Here’s the situation: In today’s chaotic media landscape, health communicators struggle to reach audiences because of growing distrust in traditional media, especially on public health issues. With federal funding cuts at agencies like the NIH, HHS, and CDC, many now turn to non-traditional media generators like social media influencers for health advice. In this new news era, many health communicators are left asking, “Now What?”
We have some answers:
Use Trusted Messengers.
More than ever, people value trust. Hearing from trusted, local voices such as hometown health professionals or respected community members carries more credibility than distant “faceless” institutions or random bloggers.
During the COVID-19 pandemic, misinformation, vaccine hesitancy, and medical distrust rose dramatically, particularly among marginalized and at-risk communities. To address this, we engaged local doctors, nurses, and pharmacists to share science-based information about the importance of getting vaccinated against the virus. Sharing their thoughts, concerns, and personal experiences helped the audience see themselves in their stories and ultimately consider getting a vaccine.
Meet People Where They Are.
Social media presents unparalleled opportunities for health communicators, but only if they have the right tactics. We recently ran an advocacy campaign to promote legislation to improve obesity treatment, and we made great use of social media “micro-influencers” who use their platforms to talk about their weight- management journeys. Highlighting their personal experiences helped to attract and inform a wider, highly engaged audience to advocate for change and destigmatize conversations around obesity.
Try “Edu-tainment”.
Edu-tainment or educational entertainment is an effective strategy that quickly grabs an audience’s attention while disseminating important information. Our clients have successfully used beautifully produced short films that feature real people talking about their real-life health problems. They have also reached wider audiences by hosting public vaccine clinics at large-scale events like the Miami Open, college tours, or big NASCAR events. These creative tactics help to effectively disseminate important information through interactive and immersive experiences.
Navigating the changing environment can be difficult, so it’s crucial to constantly refine our communication strategies to connect powerfully to our intended audiences. Employing local trusted messengers and micro-influencers telling their stories in creative ways will build back trust and persuade people to adopt healthy behaviors.
