How social listening tools allow healthcare brands to uncover a wide range of metrics to boost engagement and loyalty (Time Horton’s Story Inside)
Healthcare brands have an ever-growing responsibility to ensure the satisfaction and protection of their consumers. With the proliferation of social media, online reviews, and other digital platforms, it has become increasingly important for healthcare brands to actively listen to the voice of the consumer. Social listening tools have emerged as a crucial instrument to achieve this goal. These tools enable healthcare brands to monitor, analyze, and interpret social media data and other online conversations related to their products and services.
This blog post will explore the various steps involved in building an effective social listening strategy for healthcare brands. We will discuss how to identify key performance indicators (KPIs) related to consumer protection and satisfaction, and how to use social listening tools to capture and analyze data.. We will also examine the benefits of social listening for healthcare brands, including improved brand reputation, enhanced customer experience, and better consumer insights. Finally, we will provide practical tips and best practices for healthcare brands to implement a successful social listening strategy.
Power of Social Listening Proof – Tim Horton’s Story of 2023 (Feb 2023 (Happy fans) – Mar 2023 (Angry fans))
February 2023 – Engagement with customers (Happy Fans) – No Roll Up the Rim? Kids ask Tim Hortons to make the contest greener. The kids say the company could, for example, give people who bring in reusable cups two chances to win rather than just one, or it could move the entire game online. Read here…
March 2023 – Messed-up “Roll Up the Rim” Game (Angry Fans) – Roll Up To Win players upset after $10K AMEX card win was result of technical error. Read here…
Onboarding for Social Listening: Strategies for Success
The following steps provide a wealth of data that can be used to uncover a wide range of metrics, including brand reputation, customer satisfaction results, influencer’s talk, and overall market trends.
1. Establish Clear Goals and Objectives:
Before starting your social listening strategy, it is important to establish clear goals and objectives for what you are trying to accomplish. Consider what questions you are trying to answer, who your target audience is, and the overall objectives of your social listening strategy.
2. Decide On a Platform
After establishing your goals and objectives, decide on the platform that best suits your needs. There are many different tools available, so make sure you pick the one that fits best with your overall strategy. Choose a reliable social media monitoring tool that can track keywords, mentions, hashtags and topics on social media platforms such as Twitter, Facebook, Instagram, and LinkedIn.
3. Identify Your Influencers
Identify influencers in your space and monitor their social channels to gain insights on how they interact with their audiences. This will help you understand how to best engage with them in your own campaigns and post content.
4. Define the Relevant KPIs
Determine the specific key performance indicators (KPIs) that are relevant to measuring consumer satisfaction in the healthcare industry. For example, KPIs could include sentiment analysis, engagement rates, customer feedback, and brand reputation.
5. Monitor Keywords & Hashtags
Keep an eye on relevant keywords and hashtags in the healthcare space in order to stay updated on trends, news, and updates related to your brand, topics of interest, and competitors.
6. Track Mentions & Engage
Always track brand mentions in both positive and negative contexts and respond to them when appropriate. Keeping up with conversations about your brand can help you understand how people perceive it and provide valuable insights for future campaigns and content.
7. Monitor Customer Feedback
Monitor customer feedback from various sources such as social media, online reviews, and customer surveys. This feedback will provide insights into the level of customer satisfaction.
Social listening tools can also help healthcare brands to monitor and respond to questions or issues that consumers may have, improving their customer service and overall satisfaction.
8. Analyze & Report
Utilize analytics tools to track the performance of your campaigns and analyze the data from your social listening efforts. Analyze sentiment to determine how consumers are talking about your brand on social media. This will help you identify areas where you need to improve customer satisfaction.
9. Use Analytics to Track KPIs
Use social listening tools to track your KPIs over time. Analyze the data and use it for your future marketing and customer service strategies.
10. Measure Engagement Rates
Track the number of likes, shares, comments, and mentions on social media. This will help you determine the level of engagement with your brand and how customers are interacting with your content.
11. Keep It Seasonal
Pay attention to seasonal trends in the healthcare industry in order to create timely campaigns around relevant topics that will resonate with your target audience.
12. Monitor Brand Reputation
Keep an eye on your brand reputation and respond quickly to negative feedback. This will help you build trust and loyalty with your customers.
13. Take action to improve customer satisfaction
Use the insights gained from social listening to improve customer satisfaction. This could include implementing changes to your products or services, improving customer service, or updating your marketing strategy.
14. Follow-up regularly
Revisit your marketing strategy, track progress and take timely actions to improve the results of your social media campaigns.
Healthcare brands should be cognizant of the desired outcomes of their social listening strategy, and devote resources to tracking progress and performance with measurable metrics.
Activities with timelines to implement a successful social listening strategy
Step 1 – Establish Objectives (1 week)
- Establish the goals of your social listening strategy.
- Set measurable objectives for your social listening strategy.
- Define key performance indicators aligned with your objectives.
- Identify which channels will be monitored and how often.
Step 2 – Identify Keywords & Hashtags (1 week)
- Identify relevant keywords and hashtags to monitor your brand’s performance.
Step 3 – Choose Monitoring Platforms (1 week)
- Select dedicated tools that will help you identify and monitor relevant conversations.
- Install listening tools or technologies to capture data from social media accounts.
- Make sure data can be tracked, analyzed, and reported on.
- Determine who will be responsible for monitoring the data and making reports.
Step 4 – Monitor Social Channels (4-12 weeks)
- Set up an automated system to monitor conversations on social media and other online channels.
- Create a schedule for monitoring social media accounts.
- Create alerts for keywords or topics relevant to provide timely information about conversations.
- Automate reporting of data regularly.
- Monitor the data streams to measure brand sentiment, influencers, topics, etc.
Healthcare organizations are now embracing the power of social listening to help them deliver an excellent service to their consumers. By using social listening tools such as Brandwatch, they are able to listen and engage with their audience on a much more personal level. Read more…
Step 5 – Analyze Results & Insights (1-2 weeks)
- Analyze data to get insights into what people are saying about your brand, products, and services.
- Identify trends and insights in conversations relevant to the organization’s goals and objectives.
- Analyze sentiment and category-based metrics to gain insights into customer behavior and preferences.
- Identify gaps in marketing coverage or explore areas needing improvement.
Step 6– Create Reports & Dashboards (1-2 weeks)
- Use the insights you collected to create reports and dashboards that will help you track key metrics.
- Utilize the data insights to make better decisions.
- Develop an action plan for responding to customer feedback and implementing changes.
- Monitor the impact over time by regularly updating reports and analyzing results to ensure your efforts are effective.
Step 7– Take Actions (4-12 weeks)
- Take appropriate action to boost customer satisfaction, engagement, and loyalty.
- Engage with the (found) influencers and brand advocates.
- Analyze collected data to identify trends and insights in conversations relevant to the organization’s goals and objectives.
KPIs (Key Performance Indicators) can help healthcare brands to measure and track metrics such as sentiment, engagement, and reach across social media platforms.
Summary
In today’s digital age, healthcare brands are constantly striving to improve their consumer protection and satisfaction. Social listening tools have become essential in this process, as they allow brands to monitor and analyze customer feedback and sentiments across various social media platforms. Along with utilizing social listening tools, healthcare brands also track key performance indicators (KPIs) to measure the effectiveness of their marketing strategies and customer engagement efforts. By tracking these KPIs, healthcare brands can gain valuable insights into consumer behavior, preferences, and needs, enabling them to improve their products and services to meet the demands of their customers.
The following steps can be used as a guide:
- Set up a social listening tool: Select and implement a suitable social listening tool to track various consumers’ conversations about your healthcare brand. This includes monitoring conversations across multiple channels such as Facebook, Twitter, and other popular platforms.
- Establish KPIs: Identify and develop the appropriate Key Performance Indicators (KPIs) for monitoring consumer satisfaction. These KPIs may include engagement rates, sentiment analysis, consumer reviews, customer feedback, and brand mentions among others.
- Collect data: Collect data from the conversations monitored by the social listening tool. Analyze the data to identify patterns and insights related to consumer satisfaction.
- Analyze data: Utilize advanced analytics techniques and tools to draw meaningful conclusions from the collected data on consumer satisfaction. Generate reports for senior management and other stakeholders to understand how customers view your brand.
- Generate actionable insights: Based on the analysis of the collected data, generate actionable insights that will help you improve the customer experience and enhance customer satisfaction. Make changes to your marketing strategies based on these insights to improve customer satisfaction ratings.
By following these steps, healthcare brands can use social listening tools and related KPIs to uncover a wide range of metrics for consumer satisfaction. This will help them improve their brand reputation, drive customer engagement, and ultimately increase revenue.
What’s Next on PharmaRead.com
Bonus topic – How social listening tools and related KPIs allow pharmacies to uncover a wide range of metrics for improving consumer protection and satisfaction.*
In today’s competitive business landscape, pharmacies must constantly seek new ways to enhance customer satisfaction and safety while providing the highest quality products and services. Social listening tools and related key performance indicators (KPIs) can help pharmacies achieve these goals by providing valuable insights into customer needs and preferences. By using social media platforms, online reviews, and other digital channels, pharmacies can monitor and analyze customer feedback to identify areas for improvement and develop strategies to enhance customer satisfaction.
This blog post will explore the key steps involved in building a robust social listening strategy for pharmacies, including selecting the right tools, defining relevant KPIs, and using data analysis to uncover a wide range of metrics for improving patients’ safety and compliance in using prescribed medication. Specifically, we will discuss how social listening can help pharmacies identify potential safety issues, track customer sentiment about the services they offer, monitor events/safety reports, and improve overall customer satisfaction levels.
*Bonus topics are selected based on our readers’ interest. You can read more in the future.
Disclaimer: The views and opinions expressed on PharmaRead are those of the authors and do not necessarily reflect the official policy or position of any agency or organization. PharmaRead articles are provided for information only with a focus on global health, pharmacy practice, and healthcare systems in Low- and Middle-income Countries (LMICs). Readers should seek expert opinion for use, implementation or application of this knowledge based on their individual circumstances.