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Marketing to HCPs as We Emerge From the COVID-19 Pandemic

Our healthcare providers (HCPs) are functioning under extraordinary strain. If we, as healthcare marketers, are trying to communicate with them as we’ve always done, we’re making a big mistake. Let’s talk about what’s happening and how we should adjust to face this reality.

A year into the pandemic, chances are we’ll all agree with this recent Atlantic headline: “Late-Stage Pandemic Is Messing With Your Brain: We have been doing this so long, we’re forgetting how to be normal.” Neuroscientists Mike Yassa and Tina Franklin told the Atlantic that the pandemic is exposing everyone to “some mild cognitive impairment” and “microdoses of unpredictable stress all the time.”

And, of course, for our healthcare professionals, the impact can be far worse.  Some have shown unimaginable resilience and, thus far, have been able to adapt and push through this pandemic with minimal difficulty, but the majority have struggled with incredibly difficult circumstances both at home and at work.