The Healthcare Climate: What Now?

September 2, 2020  |  Paula Serios


As human beings, we find ourselves in a time like no other. The COVID-19 pandemic has seriously fractured the normal course of life, unleashing forces that have reordered economic, social, and political dynamics while disrupting the value propositions of nearly every industry. Healthcare is at the epicenter of our fractured world, with consumers viewing brands through a new lens as providers and systems seek financial recovery.

The Healthcare Climate

Five seismic shifts have taken place during the pandemic, each with long-term implications to the industry at large.

The combined impact of these five healthcare shifts create a single clear direction artfully articulated by Kantar in their July 2020 Blueprint for Recovery: WINNING COMPANIES WILL PUT FIRST PRIORITY ON REACTIVATING DEMAND AS THE PATHWAY TO SUCCESS.

Creating patient volume is a vital lifeline for health systems across the country. While there are many means of creating demand, there are two essential levers of engagement:

  1. A powerful call to action (CTA)
  2. A compelling campaign that is delivered to the right target at the right time in the right place

Campaigns that Deliver

BVK believes that driving volume quickly at a reasonable cost should be the baseline for any healthcare marketing organization. The campaigns themselves must build volume in vital clinical lines that contribute to a valuable payer mix and overall case mix index. Unfortunately, the roller coaster of COVID-19 has turned crafting a recovery strategy into a guessing game for marketers with shrinking resources. We see the need for a volume-building strategy that employs tactics that are cost-effective, flexible, and which can be turned on and off to accommodate the twists and turns of the pandemic. BVK’s OnDemand healthcare campaigns provide a thoroughly customizable, ready-to-go solution that can be in market in just weeks, establishing a needed presence for your brand and generating demand for your service lines.

Sourced in consumer perceptions and behavior with propensity modeling that provides razor-sharp targeting of just the right patient at the right time in the right place, BVK OnDemand campaigns were developed and vetted with experienced healthcare experts.

Each campaign includes strategic insight, media strategy, and creative. Plus, reporting and optimization across a full range of consumer touchpoints including digital banners, social media posts, e-mail, landing pages, digital OOH, video, and radio. Our suite of OnDemand campaigns focuses on conditions and procedures with a high degree of consumer decision impact. Each can be used individually or integrated with multiple campaigns for a more comprehensive initiative.

Each 12-week sprint includes a real-time dashboard to monitor campaign results and monthly optimizations of both media and creative. Speaking of which, here is a sampling of several of the campaigns.

The Time is Now

It has never been more critical to answer the call of demand generation in healthcare. Our very healthcare system depends upon recovering through refilling the provider pipeline with profitable patient care, now. Whether you choose to develop your own campaign or explore a BVK OnDemand campaign, the time is now.

For more information about BVK OnDemand, please contact, Paula Serios at [email protected] or click here.


is a Senior Vice President, BVK Health

Get updates from The Current

Which topics interest you?

Public Service
Travel & Tourism
Recreation & Lifestyle
Consumer & Retail
Financial Services
Thinking Big

More from The Current

November 29, 2022

Travel Insights: Gen Z and How They Are Changing Travel 

The New Culture Makers Rethink Travel In this month’s issue we focus on understanding how Gen Z’s cultural values are alr...

October 31, 2022

Travel Insights: Young Generations’ Priorities & Travel Solutions

It’s hard to believe that we are already welcoming Gen Z adults into the traveling marketplace. Many of us are just now com...

October 26, 2022

Does Your University Have a Brand?

Does Your University Have a Brand? If You Don’t Know, That’s a Problem American higher education pays too little attentio...

September 30, 2022

BVK Travel Insight: Impactful Travel Advertising

Despite lingering economic uncertainty, any media consumption these days unquestionably gives the viewer the sense that trave...

August 30, 2022

BVK Travel Insights: Tourism x Locals

Anyone who attended the Destinations International Annual Conference in Toronto or U.S. Travel’s ESTO in Grand Rapids over ...

July 28, 2022

Travel Insights: Tailored Travel

As the travel industry continues to expand and evolve, vacation options have become more plentiful with the ability to find o...

June 27, 2022

Travel Insights: Values in Travel

Pretty sure it was John Mellencamp who sang, “You gotta stand for something or you’ll fall for anything.” Heckuva marke...

May 25, 2022

The travel industry’s biggest buzzword – “values” – is misunderstood.

In 2021, Destinations International unveiled its Futures Study, the guidelines which at least to some extent, have become a B...

April 26, 2022

Travel Insights: Future Travel

As the world around us continues to change and we head into the second quarter of another year, the travel industry is on the...