By Lindsay Antaya

The COVID-19 pandemic has fundamentally reshaped healthcare, transforming how organizations communicate with patients, policymakers, and their own staff. Five years later, reflection on the lessons learned and the tools that have become vital for effective healthcare communication offer guidance on how to navigate future public health crises.

Equally important is recognizing the consequences of fractured communication, including a decline in public trust, and the need to rebuild confidence. These lessons remain key to helping healthcare organizations build trust, manage crises, and deliver accurate information to the public.

Transparency: The Foundation of Trust

In the early days of the pandemic, the public craved reliable, real-time health information in the face of so much unknown. Organizations like UMass Memorial Health were transparent about what they knew and the challenges they faced, which enabled them to build and maintain trust with patients. Regular briefings, clear updates, and open data sharing became essential tools for hospitals, public health agencies, and government leaders

Transparency isn’t just about sharing good news – it’s also about being honest when challenges arise. Whether it’s a medication shortage, a hospital capacity issue, or an evolving health crisis, providing accurate information upfront builds credibility. The pandemic reinforced that a failure to be transparent can lead to confusion, misinformation, and – most importantly – public distrust.

When organizations withhold information, they risk losing the confidence of their communities. A 50-state survey of US adults showed that in every sociodemographic group, trust in physicians and hospitals decreased substantially over the course of the pandemic. The study also showed that lower levels of trust were associated with lesser likelihood of vaccination, proving that trust is not only important for hospitals, but it is a public health imperative.

The Danger of Speculation: Stick to the Facts

When dealing with emerging public health threats or crises, sticking to verified data and emphasizing ongoing research helps maintain credibility. The early stages of COVID-19 were filled with uncertainty, and many public figures speculated on issues like transmission, treatment efficacy, and timelines for returning to “normal” due to sparse available intel. Early statements – such as initial claims that masks were ineffective – later backfired, creating confusion when guidelines later changed.

In these situations, many healthcare organizations reinforced public trust by clearly communicating that their guidance was based on the latest information from public health authorities. Messages that emphasized alignment with evolving CDC and state guidelines helped provide clarity. Health systems also set up COVID-19 command centers and participated in daily coordination calls with state and local officials –concrete steps that demonstrated collaboration, transparency, and a commitment to keeping communities safe and informed.

The Importance of Diverse Communicators

The pandemic highlighted disparities in healthcare access and trust among different communities, teaching us that effective communication requires tailoring messages and giving thought to the channels they go through to reach diverse populations. In addition, representation matters – not just in the messages but in who delivers them.

Organizations that worked with multilingual communicators, cultural liaisons, and community leaders were often more successful in reaching underserved populations. Diverse teams also ensure that communication strategies are inclusive and culturally sensitive, preventing the spread of misinformation and reducing barriers to care. Moving forward, healthcare organizations should prioritize assembling communications teams that are reflective of the communities they serve, ensuring that all voices are heard and considered in public health messaging.

Internal Communication: Listening to Healthcare Workers

While external messaging is critical, internal communication within healthcare organizations is just as important. During COVID-19, frontline healthcare workers often had firsthand insights into what was working and what wasn’t. Internal feedback can be invaluable for shaping public messaging, but many organizations didn’t create channels for these voices to be heard.

Also, many organizations failed to consider the perspectives of all staff members – including Environmental Health Service employees. These employees were critical during the pandemic but were often left out of important conversations and faced high levels of burnout. When employees feel heard, they are more empowered to work and become stronger advocates for an organization’s mission.

Establishing regular town halls, internal surveys, and open communication channels with staff ensures that leadership remains connected to the realities on the ground and can adjust messaging accordingly. This also ensures that messaging is consistent, and organizations are remaining a united front.

Moving Forward

Five years after the pandemic began, the lessons learned from COVID-19 – transparency, fact-based messaging, diverse communicators, and strong internal communication –remain crucial for healthcare communications. Applying these principles will be key to maintaining trust and credibility as new challenges emerge.

The way healthcare organizations communicate doesn’t just shape public perception, it also impacts public health. The more we apply these lessons, the more effective and resilient our healthcare ecosystem will be.