When the FDA warned hospitals in late December that their Y2K problems might actually start this year, the "bug" issue compounded the public's fear that the industry will not be ready to usher in the new millenium. The medical device problem - first identified on a Y2K informational Web site - involves computer date bugs that will malfunction this month if not reset.
For communicators, this is a snapshot of what to expect next year. Referred to as a "Year 1999" crisis, national news outlets like Reuters and the Washington Post reported on the FDA's warning to hospitals about the medical device bugs which may occur in 15 instruments from seven manufacturers. While there is no immediate health threat, the bugs can wreak havoc on internal records. The FDA discovered the bug through an electronic message forum hosted by RX2000, a clearinghouse of information on Y2K problems for healthcare companies.
So far, two manufacturers have verified the problem can occur in two products - a defibrillator by Hewlett Packard and a patient monitor by Invivo Research. In addressing the issue to reporters, Diane Prendible, Hewlett Packard's press relations specialist for its medical products division, highlights that the problem does not affect patient care but how the product recognizes dates. She is aware of the potential for confusion.
This issue is just one of several Y2K inquiries Prendible's PR department has addressed over the past year. For image damage control and to offset product safety concerns, Hewlett Packard launched a Web site last year devoted to Y2K compliance at http://www.hp.com/go/healthcare. The site updates customers on the compliance status of Hewlett Packard's medical products. So far, more than 90 percent are Y2K-compliant, says Prendible. The site, which targets healthcare providers, also positions Hewlett Packard as a proactive market leader in Y2K patient safety with the media.
Get Ahead of Y2K
Although pharmaceuticals and medical device manufacturers are healthcare frontrunners on Y2K compliance issues, industry communicators have yet to meet the escalating demand for patient and physician information. These companies are posting informational Web sites and keeping the dialogue as open as possible with customers on their Y2K-readiness status.
Hospitals on the other hand, which are particularly behind the Y2K eight-ball on addressing compliance issues, must make it more of a communications priority, says Ron Hanser of Hanser & Associates, a PR firm in West Des Moines, Iowa, that represents RX2000 and several other healthcare organizations on Y2K issues. "It's not just an IT issue but an issue that needs to be approached on a broad management level [involving executive management, legal counsel and communications]."
To get Y2K-ready, Hanser suggests updating your crisis communications plans with external and internal strategies for addressing Year 2000 crisis scenarios. Employees, physicians and the community are key stakeholder audiences that need customized messages. It's also a good idea to follow best practices from pharmaceutical and medical device companies that are posting Y2K-relevant messages on their Web sites. The demand for this information on the Internet is high. For instance, RX2000's Web site generates up to 10,000 visitors daily, says Joel Ackerman, executive director of the nonprofit organization.
This month, RX2000 launched a "Rapid Reponse Communications Center" on its Web site to alert hospitals to Year 2000 and "Year 1999" medical device problems. Providers can contact RX2000 about medical device problems they're having and this information will be posted on the Web site and communicated to members via email. Ackerman says hospital Web sites are well-positioned to fill the growing patient information void with Y2K-status updates and email forums.
To get your PR department in Y2K crisis planning mode, check out PR NEWS' special forum on this subject in Washington, D.C. on Feb. 22. PR NEWS is an HPRMN sister publication. To register, call 888/707-5814 or visit http://www.prnewsonline.com, HPRMN subscribers will receive a special discount.
(RX2000, Joel Ackerman, 612/835-4478; Hanser & Associaties, Ron Hanser, 515/224-1086; Hewlett Packard, Diane Prendible, 650/857-7750)
Y2K... Ready, Set, Go
There are tremendous PR opportunities for positioning your organization as a Y2K frontrunner on patient safety, says Ron Hanser of Hanser & Associates, a PR firm in West Des Moines, Iowa, that provides counsel on Y2K issues. Consider:
- Developing a Web site or hotline dedicated to addressing patient and physician Y2K concerns.
- Updating your crisis communications plans with Y2K scenarios and strategies.
- Creating Y2K materials for patients at the point of registration and admissions.
- Holding seminars for physicians on how to handle patient inquiries.
- Developing a Y2K advisory board with representation from executive management, IT, legal counsel and communications.