Owning the narrative
For the first time ever, our client had everyone’s attention – from patients to politicians to voters. It was clear that the industry’s ability to safely and quickly provide vaccines would be a talking point for years to come. It was a pivotal moment, and they had to get everything right. However, it was also an opportunity to shape the broader conversation around their industry, if they were able to nail the messaging.
Research that keeps flowing
Our client brought us in to help them navigate this uncharted territory and keep hold of the narrative. With no time to lose, we quickly set up a research structure that would create a consistent pulse point for consumer sentiment, also allowing us to test and inform messages. The program started with weekly virtual consumer focus groups, and biweekly touch points with policy influencers.
Now that they had a consistent flow of data, they could test any internal concerns that came up then and there. Together, we worked to build a communications playbook that was completely tailored to their Covid-19 messaging strategy.
Calming consumer concerns before they start
We started to uncover a clear comms arc. In early 2020, people wanted effective treatment and a vaccine more than anything. Their focus was on just getting back to normal life. But the data said that this would shift down the line. Soon, vaccines cost and access would become the most pressing concerns. Our client needed to be prepared, not just for these issues, but anything else that might lie ahead in the coming weeks, months and years.
Shaping a strategic storyline
Covid-19 put massive pressure on our client’s industry. But it also represented an opportunity for them to communicate their industry’s value. Our research program provided timely consumer and policy influencer perceptions that helped them rise to the occasion. Now, the client was in a position where they could easily test each and every piece of communication, steadying them on the rollercoaster ride of the pandemic.
The resulting campaigns allowed the organization to take control of their own narrative because they were able to get out in front of consumer concerns. Now, they were able to finally tell a story they’ve waited a long time to tell, all with the heat of the world’s spotlight upon them during an unprecedented global crisis.
