April 29, 2020
Three indicators that your customers are receptive to your message now.
5 minute read.
Since March 5th we've been deluged with COVID-19 news, making it challenging to see beyond the pandemic. These three observations suggest we may be turning a corner and our customes are receptive to hearing how we can solve their problems.
1. On April 20th Nat Ives, Wall Street Journal marketing reporter wrote 'In These Uncertain Times,' Coronavirus Ads Strike Some Repetitive Notes” . Although touching to watch, the emotional montage of a family in quarantine story has been told. When people were asked* on March 28 and 29th what they preferred in advertising during the pandemic, only 10% said they wanted marketers to acknowledge the situation or express concern. The most popular response, from 44% of respondents, was for ads to include information on companies' service adjustments and updates, including store closures or new online options. Indicating what the advertiser is doing to help during the pandemic ranked second, at 24%. The article suggests during this highly charged time, you can actually stop emotionally manipulative montages and directly communicate how your company uses your resources for good.
Diagnostic testing and Therapeutic drug and vaccine marketers have an opportunity to educate the world on the good that is done by this dedicated industry. Describe your problem, even a simple one and communicate that now. Your customers are listening.
Here were my observations:
- In Early March basic Coronavirus awareness messages on transmission and prevention through hand washing were the focus.
- In Late March to early April the messages shifted to education on the COVID-19 molecular disease and how to stop it.
- The first two weeks of April, news focused on the impact of COVID-19 Molecular testing capacity as our lifeline to release us from quarantine globally.
- As we rapidly approach May, the focus is shifting again to serological testing and the need for a rapid COVID antibody test with high Positive and Negative predictive value.
Contact me today to share your thoughts on this article or learn more about how we can support your personalized diagnostic product commercialization contact me at marketreadyrx.
*Source:Morning Consult, a data-intelligence company that conducted a survey of 2,200 American adults on March 28 and 29, 2020.