According to the BARC data, the personal health care sector grew 26 percent in the last four weeks, in comparison to the pre-COVID times.
As people are getting cautious about preventive measures against COVID-19, advertisements by personal healthcare and insurance companies have seen a surge, said an audience measurement analysis firm.
In over four months, from April 1 to August 14, advertisement volumes for the personal healthcare sector grew 5 percent, said a Business Standard report citing TAM Media Research.
Of the total volume of advertisement between April and July, 70 percent were during June-July, it said.
The report stated the data recorded by BARC India showed that advertisement volumes in seconds (average) for insurance companies in pre-COVID times (January 11 to 31) was 2,24,535. It dropped to 60,260 seconds between March 14 and June 5, but increased to 1,99,973 seconds during July 11 to August 7.
Frequently Asked Questions
A vaccine works by mimicking a natural infection. A vaccine not only induces immune response to protect people from any future COVID-19 infection, but also helps quickly build herd immunity to put an end to the pandemic. Herd immunity occurs when a sufficient percentage of a population becomes immune to a disease, making the spread of disease from person to person unlikely. The good news is that SARS-CoV-2 virus has been fairly stable, which increases the viability of a vaccine.
There are broadly four types of vaccine — one, a vaccine based on the whole virus (this could be either inactivated, or an attenuated [weakened] virus vaccine); two, a non-replicating viral vector vaccine that uses a benign virus as vector that carries the antigen of SARS-CoV; three, nucleic-acid vaccines that have genetic material like DNA and RNA of antigens like spike protein given to a person, helping human cells decode genetic material and produce the vaccine; and four, protein subunit vaccine wherein the recombinant proteins of SARS-COV-2 along with an adjuvant (booster) is given as a vaccine.
Vaccine development is a long, complex process. Unlike drugs that are given to people with a diseased, vaccines are given to healthy people and also vulnerable sections such as children, pregnant women and the elderly. So rigorous tests are compulsory. History says that the fastest time it took to develop a vaccine is five years, but it usually takes double or sometimes triple that time.
According to the BARC data, the personal healthcare sector grew 26 percent in the last four weeks in comparison to pre-COVID times. The personal care/personal hygiene sector grew 22 percent in the last four weeks when compared to the pre-COVID period, the report said.
The general health insurance sector also witnessed a spike in advertising volumes in June and July, the report stated.
“Personal healthcare products, specifically for COVID-19 disease like immunity-building items, including chyawanprash, vitamin supplements, etc, and antiseptic liquids, got a boost,” Vinita Shah, Senior Vice-President-Corporate Communication & Analytics, TAM Media Research, was quoted as saying.
Health is a big concern right now, said brand expert and founder of Mogae Group Sandeep Goyal. “The fear of infection, fear of its consequences, and fear of its cost are driving pharmaceutical and insurance advertising,” he said.Follow our full coverage on COVID-19 here.