A Houston native browsing the Whataburger app quickly learned that the app was also showing which areas had power — given that if a restaurant location was open, it had power. The virality of Whataburger’s location map-turned-power-outage-tracker was the push the city’s energy company needed to respond and communicate its solution for customers. Ultimately, customer backlash forced the energy company to think on its feet and do damage control rather than utilize a proactive crisis procedure that should have been in place prior to the emergency.

What’s the Link?

When plan A falls short, be sure to have a plan B(urger).

Though the energy company’s response may have seemed delayed to its customers and those around the U.S. following the storm, ultimately it followed its established processes and procedures. Whether or not those plans were effective enough or need to be improved is completely up to company leaders and/or a review board.

While we can make light of the Whataburger power outage tracker, preparing for worst-case scenarios is necessary in healthcare. Health systems must have crisis communication plans to be able to respond promptly and effectively to various emergencies, from natural disasters to IT outages. Reference the guidelines below on how these plans incorporate marketing teams.

• Build and maintain trust: Clear, honest, and timely communication during any crisis helps maintain and build trust with patients and the public. Addressing issues directly and effectively protects a healthcare organization’s reputation and upholds its brand image. Preparation goes a long way, consider developing a crisis social media and website strategy complete with language, templates, and potential post layouts.
• Ensure public safety and compliance: Providing accurate information and clear guidelines ensures public safety while preventing misinformation and panic for patients, their families, and community members. Transparent communication aligns with legal obligations and ethical responsibilities to keep the public informed on emergency services and hospital operations. Ensuring credible distribution and exchange of information is essential to maintaining the integrity of your health system.
• Support internal communication and operational stability: Developing crisis communication plans helps maintain operational stability, manage patient expectations, and minimize service disruptions for everyone affected. Keeping your health system staff informed boosts their confidence and ensures a unified message across the organization(s).
• Facilitate post-crisis recovery and improvement: Effective communication aids in gradually restoring normalcy after a crisis. It reassures patients, stakeholders, and community members. Post-crisis feedback helps a health system learn from the crisis and improve future responses. It is essential to reflect on what worked and what didn’t to be able to implement key learnings.

Learn More at Becker’s Hospital Review Post Crisis Webinar