Four Challenges Facing Health Care Marketers in COVID Recovery

September 17, 2020

// By Lindsay R. Resnick //

Lindsay ResnickConsumers want to know, “Who’s going to do the right thing when it comes to my health?”

We’ve been exposed! COVID shined a bright light on American health care — the best and the worst: gaps in its value chain, disparities in communities, advances in technology, changes in consumer behavior, and a culture of collaboration in crisis.

Markets are being commoditized, digitalized, and retailized. Health care is at crossroads, and there’s work to be done. And it’s an election year — a big one. Health care will be a dominant issue. For many, it’s far more important than immigration, education, and “law & order.” With the pandemic still looming and the economy struggling to move into recovery, health care affordability and access has every American asking: Who’s going to do the right thing when it comes to my health?

From communicating science to point-of-care delivery to health technology to public-private partnerships, adapting to a new normalcy will be a long, arduous road to traverse. The COVID recovery phase means making up for lost ground, recapturing missed opportunities, and preparing for changing business models and different market rules. So, what to do? Here are four areas of focus for health care marketers.

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