The COVID-19 pandemic has upended everyone's way of life. At a time like this, it is understandable that the ability to focus on the near-term future, when hospitals are strained past the breaking point, may seem an oxymoron. But focus we must, with at least some consideration as to the role of marketing, communications, and public relations in hospitals and health systems will be as we come out of the public health crisis. An essential consideration because health care delivery has fundamentally changed, driven in part by world-changing external events. Some may say that the changes we see today in healthcare delivery were already in process, just accelerated as a forced change at that. Now, how hospitals and health systems communicate with patients, and the communities served has changed as well. There is no going back to the way we practiced marketing, communications, and public relations in the hospital. Ever. How should we look at hospital marketing, communications, a...