Stumped? Me too because the term "new normal" is an oxymoron. It is what is typical today. First off, there is no "new normal." Even though the government, media, and brands have pegged what is occurring in society today as the "new normal," it is not. What we have today as a result of the SARS-CoV-2 pandemic is action being mandated by federal, state, and local governments, such as self-isolation, wearing masks, and social distancing to stem the community spread of a highly dangerous and deadly virus. The media and government named it the "new normal." As an aside, the "new normal" is textbook social conditioning. So how does this apply to hospital marketing? The engagement game for hospitals has changed with the pandemic. SARS-CoV2 has gotten the patient's and community's attention and forced the hospitals and health systems to drop the feel-good messaging of bygone days. Patients and communities now expect continuous and ...