Why Healthcare Providers Should Focus On Social Listening

Mar 20, 2021 2 min read

Over the last 20 years, social media has moved from being a niche pursuit to a global phenomenon. More than half the world’s population now uses social media. The average person spends 2 hours and 24 minutes on social networking sites each day.

However, the healthcare industry may have seemed slow on the uptake, given the strict regulations around what can and cannot be said – not to mention what can and cannot be advertised.

A vital part of positive patient experience is directly related to the healthcare organization's ability to listen and empathize with its patients actively.

Social media listening provides healthcare organizations a wealth of information that, in addition to improving their PR and marketing strategies, aids their research and patient treatment efforts.

Are You Hearing Or Listening

Just like the difference between “hearing” and “listening,” social listening means that you’re not just a passive observer of what patients are talking about. Healthcare providers that are savvy to what their patients are saying online have a ton of information at their fingertips.

Healthcare providers who are true social listeners are taking this information to their heart, responding to the patients when needed, and making the kind of changes that patients need or want.

Cut The Clatter With Social Listening

The volume of content on social media is very high, making it hard for healthcare professionals to listen to their patients.

For example, COVID-19 has accelerated healthcare's digital transformation. Conversation volume around COVID-19 is exceptionally high on all social channels. To cut the noise, tools like social listening in healthcare can help identify trends within an extensive conversation and focus the key message on topics that are of utmost interest to the patients.

Ultimately this helps the healthcare provider and the patient to have a trusted interaction. When you understand your customers' pain points; that is when you can share the most impactful and credible information.

Listening data helps healthcare providers identify places where their voices are needed the most and then connect with patients on the platform of their choice.

Social media has helped patients access medical information and take charge of their health. But it has also created some challenges. Social media might, in some cases, accelerate the spread of misinformation, excluding healthcare workers from critical conversations with the patient. It is crucial to have social listening to know what is being talked about.

Sentiment Analysis For Patient Satisfaction

With sentiment analysis, healthcare organizations can almost immediately know about a particular patient's experience with their service and how they would rate their recent interactions. This way the healthcare provider will know what are improvement areas.

This learning can only come from social listening data on satisfaction and sentiment analysis.Tools like social listening also help healthcare providers to manage their brand's reputation.

Statusbrew engage offers sentiment analysis for all your brand conversations on social profiles. With highly trained AI for human interaction and language, Statusbrew instantly marks each conversation as positive, negative, or neutral.

The relationship between healthcare organisations and patients is built on trust. Even the smallest mishappening can jeopardize their relationship. Rather than waiting for a scandal to get out of hand, proactively monitor your brand mentions and jump on potential crises before things get out of control.

Understand your pateints' emotions. Know their perception of your service, products, and brand with Statusbrew.

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Anjali Kandey

Anjali is a marketing manager at Statusbrew. She likes to write content that addresses a solution. She can be found in her garden when not on her computer.

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