Data Breaches and the First 48 Hours

Alexis Odesser

Sally Sussman captured the fragility of organizational credibility: “Reputation is earned in drops and lost in buckets.” In the healthcare industry, a data breach isn’t just a technical failure but a crisis in trust that can shape an organization’s reputation for years to come. Unfortunately, data breaches within healthcare are becoming increasingly common. Recent data from the Fox Group shows that from 2015 to 2023, the number of large healthcare data breach incidents (500+ records) rose from about 270 in 2015 to 746 in 2023. When a data breach occurs, how can organizations respond effectively in the first 48 hours? Every choice can restore confidence, or, if mishandled, speed up reputational decline and erode stakeholder and patient trust.

The golden hour in crisis communications

When attackers compromise sensitive patient data, organizations face what can be considered the “golden hour,” the critical window where they can still control their own story. Once 24 hours pass, external forces—such as media, regulators and public opinion—take over. This reality has led to the development of the “First 48 Framework,” a strategic approach that prioritizes speed without sacrificing accuracy or empathy.

The framework relies on three core pillars: pre-approved messaging, swift legal and compliance approval and clearly assigned stakeholder and spokesperson roles. Without these elements in place before a breach happens, organizations often find themselves rushing to coordinate responses while valuable time slips away.

Pre-approved messaging, developed as part of broader crisis preparation, acts as the backbone of quick response. These are not generic templates, but carefully crafted communications that can be easily customized based on the specific nature and scope of a breach. The messaging must address key stakeholder concerns while maintaining compliance with regulatory requirements. This is a delicate balance that requires advanced planning and legal review.

Strategic coordination under pressure

The complexity of a healthcare data breach response requires seamless coordination between multiple departments. Communications teams serve as the strategic pivot point during these critical moments, leveraging their unique ability to think several moves ahead, game out potential scenarios and engage diverse stakeholders to protect organizational reputation. Designated spokespersons must be trained in both crisis communication techniques and technical aspects of data security and healthcare regulations. Crisis communication extends beyond spokespersons—every employee becomes a potential voice. Customer service representatives, finance personnel and administrative staff may field questions from concerned stakeholders before official communications reach the public. Employees require carefully crafted, immediately accessible talking points that empathetically redirect inquiries to appropriate channels. Without this preparation, well-intentioned but uninformed employees can inadvertently provide inconsistent information or damage stakeholder trust during already stressful situations.

Transparency as a strategic imperative

Today’s healthcare consumers expect transparency, especially when their personal information is at risk. The most successful breach responses are characterized by proactive transparency that builds trust.

Effective transparent communication follows a three-part structure: sharing what is known, acknowledging what remains unknown and committing to ongoing updates. This approach demonstrates respect for stakeholders while maintaining credibility throughout the investigation process.

The “what is known” component should include confirmed details about the breach’s scope, the types of information potentially affected and immediate steps taken to secure systems. Organizations must resist the temptation to minimize the situation or provide overly technical explanations that obscure rather than clarify the impact.

Equally important is acknowledging what remains unknown. This might include the full extent of compromised data, whether information was actually accessed or just exposed, or the identity of threat actors. Rather than weakening the organization’s position, this acknowledgment demonstrates honesty and sets realistic expectations for stakeholders.

The human element in crisis communication

Behind every data breach statistic is a real person whose private health information may have been compromised. Successful crisis communication never loses sight of this human element. Messages must lead with empathy, acknowledging the legitimate concerns and fears that patients experience when their data is breached.

This human-centered approach extends beyond messaging to include tangible support resources. Provide patients with clear guidance on protective steps, such as monitoring their credit reports or staying alert for suspicious activity. Set up dedicated support channels so affected individuals can reach a real person, ask their questions and get timely updates. Activating a dark website and leveraging content hubs as digital destinations where people can access information and support resources is another high-impact avenue for helping people affected by data breaches.

While being transparent within the first 24–48 hours of a known breach, continuing to support individuals after the full extent of the breach is known and investigations are complete is paramount too. The most effective response includes offering concrete benefits like free credit monitoring services, identity theft protection, or enhanced security features for patient portals. These gestures demonstrate genuine concern for patient welfare and can significantly impact how the organization’s response is perceived.

Building long-term trust through crisis

While the First 48 hours are crucial, healthcare organizations that emerge strongest from data breaches understand that reputation recovery is both a marathon and a sprint. The most successful approaches treat crisis communication as part of a broader, long-term reputation strategy.

This extended approach includes sustained stakeholder engagement that continues well beyond the initial incident. Regular updates on security improvements, transparency reports on data protection measures and proactive communication about new privacy initiatives all contribute to rebuilding trust over time.

Lessons from the field

The healthcare organizations that have successfully navigated major data breaches share common characteristics in their communication approaches. They prepared extensively before incidents occurred, responded quickly with empathy and transparency and maintained consistent engagement long after the immediate crisis passed.

These organizations also recognized that data breach communication is fundamentally about relationship management. Patients, providers, regulators and other stakeholders all have different information needs and concerns. Successful communication strategies address these varied perspectives while maintaining message consistency across all channels.

The path forward

As cyber threats continue to grow, data breaches remain an unfortunate reality. The organizations that succeed will be those that see crisis communication not as damage control, but as an opportunity to demonstrate their values and commitment to the communities they serve.

The First 48 Framework provides a foundation for effective response, but its success depends on advanced preparation, cross-functional coordination and unwavering commitment to transparency and empathy. When executed effectively, these approaches don’t just mitigate reputational damage—they can actually strengthen stakeholder relationships and position organizations as trusted leaders in data protection.

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Alexis Odesser is Executive Vice President, Head of Account Excellence, Business of Health Co-Lead at The Bliss Group.