Unfortunately, there is no step-by-step guide for going viral on social media. If there were, everyone would be doing it. There is however, one constant among the posts that take off on the internet: authenticity. Regardless of the size of your brand’s platform, keeping your tone real and honest is the key to reaching beyond your audience.
This is a story about a script we threw away.
As I mentioned at the start of this pandemic, "Together in uncertain times, we know one thing is true – partnerships and trust matter. We are blessed to have great clients, and we thank all of our partners for being there with us through good times and challenging times."
As I reflect on the year since those remarks and look forward to the next, one thing overwhelms me. It's gratitude.
Across this country, businesses are all facing a new wave of challenges with a familiar resolve. Breaking through noise to remain relevant is incredibly challenging, but also rewarding. Consumers are evolving quickly: fragmentation is increasing at a rapid pace, and trends are hard to discern from shorter-term fads. We have a tremendous opportunity to make the connection between brands and their changing consumer, using data to listen to the moment.
Cleaning, or taking account of our actions over the past six months, feels like a chore that we keep pushing off. After all, we all jumped feet first into COVID’s impacts and managed each wrinkle with the precision of a ninja and the comfort of a fleece blanket. At least after the initial shock wore off!
Throughout the COVID-19 pandemic, Hart has explored in detail the ways brands must adapt to changing consumer values in the face of a global crisis. Most recently, we focused on the ways these values influence consumer behavior and the importance of addressing their ongoing evolution.
As a follow-up to our post about adapting to changing consumer values in the face of a global pandemic, our team explored consumer values in greater detail, how they're changing and why it matters.
Utilization of telehealth certainly received a massive spike as a result of COVID-19. As the pandemic continues, awareness of this offering and further use will grow. But, knowledge of telehealth remains far from universal, and for many audiences, understanding how and when to use it requires further education.
Assuming the impacts of COVID-19 remain with us, the consumer’s comfort with using telemedicine for more than simply obtaining an antibiotic prescription will grow. That said, the potential for massive service demand on telehealth systems just coming online or not accustomed to such high volume has the potential for poor patient experiences. It won’t be enough to simply offer telehealth services – you will need to meet consumers’ increasing expectations around access, immediacy and seamless integration into their care.