Sentiment analysis is a method to examine the opinion of people's emotions through machine learning, based on a scoring mechanism that monitors conversations and evaluates language and voice inflections to quantify attitudes related to a business, product, service, or topic. The marketing department has applied sentiment analysis for quite some time, especially since social media was introduced to our society because it helps businesses examine how people interact with a brand online. Sentiment analysis can do wonders for any marketer by understanding what the target audience is thinking on a scale that only sentiment analysis can achieve, you can tweak a product, campaign, and more to meet their needs and let your customers know you are listening.

Hospital value sentiment analysis highly. Patients possess strong sentiments about the healthcare they receive. Virtually every provider interaction will trigger a positive or negative reaction. The analysis helps determine patients' needs and improve marketing efforts. Healthcare professionals and practices can use the resulting data to learn what patients say about them and modify their office processes and marketing strategies to meet their needs. In addition, patient sentiment analysis helps providers gain a competitive advantage over their rivals since it enables service improvement based on their thoughts and feedback. Results from such studies empower providers to get deeper insights into required treatments, the quality of services consumers want, and the type of hospitals they receive treatment from.

Other businesses can benefit from using sentiment analysis to structure their marketing and sales plans, assess social media posts, enhance crisis management and brand strength, and translate digital PR into tangible actions. Understanding what customers want is the key to keeping customer loyalty.