The pandemic is unlike any other crisis—never more evident than for those responsible for public relations and marketing in health care. While highly versed in crisis communications, this time it’s different. Rather than dealing with a singular issue, the pandemic is pervasive to people across the globe: 24/7 twists and turns make it intense and excruciating with never-ending demands, ethical dilemmas, constantly changing content and unending expectations requiring undivided attention to reach every single market segment with no end in sight. These professionals are laser focused in critical support of health care heroes doing the sacred work of caring for communities, patients and loved ones. Organizations and communities also depend on them for clear, transparent, unbridled and moment-to-moment external communications in the face of fear and uncertainty. Their ever-evolving lessons learned are applicable to every professional no matter the sector.
Leading the seminar are highly recognized national leaders in both health care and pandemic marketing and communications. Dr. Rhoda Weiss, APR, Fellow PRSA, chair and founder of AMA Executive Summit and BetterTogether.health, leads large national and regional education and campaigns on the pandemic. Ramon Soto is the top marketing executive for New York’s Northwell Health, which diagnosed 50,000 COVID-19 patients and treated 15,000 in its facilities—largest number for any health system of its size.