How the COVID-19 Pandemic is Altering the Healthcare Marketing...
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How the COVID-19 Pandemic is Altering the Healthcare Marketing Landscape?

By Healthcare Tech Outlook | Wednesday, June 24, 2020

Strategic online marketing and programmatic campaigns have become the key aspects of healthcare marketing. The majority of telemarketers have started to explore the benefits of telemedicine initiatives

Fremont, CA: The outbreak of COVID-19 has dramatically reshaped the world as we know it, and healthcare is one of the worst-hit industries. The pandemic has brought in unimagined challenges to the healthcare landscape, and the industry is reconsidering the established norms and operational best practices today, to overcome this crisis. Healthcare marketing has also changed during these times of uncertainty. Layoffs, reallocation of marketing budgets, programmatic targeting, and campaigns have brought a major change in the telemarketing priorities.

Healthcare marketers have extensively faced layoffs, furloughs, and salary cuts during this crisis. According to a survey from a tech firm Binary Fountain, about 36 percent of professionals working in healthcare marketing have experienced layoffs within their team due to the COVID-19 crisis. Another 41 percent of the healthcare marketers have experienced relocation to other priorities while only as low as 23 percent have seen no changes in the domain. Top 10 Healthcare Security Solution Companies - 2020

Marketing priorities have also changed during this period. Strategic online marketing and programmatic campaigns have become the key aspects of healthcare marketing. While content marketing held the lion share of health care marketing initiatives in the pre-COVID-19 era, its usage has seen a slump in recent months. Crisis communication has become the front and center of healthcare marketing during this pandemic.

On the grounds of the pandemic, budget reallocation has also become a popular trend throughout the healthcare industry. Paid advertising has become a luxury that couldn’t be afforded by the sector, and the media spending has thus dropped to its half in recent months. As people have confined to their homes, and the internet has become the only resort to stay current, the prominence of email marketing has increased.

The majority of telemarketers have also started to explore the benefits of telemedicine initiatives. The outbreak of coronavirus has accentuated the significance of telemedicine service in the future of healthcare even though it has been around for several decades now. Telemedicine services have helped millions receive care without getting exposed to the virus and reduced the additional pressure faced by primary care physicians working in the frontlines. Once the crisis settles down, the trends are poised to change. Telemedicine will, however, continue to make the headlines in the sector.

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