In addition to physical wellness, it’s important that we also address emotional wellness in our 2021 marketing. Even with a vaccination on the horizon, the pandemic is not over. People are and will continue to be anxious and dealing with depression and loneliness.
The emotional side effects of the pandemic are very real. A Journal of the American Medical Association (JAMA) study published in late summer showed that internet searches for information about anxiety increased 11 percent from March 13 to May 9.
Promote Mental Health Resources
Now is a good time to promote resources, programs and services that your healthcare organization offers to combat depression and anxiety, particularly for adolescents and the elderly who are among those hardest hit emotionally by nearly a year of isolation and social disruption.
Reach outside your organization to include other community resources that may be available. Use digital media channels or even add a section to your website that specifically addresses isolation, loneliness and depression. Include online events, webinars and links to other helpful websites, such as https://aarpcommunityconnections.org for seniors.
Utilize Hospital Staff to Address Topics Related to Emotional Wellness
With elective surgeries and doctor visits still down, engage your medical community to address topics that benefit mental and emotional health. The pandemic has taken a toll on all ages. Consider having members of your fitness, nutrition or rehabilitation teams lead virtual classes and activities to encourage people to:
- Be social
- Engage the brain
- Manage stress
- Eat healthy
- Practice mindful meditation
- Get a good night’s sleep
Add any online music events in the community to the list of resources. A study from the Archives of General Psychiatry, which included data from nearly 19,000 people, indicates that 43 percent of those with major depression also suffer from chronic pain. Research also shows that music therapy can help decrease chronic pain, reduce the feeling of loneliness and alter a person’s mood. Think the Isley Brothers singing “Shout!” It’s hard not to jump up, dance and wave your arms in the air when that plays!
For younger people and particularly adolescents whose worlds revolve around their social lives, anxiety levels have doubled during the pandemic. The stress of school—whether virtual or in person—worries about getting into college, job insecurity and financial stress within the family may be manifesting as anxiety attacks, weight loss, stomach aches and other signs of depression.
Use Your Media Contacts to Educate the Community About Emotional Wellness
Marketing departments can utilize media contacts to book clinical staff on morning shows, radio interviews and podcasts or to write guest blogs and op-ed pieces about warning signs parents can watch for and ways to deal with their children’s depression.
Another way to address emotional health and wellness in 2021 healthcare marketing is to push messages on social media and engage with local schools to share those messages. Go where young people live—on their mobile devices checking their Instagram, TikTok and Snapchat accounts.
At this point, almost everyone has been affected by COVID-19 and we are emotionally and physically drained. It is important that we keep emotional wellness part of the message as we ramp up marketing in 2021.