During the current pandemic, pharmaceutical and healthcare brands are being presented with a unique opportunity: to truly connect with consumers and develop brand loyalty that will last for years to come. According to a March ‘Trust Barometer Study’ by Edelman, 61% of consumers stated that a brand’s response to this crisis will have huge impact on the likelihood of buying that brand in the future. And brands have a significant opportunity to breakthrough: 29% of consumers have already begun using a new brand because of the innovative or compassionate way those brands have responded to the current pandemic.
These insights clearly point in one direction: continuing to play your message during this time and telling your story in a meaningful way matter more than ever before.
Making sure you are still engaging with consumers during this time is crucial. But what is the most effective way to reach consumers right now? Pandora and Edison Research collaborated on a study that tested the impact of audio ads on Pandora compared to TV ads for the same pharmaceutical brand. Participants were divided into two test groups: the first group listened to the audio ad in a Pandora environment and the second group watched the same brand’s video ad in a TV environment.
The Pandora audio ad outperformed TV ad in several areas, including:
These results suggest that consumers are significantly more receptive to audio ads on Pandora than TV ads, but why is this the case? Audio is a much more emotional and personal medium. We consume music because of what it does for us emotionally. In fact, from our audience insights surveys, we’ve found that 82% of our listeners are using music to lift their mood and 42% of our listeners are listening more now because of the current COVID crisis.
This is a game-changer, especially considering Pandora’s 1:1, curated experience for each listener. Whereas TV is a mass media platform, audio is a personal one. We can reach the right consumers in the right moment and even in the right mood. This type of personal relevancy is why Pandora is such an effective platform.
Right now, consumers are looking for inspiration and sympathy from brands. It’s important for brands to show genuine concern for their customers’ well-being. Relevant creative that delivers this message through a lens of sensitivity around everyone’s new normal will earn your brand a halo that will last for a long time to come.
Most pharma brands are conducting great work right now and it’s important to let consumers know. We’ve seen anecdotal success with the following messages:
The reason that these particular examples performed so well goes back to the idea of contextualizing your message for today’s environment. Each of these focuses on the listener’s experience and provides valuable information that is directly relevant to their situation. Expressing genuine empathy and making sure what you’re saying is beneficial for your audience is key to navigating this difficult time and building brand equity for the future.
Furthermore, while these examples are a good starting point for ideas, it’s also important to leverage what works best for you and your audience. Pandora receives over 1B data points a day, giving us deep insights into behavior, music preferences, devices and so much more. We know what your audience expects in this pandemic and we’re here to help you create your own unique message with humanity, purpose and relevance.
Pandora is here to help you navigate through this new time. We recently launched SoundCheck, a place where you can find trends and insights about the impact of the current crisis, updates to HIPAA, and resources for optimizing your creative with Studio Resonate. Let us know how we can best help you.
Edelman, ‘2020 Trust Barometer Special Report’, March 26, 2020
Music Watch, Q2 2019 Report*
Pandora Soundboard Study, COVID 19, March, 2020
Edison Research Study, January 2020
Centers for Disease Control, 2019
MediSafe Consumer Study, 2020