Due to the nature of the current pandemic, consumers are relying now more than ever on making their purchasing-decisions digitally, whether that is concerning buying presents for someone or doing their regular shopping. Consequently, through effective communication and messaging, brands can make a huge difference to their consumers’ lives which can lead to positive relationships being maintained and developed during lockdowns.
During these uncertain times, people are still suffering from the health effects of the pandemic and a medical communications agency can provide great assistance to brands in the healthcare industry who want to showcase their services and how they can help people during this time of need.
This article explains some of the key tips on how medical communications agencies can help create great consumer campaigns for their clients during lockdowns.
Understanding the market and audience
Medical communication agencies need to understand the target market and audience of their clients. They need to identify the best ways of maintaining brand awareness and credibility for them. Before any marketing or promotional activity can be conducted, the needs and wants of the target audience need to be understood to truly capture their attention and understand how those consumers are behaving and how they usually interact with other brands in the industry.
A consumer healthcare report identified that since COVID-19 came to prominence in the UK, hygiene, mental wellness and self-care focus has sharply risen and from this, there are different target audiences that can be targeted. These target audience segments were ‘lockdown optimisers’, ‘exercise, health and personal care’, ‘lockdown indulgers’, ‘food, health and personal care’, ‘lockdown solvers’, ‘lockdown copers’, and ‘lockdown burnouts’.
Despite each audience segment having different requirements, the consistent element was to ensure that communication is clear and concise. When communicating with different audiences, healthcare brands need to ensure that their messaging is appropriate for their audience and depending on who the audience is, different tones of languages need to be applied. The images and contextual language that are used in campaigns can go a long away in influencing consumers purchasing-decisions.
For example, if a brand campaign is to be aligned to consumers who are optimistic about lockdown coming to an end, then spirited language should be utilised to appeal to consumers who can see the positives of lockdown restrictions shortly coming to an end and how their products or services can help consumers cope during this period.
Being relevant, interactive, authentic
Med comms agencies can get creative with their online presence and ensure that they are regularly active on all their social media platforms to showcase their clients’ campaigns. Reports indicate that social media usage during the pandemic has risen in prominence and with platforms such as Twitter, Facebook, Instagram, and TikTok, there is a wide target audience to be targeted.
By using social media platforms efficiently, medical and healthcare brands will be able to have relevant online exposure to appeal to a wider target audience. Creativity can arise in the format of live Q & A’s or interactive videos to really capture the audience’s attention where staff members can answer any questions that consumers might have about the campaign.
Nevertheless, the most important aspect is to ensure that communication is consistent with the purpose of the campaign and how it appeals to the target audience, as well as what the campaign relevance is to the brands’ values and beliefs.
Creating Engaging Content
For content to be shared across social media and other online platforms, the content that is going to be dispersed to other outlets needs to be presented professionally and contain eye-catching facts and have a captivating story to tell.
There’s plenty of ways that content can be created to appeal to consumers and this can be done in the format of videos, images, and blog posts. Surveys can be utilised to capture relevant and up-to-date data about medical and health-related topics, which can then be visually presented in the format of an infographic to summarise all the key findings from that particular survey.
Any data that is to going to be presented to an audience needs to be verified and proof-checked to ensure that the data corresponds to any claims or statements that are going to be addressed in campaigns.
By creating appealing and engaging content, it will open the pathway for brand exposure to be enhanced and allow these brand campaigns to be featured in highly relevant editorial publications associated with the medical and healthcare industry, as well as the national press.
When developing consumer campaigns for the brands that they work with, medical communications agencies need to also be careful and considerate with how they approach promoting these campaigns. It’s important that with these types of campaigns that they are not promoted too aggressively so that there is not a negative connotation associated with that brand and people having a perception that the particular brand is trying to profit off people’s misery or the sadness of the pandemic.
Brand campaigns during lockdown need to be sensitive to the situation and have their messaging kept simple and not too overcomplicated so that consumers can understand the nature of the campaign and how that corresponds to that particular brand.