Daily Briefing Live – June 9, 2020

Key TakeawaysPost-COVID-19 Marketing SWOT ReviewStrengths:The speed of digital/content development was incredibly fast for some organizations.Internal comms kept team members informed and confident in key issues surrounding the health system regarding COVID-19.Public/media relations (unfortunately, this was also a weakness for some health systems).Using scenario planning to get ahead of issues.Using consumer research to inform the organization's conversation about messaging.Adjusting to the remote working environments.Working with physicians - we've seen some health system marketing teams make giant gains here.Weaknesses:Tech stacks weren't able to give us fast enough information to communicate with patients.It can be challenging to get approval quickly.Marketing, operations, and leadership were/are not aligned.Lack of understanding of clinical patient engagement.Personalized and coordinated multichannel outreach struggled to scale.Opportunities:Maintaining virtual health - a tremendous new CTA to attract new or engage existing patients.Extending current campaigns into something your brand stands for.Making things easier with a clear priority.Enhancing the understanding of consumer segments (both overall value to the system and at a service line level).Threats:Budget concerns.Team member burnout.Consumer trust/mistrust.For example: We heard today from a nurse that patients that are returning after delaying care are unhappy because of the severe consequences as a result of that delayed care.