There’s no doubt healthcare communicators are feeling the pressure during the COVID-19 pandemic. Healthcare marketing is changing rapidly and getting the messages your community needs to hear and see delivered to them—and quickly—is incredibly important. They are relying on you for a lot more than just quality healthcare. It may be time to pivot and shift your existing paid media spend, even integrating new approaches to get more patients and spark stronger patient retention. Let's take a look at the current media landscape and consider what changes you need to make to reach audiences where they're consuming media NOW.
According to the Nielsen article Streaming Consumption Rises in U.S. Markets with Early Stay-At-Home Orders During COVID-19, people are broadening their media options. Consumers are using streaming subscriptions through internet connected devices or CTV (devices that use a television as a display and connect to internet to access content — devices like Apple TV, Roku, Google Chromecast and Smart TV App).
Historically, during times of crisis, TV viewing rises. It’s no different in today’s crisis. Nielsen analyzed TV usage during two prior crises: Hurricane Harvey in 2017 and the January 2016 blizzard that buried the Mid-Atlantic. Analysis showed an increase in TV viewing by 45% to 56% compared to prior periods during those crises. People were watching movies, news and general programming.
In the Nielsen article, Radio is ‘Comfort Food’ as Media Consumption Rises Amid COVID-19 Pandemic, radio listenership is also increasing. The March 20-22 Custom Nielsen study revealed that 8 in 10 listeners report the same or more time with radio as a result of COVID-19. Like local TV viewership during crises, the Nielsen article explains that for consumers, radio and on-air personalities feel like a trusted connection to the real world. They report that 60% of adult Americans 18 and older, hold radio in high regard and trust it to deliver timely information about the current COVID-19 outbreak.
Social media engagement is very high right now. It’s a crucial tool as people are using it to stay connected and informed. Maintaining a strong social presence is a great way to reach your consumers. Read more social recommendations from my colleague here.
Newspapers are an essential business and are still open, even in areas where “safer at home” is in action. Newspapers are a trusted source that allow you to get timely information to readers, particularly for our rural communities. Many people don’t have internet in these areas and the paper is their source for news and enjoyment.
As the political season nears and COVID-19 regulations change, media recommendations will also change. If you need support, you can work with us to help find creative solutions for your healthcare marketing challenges. Our access to resources and research allows us to provide you with the most accurate, up-to-date recommendations if and when you need them.