Identifying Healthcare Trends from Conversation Data

Amy Brown
founder and CEO
Authenticx

The recent explosion of weight loss drugs¹ like Ozempic, fueled by online hype, has brought both opportunities and challenges to the healthcare customer experience. While demand surges, so does the potential for misinformed consumers.

Education is crucial to ensure a positive customer experience amidst this frenzy. We need to find ways to “set the record straight” about misinformation circulating online. Customers who encounter inaccurate information may attempt to access services they’re not eligible for or seek medicines for inappropriate uses. This can lead to confusion, frustration and repeated interactions with customer service as they try to navigate the situation–a cycle that perfectly embodies the repetitive nature of The Eddy Effect™², or instances of consumers getting ‘stuck’ in the customer journey, which results in a negative customer experience.

This article will discuss how analyzing the changing voices of customer populations not only provides valuable insights but also identifies possible emerging trends.

Misinformation poses significant CX challenges

Having visibility into sudden shifts in conversation about the use of a specific medication or service to achieve a certain health outcome could indicate the ongoing spread of misinformation online. When healthcare organizations recognize these trends, they can address the issue via targeted communication and education efforts.

This proactive approach can directly reduce call center volumes and customer frustration. Identifying the platforms where people share information–from social media to online forums–is key to crafting targeted messages clarifying facts, emphasizing safe and appropriate medication use, and guiding customers toward reliable sources of information.

How might an organization identify the need for such messaging? By listening to its conversation data.

Imagine a customer exclaiming, “TikTok said I could get a prescription for [this amount]!” or another questioning, “My spouse got a prescription for [a specified drug], why can’t I?” These scenarios–along with confusion about eligibility or potential side effects–can lead to a surge in contact center calls and strain internal resources.

Collecting, aggregating and monitoring data from conversations over time allows healthcare organizations to spot trends early–before they go viral. AI can listen at scale, analyzing conversations to pinpoint root causes of customer concerns, like issues with medication access or confusion about side effects. Conversational intelligence also surfaces when customers become stuck in frustrating, repetitive cycles because of obstacles or disruptions in their healthcare journeys, including prior authorization or medication eligibility issues.

These insights allow leaders to anticipate trends, prepare appropriate responses, and proactively address potential issues. In essence, harnessing the power of conversational data empowers healthcare organizations to navigate the dynamic healthcare landscape, educate customers and deliver a positive customer experience.

Harnessing conversational data to educate and prepare

Analyzing interactions from call centers, online platforms and other touch points to understand customer concerns and hone in on trending topics enables organizations to craft messaging that counteracts misinformation more effectively. Think of it like tracking weather patterns to anticipate a storm.

Real-time monitoring keeps you on top of emerging and ongoing situations. During high-demand volume surges, organizations can provide public health guidance through various channels, addressing concerns and managing expectations–just like local news stations issuing real-time weather updates.

Turning insights into actionable strategies

Beyond crisis management, conversational data opens doors to improvement. Healthcare leaders can use feedback to update processes, agent scripts and training materials. Chatbots and virtual assistants on websites and mobile apps can answer common health questions, providing evidence-based information. Organizations can deploy and invite their customers to use interactive health information platforms to explore health topics, debunk myths and get personalized guidance based on their needs.

With the explosion of online health information, viral trends and misleading content pose significant challenges to customer experience, making the ability to detect and respond to emerging trends invaluable. By embracing a data-driven approach and leveraging conversational AI insights, healthcare organizations can confidently navigate fads to provide education and exceptional care delivery while maintaining operational efficiency. Proactive healthcare communication fosters a well-informed patient population and strengthens the foundation of public health.

Amy Brown is the founder and CEO of Authenticx.

Sources

1. The Messy Rise of Weightloss Drugs. Business Insider. December 29, 2023. https://www.businessinsider.com/weight-loss-glp-1-drugs-ozempic-wegovy-mounjaro-effects-future-2023-12?utm_medium=newsletter&utm_source=Sailthru&utm_campaign=Insider_Today
2. The Eddy Effect. Authenticx. https://authenticx.com/eddy-effect/