Social Listening is probably one of the most misunderstood term in the marketing world today. It is the process of gathering information about people and their opinions, likes and dislikes, and analyzing them in order to take actions, thereby improve business performance and customer satisfaction success. The risk is that if the tools are misused and overused, they may end up being more of a nuisance than a solution to the customer’s needs.
Healthcare social listening tools are being used by both hospitals and pharmacies. The two industries are different, but they have some similarities. They need to understand their customers and what they want, and this is where social listening tools come into play. With a healthcare social listening tool, both industries can analyze customer conversations in real time to create true customer experiences.
Social listening is a critical part of a traditional pharmacy’s social media strategy, and it can actually improve patient care and overall employee satisfaction.
To meet customer needs, pharmacies have to be aware of what is happening in the health world. This might be through reading medical journals or news, but there is also a third source of health information—social networking. People talk to each other about their health on social networks every day, and so pharmacies can get useful information from this.
Social listening is a critical part of a traditional pharmacy’s social media strategy, and it can actually improve patient care and overall employee satisfaction. Here’s why. A consumer may have a social media following outside of the pharmacy that they tune in to when they have questions. Social media listening tools allow pharmacists to get real-time data for their store, and often, to get direct feedback from consumers. Not only will this help pharmacists, but it will support the patient as well. Social listening could help to answer consumer questions and their immediate concerns.
Pharmacies can use social listening tools to listen in on relevant conversations and work towards improving patient experiences.
Chain pharmacies are embracing the potential of social listening tools to meet high consumer expectations and build trust with customers in such a competitive market segment. This includes using tools like Facebook, Twitter, and Instagram as customer acquisition devices. Social listening tools help pharmacies create a more holistic view of their customers and respond to their queries in real time.
Social listening shouldn’t just be used for marketing purposes. Rather than waiting for customer service issues to arise and resolving them accordingly, pharmacies can listen in on patient conversations about a product or service and react or respond proactively before anyone complains.
Pharmacies can use social listening tools to listen in on relevant conversations and work towards improving patient experiences. Social listening shouldn’t just be used for marketing purposes. Rather than waiting for customer service issues to arise and resolving them accordingly, pharmacies can listen in on patient conversations about a product or service and react or respond proactively before anyone complains. It’s also important for pharmacies to use social listening technology in order determine what potential patients are really saying about their services online–as many of us might know by now, people don’t always voice grievances publicly and so these insights could help your pharmacy deliver even better service via improved quality assurance that stems from social listening.
Customers are increasingly using social media platforms as a way to voice their opinions about products and services through viral tweets and posts. Pharmacists should be ready to take on new roles and develop their professional skills within their practice.
With consumers demanding a larger variety of products and more personalized service, pharmacists are now leveraging the power of social listening to meet their needs. Customers are increasingly using social media platforms as a way to voice their opinions about products and services through viral tweets and posts. Pharmacists should be ready to take on new roles and develop their professional skills within their practice.
There is no doubt that social listening is an excellent opportunity for chain pharmacies to get even more feedback from customers and take it into account when making changes. Previously, pharmacists have not been able to take advantage of the vast amount of credible customer reviews that are available on social media platforms. But now they are starting to listen in on these conversations happening outside their walls so they can make better decisions.
Adapting to High Consumer Expectations
Social listening tools help you to improve your brand by providing you with valuable insight into the conversations that consumers are having about your products and services. Consumers are asking more questions and social listening is a way to meet consumer expectations as they are already discussing what they want.
Today, the customer truly is in charge. They can choose from a variety of brands and retailers and they have the unique ability to tweet or post their experience right after a purchase. Social listening can help pharmacies understand their customers in a variety of ways, such as:
1. Listening to social media for patient reviews
2. Listening to social media for patient complaints
3. Listening to social media for patient feedback
4. Listening to care-givers concerns and complaints
5. Listening to care-givers feedback
6. Connecting to patients with special needs
7. Using social listening as a real time communication channel
8. Using social listening for creating brand awareness
9. Using social listening for need analysis and to improve quality of service
10. Using social listening to find new business opportunities
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. These tools allow them to know when they are doing well, and when they need improvement. They also enable them to have a human-like interaction with their customers through the chatbot feature.
Today, the chain pharmacies measure themselves by customer satisfaction rather than just counting prescriptions sold. This is how they’re able to grow as businesses and be successful for many years without having too many negative reviews or complaints.
Bonus topic: Measuring Success in People, not Revenue*
It’s a common practice to use customer satisfaction as a metric to measure the success of a business, but is it the right way to go in the fast-changing digital world?
When organizations talk about how well they’re doing, the figures that come up are often pretty nebulous—like, say, the number of customers they have. But metrics should be based on customers’ happiness, not just on their numbers. And if you’re interested in measuring customer satisfaction, there are plenty of metrics you can use to measure success.
*Bonus topics are selected based on our readers’ interest. You can read more in the future.
What’s Next on PharmaRead.com
Patient-Focused Social Media Advice from the US and UK Top Pharmacies Compared – Stay Tuned!