I don’t know if you’ve noticed it or not, but there are a lot of differences of opinion surrounding the threat level, containment initiatives, and even the simple validity of COVID-19. Since my area of expertise is developing marketing copy, not conspiracy, I’m going to refrain from offering opinions. I like facts better anyway.
I want to first give a shoutout to everyone in the medical professions who are coming into contact with this thing every day. I’m not the type that throws the word “hero” around haphazardly, but I do think that it takes extreme concern and commitment for your fellow human beings to get up every day and literally walk into situations that the average person is told to avoid. You see the realities firsthand, and yours is one of a very small handful of voices that matter.
Today, I want to show you how to use your voice for good while also building a reputation among your readers, customers, patients, or your specific sphere of medical marketing. In these trying times, it is truer than ever that time is money. Your medical content creation strategy needs to keep moving, but I know — and appreciate — that your drive doesn’t stop there. Being vocal about the dangers associated with the novel coronavirus is, pardon the term, essential right now.
Social Media Is a Mess
“I can’t breathe right in a mask.”
“If I can see my breath in my glasses, the mask isn’t stopping anything.”
“Being told to wear a mask is a violation of my rights.”
“This COVID thing is nothing but a big hoax.”
Clearly, you have your work cut out for you. People are operating under conditions of everything from fear to anger to patriotism, and there is a lot of bad information out there. The average person sees things from a specific point of view, and that point of view is difficult to sway. Far too many people are looking to social media right now for information, and what they’re finding is far from credible in a majority of instances.
Even platforms like Facebook that like to tout their fact-checking efforts are largely letting known fallacies about the pandemic slide. This is fueling a phenomenon known as confirmation bias. What this means is that people are seeking out other people and resources that agree with their held position going in and using the data they find as proof that they’re right. Like I said, you have your work cut out for you.
Is There a Way to Breach the Bias?
Sadly, the vast majority of your readers are doing the same thing. They’re just getting their information from more valid sources, and their thinking is more practical when it comes to what this virus is and what their responsibilities are. So, if there’s no way to communicate sound concepts directly and effectively to people who refuse to hear, consider, or understand them, what’s left?
In short, it comes down to using your powers of persuasion within your own camp. If you have been providing consistent, sound, verifiable information through your blog and support content all along, what I’m about to suggest should be easy to pull off. It also has the potential to expand your reader base for your blog and grow your social audiences.
The secret here lies in several key areas. It begins with consistent, high-quality content. It continues with good visibility and positioning on social media, and it ends with solid, pointed, and concise calls to action that get your readers to share what you post.
The thing about confirmation bias is that it’s a conscious effort. Seeing something that communicates a different point of view can catch people off-guard and give you the couple necessary seconds to plant new concepts in their brains. This is especially true if your content shows up on a friend or loved one’s timeline. Use the built-in trust that’s generated by people seeing content posted their friends’ social pages and present your case in a way that is difficult to ignore. So, how do you do that? Keep reading …
The Social Media Trifecta
There are three things that your social posts should have if you are going to penetrate a reader base that would otherwise dismiss you and your opinions right away. These apply to all areas of marketing, but they’re especially effective in this context.
1. Visuals
Relevant, interesting images can get people to stop scrolling and pay attention. In this instance, here are some things you don’t want to use:
Images of People Wearing Masks — This is a key bone of contention among many, and putting the concept in front of people in this way will not change bad behavior or adequately promote good. Let’s face it, the masks are uncomfortable. They hide smiles, muffle voices, fog up glasses, and, most importantly, impede communication. Don’t think that subtlety is lost on people who disagree with you.
Overtly Medical Images or Images of COVID Particles — Again, you’re creating a hostile environment with anything that relates directly to the pandemic. “They’re just trying to scare me …” Just steer clear.
What works better is the polar opposite of these things — pictures of people being together: no masks, no social distancing, just people being people. There are lots of folks out there that sorely miss these things, and visuals like these offer a ray of hope. Concentrate on themes of socialization and wellness with the clear message that this could be them.
2. Captions and Headings
Nix anything sales-related in your captions and try to steer clear of messaging that includes warnings or anything negative in your blog titles. In this instance, the urgency aspect of your marketing should be presented in the body of your blog post or whatever content you’re promoting on social media.
3. Calls to Action
Since I’m sure you understand the benefits of a solid CTA by now, I’ll just leave this here as a reminder. Make friendly offers to supply more information, book an appointment, or anything else that your content facilitates. You might be surprised by the response you get from some of the naysayers.
With all this in mind, I just want to remind you that medical content development is one of the key areas we address at Beez. If you need help piecing all of this together, contact us for help and support. We’re ready and able to meet and exceed all your expectations as medical copywriters. Remember, we’re all in this thing together. Let’s work together to keep you in business and, maybe, save a few lives along the way.
