STRATEGIC PIVOT: HEALTHCARE MARKETING EVOLUTION DURING THE COVID-19 PANDEMIC

Abstract

The global impact of the COVID-19 Pandemic has spurred significant transformations across sectors, prompting innovative strategies to navigate unprecedented challenges. The pandemic's severe consequences, marked by widespread fatalities, necessitated rigorous preventive measures, including lockdowns and curfews. Such measures, coupled with business closures, triggered economic downturns and job losses on a global scale. To adapt and endure, organizations, especially in healthcare, swiftly devised novel strategies to sustain operations amidst the crisis. Notably, online platforms emerged as crucial tools for businesses, enabling remote access and service delivery. Healthcare providers harnessed tailored marketing approaches to ensure seamless access to essential services. Central to understanding these strategies is grasping the essence of healthcare marketing, a discipline rooted in disseminating health information using evidence-based methodologies This paper elucidates the multifaceted realm of healthcare marketing, underscoring its role in advocating for well-being. With insights from the Centers for Disease Control and Prevention, healthcare marketing emerges as pivotal in safeguarding and enhancing community health through targeted communication. By merging scientific insights with client-centric methodologies, healthcare marketing offers effective interventions that resonate with consumers. This study delves into diverse innovative strategies employed by healthcare enterprises to thrive during the pandemic. From adopting digital platforms to tailoring services according to evolving needs, healthcare businesses showcase resilience through strategic adaptation