Digitalization and Localization: Two Sides of the Same Coin in the Post-COVID-19 World

As we look to shift from the here and now to coming out of the COVID-19 pandemic in a measured way, we predict two themes will dominate not only the way we think of marketing communications, but also business overall: (1) COVID-19 will accelerate and intensify the “digital transformation” of the healthcare industry and (2) we will see a significant swing toward all things local. Let’s look at both predictions in more detail and assess what they may mean for our future work.

Digital Transformation is Finally Here

Without a doubt, the need for digitalization has never been more acute. Medical meetings cannot be staged in their traditional format and are moving to virtual platforms. Dozens of companies have advised their sales teams to suspend physician visits and use virtual technologies instead. Video conferencing is replacing face-to-face activities, and research indicates a rise in the use of telemedicine. This is bigger than healthcare, as many consumers embrace online shopping while stores are closed, connect with their families via videochats, and celebrate religious holidays (e.g., Passover, Easter and Ramadan) virtually. Yet, even in the current situation, we witness a digital divide. Not every job, not every event, and not every interaction can be made virtual. And like with many significant events, we all notice a desire for meaningful, human connection in this crisis.

The Resurgence of Local Connections

This is where the second prediction comes in: Behavioral science suggests that, in times of crisis, people will turn inward to their immediate social group and their environment. What’s close and familiar provides a sense of reassurance. Many people, especially in big cities, have been able to get to know their neighbors for the first time, while in lockdown. Shared experience has become more important, as well as meaningful, and we expect that people will continue to engage in and volunteer for their community. And with supply chains seriously impacted by current constraints, interest in locally sourced and produced products has grown and is going to stay high in the future. Travel restrictions and the loss of income will also have an impact on holiday plans, with people deciding to stay local rather than exploring other countries.

Going Digital and Local at the Same Time

What does this duality mean for marketing communications professionals? We believe that the current situation has accelerated the duality we’ve observed for some time: Stakeholders will embrace both – a strong acceptance of digitalization coupled with a sustained focus on a shared reality and experience. We need to go digital and local at the same time. While digital might imply that everything is going global, it actually provides the opportunity to tailor and hyper-target our content to smaller and more defined audience segments.

For our work, this means that organizations need to be fully immersed and comfortable in a digital environment. The digital experiences we offer need to take into account insights about our audiences and their behaviors, preferred formats, content and channels. This will make virtual interactions truly valuable to our stakeholders. The information we provide needs to be hyper-targeted where possible and reflect local preferences and differences. At the same time, personal interaction will not be replaced by digital experiences. People will continue to need human connections and to be interested in what’s familiar and close to them. Both channels, digital and live communications, will complement each other and, while we all see right now how incredibly successful virtual communications can be, we need to become more skilled in determining when a meeting can be virtual and when our audiences will prefer a face-to-face. As we transition into a post-COVID-19 world, we need to plan the appropriate balance between digital and live experiences and rethink when and how we “go live” to make it truly meaningful for our stakeholders.

It All Starts with Knowing our Audiences

This begins with genuinely understanding our audiences and their experiences and what matters to them as individuals and as members of their group. This also involves learning how their mindsets have shifted and are continuing to shift and determining what is relevant to them and how we can make a positive impact as we enter into the next normal.

If you’d like to hear more about how we’re combining our experience in insight-led strategic planning and solutions to help clients make sense of the quickly-changing environment and their audience needs, please get in touch!

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Christian Arndt
Christian Arndt

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