A crisis communications team has launched ResponderHub, which is being called the first such tool designed specifically for senior housing and services.
The platform combines response training with HIPAA-compliant, cloud-based software and a real-time communications app. It is designed to help providers prepare, prevent and respond to crises that threaten widespread, serious or reputational damage or business disruption.
“It’s vital that an organization be able to deliver related information quickly, in just the right way and to precisely the right audience in order to minimize damage,” said Debra Sheridan, president of IVY Marketing Group, which launched ResponderHub on Jan. 1.
ResponderHub clients receive on-site training including industry-specific response role playing, appropriate setup of a situation room and demonstrations of the easy-to-use software. The company also is offering optional media training, complete with questioning, recording and coaching.
Though other crisis communications tools can help providers manage components of a crisis — say, safe access to emergency planning documents — ResponderHub shaped its offering with a senior care lens, one that spots liability, regulatory and reputational issues that can threaten a facility’s livelihood. Sheridan noted settling a lawsuit can easily cost $750,000. Online complaints or data breaches present insidious dangers with costs that are harder to know.
ResponderHub can include comprehensive monitoring of online reviews “to ferret out smoldering crises” with quickly crafted responses.
Sheridan’s IVY Marketing Group includes a team of professionals certified in content marketing and crisis communications by the Public Relations Society of America and media trained by the Institute of Crisis Management.
