SUSTAINED ISSUES MANAGEMENT COMMUNICATIONS - April 23, 2021
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April 23, 2021
SUSTAINED
ISSUES
MANAGEMENT
COMMUNICATIONS
Kansas City Healthcare Communicators Society
1
ISSUES, CRISES … AND VARIANTS
In 2019, 95% of respondents
In 2020, when the COVID-19 pandemic
believed a crisis was imminent within
struck, more than 30% of respondents
the next two years.
said they did not have a designated
“Pandemic” was not listed as a threat core crisis response team in place.
business leaders said they feared.
Source: Global Crisis Survey 2021 - PWC
A LOOK BACK …
CONVERSATIONS OVER TIME
MAR. '20 - KEY TAKEAWAYS
Healthcare + COVID-19 (News) Healthcare + COVID-19 (Social)
There are growing conversations
Daily News Coverage
300,000 700,000
Daily Social Volume
surrounding medical supplies and 250,000 600,000
protective equipment. 500,000
Volume
200,000
400,000
"Anger" and "Sadness" suggest 150,000
300,000
frustration as patient and death 100,000 200,000
counts increase. 50,000 100,000
0 0
268K News/576K Social
4-Mar 11-Mar 18-Mar 25-Mar
AUG. '20 - KEY TAKEAWAYS CONVERSATIONS OVER TIME
Healthcare + COVID-19 (News) Healthcare + COVID-19 (Social)
Vaccine frontrunners inch closer to
Daily News Coverage
Daily Social Volume
100,000 200,000
the finish line.
80,000 150,000
Frustrations and "Fear" brew over Volume 60,000
rising cases. 100,000
40,000
78K News/178K Social 20,000 50,000
0 0
7-Jul 14-Jul 21-Jul 28-Jul 4-Aug
CONVERSATIONS OVER TIME
DEC. '20 - KEY TAKEAWAYS Healthcare + COVID-19 (News) Healthcare + COVID-19 (Social)
Long-awaited approvals and
Daily News Coverage
Daily Social Volume
80,000 200,000
distribution of vaccines gives way for
60,000 150,000
cautious optimism worldwide.
Volume
40,000 100,000
Even with a vaccine, "Anger"
permeated discussions. 20,000 50,000
72K News/185K Social 0 0
18-Nov 25-Nov 2-Dec 9-DecMAR. KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
Center of Disease Control and Gilead Sciences Johnson & Johnson Andrew Rees, Crocs CEO Dr. Anthony Fauci Alex Azar, U.S. Health and
Prevention Gilead Sciences rescinded potential The company announced their The Crocs CEO launched "A Free Dr. Fauci predicts that the Human Services Secretary
The CDC issued travel advisories for COVID-19 drug remdesivir's orphan partnership with the Biomedical Pair for Healthcare“ campaign to U.S. could potentially have Azar lauded the Trump
the states of New York, New Jersey status following backlash. Maintaining Advanced Research and provide free pairs of shoes for between 100,000 and 200,000 administration's steps to protect
and Connecticut over the next two the drug's orphan status could result Development Authority (BARDA) to healthcare workers on the pandemic deaths due to the virus. Fauci Americans from COVID-19 and
weeks. The agency partnered with in Gilead establishing the drug’s price, fund $1 billion in COVID-19 frontlines. Workers indicate wearing also participated in an collaboration with public and
Apple to develop a website and app to potentially making it unaffordable and vaccine research and begin trials in Crocs have provided ease on Instagram Q&A session with private entities to expedite
provide self-screening for COVID-19 inaccessible to most in need. September. workers' feet and minds. NBA player Steph Curry. potential treatments.
symptoms and outbreak information.
AUG. KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
AstraZeneca Pfizer & Moderna Operation Warp Speed Dr. Deborah Birx, COVID-19 Task Pascal Soriot, AstraZeneca Dr. Anthony Fauci,
On top of securing additional supplier The pharmaceutical companies began Companies GSK and Sanofi received Force Coordinator CEO NIAID Director
agreements to manufacture its disclosing the pricing for their COVID- funds up to $2.1 billion to accelerate Dr. Birx voiced concerns of a "new Soriot is approaching the In a recent subcommittee
COVID-19 candidate, AstraZeneca 19 vaccines – Pfizer at $19.50 per clinical development under Operation phase" of the pandemic becoming COVID-19 pandemic cautiously hearing, Dr. Fauci remarked
has been granted exemptions from dose while Moderna was speculated Warp Speed, becoming the largest more widespread affecting both urban despite AstraZeneca's strong that COVID-19 will unlikely
future product liability claims at $25 to $30. Additional focus funding announcement since Pfizer's and rural areas, stressing the financial performance. The CEO disappear due to being
surrounding the drug's side effects. surrounding their clinical trials narrow deal last week. Government experts importance of wearing a mask and believes that an additional shot highly transmissible,
The pharmaceutical company is not in around trial participants and fear the political influence used within following health recommendations. of the COVID-19 vaccine will be contradicting President
expected to profit from production and transparency around their government the initiative will overlook data to push She has received both support and needed for a successful Trump's statements that the
distribution. contracts. out a vaccine for political gain. criticism for her role in addressing the immunization. virus is disappearing.
COVID-19 crisis.
DEC. KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
World Health Organization Pfizer Moderna Dr. Henry Walke, CDC Gavin Newsom, Governor of Gen. Gustave Perna,
WHO authorities are looking into the After reaching major milestones with The FDA confirmed the efficacy of Incident Manager California Operation Warp Speed COO
significance of a new, rapidly growing their vaccine candidate, Pfizer Moderna's COVID-19 vaccine, Dr. Walke notes the CDC's Amid record cases and rising death Perna stated that the country is
COVID-19 strain tied to at least 1,000 submitted an emergency use supporting its authorization and use. guidelines of shortening the rates across California, Newsom on track to distribute 2.9 million
cases in south England to determine authorization to the FDA that has However, initial trials report noted quarantine period to 7-10 days implemented a Regional Stay-At-Home doses within four days of the
the evolution of the virus but with no received approval to distribute the some participant cases of Bell's Palsy, is to create more compliance Order for residents to stay home for approval of Pfizer's vaccine.
immediate evidence to suggest this vaccine and has begun making but medical experts affirmed the among the public and lessen three weeks if their region's ICU While optimistic, CDC advisors
new variant would behave or react shipments to the U.S. and the UK, symptoms are temporary and more the strain among capacity falls below 15%. Issues with warn that more federal funding
differently. prioritizing vaccinations for the elderly information would be needed to overwhelmed public health the new rule has prompted defiance of is needed to support the nation-
and healthcare professionals. determine if there's any causation. systems. orders and petitions for a recall election. wide vaccination campaign.FUNDAMENTAL
TRUTHSDURING THE PANDEMIC, WE’RE ALL
HEALTH COMMUNICATORS
• Think risk reduction, not elimination
With a broad, interdisciplinary response,
• Lead with empathy
businesses and brands can be part of the
• Be transparent solution by applying health behavior
• Inspire action principles to communications with employees,
• Be mindful of privilege customers and other key audiences.NAVIGATING THE ROAD AHEAD
WHAT’S NEXT? Preparedness — preplanning and risk assessment could preempt future issues, or mitigate their impact. Speed and agility — if we’re this quick when the threat is imminent, what can be done for other future challenges, products, etc.? Innovation — whether it’s breakthroughs in science or new ways of working, creativity and problem-solving are the go-to solutions. Transparency — we’ve invited the public in to understand all the messages. The bar has been set for future communications. There’s no longer room for confusion and lack of clarity. Application of insights — resilience through lessons learned.
THANK YOU Jennifer.Westphal@fleishman.com Katie.Erwin@fleishman.com
APPENDIX
April 2020
OVERALL MEDIA & CONVERSATION: COVID-19
Volume Percent of Primary
Top Weekly Sub-themes
KEY TAKEAWAYS (News) Total Emotion
1. COVID-19 case numbers & deaths 812,007 27% Sadness
Support for healthcare workers and the
Confirmed COVID-19 cases in the U.S. reached into six
remembrance of those who have passed 2. Supporting customer demand;
figures, making it the epicenter of the global crisis and 285,396 10% Joy
from COVID-19 contributed to posts of supply chain considerations
conversation
"Joy" and "Sadness," respectively
With Congress passing a historic economic stimulus package,
Social media users were quick to praise the 3. Healthcare supplies (PPE) 279,069 9% Anger
state governors are now seeking support from the federal
work ethic of frontline healthcare workers
government and business communities to contain the spread 4. Economic & financial impact 227,219 8% Sadness
driven by National Doctor's Week. Users were
of COVID-19. Business leaders, meanwhile, continue to think
also inclined to retweet the names of those
through efficiencies to meet consumer demand in addition to 5. Emergency declarations &
who have passed all while encouraging others 122,318 4% Fear
caring for the health and well-being of their employees. state executive orders
to #flattenthecurve.
CONVERSATION OVER TIME
Overall COVID-19 (News) Overall COVID-19 (Social)
Daily News Coverage
Daily Social Volume
600,000 20,000,000
500,000
15,000,000
400,000
Volume
300,000 10,000,000
200,000
5,000,000
100,000
0 0
25-Feb 3-Mar 10-Mar 17-Mar 24-Mar 31-Mar
KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
Abbott Laboratories United States Postal Service Apple, Inc. President Donald Trump State Governors – Greg Notable Cases – Prime
The company received emergency The USPS confirmed last week Developed alongside the After receiving pushback Abbott (TX), Andrew Cuomo Minister Boris Johnson,
authorization from the FDA for the that roughly 65 employees White House, CDC and over claims about (NY), Roy Cooper (NC) Musician John Prine
immediate use of Abbott's new have tested positive for COVID-19, FEMA, Apple launched a quarantining the tri-state Governors across the U.S. Media continue to
coronavirus test, which is claimed to with the two latest cases occurring in coronavirus screening site. In area, President Trump continue to provide constituents highlight notable
deliver results within five minutes. Missouri and Texas. In turn, the addition to providing best issued an advisory urging with updates on latest COVID- diagnoses of COVID-19,
Abbott Labs plans to supply 50,000 USPS responded that evidence practices and safety tips, the residents of New York, New 19 figures, announcements of including legendary
tests per day. currently suggests the virus cannot site offers guidance Jersey and Connecticut to state declarations and solutions singer John Prine and UK
be spread through mail or packages. for whether users should be refrain from domestic travel. to support hospital systems. Prime Minster Boris
screened for COVID-19. Johnson.April 2020
HEALTHCARE: COVID-19
Volume Trend Week- Primary
Top Weekly Sub-themes
KEY TAKEAWAYS (News) Over-Week Emotion
1. Medical supplies 340,737 52% Anger
There are growing conversations surrounding "Anger" and "Sadness" suggest frustration as
medical supplies and protective equipment patient and death counts increase 2. Healthcare worker protection 333,938 3% Anger
News and conversations discussing medical supplies These emotions surfaced with frustrated
3. Medical community effort of
increased by more than 50% from the previous week. conversations around the lack of medical 264,131 18% Sadness
doctors, nurses and medical staff
Both news and social media coverage continues to equipment and protection for frontline workers.
develop around providing the necessary medical Increasing exposure risk and lack of an 4. Clinical trials and vaccine
supplies, enforcing social distancing, and having a immediate cure stir anxieties of medical staff and 259,479 8% Neutral
development
definite cure and vaccine for COVID-19. their loved ones.
5. Patient cases 253,621 11% Neutral
CONVERSATION OVER TIME Industry % Share of
Healthcare + COVID-19 (News) Healthcare + COVID-19 (Social) 53% Overall COVID-19
News Mentions
2pt
Daily News Coverage
300,000 700,000
Daily Social Volume
(Weekly)
250,000 600,000
200,000 500,000
Volume
Industry % Share of
400,000
150,000 Overall COVID-19
100,000
300,000
200,000 3% Social Mentions
(Weekly)
0pt
50,000 100,000
0 0
4-Mar 11-Mar 18-Mar 25-Mar
KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
Center of Disease Control and Gilead Sciences Johnson & Johnson Andrew Rees, Crocs CEO Dr. Anthony Fauci Alex Azar, U.S. Health and
Prevention Gilead Sciences rescinded potential The company announced their The Crocs CEO launched "A Dr. Fauci predicts that the Human Services Secretary
The CDC issued travel advisories for COVID-19 drug remdesivir's orphan partnership with the Biomedical Free Pair for Healthcare" U.S. could potentially have Azar lauded the Trump
the states of New York, New Jersey, status following backlash. Maintaining Advanced Research and campaign to provide free pairs between 100,000 to 200,000 administration's steps to
and Connecticut over the next two the drug's orphan status could result Development Authority (BARDA) of shoes for healthcare deaths from the virus. Fauci protect Americans from
weeks. The agency partnered with in Gilead establishing the drug’s price, to fund $1 billion in COVID-19 workers on the pandemic also participated in an COVID-19 and collaboration
Apple to develop a website and app to potentially making it unaffordable and vaccine research and begin trials frontlines. Workers indicate Instagram Q&A session with with public and private
provide self-screening for COVID-19 inaccessible to most in need. in September. wearing Crocs have provided NBA player Steph Curry. entities to expedite potential
symptoms and outbreak information. ease on workers' feet and treatments.
minds.Aug. 2020
OVERALL MEDIA & CONVERSATION: COVID-19
Volume Percent of Primary
Top Weekly Subthemes
KEY TAKEAWAYS (News) Total Emotion
The stemming effects of loosened restrictions resulted Perceptions experienced a new twist as citizens 1. COVID-19 testing 227,402 11% Anger
in a spike in new cases, forcing officials to stress the grapple with trusting the government to protect their
2. Surge in COVID-19 cases 146,992 7% Sadness
importance of community buy-in to mitigate spread health while protecting pharma's financials
The decision by local authorities to reopen economies at Frustration mounted over the Trump administration's 3. COVID-19 treatment developments 133,549 7% Neutral
any expense proved futile as the U.S. experienced the testing strategy, as some labeled it as haphazard with no
largest GDP decline in the country's history while seeing clear communication. At the same time, opinions of the 4. Launch of tools, apps, research,
119,454 6% Joy
new hotspots emerge particularly in rural areas. Officials, second stimulus package were mixed as extended benefits tech
concerned that the country has entered a new wave, expired and Congress debated whether to lower the
stressed the importance of masks and social distancing as liability of pharmaceutical companies developing vaccines, 5. Medical supplies 95,525 5% Fear
the world waits for a vaccine. and to even exploit legislation for pork barrel initiatives.
CONVERSATION OVER TIME
Overall COVID-19 (News) Overall COVID-19 (Social)
Daily News Coverage
Daily Social Volume
400,000 700,000
600,000
300,000 500,000
Volume
400,000
200,000
300,000
100,000 200,000
100,000
0 0
7-Jul 14-Jul 21-Jul 28-Jul 4-Aug
KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
Amazon Major League Baseball Pharmaceutical Manufacturers Donald Trump, POTUS Dr. Deborah Birx, White House Ruud Dobber, AstraZeneca
The tech company announced plans Commissioner Rob Manfred warned As coverage of large-scale clinical Despite rising cases and deaths coronavirus taskforce senior executive
to launch over three thousand that the league's shortened season is vaccine trials faded, the supply chain across the U.S., President Trump coordinator As the company continues to make
internet-beaming satellites into space in jeopardy of being cancelled if the and manufacturing ramifications defended his administration's The pandemic has entered a "new strides in creating a COVID-19
over the next 9 years. Disparities in COVID-19 pandemic is not better associated with global immunizations response to the pandemic and phase," according to Dr. Birx who vaccine, the senior executive
access to reliable internet have handled. Thirteen members of the St. came center stage. Drug makers are suggested his team is doing further noted the virus has defended the company’s government
become increasingly evident as Louis Cardinals have tested positive racing to secure deals and create a everything possible to contain affected 4.6 million Americans. protection, stating, “This is a unique
employees and students work from for the virus, and the league is at risk supply chain significant enough to spread. In a contentious interview New case rates in rural areas has situation where we as a company
home, an issue Amazon plans to of being labeled a failed attempt at a supply the world with millions of doses with Axios, Trump said the death contributed to increased rates, Birx simply cannot take the risk if in ...
alleviate through Project Kuiper. return to normal with inadequate safety quickly, a key challenge looking rate simply “is what it is." said, stating those in rural areas four years the vaccine is showing
protocols. beyond regulatory approval. "are not immune from this virus." side effects.”Aug. 2020
HEALTHCARE: COVID-19
KEY TAKEAWAYS Top Weekly Subthemes
Volume Trend Week- Primary
(News) Over-Week Emotion
1. COVID-19 testing 227,402 5% Anger
Vaccine frontrunners inch closer to the finish line Frustrations and "Fear" brew over rising cases
As top vaccine candidates attempt to gain a leg ahead in the This week, "Fear" grew at the highest rate over concerns 2. Surge in COVID-19 cases 146,992OVERALL MEDIA & CONVERSATION: COVID-19
Dec. 2020
KEY TAKEAWAYS Top Bi-Weekly Subthemes
Volume
(News)
Percent of
Total
Primary
Emotion
Emergency authorization of Pfizer’s vaccine is a landmark "Anger" and "Fear" erupt in social media 1. COVID-19 treatment developments 425,875 20% Anger
moment, but logical and other market challenges persist Outcry echoed from users in the United States,
The FDA’s approval is just the first of many steps toward widely stemming from vaccine distribution, specifically since 2. Domestic and international financial
261,769 12% Mixed
available vaccination in the United States. Attention will first White House officials were rumored to receive early relief measures
shift to manufacturing and distribution in coming months as doses over healthcare professionals. Worry and
3. Frontline worker efforts 137,087 6% Anger
infrastructure will be put to the test to meet President-elect Joe anxiety also ran rampant as the reality of additional
Biden’s goal of 100 million vaccinations delivered within the first financial relief remains in question as Congress is 4. COVID-19 cases 109,882 5% Fear
100 days of his presidency. Logistics providers like UPS and set to adjourn for the year. Mark Zuckerberg also
FedEx are collaborating to ensure the supply chain is cohesive, received criticism for allowing vaccine misinformation 5. Jobs and economic outlook 96,829 5% Fear
given the delicate requirements for safe shipping of the doses. on its Facebook and Instagram platforms.
CONVERSATION OVER TIME
Overall COVID-19 (News) Overall COVID-19 (Social)
Daily News Volume
Daily Social Volume
250,000 700,000
600,000
200,000
500,000
150,000 400,000
100,000 300,000
200,000
50,000
100,000
0 0
18-Nov 25-Nov 2-Dec 9-Dec
KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
Genomics UK Consortium U.S. Congress Food & Drug Administration Joe Biden, U.S. President-Elect Mitch McConnell, Gavin Newsom, Governor
Scientists at the UK’s COVID-19 The chambers of Congress The U.S. FDA authorized Pfizer’s COVID- As the Electoral College made his Senate Majority Leader of California
Genomics Consortium have approved a short-term funding bill to 19 vaccine for emergency use this week, election official this week, President- McConnell said that the Senate The state of California ordered
discovered a new variant of the avoid a full-scale government a landmark moment in our collective elect Joe Biden has been actively will not leave Washington for the 5,000 body bags and 60
coronavirus folllowing a spike in shutdown last week and returned to recovery from the pandemic. With communicating his administration’s holidays until a COVID-19 relief refrigerated units as it prepares to
transmission rates in the country. negotiating a second COVID-19 frontline medical workers and residents of goals related to the pandemic in its package is passed. There is deal with a growing death toll from
Efforts are underway to confirm stimulus package. Leaders are long-term care facilities will be among the first 100 days, including introducing reportedly support from both sides COVID-19. Governor Newsom
whether this mutation is indeed reportedly warming up to a deal that first to receive the vaccine, attention will his health team, urging Americans to of the aisle to postpone took the preparatory measures as
contributing to increased focuses on education, vaccine now shift to the logistical challenge of wear masks for the first 100 days, and negotiations around the most an opportunity to urge
transmission. deployment and may include distributing millions of doses of a vaccine setting a goal of 100 million divisive issues until the new year, constituents to wear masks and
stimulus checks for consumers. with complex storage requirements. vaccinations for the same timeframe. but McConnell is optimistic take steps to slow the spread.
progress is being made.Dec. 2020
HEALTHCARE: COVID-19
KEY TAKEAWAYS Top Bi-Weekly Subthemes
Volume Bi-Weekly Primary
(News) Trend Emotion
1. COVID-19 treatment
Long-awaited approvals and distribution of vaccines Even with a vaccine, "Anger" permeated discussions 425,875 37% Anger
developments
gives way for cautious optimism worldwide Recent protests over White House officials purportedly
FDA approval from key candidates like Pfizer and set to get access to the vaccine faster than healthcare 2. Frontline worker efforts 137,087 61% Anger
Moderna have uplifted spirits as the first doses of the providers—coupled with the failure to acquire additional
vaccine have been shipped and administered, but with doses of Pfizer's vaccine and the lack of stockpiling 3. COVID-19 cases 109,882 9% Fear
caution as new strains and cases have surfaced. essential PPE—stirred up "Anger." Moreover,
4. COVID-19 testing & tracing 96,351 17% Surprise
Continued disregard in following guidelines have resulted misinformation and debates over patient cases and
the CDC in again updating their guidance. overwhelmed hospitals continued to ignite "Fear." 5. Medical supplies 91,188 9% Anger
CONVERSATIONS OVER TIME Industry % Share of
Healthcare + COVID-19 (News) Healthcare + COVID-19 (Social)
37.5% Overall COVID-19
News Mentions 0.8pt
Daily News Coverage
Daily Social Volume
80,000 200,000
(Bi-Weekly)
60,000 150,000
Volume
Industry % Share of
40,000
20,000
100,000
50,000
31.7% Overall COVID-19
Social Mentions 2.9pt
(Bi-Weekly)
0 0
18-Nov 25-Nov 2-Dec 9-Dec
KEY VOICES - ORGANIZATIONS KEY VOICES - PEOPLE
World Health Organization Pfizer Moderna Dr. Henry Walke, CDC Gavin Newsom, Governor of Gen. Gustave Perna,
WHO authorities are looking into the After reaching major milestones with The FDA confirmed the efficacy of Incident Manager California Operation Warp Speed COO
significance of a new, rapidly growing their vaccine candidate, Pfizer Moderna's COVID-19 vaccine, Dr. Walke notes the CDC's Amid record cases and rising death Perna stated that the country is
COVID-19 strain tied to at least 1,000 submitted an emergency use supporting its authorization and use. guidelines of shortening the rates across California, Newsom on track to distribute 2.9 million
cases in south England to determine authorization to the FDA that has However, initial trials report noted quarantine period to 7-10 days implemented a Regional Stay-At-Home doses within four days of the
the evolution of the virus but with no received approval to distribute the some participant cases of Bell's Palsy, is to create more compliance Order for residents to stay home for approval of Pfizer's vaccine.
immediate evidence to suggest this vaccine and has begun making but medical experts affirmed the among the public and lessen three weeks if their region's ICU While optimistic, CDC advisors
new variant would behave or react shipments to the U.S. and the UK, symptoms are temporary and more the strain among capacity falls below 15%. Issues with warn that more federal funding
differently. prioritizing vaccinations for the information would be needed to overwhelmed public health the new rule has prompted defiance of is needed to support the nation-
elderly and healthcare professionals. determine if there's any causation. systems. orders and petitions for a recall election. wide vaccination campaign.Thank you!
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