This article is part of the May 2021 Spotlight US series, "How the pandemic has changed US healthcare marketing." Read more
The way health system marketers engage with their audiences is changing
As healthcare marketers begin to slowly turn their focus from COVID-19 response and vaccination back to growth, we shoulder increasing market pressures from new competitors such as CVS, Walmart, and Amazon with substitute offerings, as well as an ever-more-difficult battle for audience attention. Traditionally, big-brand, broad-reach campaigns have taken a lead role in health system marketing strategies, and they often dominate American airwaves. The...