This post was adapted from Unlock Health’s The Link newsletter. Subscribe to The Link to get insights like this directly in your inbox.
Taking Veterans Day from 11/11 to 1:1
What’s going on?
This year, veteran-targeted healthcare ads are answering the call, but only leaving half of a message.
As in recent years, 2024 Veterans Day campaigns are focused primarily on the mental and emotional well-being of veterans reacclimating to civilian life. For example, the U.S. Department of Veterans Affairs (VA) and the Ad Council’s “Don’t wait. Reach out” campaign, which spotlights veterans’ journeys to reconnect outside of the military, draws attention to veterans’ mental and emotional health challenges along the way.
With a reported 77% of veterans experiencing mild to severe anxiety symptoms post-service, there is obvious need for mental health outreach efforts. However, veterans are also statistically more likely to suffer from chronic pain and two or more health conditions, on top of injuries sustained during service. So why isn’t physical and preventive health a bigger part of the conversation?
What’s The Link?
18 million veterans who have served our country are now being underserved by the American healthcare system. Let’s change that.
This is an audience statistically more likely to need care and statistically less likely to receive or pursue said care. According to RAND, only half of veterans receive the mental healthcare they need. Non-VA healthcare providers should broaden their outreach to veterans, complementing mental health with comprehensive health services. Although foundations like HunterSeven are making strides, there is still a desperate need to improve health education, improve access to care, and challenge stigmas that prevent veterans from seeking care. Consider these points when developing veteran-focused marketing:
- Systemic issues and cultural stigmas
Many veterans avoid healthcare due to negative VA experiences and a military culture that promotes “toughing it out.” Despite the availability of VA care for veterans, nearly 77% of vets feel that the standard of care is barely the same, if not worse, than civilian healthcare. There are also numerous hoops veterans must jump through to receive care through the VA despite recent legislature designed to expand veteran care options. Messaging should address these hurdles directly:- Healthcare is less of a time sink than you think: Civilian healthcare is often faster and more streamlined than the VA. Primary care visits can address both physical and mental health needs, with access to a broader range of specialists and advanced treatment options often unavailable through VA facilities.
- Seeking help is a sign of strength: Across generations, veterans share the hesitation to seek care due to the stigma of appearing “weak.” Breaking this mindset can open the door to greater acceptance of healthcare.
- Veteran-specific health needs
Veterans from different eras face unique health risks. For example, Gulf War veterans were exposed to nerve gases, resulting in higher rates of fatigue, joint pain, cognitive decline, and more. Researching veteran-specific demographics to reflect these distinct needs can ensure veterans feel recognized and understood.
As Veterans Day 2024 approaches, let’s not only thank those who served or are serving in the armed forces for their unfathomable sacrifice, but also honor them by taking steps to provide the education, outreach, and real healthcare opportunities that can make a positive, comprehensive impact on their health.
Want help understanding the veterans in your community and how to best serve them? Connect with our brand strategy and insights team.
Want The Link delivered directly to your inbox?
Subscribe to The Link and join the community of marketers who rely on its insights and inspiration to stay on the forefront of healthcare marketing.