2. Provide audiences with relevant content

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Social listening insights give you a window into issues that matter to your patients, community members and physicians, and enable you to craft an audience-centric content strategy.

A screenshot of a Post on X from the Cleveland Clinic. The Post reads: Five health benefits of pickleball, and links to a relevant article. Attached to the Post is an image of four people playing the trending game on a pickleball court.

Van Allen describes how organizations can use listening to estonia b2b leads adapt their messaging to meet the needs of their audience. “We see healthcare organizations use social listening to research trending conversations and industry topics, and use that intel to inform their content strategy. For example, a hospital system could create a Listening topic about going “back to school” and surface that parents within their community want more tips to prepare for cold, flu and RSV season.”

3. Route audience intel to the right department
At some healthcare organizations, multiple social marketing teams work together—each representing a different department (e.g., cardiology, dermatology, oncology, etc.). Using a robust and intuitive platform like Sprout makes it possible for these teams to share social listening insights with one another, and facilitate stronger communication and cross-team collaboration.

Florence adds, “Using Sprout’s custom Listening reports lets healthcare marketers generate and share insights with other functions.” By creating department-specific Listening topics, social marketers at healthcare organizations—like hospital systems—can find the specific insights they need to reach their unique goals, like increasing cardiology patient satisfaction. Sprout’s centralized platform houses all of this data in one place, making it possible for marketing teams to work in harmony.