How do you engage with the online conversation surrounding COVID-19? First, you have to know what patients and consumers are saying – and where they’re saying it.
Binary Fountain’s platform has collected more than 150,000 online mentions regarding the coronavirus pandemic. Those mentions, across surveys, social media and third-party listings, have increased by more than 8,000% between January and March, with the pace still rising.
In our latest infographic, we’re sharing what we learned about the COVID-19 conversation using data from our healthcare clients. Here are some of the key highlights:
Social media is more densely populated with COVID-19-related brand mentions than third-party review sites, as 75% of consumers use social media every day for virus information. Twitter is attracting the most mentions – more than 100,000 – but Facebook and Instagram are rising in popularity.
Though organic search engine traffic for Binary Fountain clients decreased by 65% between early March and early April, phone calls to healthcare systems from Google Search rose in March as patients asked about coronavirus symptoms, testing and cancellations for other medical appointments.
However, the number of clicks to phone calls on Google My Business profiles has now fallen by 45% in that timeframe. That decrease is smaller, though, than the decrease of clicks to websites (-56%) and clicks to directions (-74%).
With brand mentions related to coronavirus appearing so frequently – more than 53,000 in the first half of April – healthcare organizations will have to prioritize review responses and social media engagement by the amount of informational value they can provide to patients and their communities.
So, how can health systems track the online conversation and keep consumers informed?
For more on reputation management during the coronavirus health crisis, you can visit our COVID-19 Resources Page and browse these articles:
- Review Responses Have Returned to Google My Business
- COVID-19 and Healthcare Marketing: Should You Freeze, Pivot, or Push Forward?
- Coronavirus and Your Listings Management Program: A 5 Item Checklist
- Covid-19 Testing Facilities: Ways to Inform Consumers About Local Test Availability
About the Author
Content Marketing Specialist