Key Takeaways

Post-COVID-19 Marketing SWOT Review

Strengths:

• 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.