In Brief
- Huntington Hospital implemented rapid information-deployment strategies to deliver critical, up-to-date information to the community and quickly evolved its marketing and communications strategy in a fluid situation.
During the COVID-19 pandemic, Echo-Factory collaborated with three brands to launch new healthcare products. But that’s not an appropriate response for every company or healthcare organization.
Sometimes, the proper response is changing the way you deliver and talk about your products and services.
In this post, we’re looking at one Echo-Factory client operating in the healthcare market who successfully adapted their communications and product-delivery strategies around COVID-19.
Rapid COVID-Responses from Huntington Hospital
It’s hard to think of a business where COVID-19 could have more impact than a hospital in a major metropolitan area, let alone Los Angeles County. That was certainly the case for Huntington Hospital, a 600+ bed not-for-profit hospital based in Pasadena with a 125+ year history of delivering care throughout the San Gabriel Valley.
In early 2020, we worked closely with Huntington to plan their patient marketing strategy by lines of service for the entire year. By mid-February, we had to throw all that planning out the window and replace it with a rapid response based on a situation that could change minute-by-minute.
In the earliest stages of the pandemic, Huntington and other hospitals played a critical role in delivering accurate, timely information as the pandemic took shape. Together with the hospital’s medical and administrative personnel, we helped Huntington provide the community with medically-backed and up-to-the-minute guidance.
As the pandemic progressed, the community and hospital’s needs shifted frequently. In the buildup to California’s projected peak, Huntington Hospital worked closely with the city of Pasadena to build surge capacity for COVID-19 patients in non-traditional locations like the Pasadena Convention Center. At the same time, Echo-Factory helped them reach out to retired healthcare providers to provide surge capacity. After California was able to flatten the curve of its initial peak, we were able to help Huntington let the community know that it was vital for them to take care of other healthcare conditions they may have been putting off.
An agile communications strategy that could adapt in real-time to rapidly changing conditions was essential throughout the process. While both Echo-Factory and the hospital’s internal marketing team returned to marketing key lines of service following COVID-19, we’re proud of the response and communications we’ve delivered during the pandemic. And, of course, the response from Huntington’s doctors, nurses, and other healthcare providers has been nothing short of heroic.
Pivoting Your Plan With A Healthcare Marketing Agency
Whether you’ve developed entirely new products and services in response to COVID-19 or simply tweaking how you market and deliver those services, the need for an agile, responsive, and expert healthcare marketing agency like Echo-Factory has never been clearer.
Learn more about Echo-Factory’s role as a healthcare marketing agency for your organization.