Digital health passports - 4 quick facts
As COVID-19 vaccination programmes roll out around the world, policy makers and the private sector are engaged in intense debates over vaccine passports and whether they are the solution to re-opening economies and getting back to “normal”.
With various governments using different systems there is confusion over how universally accepted a digital health passport will be, and whether our private data will remain private. Here is we know about vaccination passports so far.
1. Many countries will require proof of vaccination status
Most international travel has been on pause during the pandemic, with strict quarantine measures in place around the world. For travel to "open up" again, it is likely that vaccine status, COVID-19 status or a combination of the two will be required before you're able to enter another country.
The European Union is behind a “Digital Green Certificate" that would enable people to show they have been vaccinated, had a negative test, or have recovered from the virus in order to travel across its 27 member countries, although MEPs have also said these will not be a precondition to exercise the right to free movement.
The UK is planning to use its existing National Health Service (NHS) track and trace app as a health passport for British people to travel abroad.
There are no plans to implement a nationwide health passport in the US so far, and there is fierce, partisan opposition to the idea; however Hawaii and New York State have launched passport programmes that enable vaccinated people to skip quarantine for inter-state travel.
Health passports are also being contemplated by the hospitality and entertainment industries - for example for entry to live music events and bars. Israel, which has the highest vaccination rate in the world, has launched a "green passport" for people to show at gyms, venues and synagogues, however there have been problems with access and data privacy.
2. They're not conventional passports - they're digital
Calling them "passports" is a bit of a misnomer, as most of the proposed certificates are digital. The CommonPass, for example, saves the user's test results onto their mobile device, along with any other necessary health screening information. The pass then generates a QR code which can be printed or scanned by airline staff to confirm the passenger's health status. It's already being used by major airlines including Lufthansa, United Airlines, and Virgin Atlantic.
In India, the health ministry has said that everyone who has been vaccinated will get a QR code-based electronic certificate.
Additionally China has implemented an app-based health code system that uses travel and medical data to give people a colour-based rating, showing how likely it is that they have COVID-19 and whether they should self-isolate.
3. Numerous tech companies have already created health passports
A number of tech companies big and small have already entered this space, with Microsoft’s CoronaPass, IBM’s Digital Health Pass, VaxAtlas and SafeFun among the many initiatives that have sprung up catering to different audiences - SafeFun is aimed at consumers to be able to socialise, while the SafeAccess app is specifically for workplaces.
This raises issues around standardisation - with so many different types of digital passport available, there will need to be consensus from venues, businesses and airports on how they work and whether they are accepted.
4. There are fraud and privacy concerns
Research by McAfee recently found a growing black market for fake COVID-19 test results and vaccination certificates.
Enforcing vaccine certification via an app would exclude people who do not own a smartphone. It also has the potential to reinforce existing inequalities, for example pregnant women, who are currently ineligible for vaccination in many parts of the world, and would therefore be unable to participate in the same activities as non-pregnant women.
Last but not least, many have raised concerns over data privacy, which is a major cause of the divisions over whether or not to adopt them. Experts have said they fear vaccination information could be linked to other personal data to create a “personal risk score” that could then be subject to abuse.
How can the healthcare industry build trust with consumers?
One of the many ways the pandemic has impacted society is that it has firmly cast the healthcare industry in the public spotlight. From producing ventilators and PPE to developing life-saving vaccines, consumers have looked to pharmaceutical and healthcare companies to keep us safe and find a way out of the Covid-19 crisis.
As a result, healthcare companies have an opportunity to build upon this and utilise their marketing to drive greater engagement and trust with consumers. When it comes to effective marketing, it’s vital to remember the important role which visuals play. Consumers increasingly engage with brands through the visual communications and storytelling they absorb while online or browsing through media channels. These visual communications can have a huge impact not only on consumer purchasing decisions but also the relationship between brands and customers.
At Getty Images, we work with healthcare companies throughout Europe to advise them on their visual content. This study forms part of the research for our insight platform Visual GPS, which looks at the key factors affecting consumer decision making and how that impacts their visual choices.
In partnership with YouGov, we surveyed 10,000 consumers globally and have been tracking this consumer sentiment for the past two years. This latest deep-dive into the healthcare industry is part of our wider on-going research, and aims to better understand how consumers in different regions are interacting with the healthcare sector and what motivates their visual preferences.
Our research revealed that many companies are not using visuals as effectively as they could. In the UK, for instance, the vast majority of consumers do not feel represented by the visual communications which businesses are producing – only 7% of British respondents to our global Visual GPS survey say they felt represented. That is even lower than the global average of 14%.
This latest deep dive into the healthcare industry has uncovered some important insights that can help us better understand how consumers in different regions are interacting with the healthcare sector.
Mental health should be centre stage
A key finding shows that mental health remains a highly relevant issue for consumers. Over nine in ten British consumers think it is important to talk about mental health and put it on an equal footing with physical and emotional health. Not surprisingly, 55% of British consumers believe that more people are being diagnosed with depression due to the Covid-19 pandemic.
There is a growing awareness of the importance of mental health across Europe. Health and pharmaceutical companies should acknowledge this in their visual communications but do so in an empathetic and compassionate way. Only five years ago, visuals around mental health often depicted people alone, isolated and expressing feelings of shame, whereas now we are seeing a more empathetic and supportive approach to visualising mental health - with an increasing number of positive visuals showing support groups, or individuals proactively seeking and finding support.
Visual communications that show support for mental well-being in a meaningful way will resonate deeply with consumers.
A more holistic approach
Another key finding is that consumers want to focus more on holistic health. Our survey found that the majority of UK consumers place an almost equal importance on emotional, physical and mental health, and almost three quarters (73%) placed the health and well-being of family as a top priority.
It’s important that healthcare companies reflect this. Our research paired with ongoing image testing revealed that consumers want to see visuals that humanise healthcare, so companies should consider visualising inclusive care across intersecting factors such as age, ethnicity and gender. Brands can help establish trust with their customers by highlighting a collaborative relationship between medical professional and patient, as well as ensuring that their visual choices feel genuine.
Technology and innovation in healthcare are gaining traction
Thirdly, eHealth and purposeful innovation was another key finding. Consumers want innovation that will meaningfully support their care. Particularly in Europe, the older generation will pay more for brands that use technology to provide advice and recommendations, while Gen Z & Millennials are willing to pay for self-service capabilities. It’s important therefore for healthcare companies to incorporate purposeful innovation in their visual communication and demonstrate consumers at the centre of accessible eHealth.
Given these insights, what visual content do consumers expect to see from pharmaceutical brands? Our research highlighted three key themes.
- Consumers want to see how healthcare companies fit into people’s lives. Accessible health services are a key factor here. Decision makers should build trust by showing consumers at the centre of a holistic healthcare ecosystem.
- Consumers want to see the emotional rewards others get from using a healthcare company. This can be achieved by building brand loyalty through empathetic and inclusive visual storytelling.
- Finally, consumers want to see people who are similar to them and their lives. British consumers want to see people that look like them and reflect their lived experiences in advertising and brand communication. Decision-makers should ensure that their visual communication is inclusive and authentic and represents the diverse population of the market in which they’re operating.
Ultimately, the key to successful visual storytelling for pharma and healthcare businesses is to ensure that they understand what matters to their audience while establishing trust of care. An important element of this is authentically representing the full spectrum of the population. That means representing all ethnicities, ages, abilities, body shapes, sexuality, religion and genders, to ensure patients of all backgrounds feel included and represented.
Healthcare brands should bear in mind that, as a result of the pandemic’s impact on healthcare systems around the world, consumers may be feeling anxious about whether they will be able to access care if they need it. The healthcare industry has an opportunity to reassure customers and build greater engagement and trust by showing them that they matter through inclusive visuals that represents them authentically at the heart of brand storytelling.