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.