Can Social Media Help Your Physicians Predict the Future?

It’s an interesting idea; predicting the future by monitoring social media conversations. In order to be successful, healthcare marketing agencies in Los Angeles and around the nation are expected to be one step ahead of the game, leading their client’s one step ahead of the competition.  Being able to predict the future via social media is not new, but in 2013 it can be incredibly useful if utilized appropriately.


Social Monitoring and Listening

With so many social mediums such as Twitter, Facebook, Pinterest, Instagram, even Google, it’s nearly possible to literally predict the future. The Pentagon uses the technique of listening to “chatter” when monitoring social networks for possible terrorist attacks. Big box brands around the world listen to “chatter” when monitoring their brand or industry related topics.

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How To Use Sentiment Analysis to Predict Brand Reactions

Sentiment analysis is the future of brand marketing. Ideally, analysis of audience mood and behavior should be completed by your PR agency or Arizona marketing firm before your brand image and message has been fully determined. Understanding how your target audience feels about a product or industry can help you shape your brand message.


Sentiment Analysis Tools
There are some wonderful tools available on the market for sentiment analysis. For supreme knowledge, education and technology on sentiment analysis, Radian6 and Lexalytics are excellent sites. However, it you’re looking for something a bit more accessible, here are our top three:


  • – This site offers ‘real-time social media search and analysis’ which allows any visitor to research sentiment on a variety of topics. They offer social media alerts that allow you to monitor your brand consistently. Combined with Google Alerts, this is a wonderful tool for keeping an eye on how users are feeling about not only your brand, but the entire industry. SocialMention is wonderful for local searches as well.

  • TwitterSentiment – This tool is similar to SocialMention, however the results page includes a traffic map, graphing the positive and negative feelings towards a brand over a period of time.

  • – Like TwitterSentiment, this site lets users search sentiment on Twitter alone. The results page show’s you actual tweets regarding your search, as well as a positive/negative meter showing you exactly how people are feeling about a topic.



Using Sentiment Analysis to Your Advantage

Using the tools mentioned above is one thing, accurately predicting market trends and brand reactions is quite another. Of the sentiment analysis tools available, which one you use depends on where your launching your brand. If your PR agency has decided that Arizona is the best place to market your product, you’ll want to find out the sentiment that people in Arizona have towards your industry and competing brands.


For example, you’re thinking about opening a pain clinic in the valley and launching an entire brand on the subject of migraines and migraine pain management. Your Arizona marketing firm would set up sentiment analysis for “migraines” and/or “migraine pain” and/or “headaches” in “Arizona.” You might also set up sentiment analysis for “pain doctor” or “pain physician” in “Arizona” as well.


From here, the next step would be to run reports and analyze data. Are the discussions regarding this subject more positive or negative? The initial results would more than likely show a negative sentiment towards this subject, but digging deeper you can determine more specific keywords to search for Arizona, and ultimately determine exactly what people associate negatively with migraines. Is it the pain? Is it the treatment? Is it how it affects their day-to-day or their job? Are people looking for alternative treatments more or tradition treatments?

Based upon local sentiment results, you can establish a foundation for your brand and the kind of treatment that you will specialize in. You can also determine how to market and advertise to your target audience. The possibilities are endless. And as time goes on, your Arizona marketing agency will continue to monitor sentiment associated with not only “migraines” but your brand as well.

Sentiment Analysis – A Window To The World’s Moods and Opinions

Technology and PR marketing is moving faster than many small businesses can keep up. At this moment last year we were debating health care reform, wondering if ‘smart phones’ were the norm, and trying to figure out what a QR code was. Today, we know that ‘smart phones’ are more than the norm, they are a necessity, health care reform is still a topic of debate, and QR codes are in every magazine and Sunday morning advertisement.


Marketing in Arizona has changed a great deal in the past year as well. Facebook and Twitter are no longer an additional marketing ploy; they are part of the entire marketing must-have package. Return On Investment (ROI) is no longer something to be placed on the backburner of social media marketing, it’s now become an industry all of its own. And part of that return on investment depends on how your brand is received by your target audience.


Brand marketing and ROI depends on the success of being able to reach your target audience on their level, in their language and slang, and on their favorite platforms. Truly understanding your audience involves sentiment analysis.


What is Sentiment Analysis and Opinion Mining?
According to Wikipedia, sentiment analysis or opinion mining refers to the application of natural language processing, computational linguistics, and text analytics to identify and extract subjective information in source materials.


Generally speaking, sentiment analysis aims to determine the attitude of a speaker or a writer with respect to some topic or the overall tonality of a document. The attitude may be his or her judgment or evaluation (see appraisal theory), affective state (that is to say, the emotional state of the author when writing), or the intended emotional communication (that is to say, the emotional effect the author wishes to have on the reader).


According to, sentiment analysis similar to text mining involves parsing and analyzing the comments and suggestions customers post on social media.  It concentrates on looking at the context, tone, emotion, polarity and objectivity of the comments rather than solely the words.


“Mirror, Mirror on the Wall”
Imagine having a secret mirror, one that could answer any question about the feelings associated with any brand, person, or industry in the world “Mirror, mirror on the wall. Who’s the fairest of them all?” This is sentiment analysis. If you’ve ever read Dan Brown’s The Lost Symbol, you might remember the bit in the book when they speak of monitoring the feelings of the entire world from their computer. It’s not a far-fetched idea, and, in fact, many large news corporations and Wall Street companies have been using sentiment analysis to keep an eye on potential market trends.



Business Week recently published an article reviewing the importance of sentiment analysis for businesses of all sizes. MOBI stands for Mass Opinion Business Intelligence, and much like the computer (Watson) that beat the greatest contestants on Jeopardy based on its remarkable understanding of semantics and wordplay, MOBI part of an emerging technology that can tell a company almost instantaneously how people are feeling about a particular business, executive, product, stock, or advertising campaign.


With the ability to analyze consumer feelings without surveys and focus groups in invaluable to many companies around the world who can now determine how people will receive a product or idea before the product even hits stores. MOBI considers all conversations about a product and then parses it using statistical analysis and so-called natural language processing, a computer system designed to interpret written communications, even if slang is used. Beyond identifying how consumers feel about brands or celebrities, it can predict market behavior.