The Impact of Healthcare Marketing Strategies Amidst a Pandemic

Maddie Nickels
Marketing Director & Referral Liaison
Southern Hills Nursing Home & Rehab

As you reflect on the past year, you probably have heard the phrase “the new normal” used in many different situations. This year has challenged people to reevaluate and reprioritize some of life’s basic requirements in order to adapt to the unprecedented challenges trigged by the coronavirus pandemic. COVID-19 has transformed healthcare operations and clinical protocols on a global standpoint. Healthcare marketers have been challenged to shift their approaches to reaching patients as they adapt to the ever-changing restrictions each state has enforced.

In an environment where we are no longer able to meet face-to-face, building sustainable relationships and connections has become more important than ever. Relationships with our physicians, hospitals specialists, and community partners play a key component in providing value to our targeted market. It is through the quality of care of our current/past patients that we are able to strengthen our relationships with these providers to assist with marketing tactics. As a healthcare professional and marketer, you are responsible for creating, communicating, and delivering all information. During these times, we are emphasizing the importance of delivering positive admission and discharge summaries to referring case managers and physicians to strengthen the trust and relationship between the internal and external resources.

With a plethora of platforms available to utilize in reaching potential patients and customers, the coronavirus pandemic has led many healthcare providers and marketers to increase their presence on social media. By regularly updating our webpages and social media accounts, we are able to communicate with those that we may not be able to meet with in person due to COVID-19 restrictions. Many healthcare providers are relying on “virtual tours” and webinars to interact with their target market. Utilizing such resources allows you to still provide information with a touch of personable comfort potential patients/family members.