WPP-owned global healthcare communications firm ghg has introduced a new methodology called ‘Digital Dx’, for measuring, tracking and maximising healthcare firms’ brand influence across all digital channels, including web sites, social media, search engines and mobile.
The new approach enables users to identify brand-related keywords and phrases, assess conversations and determine the potential reach and influence of their authors, create customized recommendations, and track the resulting action plans.
Through the approach, users can also identify the universe of potential advocates, predict their possible actions and calculate the impact of their activities on the brand.
Erin Byrne (pictured), ghg’s Managing Partner and Chief Engagement Officer, says that typical metrics such as Facebook likes or Twitter followers aren’t enough to assess impact.
‘The true opportunity for brands lies in advocacy – whether the action is as simple as a patient re-tweeting a brand’s web site link, or as valuable as a physician writing a blog post mentioning the product,’ Byrne states. ‘Our model predicts the behaviors that will drive results, and we then identify the best social experiences for engaging target audiences and motivating them to take those optimal actions.’
ghg (Grey Healthcare Group), which is headquartered in New York, with offices in North America, Latin America, Europe, and Asia, is online at: www.ghgroup.com