With the "New Normal" Courtesy of SARS-CoV2, What is Your Continuous Engagement Strategy?

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 meaningful engagement going forward.

What is the hospital going to do moving forward?

Here are four essential "normal" engagement strategies you need to employ:

1. Integrate your engagement solutions. That means information is delivered seamlessly so that the community and patient can interact with you anyway, anytime anyplace, be it email, mobile text, website portal, and any of the social media channels. 

2. Create a sense of community.  Get into the inner circle of the audience and become the trusted advisor. It's not just about loyalty. Shape the behaviors to the point where they will recommend unconditionally.

3. Use technology.  We live in a world of technology, and you need to run a multifaceted, highly integrated campaign. With social media, smartphones, web, text messaging, mobile messaging, etc., eighty percent of consumers want the option of interacting with a healthcare provider via their smartphones. The patient is inviting the hospital to engage them and engage them all the time.

4. Time it right and add value.  If your health messaging is not resonating with the healthcare consumer or patient when they receive it, then one has lost them. Continue to implement and execute what you learned during the pandemic.

Today the established "normal" for marketing hospitals and health systems is to continue the unparalleled patient and community engagement and interaction forced by the pandemic.

Oh, and please don't call it the "new normal." No one knows what that means.

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 inquiries regarding strategic consulting engagements, email me at michael@themichaeljgroup.com. Connect with me on Twitter, LinkedIn, and Facebook. Opinions expressed are my own.

For more topics and thought leading discussions like this, join his group, Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.