Well before coronavirus was a household term, telehealth platforms were on the ascent. Patients were connecting with their providers virtually for everything from routine cold and flu care to regular management of chronic conditions.
Now, these virtual solutions are playing an essential role in combating COVID-19, offering important care while limiting exposure for patients, providers and other health care staff. Plus, telehealth providers know that in a time like this, consumers aren’t just seeking care—they’re also in desperate need of information.
Many have jumped in to meet this need on their websites and social channels—anywhere they can reach their audience. Here’s how some of the leaders in this space are excelling with content during this unprecedented time:
1. They’ve created centralized COVID-19 resource hubs.
Organizations like virtual therapy site Talkspace understand the importance of making it easy for audiences to find timely content. By creating a centralized resource center separate from its broader content hub, Talkspace ensures all of its COVID-19 content across multiple channels lives in one convenient location. From the embedded YouTube videos full of therapist tips for facing uncertainty to posts about connecting with nature while you’re social distancing, it’s a one-stop destination. Plus, the brand is able to highlight how its offerings fit into its broader mission of enhancing mental health, and it can promote services like free therapy for first responders and health care workers.
2. Experts are taking center stage.
At a time like this, we all want to hear from the professionals. Telehealth platform Doctor on Demand has tapped into its network of providers to write tip-based posts on topics such as talking to kids about coronavirus and prioritizing your mental health. These posts offer valuable information for patients in need and, at the same time, showcase expertise and thought leadership.
3. They’re putting audience needs first.
Leading telehealth companies are making it clear that their top priority is patient health. They’re demonstrating this commitment by offering comprehensive guides to local, state and national resources, symptom trackers and referrals to medical labs or other testing sites. Venture-backed startup HealthTap, for example, has published a wealth of these types of resources, along with practical tips about how to treat COVID-19 symptoms. By putting educational content that isn’t business-focused out there, it is serving the public and building up goodwill. Best of all? It’s the right thing to do.
By offering centralized resources, tapping into their networks of doctors and prioritizing their audiences’ needs, these innovators are proving themselves as essential health care partners in a crisis.
This is just one of a series of posts examining the state of content across fast-growing industries. Next, find our take on how fintech is navigating content.
