(Virtual Workshop) Marketing During the COVID-era: No Money, No Problem
Marketing During the COVID-era: No Money, No Problem
Have you ever found yourself without enough staff?
Without the budget you need to compete?
Have you found yourself competing with a giant?
If you have, hopefully there are few things you can learn from us. Quincy Medical Group (QMG) is a multispecialty healthcare provider, located in Quincy, IL. Quincy is a city of about 40,000 and QMG serves over 100,000 unique patients each year in a 75-mile radius. Over the last few years our competition, who is one of the largest employers in our community, started expanded their marketing efforts to a level we’d never be able to financially compete with.
Then, COVID-19 hit. Due to the closure of elective surgeries and Illinois’s stay at home order, our revenue was cut by nearly 80% overnight.
That meant no money to spend on marketing, furloughing the majority of the marketing team, and all at a time where we had so much to communicate. This journey forced us back to some of the most basic marketing and communications efforts and effectively positioned QMG as a trusted partner to the community.
In this presentation I’ll share some tangible ways QMG thrived on $0 for nearly nine months, yet had some of the most impressive engagement we’ve ever experienced. I’ll share how we developed our content, what we learned about storytelling, and how with only 3 team members, we showed our community the way to reopening. I’ll share the steps we took to create a campaign that spanned not only our organization but was adopted by the city, county, and even the state of Illinois.
Kristen Rogers, Chief Strategy Officer, Quincy Medical Group
Kristen Rogers is chief strategy officer for Quincy Medical Group (QMG). QMG is an independent, multispecialty, physician group located in Quincy, IL. Ms. Rogers previously served as executive director of operations for UnityPoint Health’s home health and hospice program. Kristen held various leadership positions at UnityPoint that included; strategic planning, project management, process improvement, physician and community relations, employee satisfaction, marketing, communications and others. Kristen received her Bachelor of Arts in Mass Communication but found her passion in healthcare. Ms. Rogers is currently studying for her Master of Health Administration at William Woods University. Kristen is a member of the Rotary Club of Quincy where she sits on the board of directors and volunteers for many events within the community. Ms. Rogers is also a member of the Quincy Service League and she is on the board of directors for Adams County CEO. The CEO program supports entrepreneurial education for high school seniors. Kristen and her husband Patrick spend a lot of their time with family and friends, volunteering in their community, and can be found on their boat during the summer months.