What's Next for Healthcare? Ask Marketing.

ResourcesData Confirms Alarming Trend: Covid-19 Fears Are Causing Americans to Avoid the Doctor’s Office and Delay Routine Care Use and Content of Primary Care Office-Based vs Telemedicine Care Visits During the COVID-19 Pandemic in the US TakeawaysDefining your COVID-19 CRM strategyEmory healthcare implemented a CRM strategy in 2019 but had no real intention of mass communication with patients until COVID-19 hit. With more resources pointed toward crisis communications, Emory Healthcare now utilizes their CRM for monthly communications with patients from their CEO.  Amy Comeau predicts this increased emphasis on CRM communications will continue long-term as the COVID-19 landscape evolves. Why re-evaluating community partnerships is a good idea Relationships with community and senior centers offer health systems opportunities to reach patients beyond their EHR or CRM. Emory Healthcare hosts virtual sessions with community centers. These sessions offer engagement significantly beyond in-person information session benchmarks.Forming a 2021 marketing and communications strategyIt's hard to imagine a world where healthcare branding moves beyond COVID-19 messaging and creative. Healthcare communications should reflect this truth for the foreseeable future.  Healthcare marketers can prepare messaging strategies by defining responses based on pandemic severity. For instance, if variant infections accelerate, your team should plan for communications encouraging the public to wash their hands, wear a mask, and watch their distance. Health systems are learning how to balance crisis response needs with existing business objectives. With this knowledge, marketers are now leaning back into high-margin revenue streams.