Fighting Covid-19 misinformation with innovation

GlobalData Healthcare 27 March 2020 (Last Updated March 27th, 2020 11:27)

Fighting Covid-19 misinformation with innovation

If it was not clear before how hyper-connectivity can be a double-edged sword, the global emergency that is Covid-19 has made it crystal clear. It has been both a period of panic and Covid-19 misinformation but also a time where consumers are increasingly understanding the value of staying connected and up-to-date on a quickly evolving scenario.

Earlier this March, US healthcare tech companies, Healthgrades and Conversa, joined forces to launch a Coronavirus ChatBot to keep consumers in the US informed. The way it works is simple: consumers can text CORONA or enter their zip code on the Healthgrades website and receive real-time updates, alerts on travel restrictions or lockdowns, ask questions about the virus, and be connected to doctors to get a better understanding of potential symptoms they may be experiencing and if these are indeed related to the virus.

This is an example of healthcare innovation that takes into account consumer behaviour and trends and could help to tackle Covid-19 misinformation. According to GlobalData’s global consumer survey, 74% of global consumers say that products that are digitally advanced/smart always/often/somewhat influence their purchasing decision.

Consumers want products that can integrate conveniently into their lifestyles. Which explains why so many people are getting information from social media channels. As they are connected and enjoy products that are digital, no matter what industry you work in, you must understand these behaviours to engage your consumer.

And this leads well into the idea of personalisation in all categories. As consumers want products and services that integrate into their lives in the forms of apps or wearable tech, they also want them to be tailored to their health, lifestyle and personal tastes. Brands that understand this, particularly in a time of crisis like this, are able to better engage with consumers. Using the information gleaned from personalised smart technology used by consumers, they can gather insights and design products and services that continue to meet the needs of their consumers.