COVID Chronicle

Patient and Community Communications We knew that our approach to public communication needed to be as varied as our audience. Our approach included regular news briefings directly with media, participation in stories generated by the media (earned media), and public education through paid advertising and social media. Earned Media

Social Media We used our own social media channels to interact with our audiences. These came primarily through Facebook posts, and reached a large percentage of our audience (reach and impression numbers in the graph count individuals more than once based on their interactions with our information). We received engagement with our posts at about eight times the normal rate for our social media activity. Paid Advertising Paid advertising took the form of public service announcements in the following phases: Educate the public on safe conduct, wash hands, practice social distancing, remain at home if possible. The next phase was action to take if COVID-19 is suspected: screening and testing procedures, locations, and to call ahead for care. Local Options With the range of services and concentrations of cases and outbreaks across the state, local flexibility was an important part of all communications. Visitor policies, screening protocols, and other measures were implemented based on local conditions. So, our messages all had options for local organizations to manage and disseminate based on local policies. As we continue to manage our facilities, use of telehealth, parking lot waiting areas, and other measures may be implemented locally to facilitate operations.

Northern Light Health Cumula � ve COVID19 Facebook Posts through 5/20/2020

Select Metric(s) Engaged Users Impressions Reach

Select Member(s) Acadia

ARG HCH

BH

CAD

EMMC

Inland

Mayo

MC

Mercy

SVH

System

Select Category All Other Be Informed Community/Partner Gr... Employee Gra � tude Our Services During CO... Protect Yourself Restart Self-Care Tes � ng/Screening Proce

Post Performance By Category

0 100000 200000 300000 400000 500000 600000 700000 800000 900000 1000000

Engaged Users Impressions Reach

13% 6% 1% Posts By Category

All Other Be Informed Community/Partner Gra � tude Employee Gra � tude Our Services During COVID Protect Yourself Self-Care Tes � ng/Screening Procedures Visitor Regula � ons Restart

Total COVID19 Social Posts

82 76

80

0 50 100

64 52

49 48 58 62 60

47 39

11%

11%

10%

Total COVID19 Post Metrics

6%

Engaged Users

Reach Impressions 2,041,413 2,317,867

24%

6%

204,929

12%

Reach, Impressions, and Engaged Users based on 7-day window a � er post was made Data from Facebook Analy � cs

Data Updated for Posts made on 5/20/2020 or earlier

Our earned media dashboard shows we were covered in over 300 stories over the first 5 months of COVID-19. We presented ourselves mostly as a system, with local emphasis where needed. Stories that had a bias tended in our favor by a 6:1 ratio.

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