Media monitoring is the science of tracking mentions in the media or social media of particular topics or keywords. Media monitoring is the process of listening to who is saying what in the news. It shows us what articles have been published or TV stories have been aired on the chosen topic. It also provides other useful data which we will delve into below.
We used our media monitoring software, Meltwater, to analyse how the media has been taking up healthcare terminology that is not usually part of the journalistic vocabulary. We expected that the keywords we chose would feature in more news stories since the start of the pandemic. Our chosen keywords are:
We looked at the media exposure for these four keywords over the past three months, starting in early January 2020 when COVID-19 was not an issue that affected Australia. We assume that Australian media really began showing an interest in the virus around 15th February 2020. Media exposure represents how media coverage including specific topics or keywords is trending over time.
The first graphic shows media exposure for “antibody(ies)”. The keyword “antibody” was clearly already in occasional usage before the COVID-19 coverage really kicked off. Every day in January, a handful of news stories would include the keyword.
Another keyword that we wanted to investigate is “PCR” or “polymerase chain reaction”. We thought this one would be much less in usage prior to all the COVID-19 coverage, and our suspicions were confirmed, as you can see the increase in spikes since the middle of February.
A keyword that might demonstrate whether the media is implementing healthcare terminology is “point of care”. Point of care testing has been around in Australia for a number of years for other viruses including influenza. With a number of IVD companies developing COVID-19 point-of-care test kits, we expected a surge in the number of articles containing this keyword.
Finally, we looked into the keyword ‘rapid test’. This one has been in the media a lot in the recent weeks due to IVD companies developing tests for COVID-19.
As we enter 2020’s flu season, it might not seem like the most important virus to battle at the moment. However, protecting ourselves from the flu is always important and should not be avoided at this time. This can avoid bottlenecks in our ICUs and ensure that patients are receiving the treatment they need. If you have an influenza test available, do not let your communications around this product suffer due to COVID-19! Get your message out there and remind the public that you have influenza detection devices during this flu season.
Sign up to our weekly analyses and healthcare industry articles by getting in touch at: [email protected]