Preparing Your Post-Pandemic Marketing Strategy, Part I

// By Dan Dunlop and Jared Johnson //

Right now, our hospitals and health systems are facing far more than a public health crisis; they are facing a financial crisis that could threaten their very survival.

It is estimated that hospitals and health systems are losing 25 to 40 percent of their revenue as a result of the pandemic (Becker’s, April 2020). How will these organizations recover and how can their marketing departments help?

COVID-19 may be with us for a while, but the surge is gradually winding down and hospitals must be prepared to hit the ground running with marketing that drives patient volume to profitable services.

Organizations do not have the luxury of taking two or three months to ramp up. Hospital marketing teams must make the time now to plan for the inevitable pivot from ongoing COVID-19 communications to revenue-generating service-line marketing. The plan for moving forward must be in place, with marketing channels defined and content ready to launch.