today with one of our healthcare experts.
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