Image by pearson0612 from Piaxabay Hospitals and health systems made great strides in leading and engaging their communities through the teeth of the first wave of the pandemic, and establishing themselves as the credible source of information and resources, communities, who responded positively for the most part. Once the first wave passed, most healthcare organizations moved away from the pandemic messaging and quickly reverted to pre-pandemic marketing efforts. It was too soon to completely drop the pandemic community leadership and patient messaging activities, as I have written before. Now with SARS-CoV-2 infection rates skyrocketing daily across the country, thousands of deaths per day, and hospitals at or near ICU capacity, and canceling elective surgeries, hospitals have a high stake in the success of the vaccination efforts now underway. As reported in The Hill, "About half of Americans willing to receive COVID-19 vaccine, AP poll finds" only 47 percent of the...