I recently read a Wall Street Journal article about the use of Twitter and social networking sites to track consumer feedback. While this has been done for some time in other industries, the health insurance industry has been slow to adopt such strategies. Despite HIPPA challenges, companies such as WellPoint and Aetna now have Twitter and social networking site accounts in an effort to better understand their consumer’s needs and dislikes.
Why do I love this approach?
Embracing the groundswell and actively listening to consumers brings customer service to a whole new level. This approach also allows for greater transparency and authentic dialogue with consumers.
In the bestselling non-fiction book, Groundswell, Josh Bernoff of Forrester Research and Charlene Li (now of the Altimeter Group) discussed how companies are using social technologies to understand their customers. The authors suggest googling your company or product name with the words “sucks” or “awesome” and listen to the groundswell. They also suggest looking at social bookmarking sites for similar information.
I was skeptical at first about applying this strategy to health information online. I can see why someone might post feedback about their mp3 player being a piece of junk, but not about something as sensitive as their health conditions. But people are! This concept seems more logical when you realize that 61-percent people get their health information online. If we are getting our health information online, we are likely talking about our health outcomes there. I go to my hair dresser to learn about the hometown gossip, why wouldn’t I go to Internet to do this for health topics?
The Cyber Soap Box
I read letters to the editor from time-to-time, but I am more inclined to read the comments following. Although sometimes inaccurate or ill informed, they represent the true feelings of a cross-section of the readership.
The key is to listen where the authentic dialogue is happening. When health marketing and communications professionals get together, we can really begin to understand health consumers and improve health and lives.
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