The following is a guest article by Jason Skinner from True North Custom
During the COVID-19 crisis, the hourly news cycle has fueled the need for timely, accurate and engaging healthcare content by orders of magnitude. Between the months of January and March of this year, it’s estimated that more than 1,500 articles on COVID-19 were being developed each day.
This demand for healthcare content—and its value to consumers—is demonstrated by recent studies:
- Hospital and health systems are among the most trusted sources of information on coronavirus, more than the federal government and national news outlets.
- Nearly 7 in 10 consumers trust healthcare providers for virus information—ranking them second only to the Centers for Disease Control and Prevention.
- Nearly 8 in 10 young adults want to consume coronavirus-related content online to keep themselves and their loved ones informed.
The data sends a clear message: Content is still king—if created intentionally and built around the community served.
Like the market leaders embracing telemedicine and other consumer-centric delivery models, healthcare marketers who purposefully reconstruct their content strategies around the rapidly changing lifestyle habits and media preferences of their audiences will build trust and rise above the competition.
The time to reject business-as-usual healthcare marketing is now. Engaging today’s healthcare consumers requires fundamental shifts in how content is planned, developed and distributed.
To guide your efforts, we’ve identified four pivotal areas that will make or break your COVID-19 content strategy during the pandemic and in the future. These include:
- Strategic Focus
- Distribution and Promotion
- Content Topics and Types
- Measurement and Calls to Action