The healthcare landscape is continually changing, driven by the unprecedented access to information at our fingertips. The increase in public health knowledge has sparked heightened interest in public health interventions, evident in the widespread support for recent initiatives such as smoking and vaping bans and action on obesity. This momentum may further drive discussions on issues such as the need for guidance on ultra-processed foods.
The expansion of digital health tools, including wearable devices, coupled with the abundance of information on platforms like social media, has empowered individuals to take a more proactive role in managing their wellbeing. However, as information consumption continues to shift, with platforms like TikTok becoming increasingly influential, journalists face the challenge of navigating rapidly evolving trends and fads, such as vitamin-based hangover cures, to maintain readership.
Amidst this saturation of information, it’s important to examine the benefits and drawbacks it brings. How can communicators, both in the media and within brands, adapt to the self-care revolution, where the public has unlimited access to enhanced health information?
To explore these questions, we were joined by experts including Eleanor Hayward, Health Editor at The Times; Jennifer Savin, Features Editor at Cosmopolitan; and Shaun Lintern, Health Editor at The Sunday Times. Their insights offer valuable guidance for brands seeking to navigate and capitalise on the opportunities presented by this evolving landscape.
1. Increased health awareness and literacy amongst the public
The public is becoming increasingly informed, proactive, and scientifically literate. This shift, partly fuelled by the COVID-19 pandemic and the constant flow of information across various media channels, presents a valuable opportunity for brands to tailor their services to meet the needs of the increasingly health-conscious consumer.
2. People are taking ownership and responsibility for their health and flagging symptoms early
With NHS wait times at record highs, many are turning to private healthcare and self-testing from pharmacies, particularly for illnesses such as tonsilitis, UTIs, and COVID-19. Brands can play a crucial role in providing accessible information resources to meet the growing demand.
1. Health anxiety is on the rise
As awareness continues to grow, so does the prevalence of health-related anxiety amongst the public. This stems from the wealth of information accessible to us, often through apps and self-tests.
2. Growing system pressures and information gap due to private testing
The rise of self-testing creates a potential gap in professional follow-up, adding to the strain on already burdened healthcare systems. Can brands support this emerging issue by responsibly filling the information gap and fostering trust?
So, what is the role of communicators in navigating these effects and how do they adapt their storytelling?
Personal and audience-centric messaging is essential to drive engagement
Balanced and nuanced storytelling is key to build trust
The need to address inequalities in studies and messaging
For more information contact [email protected]
MHP’s Public Affairs team has pulled together the top announcements, assessing the political and business impact from this significant fiscal event.... Read more
The short film has won the Short Film Grand Jury award in the animation category at the 38th Edmonton International Film Festival in Canada... Read more