As we begin to emerge from the first wave of the COVID-19 pandemic, which has overwhelmed hospitals and society worldwide, a new reality exists in the marketplace. That reality change for those who understand means that the hospital marketing messages of the pre-pandemic world won't work in the mid to post-pandemic healthcare marketplace for the hospital. It doesn't take a ton of market research to know that either. Just look at your own experience. What's changed? In a nutshell, everything has changed. The patient care experience becomes more complex from the pandemic, as if it wasn't already complex enough, with that complexity translating into how the hospital reenters the marketplace with its inpatient and outpatient services, satellite ambulatory centers reopening. Now, the great temptation is just to use the messaging, creative, and content while picking up and executing on your pre-pandemic marketing plan. Consider the impact of COVID-19 on actions, communicati...