Top 7 Areas Covid-19 Should Shift Medical PR Campaigns
Across the country, COVID-19 has caused hospitalization rates to escalate. Attitudes towards hospitals and medical services have become increasingly negative. People have become more cautious about walking into a medical facility. This is largely because of horror stories that spread in the media. These being considered, there are a few areas of marketing strategy to think over with COVID-19 in mind.
1) Outlining – What is it that the customer should be promised as a gain or warned against as a fear? Build an emotional connection to emphasize a brand promise. In this way, data can be used to move the brand messaging from the head to the heart. With opinions on medical advice being diverse, heart-driven campaigns can more effectively cut through the noise.
For example, patient satisfaction data. Before a patient decides to let a doctor implant a medical device in their body, they need to trust that it will be safe. A doctor is not going to use a medical device that they are not confident about either. Companies can earn trust by shaping their brand promise around the culture of their products or service rather than explaining complicated data..
2) Personalized experiences – Due to COVID, customer friction has increased. Companies and brands have to work harder to deliver a personalized experience.
For example, concise text messages can be used to send patients appointment reminders. Patients can also cancel appointments by text which will reduce the number of no-shows. A study by Software Advice revealed 20% of patients prefer receiving health information from healthcare professionals by text message rather than using patient portals.
3)Helpful resources – More and more, people are turning away from stores and offices and turning towards the Internet for answers to their questions. Resource pages can be extremely helpful for customers/patients. Landing pages can be used to show information about testing, services, previews of related blogs, relevant tips, infographics, and contacts. In written and video form, FAQs can be answered on these pages as well. These can also be promoted on social accounts, YouTube, and newsletters.
4) Accessible web features – The website of a healthcare practice that offers telehealth services should be kept updated. Current and potential patients should easily be able to find what they are looking for when they land on the home page. These would include features for online bill payment, requests for prescription refills, viewing lab results, and connection to telehealth services.
5) Patient privacy and data security. With telehealth on the rise, more clients are putting their data online, putting this sensitive patient data at risk of cyberattacks. There are scam artists who look for patients’ billing information for financial gains. Strong security protocols, antivirus programming, and password protections are important. This would put patients at ease. Any type of cybersecurity attestation or certification should be conveyed to the patients so they understand their data is secure.
6) Video content – Healthcare organizations can also use video content effectively to supplement the lack of in-person contact. Video testimonials, interviews with staff that explain a new treatment or procedure, walk-throughs of a clinic, or doctors providing health tips – these can all be useful. There could also be live events or community activity coverage – such as Physical Therapy demonstration videos – which could also be effective.
7) Brand empathy – A compassionate approach is especially critical in healthcare. When patients are treated as individuals instead of numbers on a list, they are more likely to trust an organization and recommend it to friends and family. This is especially true during COVID, as many patients are already estranged and disconnected from friends and family.