The Long-Covid of Pharma Marketing - Part 4
Burnout and Beyond: Who’s Caring for Caregivers?
Last time on The Long-Covid of Pharma Marketing series, we touched on why marketers should focus on the lived experience of those feeling left behind in the wake of Covid 19 and the barriers faced by underserved groups as a result of our fractured healthcare industry. The fourth blog in this series, will look at the effect of the pandemic on healthcare professionals (HCPs).
As we put more and more distance between ourselves and COVID-19, the spotlight on HCPs continues to dim, with applause fading into memory, banners coming down and urgent calls for systematic change being placed on the back burners. Nevertheless, the emotional and psychological toll of the pandemic still lingers in the minds of these brave frontline workers and their families, remaining a “uniquely traumatic experience for the health workforce and for their families”(1).
Burnout on the Rise: A systematic issue
Late 2023 (2) research revealed that healthcare support workers experienced significantly higher rates of inadequate sleep and depression - and were 21% more likely to suffer from anxiety compared to the general population. Among all HCP, support workers were 39% more likely than clinicians to experience mental health struggles. A CDC report (3) comparing 2022 to 2018 data showed a sharp rise in burnout among HCPs, increasing from 32% to 46%. By 2022, 44% of HCPs say they intended to look for a new job, up from 33% in 2018.
The impact that the wellbeing of these professionals can have on the wider community - compromising patient experience, care and the overall stability of the healthcare system – needs to be considered.
Small Interventions – Big Impact
Recognizing the instability of the situation, the National Insitute of Occupational Safety and Health (NIOSH) under the CDC, launched the ‘Impact Wellbeing’ initiative, offering evidence-based solutions to reduce burnout, sustain wellbeing, and build a system where healthcare workers can thrive (4).
This large-scale initiative, while great, smaller and more targeted interventions are just as crucial. . For instance, a recent study (5) demonstrated that nine months of minor digital engagement through automated mental health messages and resources reduced the mean GAD-7 anxiety score from 5.79 to 4.18. Though modest, this improvement was consistent, with follow-ups showing significant decreases in depression.
Moving forward
Altogether, these findings have uncovered the potential of low-cost scalable solutions to support the mental health of healthcare professionals which, in turn, will benefit entire communities. The use of digital tools can provide accessible, private, stigma-free support for HCPs who often don’t have the time and resources to leverage traditional therapy or mental health services. If integrated into broader wellness strategies and amplified across multi-platform initiatives, marketers have an opportunity to help build resilience and change lives.
Implications for Healthcare Marketing
In the aftermath of the pandemic, we cannot afford to turn a blind eye to the mental health crisis quietly unfolding among HCPs. These are the people who held our systems together during the most fragile moments of recent history, but the emotional labor of caregiving doesn’t end when the emergency subsides; it lingers, intensifies, and for many, becomes unsustainable. Burnout is not just a buzzword – it's a lived reality for countless HCPS navigating personal fears, ethical dilemmas, and the ongoing pressure to care for others while neglecting their own wellbeing. This moment calls for more empathetic human understanding.
For marketers, this means moving beyond surface-level solutions and toward deeper insights: What are their fears? What support are they missing? What would care look like if it were designed with them in mind? These individuals are not just part of the healthcare system – they are its heartbeat. So, by keeping these questions in mind, we can help create environments that feel safe, supportive, and sustainable.
Healthcare marketing at its best isn’t just about promoting services – it's about listening, connecting, and advocating for those that make the system work. To build a more resilient industry, we must stop and listen... And start caring for the caregivers.
Integro is a global healthcare consultancy that leverages authentic human insights with strategy, technology, and behavioral science to help companies forge deeper customer connection and spark brand transformation.
(2) https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2813145?resultClick=1
(3) https://www.cdc.gov/mmwr/volumes/72/wr/mm7244e1.htm?s_cid=mm7244e1_w#suggestedcitation
(5) https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2819255?resultClick=1#zoi240395r2