In 2017 Annual Conference

Blogger: Robyn LaPorta, Central West Coast Chapter

Kristen Knapp, APR, CPRC opened the session detailing how she fell into her role with Public Affairs and Healthcare.

Maybe it won’t work out. But maybe seeing if it does… will be the best adventure.

Knapp then turned the focus to Baby Boomers

Florida has the highest Median Age in the U.S.

Social Trends: Baby Boomers have higher expectations regarding care including technology, self-care, social and having personal needs met.


Strain of Caring for Aging Parent:

  • 50% projected increase in Alzheimer’s cases by 2025
  • Medicaid does not pay the Full Cost = Shortfall

Technology = Information Access

  • Consumers are more data driven, e.g. Five Star Quality Rating System
  • Use of internet to research long-term care options is the primary method consumers look for healthcare and is on the rise.
  • This requires healthcare facilities to be more transparent, and more robust with their marketing and communications efforts, especially digital marketing.

Changing Perceptions:

  • Re-identifying the people that served
  • change the perception by changing the “face” of the images used in ads and publicity using real residents; Knapp implemented a “Long-term Care Photo Contest”
  • Stories are told better by the actual caregiver in the nursing centers and the assisted living communities

Affordable Care Act

Whether repeal, replace or other unknown outcome, issues include:

  • Medicaid and Medicare
  • Regulations and Litigation
  • Social Media for Issues / Engagement- to help advocate for our issues.
    • Develop an understanding of what you can and cannot post on social media
    • Collaboration with Government Affairs; you need to interact with your government affairs team

Roy Reid, APR, CPRCRoy Reid, APR, CPRC started his portion of the program by discussing the consumer and the cost of healthcare.

Service Experience Research / Key Learnings:

  • Culture and experience are one
  • Define “exceptional” for every touchpoint
  • Consistency wins

Trust is on the decline:

  • Everything is trending down.
  • The issue is not just what the community thinks about you; communicators should be sure that every message that goes out builds trust and what is the result and the impacts going to be to ensure the trust.
  • 40 percent gap in what the public expects leaders to do.

To achieve your vision:

  • Plan/campaign
  • Generate ideas and collect feedback
  • Partner with IT people
  • Get Executives comfortable with video. Video is so important to convey information

We are the Guardians of reputation!

RepTrack Pulse

What happens when a consumer looks up a healthcare provider? YELP is the number one reviewer online for healthcare. Other locations for reviews: Facebook; Google; The Leapfrog Group; CMS-Five Star Quality Rating System.

OLD thinking versus NEW thinking:

  • – Florida Hospital said that they were rated #6. Indeed is the largest for employment hiring online.
  • We need to find more tools to engage our consumers/patients including employees
  • Develop tools that work for the employee
  • Collaborate and co-create
  • Pilot New Solutions – fail but work through the innovation to ensure we establish these tools in healthcare.
  • The triple AIM! Advocacy – how do we take advocacy outside of the walls? Think broader and where can we be engaged? (includes consumer, care giver, community, collaborative, and cost reduction)
  • We must be about bringing integrity, building relationships, and have an intense focus including a discipline that we know will work. We need to continue to be a strategic voice and find where the business is moving- we need to create and think outside the box.

The session concluded with Reid stating,

There is no better time than to be in the business of communications.

avatar for Kristen Knapp, APR, CPRC

Kristen Knapp, APR, CPRC

Florida Health Care Association
Director of Communications

Kristen Knapp is Director of Communications for Florida Health Care Association, the state’s largest and leading advocacy organization for long-term care providers and the residents under their care. She manages the Association’s strategic communications, public relations, and social, traditional and digital media activity. She also oversees FHCA’s public affairs and coordinates grassroots advocacy initiatives in conjunction with the Association’s Government Affairs team.  A graduate of Florida State University, Knapp has more than 25 years’ experience working in the not-for-profit sector with an emphasis on human services and is a Certified Association Executive.  She is a past president of the Capital Chapter of the Florida Public Relations Association and was named Member of the Year in 2002 and 2015. She has also served on the state executive board for FPRA, as well as the FPRA Counselors’ Network Board.

avatar for Roy Reid, APR, CPRC

Roy Reid, APR, CPRC

Adventist Health System – Florida Division
Executive Director of Communications
Roy Reid is the Executive Director of Strategy/Communications for Adventist Health System, and a leading authority on public relations, business communications, and marketing with extensive experience in healthcare. He works with business leaders as a counselor, strategist, and coach to grow, maintain, and protect their interests. Throughout his career, he has worked with Fortune 500® companies, healthcare organizations, entrepreneurs, professional service firms and public agencies. For the past five years, the group Trust Across America/Trust Around the World named him as one of the Top 100 Thought Leaders Influencing Trusted Business Behavior and Lifetime Achievement Award winner. In 2015, the Florida Public Relations Association/Orlando named Roy Public Relations Professional of the Year. In 2007, he was recognized as the UCF College of Business Alumni of the Year, and in 2010 he was inducted into the UCF Nicholson School of Communications Hall of Fame. Roy is a sought-after speaker on numerous business topics including trust, issues management, crisis communications, ethics, change, and other related topics. He is a student/instructor of martial arts and holds a fourth-degree black belt in Taekwondo.
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