The COVID-19 pandemic has been devastating to global society and economic activity, and we will surely be coping with its aftereffects for many years to come. However, there have been some silver linings, such as less pollution, normalization of remote work, accelerated use of telemedicine. In our work, we have also seen a real boost for health care PR and thought leadership. Healthcare and the ideas and technologies that make it work have become headline news, and while our clients have benefitted from the 24/7 COVID-19 news focus, we are starting to see the total dominance of that issue in the media begin to give way to interest in other stories. As a result, we are working with our clients to start preparing to adapt their strategies to a next phase, where it’s not “all pandemic all the time,” and other news and ideas can get attention.