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According to data from YouNet Media, there are approximately 2.1 million mentions monthly about healthcare needs and medical treatments, and over 600K mentions focus on clinics and hospitals. However, over the past five years, from 2019 to 2023, the Healthcare sector has frequently ranked among the TOP 5 industries with the highest volume of negative news on Social Media (YouNet Media Crisis Benchmark Report). This indicates that while Social Media is a platform for users to search for and share information about health check-ups and medical services, it is also a source for disseminating negative news related to the reputation and quality of healthcare providers.
Recognizing this, YouNet Media officially launches a Solution Suite utilizing social listening data to collect patient discussions on Social Media. This enables Hospital and Clinic administrators & communication teams in Vietnam to understand, monitor, and effectively leverage these high-potential Social Media channels.
Find out more: Reputation and Prestige Management Solution Suite, customized for Hospital brands, is available (Click here).
1/ Explore 5 practical applications of the Hospital Reputation and Prestige Management Solution Suite on Social Media
1.1 24/7 Monitor and Alert negative news & misinformation about Hospitals and Doctors (Crisis Alert 24/7)
In the context of global development, Social Media serves as a highly effective, cost-efficient platform for promoting hospital brands compared to traditional channels. However, due to its massive user base, this communication channel can also rapidly amplify negative information and spread brand crises within hours. Therefore, in this highly sensitive field, continuous monitoring enables brands in the medical industry, especially Hospitals, to quickly identify, address, and mitigate crises before they emerge.
For instance, consider the case of rumors about a doctor from Hospital A being accused of assaulting a 16-year-old patient. The issue originated from a TikTok video posted on September 15, 2023. Within just 24 hours, negative discussions rapidly peaked at 4,5K mentions and spread across multiple social media platforms (news outlets, Facebook, YouTube, TikTok, etc.). Although there was no official information, users began calling for a boycott of the hospital, with comments such as, “I will never visit Hospital A“. Therefore, leveraging Social Listening data empowers hospital administrators to promptly identify the sources of the spread, assess the scale of the issue, community sentiment trendline & the most discussed topics among users.
It is essential for brands in the medical industry to pay attention to unusual increases in buzz volume and sudden changes in negative mentions to prevent negative information from escalating into a communication crisis. In this context, the Crisis Alert (24/7) Solution Suite empowers Hospital brand managers to continuously monitor information about the Hospitals, Doctors, the Board of Directors, and medical staff across multiple social media channels (TikTok, Facebook, news outlets, YouTube, etc.), thus allowing for proactive, timely intervention and control of the spread of negative news.
1.2 Monitor Hospital Brand Health (Brand Analytics)
Social listening enables brands to understand their position and performance in comparison to competitors on social media and online news platforms & the reason why customers choose one hospital over another. Moreover, “listening” allows brands to capture customer concerns and address complaints effectively. Additionally, brand health monitoring indicates the potential risks to the brand’s reputation.
For example, the University of Medicine and Pharmacy at HCMC, Tam Anh Hospital, and Hoa Hao Hospital are the TOP 3 hospitals most frequently recommended and mentioned by patients on social media when discussing their experiences with general health check-ups (from January 1 to August 31, 2023). In particular, Tam Anh Hospital is the most discussed Private Hospital regarding general Health check-up packages. Tam Anh Hospital is highly valued by patients for its physician expertise: “If you have enough money, you should go to Tam Anh, the doctor is very excellent and examines thoroughly”, its services: “You should take your parents to Tam Anh because we do not have to wait”, and its health check-up packages: “Tam Anh offers many packages, we can call their hotline for consultation. I found that the health check-up quality here is quite good”,etc.
The Brand Analytics & Media Clipping package provides precise information that helps brands respond more swiftly and optimize their plans for addressing consumer concerns and complaints. A thorough understanding of competitive advantages facilitates managers in formulating promotion plans for health check-up packages and other hospital services.
1.3 Continuously monitor patient feedback on the Hospital (Consumer Analytics)
On average, there are 2.1 million health-related mentions on social media every month and over 600,000 mentions about clinics and hospitals. In particular, groups such as hospital review communities, disease-related groups, hospital patient communities, etc are frequently visited by users for exchanging and sharing experiences. Analyzing patient feedback on quality, services, and customer experience, and categorizing it by branch and specialty, empowers hospital Marketers to promptly address inquiries and execute “insightful” communication campaigns, thereby enhancing hospital awareness and trust.
For example, the Obstetrics and Gynecology Department at Hospital A receives a great amount of positive feedback from patients, primarily praising the doctors, services, and prenatal classes. The hospital could enhance its promotion of prenatal classes or Implement Obstetrics and Gynecology Q&A series on Social Media channels, to increase user engagement.
The Consumer Analytics solution from YouNet Media provides detailed insights into topics that patients frequently discuss about hospitals; and their levels of satisfaction or dissatisfaction with these topics. The feedback is categorized by branch and specialty. This understanding of patient responses equips hospital administrators with comprehensive data and a solid foundation for making informed decisions to enhance service quality and customer experience.
1.4 Understanding customers to develop relevant services/packages (Consumer Analytics)
Social listening enables brands to gain deeper insights into the patient journey on Social Media: who they are, the stages they go through, the information they need, the channels they frequently search for information, and the barriers & motivations at each stage, etc. By listening to users (patients) on social media, marketers can gain a profound understanding of their target audience to promptly adjust their strategies and confidently develop new services and packages.
For example, during the pregnancy journey, mothers highly value hospitals with doctors for examinations and delivery & fully equipped with necessary facilities at reasonable prices.
The Consumer Analytics package assists hospital marketers in promptly identifying changes in patient perceptions, and emerging healthcare trends, or closely reviewing barriers, difficulties, and needs throughout the patient journey to develop new products that meet patients’ needs and concerns.
Get a FREE REPORT on the Top 10 most popular Health check-up packages on Social Media, updated monthly (Click here)
1.5 Monitor your hospitals and measure communication effectiveness
Social listening empowers advertisers to stay updated on crucial information, such as communication campaigns and new products from hospitals without investing significant resources in continuous monitoring.
For example, to promote maternity services, Tam Anh Hospital actively advertised through Facebook with livestream activities on the hospital’s Fanpage and videos TikTok explaining hospital space. Besides, Vinmec Hospital organized the “Happy Pregnancy” campaign, which was broadly promoted through KOL channels and regularly updated maternity courses for mothers on Facebook.
2. Strengths in Data collection and analysis across Social Media platforms by YouNet Media
The implementation process of YouNet Media’s Solution suite includes five steps, from data collection to strategic consultation:
Step 1: Data collection and filtering by keywords
YouNet Media’s consulting team gathers information from Clients and develops a keyword list.
Step 2: Sentiment analysis
Utilize technology to categorize mentions as positive, negative, or neutral.
Step 3: Data analysis by expert
The YouNet Media specialists team analyzes the data based on our expertise.
Step 4: Report generation based on Client objectives
Generate detailed and multi-dimensional reports, updated daily through YouNet Media’s SocialHeat platform.
Step 5: Social Media Strategic Consultation
Based on the data, YouNet Media proposes social media development strategies for clients.
3. Conclusion
Social media is becoming increasingly vital in the communication strategies of hospital brands. However, there are many potential challenges and risks for hospitals and healthcare brands if they do not effectively manage and understand user discussion trends.
Statistics from social listening help managers clearly understand patient insights, the hospital’s positioning and advantages, and customer trends. This enables brands in the medical industry to make more informed strategic decisions and develop communication strategies based on “data-driven insights.
YouNet Media officially launches the Reputation and Prestige Management Solution Suite, customized for Hospital brands.
Register to get FREE the Reputation and Prestige Management Solution Suite for hospitals on Social Media (Click here)
With over 10 years of consulting experience and in-depth expertise in Social Media for the medical industry, and having been a trusted partner to Pharmaceutical/ Medical brands such as Hoan My Hospital and Eco Pharma, etc, YouNet Media offers a comprehensive Reputation and Brand Management Solution Suite for hospitals on Social Media in Vietnam.
Does your hospital want to measure the current effectiveness of your Social Media channels to determine the level of investment and effort required? Are you ready for a remarkable breakthrough in Marketing and Branding on Social Media? Contact YouNet Media – a pioneering leader in Social Media data analytics platforms and services.
Please contact YouNet Media via email: linhmm@younetgroup.com (Ms. My Linh – 0868875501).
