Share this article

68% Of Frontline Healthcare Workers Are Neutral to Critical About The U.K. Government’s Handling of Coronavirus

Survey Reveals How Health Workers Feel About Coronavirus Response and How They Want to Be Supported by Brands

London, U.K.— Mar. 15, 2021—SheerID, the verification platform used by hundreds of leading brands around the world, released the Caring for the Caregivers Report today that included survey results from frontline healthcare workers in the U.K. The survey asked 400 healthcare workers to describe their feelings working on the front lines as well as how they would like brands to communicate with them and offer support during these challenging times.

Almost Half (46%) of Frontline Healthcare Workers Rate Handling of Coronavirus As Inadequate or Poor

When asked to rate the handling of the coronavirus by the government, 29% of respondents rate the government’s response as ‘inadequate’ and 16.5% as ‘poor’. While 22% were neutral, and 26.5% of respondents rated the current handling as ‘adequate’. Only 5% deemed it ‘excellent’. 

How would you rate the handling of the coronavirus?
Response U.K. Government
Excellent 5%
Adequate 27%
Neutral 23%
Inadequate 29%
Poor 17%
Note: Results are from 400 frontline healthcare workers in the U.K. surveyed in January 2021
Source: SheerID


‘Valued’ Is How Majority Of Frontline Healthcare Workers Would Feel Upon Receiving A Personalized Brand Offer Based On Their Occupation

In the U.K., two-thirds, 64%, of frontline healthcare workers responded they would feel ‘valued’ by a brand when asked to describe their feelings if they were offered a discount or special perk because of their healthcare employment status. Healthcare workers also stated the feeling of being ‘rewarded’, 54%, as a top choice among respondents, and ‘thanked’ by 50% of healthcare workers. 

“Healthcare workers’ tireless efforts on the frontlines have simply been amazing during the pandemic. Brands now have an opportunity to create more meaningful connections through invited personalized marketing rather than offers based on what they may like or click,” said Jake Weatherly, SheerID CEO. “With authentic, personalized offers, brands can help hardworking healthcare workers feel appreciated while inviting new, loyal customers to engage.”

After a year of living and working on the frontline of the Coronavirus pandemic, healthcare workers responded that they felt ‘tired’, 72%, when asked to state what emotions best described how they felt, followed by ‘frustrated’, 47%, ‘overwhelmed’, 46%, and just under a third of respondents stated they felt ‘hopeful’, 31%.

38% Felt Life Will ‘Return to Normal’ In 6-12 Months

When asked when they believed life would “return to normal,” 38% of healthcare workers said between 6 months-1 year while 36% said between 1-2 years. The next highest response saw the effects of the pandemic dragging on further as 13% said it would be more than two years. Additionally, 57% of frontline healthcare workers stated they would ‘very or somewhat likely’ wear a mask when sick once the pandemic has ended.

Purchasing Groceries Online Are Post-Pandemic Behaviors To Stay

The survey results also provided great insights into the behaviors of which online activities are ‘very likely’ and ‘somewhat likely’ to be a part of their everyday lives. While online banking (80%) and streaming media (73%) were unsurprisingly ranked highest, 45% of the respondents said they would continue buying groceries online. Online shopping, in general, will stay popular with 65% saying they will continue shopping for clothing and hobbies/entertainment (57%) online. 

Read more survey results on the SheerID blog and download the UK report.

Survey Methodology
SheerID conducted an online survey of 400 healthcare workers in the UK. The survey took place in January 2021.

SheerID is the leader in identity marketing. With SheerID, brands identify and acquire consumer communities — such as the military, students, teachers, and more — with personalized offers, gated by instant verification from the largest set of authoritative data worldwide. SheerID verifies over 2.5 billion people via 200,000 authoritative data sources; provides global insights from over 200 of the world’s leading brands, and never shares or sells customer data. As a result, the world’s biggest brands — including Amazon, Lowe’s, Spotify, and T-Mobile — rely on SheerID as their identity marketing partner. Founded in 2011, SheerID is backed by Arnold Venture Group, Centana Growth Partners, CVC Growth Partners, and Voyager Capital.

Matt Tatham
[email protected]

Corinna Rogers
[email protected]
+44 (0)203 287 3262

Share this article