Image by Dimitris Vetsikas from Pixabay If the SARS-CoV-2 pandemic taught us in 2020, hospital marketers need to be agile and pivot on a dime. How have you allocated the hospital marketing spend for 2021? Can the hospital quickly change tactical direction by moving dollars to where they are needed? Can one change messaging quickly to leverage a new opportunity brought about by the unknown? Now, I am not making light of a bad situation with the pandemic, as there is an opportunity to be leveraged. The leverage is not driving revenue, but as your community's source leader with credible, reliable information and care in combating the viral community spread. The influence is also being able to engage your patients on a meaningful level so that when the pandemic eventually comes under some measure of control, the patient would return to you because the hospital established trust. Enter 2021 Much of the allocations assigned to the strategies and tactics in the marketing plan ...