People turn online first when looking for healthcare information. Understanding the social customer will allow you to engage with them to increase patient volumes.
Here is what you should know about the social customer:
- learns about new products and brands through social channels and trusts her social network to provide honest feedback about it, as opposed to a brand’s one-way advertising message.
- is savvy, doesn’t respond well to unsolicited SPAM in her social networks or overly promotional tweets, but is open to relevant information that meets her needs at that particular moment.
- expects brands to be present and active in the same social venues where she hangs out, listening to her feedback, whether it’s negative or positive.
- expects you to listen and engage with her, not only when it coincides with an e-mail blast or new feature release, but rather when she needs you. And you better respond fast, in real-time, or she will either move on to a competitor, or tell her friends about her bad experiences.
- Because the social customer can talk to a brand through many channels at the same time, she expects everyone she talks to from your company to have the same background on her issue. For example, if I complain about an airline on Twitter, I want the representative who engages me there to know my itinerary and the full history of our interaction through various channels.
Bottom line: The social customer owns the relationship, and you need to earn her trust.