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Planning meeting image by Startup Stock Photos from Pixabay The SARS-CoV-2 pandemic has played havoc with hospital budgets overall. Rapidly declining revenues saw marketing budgets and operations, the first department to be cut. That is understandable as every dollar saved in marketing flows directly to the bottom line. The unfortunate reality is that when we thought we might be coming out of the pandemic in 2021, here comes Wave 4- the pandemic of the unvaccinated driven by the COVID-19 delta variant. Looking into the crystal ball, it doesn’t take a rocket scientist to figure out that hospital marketing budgets, for the most part, will continue to decline as a percent of revenues and operating costs for 2022. With planning just beginning in some organizations or nearly ready to start, the time is now for change. The market has shifted dramatically. Business graph image by Mohamed Hassan from Pixaby. Consider the seismic shifts due to the pandemic for the plan and budget development ...

  Image by Dimitris Vetsikas from Pixabay If the SARS-CoV-2 pandemic taught us in 2020, hospital marketers need to be agile and pivot on a dime. How have you allocated the hospital marketing spend for 2021? Can the hospital quickly change tactical direction by moving dollars to where they are needed?   Can one change messaging quickly to leverage a new opportunity brought about by the unknown? Now, I am not making light of a bad situation with the pandemic, as there is an opportunity to be leveraged. The leverage is not driving revenue, but as your community's source leader with credible, reliable information and care in combating the viral community spread. The influence is also being able to engage your patients on a meaningful level so that when the pandemic eventually comes under some measure of control, the patient would return to you because the hospital established trust. Enter 2021 Much of the allocations assigned to the strategies and tactics in the marketing plan ...

The SARS-CoV-2 pandemic has played havoc with hospital budgets overall. Rapidly declining revenues saw marketing budgets and operations, the first department to be cut. That is understandable as every dollar saved in marketing flows directly to the bottom line. The unfortunate reality is that when the hospital begins to emerge from the pandemic's first wave, any market momentum has been lost, and marketing is in a restart position. Image by StartupStockPhotos on Pixabay Looking into the crystal ball, it doesn't take a rocket scientist to figure out that hospital marketing budgets, for the most part, will continue to decline as a percent of revenues and operating costs for 2021. With 2021 planning already started in some organizations or nearly ready to start, the time is now for change. The market has shifted dramatically. Consider the seismic shifts that took place due to the pandemic for the plan and budget development   – acceptance of telemedicine, the patient using socia...