Image by Gerd Altmann from Pixabay It seems like the year just started. Now you're at the mid-point of executing the hospital marketing plan, so it's time to look at how it has gone. I know you do the monthly reporting, but this isn't about individual months' performance but a more analytic and subjective holistic evaluation of how well the plan performed to expectations, what unexpected changes you had to make, where the next six months are headed. It's a tall order but a necessary evil. We all like to think about our prowess as marketing planners and the ability to execute. However, we can all be lulled into the "it's the plan, so we have to do it mentality" or are on autopilot with social media tweets and other posts driven by prescheduling with marketing automation. Besides, we are coming out of the pandemic with vaccination challenges and the Delta variant of COVID-19. The last 19 months saw a transformation of how care was delivered, from pat...