Guide

Four Ways COVID-19 is Transforming the Hospital Marketing Function

Call it our Winston Churchill moment. As he famously said, never waste a good crisis.

We gathered 28 health system CMOs and marketing leaders for a no-holds-barred discussion of what system leaders are doing now to transform their marketing functions and what they believe the future holds for this transformation. We heard that the pandemic is amplifying existing pressures while also creating new ones. Some experiences were broadly felt, and others were unique. But one takeaway was clear – the value of marketing has never been more apparent to health system leaders.

But how, exactly, do health system CMOs accomplish such a task, and how will their evolving marketing team structures change as a result? In this report are our takeaways on this topic from the open and collaborative conversation.