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The New Normal is a 10-part series podcast that explores the future of hospitals and health systems because of COVID-19 by Touchpoint Media .  With host Chris Boyer , we discussed the financial stability of the healthcare industry and the challenges we face pivoting to a post COVID19 world. Just click on the link below. Financial Stability of the Healthcare Industry Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the  100 Top Healthcare Marketing Blogs & Websites  ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow, American College of Healthcare Executives. An expert in healthcare marketing strategy, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide and is considered an established influencer. For ...

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 ...

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...

With the lockdowns easing across the country, hospitals are beginning to schedule surgeries, outpatient procedures admitting med-surgical patients, and resume outpatient services. Its been a difficult time, and physicians have suffered from declining practice visits and revenue as well. The public is skittish and has gotten the message, for the most part, about preventing community spread. While the reopening of the economy is beginning, poll after poll indicates that the public desires a slower reopening of the economy. And, for better or worse, the hospital is a big part of the local economy. Now consider this for a moment. Image by fernando zhiminaicela fromPixabay For weeks now, the hospital has been messaging COVID-19 information, hospital status, canceling inpatient, and outpatient services except for emergencies and telling people to stay home, stay safe. Many a hospital have imaged and messaged around their staff as essential employees and first responders. People have virtuall...

As of May 3, 2020, the United States reported 1,185,167 Coronavirus cases, 68,495 deaths, and 178,219 recovered (source worldometer ). These are sobering statistics regardless of where you are in the political spectrum. Even more sobering when you see the worldwide toll COVID-19 has taken. Image by Pexels from Pixabay The point is that COVID-19 has changed the healthcare experience for everyone. While there is an understanding that COVID-19 is not a normal situation, the impacts are profound and lasting. As hospitals develop their marketing plans for a post-pandemic world, special attention needs to be paid to the patient experience. With all-hands-on-deck for the influx of Coronavirus patient with a highly contagious disease, cancellations of surgery, outpatient services, etc., was the norm.   People have also delayed going to the doctor for treatment for a variety of reasons. Anecdotally, I am hearing that physician's office visits for primary care are down 50-60 percent. Image b...

A not so funny thing is happening during the COVID-19 pandemic and shelter-in-place orders across the country. People have stopped going to see their primary care doctor. And that my friends is not a good thing. While caution is understandable, the resulting action is not. It has never been more important to address medical issues and concerns before they become more severe problems from lack of attention and treatment. The pandemic does not mean that physicians are not practicing medicine and have shut down their practices. What it does mean is they are taking prudent precautions in scheduling patients and implementing the CDC guidelines to prevent the spread of COVID-19. Anecdotally, I am hearing that medical practices are down anywhere from 50 – 70 percent of their regular patient volumes. I can understand surgeons, anesthesiologists, and other specialty physicians hurting, but primary care should not be. The new normal if there is such a thing. And that, in a nutshell, is the marke...

As the COVID-19 pandemic looks like it could be reaching a midpoint with the apparent beginnings of a slowdown of the infection rate and hospitalizations, it is time to consider your mid-pandemic marketing strategy and plan. Consideration of the topic is especially important if you have “hunkered down” cut budget, staff and disappeared entirely from the marketplace. The time to start to come out from your business isolation is now. Not two or three months from now. How you begin to position and market your organization today will, in large part, determine the success or failure of your organization in the new normal. Your markets and critical influencers have short memories. While you stayed in contact with your existing clients, your prospects have forgotten who you are. By going silent and not developing and executing helpful, information-based resources for them strategy during the pandemic, your prospect will be turning to those that were present. The top of mind still plays an imp...