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Two New Goals for Service Line Marketing During COVID-19

April 21, 2020 Tami Weigold Category: BlogTags: promotion, COVID-19, service line marketing

Two New Goals for Service Line Marketing During COVID-19

Obviously, the goals for service line marketing during COVID-19 have had to change. For the foreseeable future, group gatherings are off the table – no seminars, classes or support groups. Elective and non-essential surgeries are being postponed.

Yet, there are still consumers with questions about weight loss surgery, severe joint pain, and more. Sleep problems are prevalent for many reasons including heart burn, etc. This is a good time to audit and re-purpose what is already in place to carry health systems through this unprecedented time.

1. Maximize use of existing programs and messaging channels.

While consumers are home and absorbing 24/7 COVID-19 coverage, there is an opportunity to position your existing tools into their newsfeeds.

For instance, health systems with health risk assessments in place can easily keep service lines promotion active with no setup or build out time. This allows the health system to continue generating leads from interested individuals. When the transition from crisis to rebuilding begins, there will be a pipeline in place. Remember it may be a good idea to adjust call-to-action and follow-up messaging for consumers to consider delaying elective procedures for right now.

2. Promote your health system as a trusted source of information.

With everything happening in healthcare today, service line and non-essential marketing is a place of calm and solace. Of course, consumers want to know their hospital will take care of them if they fall ill. But they also want to be able to view a health system as a partner which can improve well-being and quality of life. At some point, healthcare will return to caring for health – not pandemic. We will once again be promoting our providers and specialty services – not drive thru testing.

Summary: Service Line Marketing During COVID-19

Marketing strategists and communicators must maintain focus on the here and now. Of course, don’t lose sight of the future. We will make it through and go back to sharing accolades for quality and outcomes. Be strategic, resourceful, and safe.

Tami Weigold

Director of Client Success

Tami has been in the healthcare marketing space for nearly two decades – working in both large hospital systems and independent medical groups. The majority of her career was spent in San Diego, leading marketing and communications efforts for both Sharp Healthcare and Palomar Health. With a hefty focus on CRM, ROI analysis and the patient experience, Tami was an early adopter of digital technology.

After a recent move to Connecticut, with her husband Justin and children Molly and Max, Tami is excited to join the Client Success team at Medicom Health and looks to be a valued strategic resource to her clients.

More by Tami Weigold

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