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  • Alan Shoebridge

2023: What we know and don’t know about healthcare

Beginning a new year is always exciting. Although I’m looking forward to what 2023 will bring in terms of opportunities, I know there will be challenges. Healthcare is in a difficult space right now.


Looking ahead to the rest of the year, there are clearly things we know and don't know about healthcare.


Check out the presentation (with audio or just slides) and the article below to learn more about those knowns and unknowns.



💻👇 Slide-only version of the presentation:

Healthcare in 2023
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Note the article below was shared recently by Healthcare Communicators Northwest. Learn more about membership here.


2023: What we know and don’t know about healthcare

By Alan Shoebridge


For the last three years, almost every article looking ahead to the upcoming new year offered some type of prediction that healthcare would return to what it looked like prior to the pandemic. Nobody is saying that about 2023. Disruption on many levels is here to stay.


What does that mean for the new year? It’s likely that healthcare communicators will again be dealing with periods of opportunity and chaos. And just like the last three years, we will be tasked with helping organizations move through that uncertainty toward the future.


💡 What we know


Let’s start off easy. Although much is uncertain about the future of healthcare – and that has always been the case – there are three predictions we can make with confidence for 2023.


Staffing shortages will continue


Not having enough staff – physicians, nurses, techs and more – is a multi-dimensional problem that impacts all aspects of clinical operations. Internally, employee morale suffers fueling turnover and impacting patient experience. For patients and consumers, long wait times for appointments and subpar clinical experiences cause frustration and weaken brand reputations.


Staffing has been a concern for many years, but COVID accelerated the crisis. Reversing the trend is going to be complicated and take years.


Finances will remain shaky


Most people expected that 2022 would be a rebound year financially, but a recovery never materialized for most non-profit healthcare organizations. Throughout the year, most hospitals operated with negative margins every month. Some experienced slight improvements during the summer; however, poor performance returned in the fall.


The culprit behind the most recent downturn was the “tripledemic” of flu, COVID and RSV. Once again emergency rooms were packed, staff were out sick, and elective procedures had to go on hold.


The situation is unlikely to stabilize in the first quarter of 2023. A full financial recovery might take even longer. If that’s the case, we are likely to see additional facility and service closures.


More choices for care


COVID might have been the disruption our industry did NOT see coming, but new entrants into the healthcare space have been on our radar for almost a decade. At this point, it’s almost easier to ask who isn’t interested in disrupting healthcare rather than who is.


The list of “disruptive” companies and ideas is long: remote care, hospital at home, wearables, artificial intelligence, Amazon, Apple, Walmart, etc. The list will get longer in 2023.


Overall, these changes will seek to make care more personal and convenient. Yet, relationships with providers do still matter, especially for people dealing with complex or chronic conditions. That’s an advantage for established healthcare providers.


💡 What we don’t know


What you will likely notice about the three questions below is that many of us have been asking them for quite some time. Will 2023 be the year that the answers matter more than ever? Perhaps.


What actions will politicians take?


Although nothing major – like a full-scale repeal of the ACA or approval of Medicare for All – is likely to happen at the federal level, healthcare will remain a hot topic for state legislators.


In the Pacific Northwest, safe nursing staff ratios for hospitals and financial assistance policies will be under discussion.


Will telemedicine be a true game-changer?


Telemedicine took off during the pandemic with hundreds of virtual appointments replacing traditional office visits for many services. New services were offered in record time. A revolution had happened – or so we thought.


Skepticism of telehealth from physicians became clear as the public health emergency subsided. There are many reasons for this ranging from reimbursement to schedule management to effectiveness. However, the demand from patients for virtual care options is clearly there. Although we might not see much new happen in 2023, it seems inevitable for more care to be delivered virtually.


Will value-based care (finally) gain more traction?


Fee-for-service care still is the dominant model of reimbursement that funds the ability for hospitals to provide care to the entire community, including the uninsured. Pressure from payers to move to new models has not driven change at the levels expected.


The future of value-based care remains murky, but with healthcare costs continuing to rise year over year, at some point new models will get traction. However, making significant progress in 2023 seems unlikely.


🔑 What communicators can do to be successful


Next year is going to be challenging. There’s no getting around that. So, what is the plan to be successful? Here are three things to keep in mind:


  1. Develop a high-level plan for the year, but expect to change it often. Be flexible.

  2. Target your messages to your audiences. Address their pain points. This is especially important for internal communications.

  3. Maximize your owned media channels. With media industry layoffs, successful pitches are going to be more difficult than ever. You’ll have to rely more heavily on your own email, apps, newsletters, and social media to get the word out.


In addition to these three areas, it will be important to address burnout. Our profession has been hit hard during the pandemic. It’s important to embrace periods of downtime when they occur.


And don’t forget to connect with others experiencing the same challenges. That’s what makes an organization like Healthcare Communicators Northwest so important. Best of luck to all of you in 2023, and let’s support each other.



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