Don Stanziano, chief marketing and communications officer with Geisinger in Danville, Pa., and Dave Feinberg, senior vice president and chief marketing and communications officer with Mount Sinai Health System in New York, shared guidance for hospital marketing campaigns at a time when the audience is likely fatigued, if not exhausted. 

Hospitals and health systems have several factors to consider as they develop their next campaign. For one: "It's hard to differentiate right now when everyone's making the same point, or delivering similar messaging, because we all want to be sensitive to the environment in which we're marketing today," said Mr. Stanziano. 

Organizations are also delivering their message to audiences likely feeling fatigue. There is also an emerging trend that Mr. Feinberg calls "compassion confusion," which occurs when consumers face a steady feed of messages that are related to health and healthcare. This makes it all the more challenging for hospitals' campaigns to stand out. 

"It seems like everybody's in healthcare now, so everybody's talking about the workers and they're thanking the workers - as though they're part of it - and we appreciate that," said Mr. Feinberg. "That's not a bad thing. But it kind of muddies the waters for those of us who actually have and are facing the challenges every day with staff, with support services, the whole range of things that we've had to do, which has just been extraordinary. I think there is compassion fatigue for sure, but there's also just fatigue."

As part of the Becker's Patient Experience + Marketing Virtual Forum, Mr. Stanziano and Mr. Feinberg shared the following advice for their colleagues' marketing campaigns right now