Health Marketing – Now And Beyond COVID-19

Apr 29, 2020

Health Marketing – Now And Beyond COVID-19

As expected with the current climate Australians are more concerned about their families health and wellbeing, and it’s predicated that thats not changing anytime soon. The majority of Australian’s believe it will be at least 6 months before things return to normal. As the pandemic is taking a toll on not only the physical health of Australians but also their mental health. 

However, there is a silver lining, for health brands to rise above this and provide much needed much needed assurance and support. 

So what are the facts?

The impact of COVID-19 on Australians’ mental health is substantial. The numbers below clearly suggest there is an increased need for assistance provided by the health sector:

  • 62% of Australians say I am looking for something every day to stay positive
  • 46% of Australians say I am putting on a brave face but privately I am really worried 
  • 28% of Australians say I feel isolated and alone 
data and graphs from Kantar

Next Level Advice

There is an opportunity for brands to provide the guidance people are looking for. As a brand, encourage people to follow social distancing guidelines, and demonstrate how you’re also supporting your community as well as complying with what’s required.

Be transparent and offer advice to your followers. Most importantly, stay positive and promote positivity. What all Australians need right now is some good news, if you could position your brand as a platform for advice but also positivity you will see a large increase in engagement.

What can we learn from this?

Those who cut marketing during downturns saw an average profit drop of -0.8% during the recovery, whereas those who increased activity to support and provide the much needed value saw a +4.3% increase.

Marketing, analytics and automation are typically ‘cashflow positive’ activities — turning the wrong things off will cost you more than the line item saved.

Online marketing and digital technologies are extremely measurable, with businesses able to gauge return on investment in real-time.

It’s easier to grow market share during a downturn if you outperform your competitors, especially if they are reducing investment. Based on emotion rather than facts and data.

A positive to end on is that 71% of Australians believe we will make it through to the other side and be stronger because of it.

Need some additional advice and assistance about how to execute your digital marketing strategy? Get in touch