Content uploaded by John Sharp
Author content
All content in this area was uploaded by John Sharp on Jan 18, 2023
Content may be subject to copyright.
Brand Awareness and Engagement: A Case Study in Healthcare Social Media
Abstract
CLEVELAND CLINIC has embraced social media as an opportunity to innovate how it presents its brand and to engage patients and the community in learning about health. As many health systems have, Cleveland Clinic began with a basic presence on Facebook, Twitter, and YouTube. Since then, the focus has moved to how to engage patients through these new technologies. As Thielst notes in her feature, the Clinic's journey started in early 2009 with the chief marketing officer's straightforward presentation to the board about the value and strategy of using social media. Cleveland Clinic developed a policy that cautions employees about improper social media use but also opens its social media channels to them and invites their participation. The social media committee included employees from a range of departments beyond marketing and communications, including education, research, and the medical library. From this foundation, the social media initiative flourished (Cooperstein 2011).
Cleveland Clinic seeks to bring medical experts to followers through several Twitter postings per day. Daily health tips and weekly chats allow followers to hear from and interact with experts. News and links about important studies are posted regardless of whether those studies are led by the Clinic. Other regular topic areas include news about innovations and information about specific diseases and conditions.
Through Twitter, Cleveland Clinic is proactive about complaints, responding to them within two hours. Continuous monitoring of mentions of Cleveland Clinic lets the staff catch complaints early, and tweeters are asked to contact the ombudsman to resolve their complaint quickly, offline. One follower marveled on Twitter afterward about how quickly an appointment problem was resolved; the follower didn't know that someone was actively listening. Such proactivity helps stave off the viral spread of negative word-of-mouth that some organizations have experienced in social media use (Shirley 2009).
Listening is a key part of Cleveland Clinic's social media strategy. The organization surveys Twitter followers semiannually to gauge their topics of interest and learn what other healthcare organizations they follow. The top three topics in which followers consistently report interest are medical breakthroughs and innovations, disease- or condition-specific information, and wellness tips.
Cleveland Clinic's Facebook presence lets the organization create a connection with patients and the community, humanizing the large organization through direct interaction. Facebook content consists of question and answers, "Did you know" segments about the Clinic's history, and health information from physicians. In semiannual surveys, Facebook followers share what they expect from an academic medical center's Facebook page. Their responses are similar to the Twitter users'; the Clinic's Facebook followers are twice as likely to share medical breakthroughs than patient stories.
Cleveland Clinic started a YouTube channel in 2009, and in its first year 70 videos were posted and the channel received 60,000 views. Now the channel includes more than 800 videos and has received 700,000 views. To make the channel more search friendly, the Clinic focused on appropriate tagging of videos and use of search engine optimization. The strategy has paid off: YouTube is the Clinic's biggest social media success. Videos cover the same areas as the other social media profiles do: discoveries, disease information, health tips, and patient stories.
SOCIAL MEDIA INNOVATIONS
Let's Move It (www.letsmoveit.org) is a wellness initiative launched in 2010 that uses a dedicated website, videos, Twitter, videos, a mobile app, and the hospital's main Facebook page to encourage the community to move from inactivity to activity. The site's videos center on fitness questions answered by Cleveland Clinic physicians and general managers and players from major league sports teams, and the Lef s Move It theme music and videos are played at sporting events. …
... Extant literature has extensively talked about how consumer reviews affect both an existing customer and a new customers' decision-making and the overall perceptions of the organization and its brand (Sharp, 2011). Studies that have primarily focused on healthcare services, have gone on to elaborate the rationales for making an online review helpful, almost to the point of it being 'invaluable' (Sandars & Walsh, 2009). ...
... Studies that have primarily focused on healthcare services, have gone on to elaborate the rationales for making an online review helpful, almost to the point of it being 'invaluable' (Sandars & Walsh, 2009). However, extant literature has not focused on how the textual reviews can be used to find the reflectors and predictors of customer satisfaction in healthcare/health-product ecommerce (Sandars & Walsh, 2009;Sharp, 2011). This understanding is important as such an idea will help the healthcare/health-product ecommerce managers to make better service design, improved customer relationship management and efficient handling of customer reviews. ...
In the digital era, online channels have become an inevitable part of healthcare services making healthcare/health-product e-commerce an important area of study. However, the reflections of customer-satisfaction and their difference in various subgroups of this industry is still unexplored. Additionally, extant literature has majorly focused on consumer surveys for customer-satisfaction research ignoring the huge data available online. The current study fills these gaps. With 186,057 reviews on 619 e-commerce firms from 29 subcategories of healthcare/health-product industry posted in a review-website between 2008 and 2018, we used text-mining, machine-learning and econometric techniques to find which core and augmented service aspects and which emotions are more important in which service contexts in terms of reflecting and predicting customer satisfaction. Our study contributes towards the healthcare/health-product marketing and services literature in suggesting an automated and machine-learning-based methodology for insight generation. It also helps healthcare/health-product e-commerce managers in better e-commerce service design and delivery.
... As such, customer brand engagement becomes the focus for private hospitals to sustain in competitive situations in the market. Several works done by (Lee et al., 2020;Sharp 2011;Keeling et al., 2018) have proven customer brand engagement to be crucial for the service-based industry in the context of hospitals. Meanwhile, a study carried out in the hospitality sector by Rather et al. (2018) has shown that highly engaged customers will participate dynamically if offered new services. ...
A brand is the promise of value and is imperative in all aspects of the industry. Retaining existing customers and attracting new customers has always been the challenge faced by service-based industries, which include private healthcare, primarily in hospitals. As a niche sector, private hospitals' tasks address demanding customer expectations. Based on the past reviews of the literature, this study proposes a few aspects to be investigated in the context of private hospitals in Malaysia. Data was collected and distributed using an online survey. The model was validated using Smart PLS (version 3.3.2) software and SPSS for data analysis. The sampling technique used was non-probability. The analysis revealed that brand trust significantly correlates with customer brand engagement which subsequently influences brand equity in private hospitals and is moderated by service quality for critical incidence. These findings give insight to policymakers, the healthcare industry, mainly private hospitals and academic fields to discover the influences to contemplate in this sector and remain competitive strategically.
... Through Twitter, this clinic proactive about complaints and appointments, responding within two hours. It has proved that strategic use of social media can build brand awareness and preference (Sharp, 2011). ...
The competition between telecommunication-media products is very strict in Indonesia day by day. In order to survive and compete in bussiness world, Lenovo Indonesia should be aware of the threat from many competitors. One strategy from marketing communication that was used for attracting public attention by making creative advertisement on facebook, namely Lenovo Touch Turntable Campaign.. The main objective of the campaign was to create interest for target audiences to experience Lenovo touch series through on line and social media marketing in the middle of 2013. This research used qualitative research methods with the aim to describe the back ground of Lenovo Touch Turntable Campaign on facebook and the result of the campaign. The unit of observation in this study was the officers of PT. Fortune Indonesia in Jakarta as an advertising-agency of Lenovo Indonesia. The results of this study showed that (1).The campaign generate 74.314 new likes and 5,2% of engagement rate toward Lenovo Indonesia facebook fan page. (2). During this campaign, Lenovo Indonesia also win an award from Social Bakers as Top 5 Socially Devoted Facebook brands with 295 minutes maximum of respond time and 94% respond rate.
Key words : marketing communication, creative advertisement, social media marketing, fortune indonesia
... Through Twitter, this clinic proactive about complaints and appointments, responding within two hours. It has proved that strategic use of social media can build brand awareness and preference (Sharp, 2011). ...
Website is considered primarily as a means of communication and it is also categorized as one of publication site. Majority of prospective tourism visitor start their research on the internet. A well designed and maintained website is a very important tool for any tourism business, including museum. The purpose of this paper is to analyze museum website and to examine its characteristic. This paper is qualitative- explorative research. Jakarta Tourism Board website was used as main reference to obtain which museum that was selected. Secondary data was collected from twelve official museums website observations in Jakarta. The results provide details analysis about museum website in depth description refers to each particular characteristic; history, visitor, gallery, collection, exhibition, article, new, events. Each provides adequate information for visitor yet does not comply with the museum website characteristic as a proper publication site. There are two major limitations of this study. First, selected museum was only from Jakarta area. Second, analysis was only conducted from the author‘s point of view and observation. Thus further research should be conducted for all museums in wider area referring consideration from museum management perspective. This study contributes to the understanding for museum management in better acknowledgement for their website.
BACKGROUND: SARS-CoV-2 (COVID-19) is considered a highly infectious and life threatening disease.
OBJECTIVE: The present paper aims to evaluate various aspects of preventive measures and clinical management of the
scheduled visits for orthodontic patients to the dental clinics during the outbreak of COVID-19, and to assess how orthodontists
dealt with this challenge.
METHODS: Orthodontists in private and public clinics were invited to fill a questionnaire that addressed infection control
protocols and concerns about clinical management of patients in the clinics during the pandemic. Frequencies and percentages of
the responses were obtained and compared using Chi-square tests.
RESULTS: About 77% of those working in private clinics, and 63% of those working in private and governmental clinics
performed room disinfection following each patient. In case of patients needing urgent management and have active infection,
56% of the participants provided care under high infection control measures; on the contrary, 64% provided symptomatic
intervention including orthodontic wax, analgesics and sometimes mouthwash.
CONCLUSION: The COVID-19 pandemic has had a negative impact on the orthodontic treatments. All pre-cautionary measures
have to be made available in the clinic in order to minimize the spread of viral infection with continuous dental health care
training.
Human beings are inquisitive creatures who are always looking for new information everywhere they go, and from everyone they meet. In the current tech savvy scenario, we seek information from various Social Media platforms. There is significant proclivity in the way information reaches the audience the speed at which it reaches the audience. Social media is a very powerful medium of spreading any kind of information, but not all information is right and useful for the audience. Sometimes the information shared on social media can be misleading and have negative impacts on the course of life of the audience which is consuming it. In adverse situations the information available on public health can either be a boon or curse for the audience. The objective of this study is to understand the impact social media disseminated misinformation has on the decision making of people, further uncovering the impact it has on their health. The data will be collected by conducting a survey with the audience that spends a significant amount of their day on social media platforms. Data will also be collected by reading various papers on misinformation regarding public health. The study will aid in understanding if the impact of misinformation on public health is positive or negative and in which proportion.
This study aimed to assess orthodontic postgraduate students’ use of social media during the COVID-19 lockdown. Ninety-four postgraduate students (67 master’s students and 27 doctoral students) were enrolled in the study and asked to fill in an online questionnaire by answering questions regarding their use of social media during the COVID-19 lockdown. The frequency distributions and percentages were calculated using SPSS software. The results showed that 99% of the students used social media. The most frequently used type of social media was Facebook, 94%, followed by YouTube, 78%, and Instagram, 65%, while Twitter and Linkedin were used less, and no one used Blogger. About 63% of the students used elements of social media to learn more about orthodontics staging, biomechanics, and various approaches in managing orthodontic cases. About 56% of students tried uploading and downloading scientific papers, lectures, movies, presentations, and e-books from social media, while communication with professionals and searches about orthodontic products were reported in 47% of students’ responses. On the other hand, 43% of the responses favored sharing orthodontic information and posts for teaching and discussion purposes. Generally, social media plays leading roles in the communication with, learning of, sharing of information with, and supervision of patients from a far during the COVID-19 lockdown.
Backround:
This study aimed to analyze the semantic network and content analyses of the posts published in a subreddit related to orthodontic treatment on Reddit (Advance Publications, Inc., San Francisco, California).
Methods:
The eight threads in the r/Braces subreddit were divided into two categories: 1) "treatment process" (Braces are off!!!, Braces progress, Before and after!, and Day 1!) and 2) "question/problem" (Question, Discussion!, Need advice! and Rant!). For both categories, a semantic network analysis was performed using the Leximancer software (Leximancer Pty Ltd., Brisbane, Australia). In addition, the quality of the posts published in the "question" thread and the usefulness of the replies provided to these questions (useful, misleading, or neutral) were analyzed.
Results:
Seven themes (braces, teeth, months, day, worth, started, and result) that mostly emphasized orthodontic treatment and treatment duration were elicited from the "treatment process" category, and seven themes (teeth, orthodontist, braces, week, bands, brush, and extractions) that mostly emphasized orthodontic treatment, orthodontists, and time were elicited from the "question/problem" category. It was also revealed that users voted on the posts related to the "treatment process" category and moved the posts to the list of top posts on the platform. In the "question" thread, 47.79% of the posts asked for advice and 21.11% of them were related to failures. In addition, 69% of the replies were categorized as "useful."
Conclusions:
Reddit is a successful data mining platform, and the users provide highly useful replies to the questions posted on Reddit regarding orthodontic treatment.
Health Publishing and Services (HPS) è un gruppo editoriale e di consulenza, leader
nel panorama sanitario, punto di riferimento nel mondo farmaceutico, dei
dispositivi medici, delle biotecnologie e di tutte le aziende legate al mondo Life
Science. HPS utilizza strumenti di comunicazione integrata per favorire il dialogo e
l’interazione con tutti gli stakeholder del mondo della salute.
È editore di About Pharma and Medical Devices, il magazine di approfondimento
indirizzato a rappresentanti delle istituzioni nazionali e regionali, pubblica
amministrazione, dirigenti del Servizio Sanitario Nazionale e aziende ospedaliere
pubbliche e private, farmacisti, università, centri di ricerca, manager di industrie
farmaceutiche e Medical Devices, società scientifche e professionisti in generale
del mondo dei servizi.
HPS realizza seminari, workshop, convegni e corsi di alta formazione con il brand
AboutAcademy.
Sviluppa strumenti e servizi editoriali per l’informazione, la comunicazione e
l’educazione professionale in ambito scientifco, biomedico, Health Technology
Assessment 1 e market-access.
Organizza dal 2013 il prestigioso About Pharma Digital Awards che premia i
progetti più innovativi in campo Healthcare
Alcuni numeri di About Pharma e HPS:
● Oltre 160 mila numeri di AboutPharma And Medical Devices (cartaceo e
digitale) vengono consultati annualmente dagli stakeholder della sanità italiana.
● Oltre 5 mila decision-maker e alte cariche istituzionali e politiche hanno
partecipato dall’inizio del 2012 ai convegni istituzionali
● Oltre 2 mila manager di industria, professionisti sanitari e medici hanno parteci
pato a corsi nelle diverse tipologie formative (corsi di alta formazione, convegni,
seminari)
● Oltre 120 mila professionisti sanitari richiedono ogni mese aggiornamenti
informativi e approfondimenti tematici.
ResearchGate has not been able to resolve any references for this publication.