Social Media Audit and Content Analysis For Philips MRI Department

Transcription

1 Vivian Obando Social Media Audit and Content Analysis For Philips MRI Department 1. Qualitative Content Search terms used Monitoring the following terms in the social media platform Twitter, I could find different kinds of information about the Philips Magnetic Resonance Imaging (MRI) department, and also MRI technology that could be useful for my client. o MRI o #PhilipsHealthcare o Philips Healthcare o Philips Magnetic Resonance o Philips Imaging o PhilipsMRI o MRI cancer o Philips #healthtech o Philips MRI radiology o Philips MRI Oncology o #cancer #research o #Philips #cancer Themes Observed in collected data

2 Finding the right terms that would give me the information I wanted was challenging. At first the information I found was too broad, with terms such as MRI or Philips Healthcare. I proceeded which is the Twitter account of the Philips healthcare department, and it gave me mostly information about the general health products of the company; however, scrolling down the tweets I started to find key concepts that gave me more specific results, and I found a few dominant themes: o New technologies for MRI, Radiation therapy systems Philips MR-Linac project to be launched in 2017 Partnership Philips-Elekta to develop new radiation therapy technology o Research on the health imaging field Finding solutions for claustrophobic patients Oncology MRI More precise cancer diagnosis Focus on brain cancer, lung cancer and breast cancer o Jobs Opportunities to work in Philips MRI departments in different parts of the world How is this information useful for my Client

3 As my client is the Philips MRI department in the United States, but the information I found is not only from North America but global, not all data will be useful; however, it will give them some insights about the Philips MRI department globally. One of the main functions of the Cleveland office is identifying problems that could obstruct the MR machines from working properly; for this reason, realizing that claustrophobic patients need a solution for their problem, is valuable information that can help them work faster and most likely create a competitive advantage in their market. Moreover, another part of their functions is research, and the information about the main types of cancer they need to focus on brain, lung and breast is crucial for their projects and researching structure on the MRI team. The topic about new technologies is valuable in that one of my client s functions is to request adaptations of the MRI machines depending of their customer s needs. By analyzing this topic they might identify what their customers really need and adjust the technologies to this specific market; also, creating ideas on how to develop marketing plans, which will be an advantage later on when they start selling the new machines. 2. Quantitative Social Media Audit The Philips MRI department does not count with a website or with a Facebook, Twitter, or LinkedIn account on its own; however, Philips Healthcare has its own

4 website and belongs to these social networks, in which it gives extensive coverage to the MRI technology that Philips develops. Web page The Philips MRI department is part of the Philips Healthcare web site. Since the customers for these kinds of machines are hospitals, the web page has a B2B appearance. It mostly uses technical terms to define the machines, their functions and characteristics, and the reason why the customers should choose their MRIs instead of others. There are two different sections of the web site that focus on MRI machines; the Magnetic Resonance section, which describes the machines that have been developed and successfully used by other customers, and the Radiation Oncology, which includes their new machine that is combining Computer Tomography (CT) and Magnetic Resonance (MR) technology. LinkedIn Philips Healthcare counts with a LinkedIn account that has 44,398 followers. It posts once or twice a month, and focuses many of its publications on Magnetic Resonance and news about new technology that they develop in different health fields. It has a clear B2B atmosphere; their description counts with three full paragraphs, called a boilerplate, that talk about Philips Healthcare mission, vision and objectives with their products, and how important their customers, and their customers patients, are for them.

5 Facebook The Philips Healthcare account on Facebook counts with 4,783 likes. Even though this account still shows a B2B atmosphere, the articles and comments posted on this account are more general than the information posted on the website and LinkedIn. It is directed towards people that have some kind of interest in the brand and what it does, but not in buying its products. It posts articles or pictures once or twice a month, and the description of the page counts only with 3 sentences, while the description on LinkedIn has at least 3 paragraphs. This account is not used to respond to comments about good or bad feedback from customers. It is just a way to keep their followers up to date with Philips Healthcare news and innovation in products. Twitter The Philips Healthcare Twitter account has about 26 thousand followers and more than 10 thousand tweets. It tweets at least once a day and many of its tweets include videos, pictures, and hashtags such as #imaging and #healthtech, keeping its followers up to date with news about their innovations in MRIs and other health products. Along with the LinkedIn and Facebook accounts, the Twitter account is mostly used to promote their products to hospitals and people interested in high technology for health. The account is not used to answer customers tweets about Philips products and services.

6 YouTube Philips Healthcare has a YouTube account with 3,864 subscribers. It is not used as regularly as the other social media accounts; probably, once or twice a year. In this online site, the company posts videos of stories of people that they have helped with their health technology, promotional campaigns they have had around the world, and interviews with people that have develop high technologies in Philips. It contains a few videos that include information about MRIs, but it is not its main focus. Wikipedia The Company Philips has a Wikipedia entry that describes in great detail its history. It shows the different logos that Philips has had throughout time, and how it has become a green company with the years. It lists all the products that the company offers; however, it does not focus on Philips MRI or give any type of description of the product.