How do consumers feel about healthcare and where does that fit in brands’ marketing considerations? Understanding the social mood surrounding healthcare is step one. And we have a handy indicator that shows precisely that!
Consumers Love Their Healthcare Heroes
Healthcare workers have hard jobs. They are on the front lines each and every day regardless, and this COVID-19 pandemic has highlighted that fact for everyone. And this selfless group are viewed as healthcare heroes. While most are home with their families under quarantine, these folks are putting their lives on the line to help others.
Through social media listening powered by next-generation AI-powered social analytics, when we look at the last month, the conversation appears to be more positive than negative.
But looking even closer at the sentiment analysis you’ll see that even some the “negative” keywords have a positive spin. For example, people are advocating for health care workers who are in “dire need of equipment.”
People are sharing their gratitude and appreciation for them, which we can see happening in this snapshot of a real-time social stream below.
But that’s not all.
Emotions analyzed through social media listening have fluctuated over the last month too. Looking at the social mood chart below, you’ll see there is an overwhelming amount of trust people have for healthcare heroes, but there is also a good amount of anger.
Again, this anger isn’t directed towards these folks, but at the mistreatment they’ve faced, like being underpaid and overworked – and placed in more danger due to not have enough PPE.
When comparing the social moods for a selected topic, we can see how it compares to the overall social audience. For example, exploring Virtual Health, we see that the mood skews toward both anger and trust.
From experience, we know that posts on social media can go a long way toward influencing these feelings. A tweet went out from an internal medicine doctor in New York who spoke out about safety, risking her job. As this was retweeted, there was an increase in sadness, as you’ll see below.
Now that we know how consumers feel about the healthcare and heroes topic in general, let’s take a look at how brands are stepping in and how consumers feel about this response!
Brands Incorporating Healthcare Love in Campaigns
Dove is known for their “feel good” campaigns. Most recently, the personal care line put a new face on their ‘Real Beauty’ campaign in salute to healthcare workers. The campaign is called ‘Courage is Beautiful’.
The campaign featured photos of seemingly tired, stressed and anxious healthcare workers with battered faces from wearing protective equipment for hours on end. This campaign doesn’t stand alone, though. Dove has donated $2.5 million in products to Feeding America and an additional $2 million to Direct Relief.
And once again, when analyzing sentiment and conversation around this topic, it skews much more positive, with many taking to social media to show their appreciation.
And the emotions surrounding Dove Beauty are generally positive, too. After analyzing the emotions surrounding the conversations around this brand and campaign, you’ll see that trust and joy were most common. And this was pretty consistent over the last month, with a spike in both metrics when the campaign launched around April 10.
Brands can learn a lot about context from social mood. It’s a crucial part of any social media listening strategy. It’s great for understanding where you stand right now, and for capturing shifts as they take place.
Social Mood Sentiment Shifts
Social mood is about more than being happy or sad. It’s about fear, worry, stress, anxiety, etc. – and capturing the nuances behind each. In a time where maintaining customer loyalty and love is so important, brands need to be on top of these conversations to put out any fires before they start – and be thankful for the love that is being shown.
And there is quite a bit of traction within the media and on social media when it comes to breaking down the conversation and corresponding social mood around the topic of healthcare.
The largest node within this series of conversational clusters is tied to mental health care access. There is currently a call for better mental health access and treatment during COVID-19, especially for healthcare workers who need a break too.
Brand To Do’s Moving Forward
This would be a great opportunity for brands to step in and provide self-care assistance or methods to encourage unwinding and recharging. While this is only a small part of bettering mental health, it’s a small part that could mean so much in the grand scheme of things. And one that will attach positive associations to brands supporting this effort.
Also, when further exploring consumer sentiment analysis within Quid, ‘Health Care Workers’ has the highest media interest and social traction. Not only is this issue being reported most often, but it ranks high on consumers’ radar for social sharing and interactions. That’s a significant behavior to note:
It, along with other indicators, serves as a wake-up call to those in the industry to keep health care workers top-of-mind as this, and future situations, shift. And to potentially single out these health care heroes for special treatment of some sort, as it will undoubtedly be met with applause.
What sort of special treatment? Well, that’s an audience analysis for another day. And one we’d be happy to demo with you – reach out for one!