LAUSR

ABSTRACT There is a pressing need for evidence on effective COVID-19 pandemic mitigation efforts. The impact of the pandemic has been far-reaching, making management of the outbreak a daunting task for many countries. As the whole world continues to fight against the pandemic, a close examination of best practices of pandemic management is ever timely. Based on social marketing concepts, this paper reviews the system-level communication strategies used in South Korea in response to the COVID-19 pandemic. South Korea has received growing recognition for its response to the COVID-19 pandemic and provides a noteworthy example of positive and effective pandemic communication. Applying a social marketing mix framework, the paper examines South Korean pandemic communication strategies and identified a high degree of transparency and coherence two major success factors. This paper contributes to the current and future healthcare management literature and practice by delineating factors underscoring successful public health crisis management.