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.
