Challenge
HCA Healthcare is an American for-profit operator of health facilities, maintaining almost two hundred hospitals in the United States. As a long-time client of MSL, HCA reached out for additional services regarding issues and crisis management during the COVID-19 pandemic.

Solution
Working with MSL, I held the lead role in designing and pitching an online monitoring and response solution that integrated Brandwatch⧉ (social listening) with Khoros⧉ (public engagement). The solution tracked social conversations mentioning an HCA-owned facility and potential issue/crisis topics of interest – PPE, COVID-19 testing, ventilators, personnel burn-out, hospital capacity and telemedicine. Business rules were created to stream social mentions to the communications personnel of the relevant facility and to ensure escalation to the correct response tier.

Results
The issues and crises management solution allowed the communication departments of HCA Healthcare facilities to monitor conversations 24/7 and to engage the public throughout the COVID-19 pandemic resulting in improved public and staff relations.