Jeddah: CEOs and leaders of healthcare providers worldwide have experienced unprecedented levels of demand during the COVID-19 pandemic. The response to the virus put tremendous pressure on healthcare systems in every country and the way the sector adapted and ramped up demonstrates the potential for fundamental shifts across the entire healthcare industry. With more political support and government involvement, the healthcare industry is likely to play an important role in the successful recovery from COVID-19 and see significant change and growth in the foreseeable future.
According to the OECD (Organisation for Economic Co-operation and Development), the four key measures health systems are putting in place in response to the epidemic are: 1) ensuring access of the vulnerable to diagnostics and treatment; 2) strengthening and optimising health system capacity to respond to the rapid increase in caseloads; 3) leverage digital solutions and data to improve surveillance and care; and 4) improve R&D for accelerated development of diagnostics, treatments and vaccines.
“Healthcare communications is likely to remain a priority for the coming months during this ongoing pandemic and the development of new settings for care delivery in the post COVID-19 world.” says Ali Sheneamer, Chief Business Development Officer at Bupa Arabia. “COVID-19 has placed healthcare firmly on the public agenda, which represents a valuable opportunity for the sector to engage with the media, government, the public, and industry stakeholders in their communications campaigns. We have worked with our communications partners W7Worldwide to produce a 7-Step communications guide for healthcare companies to help steer them through the next phase of the crisis.”
“Healthcare companies need to adjust to the new reality imposed by COVID-19, where old lines of communication are redrawn and operational processes recast. When designing healthcare communication strategies, it is important to consider the overall goals of the campaign.” advises Abdulrahman Inayat, Co-Founder of W7Worldwide. “Communications strategies in the aftermath of COVID-19 need to report on the current state of your organization and articulate a clear path forward. Healthcare organizations that proactively contributed to the management and containment of the COVID-19 pandemic can bolster their brand reputation with public good-will by reporting on their efforts.”
The 7-Step Communications Guide which brings together Bupa Arabia and W7Worldwide’s combined healthcare advisory and communications knowledge sets out the current key actions healthcare companies should take to update their communications strategies and plans. The guide recommends that organizations form strategic partnerships, both in the public and private sector, that they communicate now, focus on content marketing, attend or create virtual industry events, leverage current good-will towards the sector, elevate internal communication and address the future of healthcare.
W7Worldwide recently conducted a poll, which found that healthcare communications leaders are prioritizing Content Marketing as a key communications tool. This is the case with both English (28.4%) and Arabic (21.4%) participants. English participants (21%) are more focused on Industry Events compared to their Arabic colleagues (11.3%) and equally English survey participants (19.8%) are more likely than Arabic healthcare communicators (12.5%) to form Strategic Partnerships.
Adapting to public sentiment is considered equally important by both Arabic and English survey participants (18.4% English/ 18.1% Arabic). Notably English participants (22.1%) are placing greater importance on localization by comparison to their Arabic colleagues (8.3%).
As Saudi Arabia’s largest healthcare insurance provider with almost 40% market share, Bupa Arabia has vital role to play in the management and containment of COVID-19 with its life-touching healthcare solutions. The company has been working with W7Worldwide as their communications partner for the past few years and throughout COVID-19, providing valuable industry leadership and insight.
W7Worldwide is an independent communications consultancy based in Saudi Arabia. Our understanding of the local market converged with our global reach and knowledge enables us to bridge our clients with their audiences effectively. We are aligned by the objective of filling the gap in communication that exists in the local market. Therefore, our specialty lies in building bridges that sustain relationships and create brand reputation and value through innovative approaches. Our array of services includes, but is not limited to:
- Corporate Communications Strategy
- Public Affairs
- Stakeholder Mapping
- Crisis Management
- Corporate Social Responsibility
- Internal Communications
- Reputation Management
- Media Relations
- Public Relations
- Social Media
- Marketing & Brand Solutions
About Bupa Arabia:
Bupa Arabia was founded in 1997 as a joint venture between Nazer group and Bupa. It became publically listed company in 2008 with the most successful IPO in industry. Bupa Arabia is considered part of the Bupa Global network. The company delivers health cooperative insurance with international standards for individuals, families and the largest companies and establishments in the Kingdom. It also has a large network of care providers adding up to 1.2 million entities across 190 countries. Bupa Arabia is considered more than just a traditional health insurance company as it provides the most innovative healthcare services through its Tebtom program and insures an exceptional hospital experience through its Rahatkom program.
Bupa Arabia is characterized by a work environment that stimulates innovation and productivity
– a reputation further enhanced by several awards and industry recognitions. It is also considered one of the leading companies in women enablement and attracting Saudi Arabian youth, achieving over 70% Saudization rate.