Healthcare has had its share of ups and downs the past few weeks – scroll through any social media platform, turn on the TV and chances are pretty great you cannot avoid hearing COVID-19, and just this past week, President Trump declared a National Emergency. The coronavirus isn’t the first thing to throw healthcare marketers into a tailspin and it definitely won’t be the last.
Time and time again, leadership teams all over the country work hard to find the right mix of marketing budgets to achieve growth and sustain the needs of their patients. At the end of the day, each of our healthcare clients have a common goal which is to meet each and every one of their patients’ needs in this climate of ever changing demands.
So, how can healthcare organizations position themselves to take this pandemic and make something positive and useful?
Healthcare brands need to make time to deliver content that can build a bridge to their local communities that they serve. Hospitals need to be on the forefront of educating their local communities. The reality is this pandemic will fade away, and patients will remember how their healthcare facilities were available and beneficial during a time of distress. While many people are anxiously looking up more information on COVID-19, the sources they can find the most trust should be their local healthcare community.
Challenge communities to make a better tomorrow. Create a catchy hashtag and remain diligent in encouraging the public to wash hands and stay in to help spread the spread of germs. Healthcare marketing teams should be looking for opportunities to create and share content that is both helpful and meets the needs of audiences. In the end, the organizations that do this will come out stronger when the pandemic comes to an end.
The content created now instills trust in brands and builds success for the future.TV commercials will become more impactful, the spots on the radio will bring joy, a website link can have the ability to calm anxieties and panic, while also leading consumers further down the funnel to utilize more services in the future. Overall consumers will click on the ad of the brand that delivered quality content in a time of need.
Content matters. The future bottom line of a brand depends on it. Consumers will choose brands that choose them.
If you’re looking to maximize your exposure at this time, reach out to us. We can help create a plan that works for you whether it’s a paid search campaign to steer users to your site, targeting the right audiences through social media. We are here for you, so you can be there for them.