After COVID-19: What's Next for Marketing? 

How the Pandemic Has Reshaped Marketing — and What Top Industry Leaders Are Planning for the New Normal

A Strategic Health Care Marketing member webinar for marketers, communicators, and strategists at hospitals, health systems, and physician groups

Presented on March 31, 2021

Your Presenters:

Moderated by: 

Sponsored by Wellsource

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As of early March, nearly 80 million Americans have received at least one dose of the COVID-19 vaccine. The current daily rate of 1.8 million doses administered a day is expected to more than double by the end of March to 3.3 million. Before the year is up, the expectation is that any American who wants to be vaccinated will have access, and hopefully, we will have achieved herd immunity.

As we begin to see the light at the end of the tunnel the question is, should marketers pick up where they left off in February 2020, before the pandemic demanded a radical shift in priorities? What were those plans? Are they still even relevant, or has the old normal been permanently replaced by a new normal, yet to be defined? Which COVID-era changes will remain — because why would we go back? Our panel of marketing and strategy leaders will share their perspectives on the road to recovery, and what they think the new normal will look like.

During this session you will learn:

  • How leaders adjusted and adapted marketing priorities as COVID surged, then receded, then surged again in their communities
  • Technology solutions organizations embraced and expanded to meet patient needs — and which ones are likely to last beyond the pandemic
  • How organizations are managing resources around large-scale vaccinations of patients in their regions
  • Strategic initiatives with the greatest potential for recovering lost revenue
  • What the post-COVID world will look like for health system marketers and strategists — and the necessary skillsets to navigate the new normal

About Your Presenters:

James Blazar

Executive Vice President & Chief Strategy Office

Hackensack Meridian Health

James Blazar is chief strategy officer and executive vice president of Hackensack Meridian Health. He is responsible for regional strategic network growth and oversees annual health network and care transformation service line strategic planning and monitoring, network affiliate program growth, new business planning and development, marketplace trends, marketing, communications, public relations, and sports sponsorships.

He leads the M+A and affiliation efforts for Hackensack Meridian Health and has co-led efforts to partner with JFK Medical Center, Memorial Sloan Kettering Cancer Center, and Carrier Clinic. Under his leadership, the marketing team developed the new brand positioning, logo, and identity for Hackensack Meridian Health. He was also appointed to Governor Murphy’s Healthcare Committee team in 2017.

Dalal Haldeman, PhD
Haldman Marketing, LLC

Dalal Haldeman, PhD is the CEO of Haldeman Marketing, LLC. She is the former senior vice president of marketing and communications for Johns Hopkins Medicine, the organizational umbrella for the Johns Hopkins School of Medicine and the Johns Hopkins Health System.

Before joining Hopkins in 2006, Dr. Haldeman spent 12 years at the Cleveland Clinic and the Cleveland Clinic Health System, which included 11 hospitals in Ohio and Florida and national and international partnerships. She holds a Ph.D. in Food Science and Nutrition from Pennsylvania State University and an M.B.A. from the Graduate School of Business Administration at Cleveland State University. Dalal is a member of the eHealthcare Strategy & Trends editorial advisory board.

Catherine Harrell
Chief Marketing Officer
Franciscan Missionaries of Our Lady Health System

Catherine Harrell is chief marketing officer for the Franciscan Missionaries of Our Lady Health System. She leads the organization’s shared services marketing and communications team responsible for brand, advertising, web and digital marketing, social media, internal communications, public relations, reputation management, crisis communications, and consumer research.

She has led COVID-19 communications through all phases of the pandemic. Targeted patient confidence messaging and outreach helped return to pre-COVID volumes for acute and ambulatory operations within six months. The health system is now aggressively expanding community vaccine capacity according to the respective state implementations with a particular mission focus on difficult-to-reach communities.

David Marlowe
Strategic Marketing Concepts

David Marlowe is the principal of Strategic Marketing Concepts, a health care marketing consulting firm based in Ellicott City, Maryland. David directs engagements involving the development of strategic marketing plans, market research, marketing function assessments, medical staff marketing, new program development, pricing strategies, and health care delivery system marketing issues.

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