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Introduction
The necessity to manage and respond to a health crisis, exemplified by the COVID-19 pandemic, has underscored the pivotal role of media analysis services for corporations within the healthcare industry. During a period when public health was under intense scrutiny, public perception played a vital role in the success of health companies and the implementation of vaccination policies.
In particular, publicity analysis facilitated real-time monitoring of shifts in public perception, identification of critical issues requiring special attention, and adaptability in adjusting communication strategies. The abundance of data from various media sources (print, TV, radio, websites, blogs, forums, social media) made it challenging for healthcare companies to sort out the numerous topics. Media analysis services emerged as an indispensable tool, categorizing and evaluating data, while presenting a daily news overview.
Case study
This case study focuses on a real company within the healthcare industry, for which Clip News undertook the challenge of processing and analyzing an average of 40,000 references on average per day in offline and online media. The media analysis reports included publicity concerning the brand, its key competitors, and general news related to the healthcare industry. 
Approach
To address the demands above mentioned, we adopted the following approach:
- Immediate response to the request and account setup on Clip News Portal, Brandwatch and eMedia Monitor platforms
With the spread of the pandemic and with relevant news changing rapidly, the healthcare company needed immediate access to all monitoring tools to effectively address the situation. Our experienced staff in the Keywording department immediately covered the process of selecting and entering pre-defined keywords into the specialized platforms, while the Crisis Reports department immediately began processing and analyzing the data. The combination of machine-learning technology and human intervention proved vital for fast and accurate presentation of the evolving situation.
- Identification of key issues in offline and online media
Identifying the primary concerns, based on the total volume of media references examined, was crucial in informing our corporate client. This process encompassed news reporting and the identification of prevailing trends in public opinion, offering a comprehensive view of the overall publicity.
- Separation of topics by Media
Further deepening the topic analysis and presenting it separately by medium (print, TV, radio, websites, blogs, forums, social media) was deemed necessary. As each medium reaches different audiences, prevalent topics in each channel often diverged, providing valuable insights. Moreover, even the same topic might exhibit varying sentiment analysis by medium. For instance, press and news-sites coverage of a topic might portray a neutral tone, while citizens on social media may express negative commentary on the same topic.
- Highlighting important media and users
Emphasis was placed on identifying significant media based on metrics, such as traffic, impact, and reach. Additionally, references that might have wielded considerable influence on the public were also highlighted. These included signed print and internet publications, as well as Twitter posts by journalists, politicians, and other prominent figures.
- Early identification of negative publicity
The onset of the COVID-19 pandemic raised concerns and led to negative publicity within the health sector. Promptly detecting and identifying articles and comments with negative connotations was imperative to address issues and take corrective action.
- Deep dive in user-generated content (Twitter, Facebook, forums, Reddit)
During the pandemic, social media platforms became the primary mode of communication. A more in-depth analysis of user comments, including inquiries, complaints, and criticism, was essential to comprehend the public’s needs and reactions.
Results
At the end of this project, the health company’s overall assessment of the media analysis services was positive across all aspects.
In more detail, the services delivered comprehensive daily updates on the top topics throughout the pandemic, encompassing all media sources. Moreover, the meticulous categorization of topics by our analysts, both by category and specific subject, proved immensely beneficial for the recipients of the media analysis reports. This categorization enabled them to focus on the day’s primary topics or emerging trends, eliminating the need to sift through numerous publicity data.
During crises like pandemics, the management of negative publicity becomes a critical concern for communication strategists and marketers. The daily identification of issues with negative connotations enabled the healthcare company to promptly respond and address potential problems before they escalated to irreparable levels, effectively protecting its corporate image.
Additionally, the compilation of publicity data from all media into a daily media analysis report, incorporating both quantitative and qualitative analyses, provided a comprehensive understanding of the big picture. More specifically:
a) The quantitative analysis incorporated data visualization and the presentation of specific metrics, such as Total Mentions, Unique Authors, Word Cloud, Hashtags Cloud, Volume Over Time, Sentiment Analysis (positive/neutral/negative), Sources Breakdown, Top Sites by Impact, Top Tweets, Most Mentioned Tweeters, etc. These user-friendly charts and metrics added value to the information, facilitating a clearer understanding of all sub-topics and allowing comparisons with previous periods.
b) The qualitative analysis comprised concise summaries of topics per media, highlighting significant announcements, negative sentiment issues, and discussions on social media. The transformation of publicity raw data into summaries by our highly-trained analysts transformed vast amounts of data into crucial information, keeping the healthcare company thoroughly informed of ongoing events.
Prerequisites
For the preparation of a media analysis report on such a critical health issue, involving extremely high volumes of publicity on a daily basis, a media monitoring and analysis company needs to possess several essential factors:
- reliable data collection platforms across all media
- specialized Keywording Department staff for immediate account setup response
- experienced Crisis Reports Department staff to promptly initiate data monitoring
- dedicated analysts for swift data processing, extraction of crucial topics and trends from thousands of media data, and the ability to provide a comprehensive data summary
- separation of important topics and trends among thousands of media data, and the ability to provide a comprehensive summary of the wealth of data.
In conclusion
The successful management and completion of this multi-month project demonstrated Clip News’ capacity to effectively handle high-level demands, while the health company maximized the benefits of publicity analysis services. Specifically:
First of all, the comprehensive coverage of news in traditional and online media significantly contributed to a better understanding of the issue’s overall impact on our client’s corporate reputation and its competitive landscape.
At the same time, the processing of thousands of references by our analysts saved valuable time for the company’s communication team members. They received a detailed daily report covering all media, containing essential information. Additionally, the inclusion of added value metrics facilitated comparisons with previous periods and with competitors.
Finally, the identification of key concerns within social media discussions, while capturing the sentiment tone, allowed the healthcare company to identify emerging trends and adjust its policies in a timely manner.
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