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Grey Healthcare Group introduces brand influence tracker

Programme helps assess the impact of healthcare companies online

New York-based Grey Health Group (GHG) has developed a digital programme for tracking the impact of brands, companies and market issues relating to online healthcare.

Digital Dx has been designed to allow companies to assess health brand reputations across multiple digital channels by evaluating four phases of online activity, referred to as: discovery, diagnosis, prescription and check up.

  • Discovery: reviewing existing data and identifying relevant corporate, branded, competitive and negative keywords and phase. This section also includes both manual and automated searches to build a map of ecosystems that affect the brand, company or issue.
  • Diagnosis: assessing conversations and determining the potential reach and influence of their authors. During this phase, GHG also uncovers the opportunity and challenges in the social media framework.
  • Prescription: creating customised recommendations and specific plans of action. The Prescription phase provides potential scenarios, next steps and anticipated results.
  • Check up: tracking the results of implementing action plans and continuing to refine approaches based on findings drive to continuous improvements.

“As companies direct an increasing share of promotional dollars to digital options, it is essential they have reliable ways to assess and strengthen their impact and ROI,” said Erin Byrne, managing partner and CEO at GHG.

“There has been a lack of effective solutions for ensuring digital investments are delivering optimal return—and driving on going improvements in their outcomes.

“Digital Dx fills that market gap, with a best practice approach that gives companies a complete evaluation of their total digital presence—and concrete steps they can take to boost results.

“The need to measure and maximise digital's influence is particularly acute in healthcare, where a soaring number of both professionals and patients are seeking health information online and managing health conditions digitally.”

10th September 2012

From: Marketing, Healthcare

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