As the COVID-19 pandemic stretched from weeks into months, a shift in messaging for UPMC’s patients and communities emerged. Many people had postponed aspects of their healthcare during the early days of the pandemic. UPMC was faced with the challenge of communicating that it was safe for patients to return to their doctors and visit both outpatient and hospital locations for care. Sean Tubridy, Manager of Marketing Technology for UPMC describes how the company optimized digital channels to improve the experience of a patient seeking care or information on the website.
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