COVID-19 Content Best Practices: Healthcare

COVID-19 Content Best Practices: Healthcare

The healthcare industry is so large and diverse that multiple content approaches are required to connect with B2C audiences about COVID-19. For example, hospital networks and other providers tailor their messages to connect with patients. Health insurers’ communications aim to address the needs of policyholders.

And while content strategies differ by firm objective and audience segment, the most effective content we’ve seen shares key qualities:

  • It aligns to the brand
  • It’s accessible and relatable to its target audience
  • It addresses that audience’s needs

To uncover effective examples, we turned to our friends at Corporate Insight, who track communications, products and the overall customer experience offered by leading companies in a variety of industries. A cross-functional team at Imprint reviewed what COVID-19 communications in the healthcare industry Corporate Insight has collected to date, and looked for examples for each of our four criteria:

  • Client-centricity: Are brands putting their audiences’ needs at the center of their content—or talking about themselves?
  • Tone: How are brands speaking to their audiences?
  • Formats: How are they packaging their content? Video, long form, visual storytelling?
  • Differentiation: Do brands’ communications stand out from competitors’?

Here’s what stood out to us this week. Click HERE for last week’s roundup of the investment industry.

Addressing a broad audience

Northwell Health is the largest healthcare provider in New York, with 23 hospitals and nearly 800 outpatient facilities. Its COVID-19-related content includes excellent, straight-ahead public health communications geared to reach a diverse B2C audience.

  • In particular, a suite of infographics effectively tackles key coronavirus topics in a highly visual way.
    • One offers an easy-to-read chart comparing COVID-19 symptoms with flu and cold symptoms.
    • Another offers five steps kids can take to combat “grouchy coronavirus germs.”
  • The infographics are well designed, and follow best practices for the format by economically using words to make their points.
    • These qualities make for strong public health communications, ensuring Northwell’s messages reach their diverse audiences. This includes often marginalized or under-served audiences such as non-native English speakers or those with weaker literacy skills, who need the critical info about how to protect themselves and their families during the pandemic.
Coronavirus Digital Resource Center (Northwell Health)

Communicating clearly

NYU Langone Health runs several hospitals, hundreds of outpatient facilities and two MD programs in the New York City area. Its content about COVID-19 is unsurprisingly heavy on medical expertise, yet peasantly light on clinical jargon.

  • Podcasts and print pieces bring in different voices from the medical world, from doctors to first responders. These experts discuss such topics as the search for a coronavirus vaccine and what it’s like to be an ER doc on the front lines of a pandemic.
  • NYU’s Grossman School of Medicine held graduation more than two months early to add more doctors to the ranks of frontline health care providers. A moving video on NYU Langone’s site features faculty and mentors congratulating the 52 new graduates and offering emotional thanks for their willingness to join the fight against COVID-19.
Our Latest News (NYU Langone)

Tufts Health Plan, a nonprofit health insurer with more than a million members, is nationally recognized for its coverage. Its COVID-19 content rises to that level as well, tailoring clear, just-the-facts information to widely diverse audiences: members, providers, employers and brokers.

  • On its COVID-19 home page, Tufts Health directly address its audiences: You have questions, we’re here to help, with key topics ranging from help identifying symptoms to knowing your options if you’ve lost your job because of COVID-19.
  • Each of their distinct audiences has quick access to FAQs and resources targeted to their needs.
  • Notably, Tufts Health policyholders can learn about testing, costs and virtual health care opportunities.
  • Tufts offers easy-to-find tools, such as a symptom checker, and they provide outside links to additional support resources including state Departments of Health and food assistance programs.

    Coronavirus Updates (Tufts Health Plan)

Serving the range of customer needs


EmblemHealth, a nonprofit insurer serving the New York City area, takes a customer-first approach that goes beyond health tips to address the economic impact of coronavirus and the efforts to curb it.

  • The company greets visitors to its website with a front-and-center note explaining that members may be able to switch plans if their job or income has been affected by COVID-19.
  • Clearly defined sections on the EmblemHealth site tackle a range of customer-centric topics, from benefit and care questions to food resource guides for readers struggling to acquire or afford groceries. This well-organized approach provides clarity for users and makes it easier for them to navigate all of EmblemHealth’s resources.
Coronavirus Disease (EmblemHealth)

Taking the next step

Much of the COVID-19 content in the healthcare industry rightfully focuses on ways patients and policyholders can stay safe and healthy. Pittsburgh-based provider and insurer UPMC covers this ground well, and offers bold, hopeful and forward-looking content.

  • Several articles discuss the realities of developing a vaccine for coronavirus, including the efforts of UPMC scientists. The researchers are making great strides: In early April, UPMC announced a potential COVID-19 vaccine that is awaiting FDA approval.
Our Response to COVID-19 (UPMC)

Insurer Florida Blue goes deep with its coronavirus content, delivering a nicely curated menu of helpful topics, from reading symptoms to managing the financial impact of COVID-19. It also offers some outstanding COVID-19-related content:

  • A map of testing sites makes it easy for policyholders to figure out where to go for testing, and the specific rules at each site: For example, whether appointments or doctors’ notes are required, or if patients need to wear a mask.
  • In his weekly videos, CEO Pat Geraghty explains how Florida Blue is responding to the coronavirus crisis. In recent weeks, he’s discussed his role in a gubernatorial taskforce to address improving Florida’s testing capacity, and announced a health innovation collaboration that will fund pilot programs to generate ideas for creating home-based COVID-19 tests and reducing risks for health care workers.
  • Visitors to Florida Blue’s COVID-19 site are greeted by an AI-based chatbot offering a wellbeing assessment to help visitors gauge the severity of their symptoms and suggest appropriate treatment avenues.
We’re here for you (Florida Blue)

Let us know what you think, and please share pieces that you think apply best practices. You can email us at

Here are links to the coronavirus microsites or information pages for each company featured above:

Northwell Health

NYU Langone




Florida Blue

Thank you! Your subscription has been confirmed. You'll hear from us soon.
Get Our Latest Insights.