Healthcare organizations, like many organizations, should take advantage of the insight at their disposal that customers are offering up on social media. Social listening can lead to better informed social media and content strategies, with the needs of the customer at the center.
Utilize social listening for your healthcare content strategy
With the advancement of technology and social media, the obstacles that patients have historically faced to receive healthcare guidance are being diminished. Today, patients are able to ubiquitously access physicians’ opinions and advice via social media more easily than ever before. What once required an appointment and pointed conversation can now be found in Twitter feeds, on Facebook pages, and in blogs and forums, where doctors and patients are willingly volunteering their thoughts.
Healthcare organizations contributing to these conversations have the opportunity to gain impressions, drive traffic to their site, and ultimately win new customers. In order to produce relevant content that captures the attention of physicians or patients, social listening is a crucial first step in the creation of a well-informed social media and content strategy.
Reach new customers
With the growth of healthcare related education on social media, large numbers of patients are turning to it with certainty when faced with medical questions. More than 40% of consumers say that information found on social media affects the way they deal with their health.
Given this large population influenced by social media when it comes to their health, engaging in social conversation is a beneficial way for healthcare professionals and organizations to reach new customers and influence their decisions. Social media is shifting from an outlet for meaningless chatter to a valuable platform that can provide credible perspectives on today’s challenges and issues, including those that are insightful for doctors.
From a recent study, 54% of patients are very comfortable with their providers seeking advice from online communities to better treat their conditions. Doctors can feel comfortable perusing social media for insight and opinions from other professionals, knowing patients are comfortable with them doing so.
Understand what topics are trending
Before brands craft posts and content to reach these patients and physicians, significant research on the front end is needed to understand what topics are trending and worth exploring. Social listening allows brands to get a pulse on the current conversation, where customers are freely offering their thoughts and opinions. It’s a valuable tool useful for any organization wondering what consumers are saying about their brand, their product, or the industry, in general. But healthcare organizations, specifically, have a unique opportunity to be on the forefront of the growing community of trusted authorities sharing accurate, relevant content that helps educate the public and grow the relationship between the brand and the consumer.
By understanding the topics that are leading the most patients and doctors to post their thoughts, questions or concerns on social media, content can be tailored to fill these gaps in information and brands can position themselves to receive maximum engagement. Blindly creating content without taking the time to conduct social listening can lead to wasted time and money and failure to take advantage of the large volume of patients and doctors looking to online communities to better treat their conditions.
If you are interested in taking your healthcare social listening and content strategy efforts to the next level, contact the experts here at Engage!