Few industries were prepared for how social media would disrupt traditional marketing and communication channels. All customers now can share their experiences publicly, which can affect a business’s reputation – both positively and negatively. On one hand, social media can be a great vehicle for positive word of mouth. On the other, a single bad customer service experience shared publicly has the potential to cause real harm.
HBI knows that the patient experience is top of mind for healthcare leaders across the U.S. Not only do providers need to provide great service to retain existing patients, but they also want to expand and serve more new patients. If patients have bad experiences, they are unlikely to come back to an organization – but they may also keep new patients away if they post about their bad experiences online. It is therefore important for providers to have visibility into what patients are saying on social media.
Many healthcare organizations have social media teams as part of their marketing departments. While these teams play important roles, they are naturally reactive, typically responding to individual patient concerns.
HBI can help healthcare providers be proactive on social media. With our team of expert social media analysts, HBI can show healthcare leaders what their patients are saying, where they are talking, and most importantly what providers can do when action is necessary. HBI is also developing social media benchmarking to show leaders how their organizations compare to others in terms of the sentiments patients are expressing online. The following is a summary of HBI’s social listening capabilities.
Custom Social Intelligence Report
HBI can create a custom report that provides an overview of what patients are saying about an organization, what sentiments they are expressing, and includes recommendations for addressing any pain points that are identified. An example social intelligence report can be viewed by HBI members by clicking here. In that example, HBI’s social intelligence team collected and analyzed mentions of a pediatric organization’s brand across multiple channels, and created a report that shows: who is talking, what they are saying, where they are talking, how are they talking about the organization, and what feelings they are expressing.
This type of study starts with making a set of keywords for a specific organization. These keywords may include misspellings, short forms, words with no spaces, hashtags, and case sensitive searches. From there, our report looks at:
- Channel Breakup – Where Are Patients Talking?
- Stakeholder Breakup – Who Is Talking?
- Word Cloud – How Are Patients Talking About You?
- Sentiment Analysis – What Feelings Are Your Patients Expressing?
For the Sentiment Analysis, HBI analyzes the key themes in online comments by patients, both positive or negative. This analysis gives leaders insight into what they are doing well and where they have opportunities to improve. Our report also includes recommendations, supported by HBI research, on how leaders can address any sources of patient dissatisfaction.
Social Insights on Trending Topics
What are patients saying online about trending healthcare industry topics? Our social listening team can gather data on the “voice of the patient” for current events. For example, HBI’s 2019 report on price transparency (available here for HBI members) included social listening data on what patients were saying online about their hospital billing experiences.
The most commonly mentioned items were billing and prices, and the results confirm what many healthcare providers already know: Patients are not satisfied with their hospital bills. These complaints, however, seem to point to a lack of education. The most common trend, accounting for 26%of negative online mentions, was patients feeling burdened with or tired of their hospital bills, with another 19% of mentions either noting that bills were not explained, or were affecting patients’ lifestyles.
HBI’s upcoming report on social determinants of health will also include social listening data, shedding light on the voice of the patient with regards to access to care and difficulties obtaining insurance coverage.
Patient Sentiment Benchmarks
Looking ahead, HBI’s social listening team will build a benchmarking tool so providers can see how they compare to their peers on online comments. Patients often express negative sentiments about billing and wait times, but how do their comments on one organization compare to others? With social benchmarking, healthcare leaders will have a better understanding of how they measure up compared to peers and where to focus improvement efforts.
Have questions about how HBI social listening can help your hospital? Fill out the form below and a member of our team will be contacted!