Watch our Campfire Session on Brand Impact in the Time of COVID-19. Or read below for key takeaways from our webinar event!

Now more than ever, we need ideas, insights, and community. Our Campfire Sessions are weekly conversations among colleagues about the issues and opportunities facing health care organizations and marketing leaders. 

On 4/3/20, we were joined by Bill Hague from Magid, leading researchers in human behavior and intention, to hear real-time research and insights on:

  • What consumers want from health care brands during COVID-19
  • Where consumers are going for trusted information
  • What health care brands are doing to connect and engage with audiences

Here are key takeaways from the campfire session on brand impact in the time of COVID-19:

  • The top 3 places consumers are getting information about COVID-19 are network television news (ABC, CBS, NBC), local television news affiliates and social media.
  • Consumers rank these resources as most effective for getting regular COVID-19 updates: checking a website, checking online media/social media, receiving an email several times per week and watching online video. 
  • Consumers rank these sources as most trusted for information about COVID-19: local television news affiliates, CDC.gov, and local health system (website/social media). 

These statistics come from Hailey Sault’s COVID-19 Research Report. Click here to get your instant download of the report

According to a recent NRC Health study:

  • People trust their local health care systems more than the federal government or national news outlets.
  • 49% of men are confident in the United States’ ability to minimize the coronavirus epidemic. 
  • Compared to 33% of women who are confident in the United States’ ability to minimize the coronavirus epidemic. 

These statistics led to a discussion among our campfire session attendees to address that health care brands should reach out and reassure women. Women respond to empathetic messages and to messages of gratitude. 

During the campfire session on brand impact in the time of COVID-19, we shared examples of a recent brand-driven video that Northwell Health launched, which has gotten national attention by publications such as Fast Company.

In response to the controversial spot, Ramon Soto, Chief Marketing Officer for Northwell Health responded:

“The insidious nature of COVID is the fear it creates. Yet we are convinced we will get through this. New Yorkers are fighters, and our aim is to motivate that fighting spirit. We will get to the other side of this pandemic and are at our best when we get there together.”

During the session, we shared ideas on how health care brands could repurpose existing video footage to run branded spots to help reassure the organizations’ communities that their local health care brands are here to help. 

At the end of the campfire session, we shared more real-time consumer sentiment from Hailey Sault’s research findings:  

  • 93% of consumers want regular information about COVID-19 from their hospital, health system or physician.
  • 43.62% of respondents prefer hospitals, health systems and physicians to publish COVID-19 information on their websites.
  • 54.25% of respondents prefer hospitals, health systems and physicians to share COVID-19 information with them via email.
  • 39.38% of respondents prefer hospitals, health systems and physicians to share COVID-19 information via text. 
  • And 52.38% of respondents say they would prefer daily communication from their hospitals, health systems and physicians about COVID-19. 

KEY TAKEAWAYS

1. Your consumers want to hear from your health care brand now, more than ever.

2. Though communicating COVID-19 updates must be the top priority, don’t neglect the role of brand at this time.

3. With only  33% of women feeling confident in the United States’ ability to minimize the coronavirus epidemic, it’s time to reassure your household health care decision maker that your brand is up for the challenge. 

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