This article is part of the May 2021 Spotlight US series, "How the pandemic has changed US healthcare marketing." Read more
Uncertainty typically elicits two responses: preparedness and procrastination. Over the past year, when COVID-19 upended any semblance of certitude, we saw both. First came preparedness: toilet paper flew off store shelves, Lysol spray became liquid gold, and prices for N95 masks skyrocketed. However, as initial panic subsided and the pandemic wore on, procrastination settled in for the long haul.
In the before times, procrastination was largely seen as a negative, but the nature of quarantining,...