
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 marketing leadership opportunity
that hospitals and health systems have in their communities. To return people
to the doctor, their primary care doctor to address neglected health conditions
and concerns that arose or were ongoing during the COVID-19 pandemic isolation.
This week is adding Primary Care marketing to the marketing
mix. A back to basics strategy. Drive
the patients and community back to primary care, pull the primary care doctors
to the hospitals for diagnostic, outpatient, and inpatient services.
A break from the past.

Hospital and health system marketing going forward.
It's not sexy or exciting, but it is the leadership from the
hospital that the patient and community need.
It is what your doctor needs. Primary care feeds the specialties and the
hospital. A back to basics strategy that
continues the engagement momentum you established during the pandemic.
Individuals need to begin to focus once again on their healthcare that was neglected whether it was from fear or uncertainty over these past several
weeks. Show them the way back.
The hospital leading the community back to quality, affordable
healthcare starts now.
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.
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