The COVID pandemic has thrown a huge curveball at the health sector. Marketing during COVID has been a challenging task. The health sector is often recession-proof, but the COVID pandemic is proving that this isn’t the case, especially when it comes to non-urgent medical practices.
The health sector has had to pivot its messaging to patients as the COVID-19 pandemic continues to affect the country. This messaging needs to be clear and prioritize safety above all else.
So how can you continue to market health during a pandemic?
Ethics are more important than ever
Unless you’ve avoided the news for the last twelve months, you’ll see that the public’s view of the healthcare sector has been somewhat divided. Trust has diminished within certain areas of society. Your marketing activity at the moment must be beyond ethical reproach. This is the same whether you’re marketing a tooth implant or a primary care practice.
Build trust
People are nervous about their health and about potentially exposing themselves to the risk of infection. Not only have people been avoiding non-emergency appointments, but they’ve also been staying away from the important ones too, which can have dire consequences. You need to communicate to gain their trust at every stage of your marketing, from keeping your website and social media channels updated with your safety procedures, advertising, and blog.
Keep your patients up to date
Don’t forget your existing clients and mailing lists when it comes to marketing during a pandemic. Keep them updated at every step through clear, consistent communication.
Answer any potential questions they may have on visiting you during the current pandemic, what safety procedures are in place. Bolster your message with photos and video content.
Stay up-to-date on developments
Information on the pandemic changes regularly, which means that your responsibilities as a healthcare business change. You’ll instill trust and confidence in your business if you’re seen as proactive rather than reactive or out of touch.
Go digital
The landscape in which you can target potential patients has shifted massively. Traditional advertising methods such as billboards and print are not working as well as they used to as people stay at home and work remotely.
Take this opportunity to invest in your online presence if this is something you have been neglecting up until now. Start with a comprehensive overhaul of your website, social media, and Google My Business listing.
Once the basics are in place, you can begin to target your audience online through SEO optimized content and paid for advertising on search engines and social media.
If you don’t have the skills to do this in house, engage with a local agency or freelancer that can lead on this for you.
It’s not an easy time to be marketing health-related industries. The sector has been forced to think on its feet and adjust its marketing tactics at very short notice. It’s a steep learning curve that companies will have to take if they are to be successful during this difficult period.
