An upcoming seismic shift is evident just after Robert F. Kennedy’s first month as Secretary of the Department of Health and Human Services (HHS). From funding and staffing cuts, to vaccine debates, and the implications of the “Make America Healthy Again” (MAHA) campaign, these changes are rocking key players across the industry, driving shifts in business priorities, and as a result impacting marketing strategy.
Understanding the relevance of these changes in relation to your brand is key to strategic storytelling, especially during a time of change and uncertainty. Here are a few of the biggest shifts that healthcare marketers should be keeping tabs on:
Research Cuts Will Shift the Speed of Innovation
Spending cuts to federal grants funding major academic medical research means that a great deal of ongoing or planned studies will end or be halted in their tracks, slowing advancements and innovation in the medical field. As a result, promises that brands have held for the industry could become obsolete if they are slow or unable to keep those promises.
Brands that are both directly impacted by this shift – and those that are further downstream in feeling the repercussions – will find themselves facing the need to focus communications efforts on rebuilding public trust in science. They will also need to communicate with transparency around what long-term innovation and medical breakthroughs look like in light of and in comparison to early-stage advancements.
Health Messaging and Language Transformation Is Underway
As federal policy priorities shift, so too has messaging from major health organizations, according to Axios. Businesses and organizations are adjusting their communications strategies to deliberately use language aligned with the new administration.
As such, we’re sure to see a surge in chatter from brands that inherently align to the MAHA movement, namely those looking at more holistic health and focused on concepts such as food as medicine. In light of this it will be critical for brands to hone in on clinical results, differentiators and expertise to build trust and stand out from the noise.
Staying on Top of Changing Regulations
The new administration has already reversed several executive orders from the previous administration, which will inherently shift priorities across the healthcare industry. For example, since the Covid era, healthcare discussions have emphasized the need to attain greater health equity; yet in light of the more recent de-prioritization of these initiatives, we can expect to see a bit less chatter around this as brands navigate these shifts and find their footing.
While the immediate assumption, especially for this particular example, is that it will stifle the progression of reducing disparities in care, it may also open opportunities by allowing brands to lean in on their marketing efforts and stand out as true leaders. Marketers need to keep their eyes and ears out for prime opportunities, both in ongoing/anticipated conversations as well as identifying the greenspace where they could lead a conversation.
Despite the uncertainty, now is not the time to play it safe – that will ensure you get lost in a crowded market. Further, brand authenticity matters more than ever. Brands that stay consistent in their mission and values while finding ways to refine their message to resonate in the market will be the ones that thrive.
Need a partner to help you navigate these changes? Check out how TEAM LEWIS has supported other healthcare brands.
