The Importance of Consumer Insights During COVID-19

Key TakeawaysHow UNC Health is Using Consumer InsightsUNC Health leverages consumer insights by transforming consumer data into meaningful and actionable insights that empower business decisions.The goal is to predict consumers' behaviors, attitudes, and motivations.Thus, they have new capabilities to know consumers well and build an emotional blueprint to understand consumers' emotions that connect their values and desires to UNC Health.Listening is the glue of consumer insights.We cannot forget to leverage this type of insight and data with our employees, as they are brand ambassadors and consumers of care.How to Leverage Consumer Insights During COVID-19 It is critical right now to during COVID-19, to understand how your local consumer feels.Recently, there has been consumer COVID-19 fatigue, and we continuously have to adapt our messaging to ensure it still sends an urgent message in keeping people safe.One adjustment UNC Health has made is through their content marketing efforts in that they are talking with a patient or consumer, versus just talking at them.How Healthcare Has Left Behind Underserved Communities There is a lot of work to do with all the underserved populations, and COVID-19 has put a massive spotlight on this long-term issue.With underserved communities having a more negative outlook on healthcare and the systems that provide this care, hospitals need to find ways to build trust and proactively serve these communities.UNC Health has created a mobile testing unit that deploys to these targeted areas to ensure everyone has access to testing.