Coronavirus Briefing: Reopening goes awry, Remdesivir’s price tag and the point-of-care pivot

When COVID-19 first announced its presence at the start of the year, even individuals with little confidence in our collective public health infrastructure figured that it would be reduced to a background noise by now. SARS, MERS, Ebola – we shut ‘em up and then we shut ‘em down, the thinking went. There wasn’t optimism so much as a sense of “yeah, we’ll figure it out.”

So it’s profoundly enraging and depressing that, in the United States and elsewhere, we enter the second half of 2020 prepared to usher in yet another unfortunate phase in our non-recovery from COVID-19: the one in which we backslide. On Tuesday, Dr. Anthony Fauci told Congress that infections could surge to 100,000 per day in the U.S. if “we don’t deal with it quickly.” Based on our actions as a global society during the last two months, what are the odds we’re able to retrench and mobilize in such an immediate manner?

This week’s Haymarket Media Coronavirus Briefing is 1,388 words and will take you seven minutes to read.


The un-reopening

For all the finger-wagging that came with the rush to reopen businesses, at least it was underpinned by a sort of risk/reward analysis. People were, and are, feeling real economic pain. If there were a way to minimize further virus spread while at the same time allowing restaurants and car washes and haberdasheries and pet salons to dust off the welcome mat and invite customers back in – well, would anyone have any real objection to that?

It’s too early to say “we blew it,” because the process is proceeding more smoothly (and safely) in some places than others. But all that enthusiastic about a V-shaped recovery seems quite pie-in-the-sky about now.

The Takeaway

There’s not much to say beyond the obvious, which is that an awful lot of factors need to line up before we can un-reverse-reopen in a safe and meaningful way. Until that day, support local businesses in any way you’re able.


Doctor's home visiting during the quarantine
Source: Getty

The science

Good things may or may not be happening on the vaccine front, depending on whom you ask. I’m choosing to focus on that, rather than the COVID data that’s easily and often terrifyingly conveyed in infographic format.

The Takeaway

We need that vaccine.


remdesivir covid-19 liquid medication background
Source: Getty

The news

Ordinarily we’d share the bigger-picture stuff up front, but three sections down feels like a more appropriate place for it this week.

  • The worst of the coronavirus pandemic is yet to come, according to the World Health Organization. It also notes that we’re about $28 billion short of the sum it believes we need to fund an initiative to fast-track development and production of COVID-19 therapeutics, vaccines and diagnostics.
  • The head of LeadingAge, the second-largest nursing home association in the United States, said it is “outrageous” that older Americans haven’t been more of a priority for the White House Coronavirus Task Force, McKnight’s Long-Term Care News’ Danielle Brown reports.
  • A PwC report concludes that employers may face increases in employee healthcare costs of between 4% and 10% in 2021, Amy Novotney notes in McKnight’s Senior Living.

The Takeaway

See? Clearly it was the right call to bury this section between the reopening/reclosing news and the marketing success stories.


jif peanut butter campaign

The market

It’s worth remembering that not every sector has been reduced to a semi-functional husk of what it was four short months ago. The business might not be great in many cases, but you can see many of the success stories without having to squint. We adapt. That’s what we do.

  • MM&M analyzes how point of care, one of healthcare marketing’s most essential channels, navigated the pandemic shutdown – and emerged stronger from it.

The Takeaway

All hail the organizations that have stuck the landing on their pivots. It’s clearly not as easy as some of them have made it look.


MacArthur Airport Debuts Face Masks And Sanitizer Wipes Vending Machine For Travelers
Source: Getty

The rest

  • Civic Science polling found that U.S. women are using hair clippers, trimmers, razors, facial cleansing devices and facial/makeup applicators with roughly the same frequency during quarantine as they did before it. Related: I’m almost certain that, at some point during the first three months of the year, I owned a comb. Civic Science research also revealed that we’re eating lots of cereal and that we won’t be ready to return to the spa or to movie theaters anytime soon.
  • If you insist on performing concerts before more than a handful of your fans, you probably shouldn’t share footage via social media – at least if you don’t want people yelling at you on the Internet, anyway.
  • I knew it! Campaign’s Oliver McAteer gets J.M. Smucker Company CMO Geoff Tanner to confirm that it prioritized production of creamy Jif during the pandemic, leaving chunky Jif fans to subsist on tier-two brands whose chunkiness might fairly be characterized as sub-standard. Have you no shame, sir? The kids are cool with it, though.

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A pharma graduate turned into a content writer. Her passion towards writing and enthusiasm towards marketing trends paved a path for her to become a writer. She Has prior work experience as a content writer for digital marketing agencies and Healthcare clinics.