Why You Need a Crisis Marketing Plan During the COVID-19 Pandemic

April 3, 2020

Ask the Expert with Alan Shoebridge, Director of Marketing, Salinas Valley Memorial Healthcare System

// By Jared Johnson //

Jared JohnsonThe COVID-19 pandemic has forced healthcare organizations to develop and execute crisis marketing plans. A crisis marketing plan addresses brand management with the goal of avoiding disconnects and establishes processes for rapidly redirecting messaging from service line campaigns to patient safety and health.

Alan Shoebridge, director of marketing at Salinas Valley Memorial Healthcare System and a board member of the Society for Healthcare Strategy & Market Development (SHSMD), recently spoke with us about how his team is putting their crisis marketing plan to work while responding to the COVID-19 outbreak.

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