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 or click here.


Paula Serios
is a Senior Vice President, BVK Health

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