Meltwater provides solutions to easily integrate public relations and marketing with social and news monitoring to get a full view of your brand and activity surrounding it in the entire digital space with its Global Media Monitoring solution. This metric is a key indicator for the competitive landscape your healthcare brand is in, stacking up mentions, post volume, and illustrating performance comparisons against competitors. We also recommend looking at “share of voice” on Brandwatch if brand awareness is a central to your strategy. This level of customization presents an opportunity to analyze patient sentiment and customer service on social media in much more detail. This is shown in the example below, where sentiments are customized by an airline to more easily analyze what the post content is related to and what emotion from the user it conveys. Brandwatch takes this sentiment score a step further with the ability to categorize personalized sentiments. There are faults in the system with emojis, context and sarcasm, though this marker is fairly accurate in determining the relative attitude of social audience members toward a brand. Sentiment score is a data point that categorizes social media posts as positive, negative or neutral. The platform offers 50+ filters for listening to find the exact data you are look for, from location, to language and post sentiment. Like checking the health of a patient, this platform offers powerful insights for healthcare brands to know and understand their prospective patients. Take advantage of this tool to better understand your website visitors and target audience, make adjustments to your social content, and even improve your website.Ī powerhouse for digital listening, Brandwatch offers customizable analytics dashboards to monitor everything from keyword trends to audience behavior. Google Analytics has the data to show you who is visiting your site, what websites they’re coming from and going to, how long they are spending on particular pages, session time, bounce-rate…and the list goes on. Set up UTM codes to ingrain your links with even more information and decipher where traffic is coming from, down to a single social media post. Though several services and tools report on link clicks, we find it helpful to peek into Google Analytics to gather the most detailed and comprehensive view of website data. Whether it’s to your hospital’s blog or service line landing page, web traffic is often an important marker for social media success in the healthcare industry. Read more about how Sprout contributed to their growth in this case study. Steward Health used Sprout Social to cultivate patient relationships and ensure that hospitals had their own voice while aligning with company-wide branding and industry standards. This service connects to an Engagement Report, which analyzes your brand’s response rate, total inbound and sent messages, engagement percentile compared to peer profiles, and average daily response time, among other metrics. Sprout has a customizable “ Smart Inbox” that streamlines engagement coming from multiple platforms into one feed. Patients may have feedback or questions about their care, and prospective patients may have questions they turn to social for. Reports can be edited and saved to include the metrics that best communicate your healthcare brand’s goals and KPIs, from link clicks to engagement rate.Ĭustomer service is key for all brands on social media, and this is especially true for healthcare brands. Sprout provides a full suite of reporting options for Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+ and more. The service also has strong partnerships with social media platforms, leading the charge on new features and integrations to their suite of capabilities. Sprout Social offers plans that allow users to create content, publish, monitor, engage, report and analyze all in one. We’ve broken down some of our very favorites for healthcare marketers below. There are endless social media reporting, listening, monitoring, and analytics tools. These numbers offer crucial insights into your position in the marketplace and your target audience’s demographics, wants and needs, all while optimizing each post to resonate and prompt more engagement with audience members. Social media offers a wealth of audience data and post-performance data to constantly improve your social media strategy. Your content calendar is full, your posts are generating engagement, your audience is growing…what’s next? Ready, set, benchmark.
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