Adapting Strategy to Meet Needs In a Crisis
How our Client Protected Their Community One Shot at a Time
In August of 2020, our strategists saw an early push from drugstore chains urging individuals to get the flu shot before the season began. We were in the middle of a crisis and individuals were terrified of moving outside of their homes and into public spaces. So, why were these chains pushing out flu shot messaging? Marketers predicted an increased consumer interest in protecting themselves as the flu season converged with the ongoing pandemic.
Manufacturers Predicted the Need
And they were right. The CDC reports that for the 2020-2021 flu season, vaccine manufacturers provided as many as 198 million doses of flu vaccine, which is 23 million more doses than the record set during the 2019-2020 flu season. Later in 2020, medRxiv reported that individuals who have received the flu vaccine had 18% lower odds of dying from COVID-19. Additionally, COVID-19 patients who had the flu shot had 8% lower odds of needing intensive care and about 20% lower chance of requiring respiratory support.
Americans wanted the flu shot. And the corresponding potential of reduced severity of a COVID-19 infection was an exciting development for marketers. Combined, these components became the foundation of a creative campaign adjusted to drive broader flu shot awareness for a client. Although we faced a crisis of unprecedented proportions, the campaign succeeded because we interpreted insights to create smart, strategic solutions.
Brands Determine the Execution
First, we determined that media would utilize broad-based targeting, given increased risk at every age and demographic. Then, in our messaging, we highlighted the ease and convenience of curbside flu shots at various locations. The reinforced message of convenience and the peace of mind a flu vaccination offers successfully drove flu shot appointments. The campaign increased the number of flu shots administered at Primary Care and Urgent Care clinics. The campaign drove high levels of engagement with consumers. On social, the campaign delivered 1.7M total impressions with a 0.16% CTR that significantly exceeded the 0.05% benchmark.
When faced with a crisis, review scheduled marketing plans and adjust them to better address your consumers within the current environment. If you’re not looking at the entire landscape, you might be missing out on opportunities to meet your patients’ needs. We can help you adjust your plans or create new ones.