Hospitals and health systems are adjusting their messaging to patients and the public as the COVID-19 pandemic evolves. For many organizations, messaging is focused on safety and stories about their workers. Here, hospital and health system professionals share with Becker's Hospital Review how their marketing and communications strategies have changed.
Taking over as CEO of a health system’s flagship hospital is difficult under any circumstances, let alone during a pandemic. But that's just what Peter Powers did when he became the head of Memorial Regional Hospital, a 797-bed facility in Hollywood, Fla. On the job since late March, Powers is guiding the hospital as it brings back non-COVID cases and the state’s economy reopens.
Hospitals and health systems looking to boost revenue and increase patient volume after the COVID-19 pandemic should consider online opportunities to engage with patients and make their physicians more accessible. As consumers take a more hands-on approach to shopping for healthcare, hospitals and health systems must meet their marketing expectations online. The challenge for digital marketing teams is staying relevant in the "consumer search funnel," as patients now do their due diligence searching across the web for the right healthcare providers that fit their insurance and medical needs.
Throughout the coronavirus pandemic, healthcare companies have begun using new digital tools to help keep patients healthy. From virus-tracking APIs to remote monitoring, healthcare stakeholders are discovering just how important digital tools and strategies can be. In this article, Healthbox's Enabling Digital Strategy Report lays out the steps of establishing a digital strategy for health companies.