MKTG3002 : Social Media and Digital Marketing : Internet Presence of H
When you critique, also give recommendations on how to improve with examples [screenshots / links to ‘best practice’ on other website(s) etc.] to validate your suggestions to HNCT. Findings are to be presented under the relevant heading . Then have your proposed recommendations (referenced, justified etc.) are then below each finding - in descending order of importance.
Answer:
Introduction:
Technology has revolutionized the way of running the internal functionality of every company, irrespective of every sector. The rise of social media has paved the way of maintaining healthy communication with the external world. In the health and social care context, social media is acting as one of the most significant tools, through which all the information related to healthcare policies and practices can be provided to the users and thereby promote their decision making process (Brett et al., 2014). With the assistance of social media, the health and social care organizations are becoming able to interact with the service users along with the care workers which is the key of exploring their needs and requirements.
Present paper will put forth in-depth discussion of internet presence in the context of Health navigator charitable trust (HNCT). This is one of the famous websites in New Zealand, which intends to give valuable healthcare related information to the citizen. The core mission of the company is to help all the New Zealanders to access online health information and thus enable them to lower the harmful effect of on-going health conditions (Health Navigator New Zealand., 2018). This paper will cover the ways, through which HNCT can accelerate their internet presence. 7C’s criteria of accelerating online presence will also be discussed. This paper will also highlight the methods by which HNCT can built trust among the service users.
Part A- General appraisal of current internet presence:
1. Internet presence of Health navigator charitable trust (HNCT):
Health Navigator Charitable Trust (HNCT) - the major website in New Zealand is one of the greatest non-profit communities, the fundamental aim of which is to provide trustworthy health related information, which is the key of providing the citizens with valued self-care resources, so that they can take health related decision independently. The key purpose of them is to equip the citizens with the tools and resources in order to strengthen their quality of life. According to Gradinger et al., (2015) however, as the trend of accessing internet before taking any kind of decision is rapidly increasing, it is the prime responsibility of the management of HNCT to take special care towards increasing their online presence. As HNCT is aiming to increase their online traffic, they must take strong action.
It is imperative for the management of HNCT to follow the 7c’s criteria in order to amplify their internet presence. Customization and context of a website are two of the most important factors in strengthening its internet presence. Therefore, these two criteria is discussed below.
Context
Leek, Canning & Houghton (2016) highlighted that the purpose of the website must be included at the top. The website is to be designed in a lucrative manner. The content of the website must be designed in a lucrative manner, in order to catch the attention of the users. Colors and themes must be used in accordance with the purpose of the website.
Customization
The website must be customized based on the preferences of the users. It is imperative for the website designers of HNCT to integrate metadata within the website, which can serve them with the capability of detecting the location of users automatically. The content must be developed in accordance with the preferences of the users. Multiple URL must be there at the website, which can serve the users with the ability to redirect to the other sites. Relevant pictures must also be included in the website. As HNCT is providing necessary health related information, attach the logo along with relevant health related information. It is imperative to apply lucrative images, related to the service, being provided by HNTC. Both the typography must also be altered which is the key of customizing a website in accordance with the requirements of customers.
Recommendations on improving internet presence:
In the era of digital marketing, building strong online presence has become the key factor in dragging a strong pool of customers. Villeneuve & Pasquier (2017) stated that in the case of health and social care context, improving online presence is one of the most significant factors in keeping the users informed regarding the policies and procedures. As HNCT is willing to amplify their online presence, there are certain methods, which must be followed by them. As the online presence plays a significant role in improving the sales force, it is recommended for HNCT to optimize their website regularly in terms of in order to up-grade the information and thereby keep the users updated.
As the trend of accessing internet from mobile drastically increasing, it is suggested for HNCT to make their website mobile-friendly. As discussed by Almajali, Masa'deh & Tarhini (2016) this is the way, through which, increased number of users can be attached with their website. There are multiple mobile-friendly test tools available in the market. HNCT should access those tools, in terms of assessing the extent, to which the website can be accessed through mobile.
Accessing blog is also a major trend in the market. Therefore, it is imperative to incorporate a lucrative blog, which must be updated in frequent basis. Freeman et al., (2015) opined that as content of a website is one of the most significant factors in generating interest among the users, HNCT should make the content based on the requirements of the users. Initially, it is suggested for HNCT to evaluate the ongoing health related issue of New Zealand. As the prevalence of diabetics especially among the aging population is promptly increasing in Australia, HNCT should take strong action in terms of equipping the blog with necessary information related to diabetic prevention. Blogging is the best way of staying in connection with that of the users and thereby serve them with valuable information (Nudurupati, Tebboune & Hardman, 2016). Blogging can also enable HNCT to convey their brand personality among the users.
Search engine optimization is also playing a major role in making the website much friendlier. Hajli (2014) showed that SEO is the critical components in the way of implementing strong digital marketing strategy. With the assistance of SEO, HNCT can be able to make their website able to get higher rank in the online search result. This is the easiest way of accelerating the quality of website, which is extremely significant to boost the brand recognition of HNCT. Lucrative keywords are the fundamental factor of search engine optimization. Thus, it is the prime responsibility of the technical department of HNCT to choose essential keywords along with phrases related to the service provided by them. This is the way, through which positive perception among the stimulated. SEO is the greatest way of accelerating credibility of the website which is extremely significant in sustaining in this overcrowded online world (Ajana, 2017).
Online advertising campaign is the greatest way of improving online presence. It is suggested for HNCT to access Google Ad-words in order to increase online traffic. Salo (2017) suggested that Google Ad-words can be considered as multiple online pop-up, which can be arrive at the time, when the users are accessing a website. Implementation of Google Ad-words strategy, HNCT can be able to access specific health related information in a timely manner. Therefore, Google ad-word can serve as a greatest medium, through which the quality of website can also be improved. As the trend of using social media among all age is drastically increasing, HNCT should take special care towards running the advertisement campaign in social media in order to catch the attention of the users easily. LinkedIn is the greatest social media platform of running advertisement (Katsanis, 2015). However, as the trend of using social media among the elderly people is comparatively high, HNCT should run their advertisement in social media in order to catch the attention of elderly users and thereby provide necessary diabetics related information among them.
In order to build online presence, it is significant for HNCT to communicate with the users via newsletter and blog. Email to the users is the greatest way of establishing a long lasting relationship with them. Strong user metrics must be executed in order to assess the nature of information, which the customers are looking for. Through this way, valuable information can be provided to the customers as per their requirements. This is the easiest tool of generating positive behavior among the users.
2. Ways of establishing trust among the customer:
Trust is one of the most significant factors in the health and social care sector, as it supports in generating loyalty among them. High degree of trust in between the patients and healthcare professionals helps in providing high quality of treatment according to the health related issues. According to the Maslow’s framework (Refer to appendix 2), there are certain basic needs which needs, which must be satisfied by HNCT in order to establish trust among the service users. Subsequent discussion will support in exploring the hierarchy of need of the service users.
Functionality:
The functionality of official website of HNCT must be ensured in order to ensure its durability. The structure of webpage must be extremely lucrative. It is imperative to load speed in the webpage, so that the users can explore the information easily. It is imperative to ensure the reliability of the website (Bolton et al., 2018). Media accessibility must also be established in such a manner, so that the website can download things from multiple media platform. Therefore, regular customization of the website is highly required for the sake of responding towards the needs of users. This is the mode of stimulating interest among them, which is the key of building trust and loyalty among them. The consistency of the site must also be maintained, which can have a firm impact on strengthening the value of the website (Evans, 2016). With the assistance of intimacy, strong relationship with the users can also be sustained.
Strong value proposition is one of the most significant factors in strengthening the value proposition of a website. Thus, it is imperative for HNCT to integrate a clear mission statement at the top of the website. This can help the users to perceive the fundamental purpose. This is the way, through which the users can also understand the nature of information, which they are more likely to attain. There are certain factors, which can generate dissatisfaction among the users. The things such as lengthy content, irrelevant content must be removed from the website. This is the way, through which any kind of negative attitude among the users can also be mitigated. As the first impression plays a significant role in building trust among the users, selection of appropriate and powerful content is extremely significant. This helps in strengthening the accountability of website among the users.
Calls-to-action is the effective tool of helping the users to access the website in a systematic manner. This button can lead the users towards the next step of the official website of HNCT. It is important to make the homepage of a website quite lengthy. Multiple sections are to be included to be included at the website. Thus can act as a driving force behind improving attraction among the users. Success stories are the major factors in generating positive behavior among the new customers. Therefore, HNCT should share the success stories in their webpage and allow the users to access the stories. This is the way, through which the new users can explore the benefits of accessing the information, offered by HNCT.
Building trust and loyalty among the patients is highly required in order to in order to understand their health related issues and make the treatment plan accordingly in order to promote their health and well-being. Therefore, high degree of loyalty by the healthcare practitioners is one of the most significant factors in building a trusting relationship with that of the service users (Lim, 2016). It is the prime responsibility of HNCT to maintain confidentiality of the users. The website must be designed accordingly which can lead the users to put a certain ID and password in order to access the website. Brand humanization is the greatest factor in leading the users to show certain level of trust. HNCT must introduce a comprehensive “About us” page, which covers details information about the service, being provided by them. Some of the images of the working professionals along with their brief biography must be included in the “About us” page. This is the mode of humanizing the brand and thus generate trust among the users.
Comprehensive content also plays a pivotal role in stimulating trust among the users by integrating positive perception among them. Therefore, it is imperative to keep the site updated regularly. Detailed discussion regarding the service, provided by HNCT must be there in their official website. Implementation of strong privacy policy is the greatest way of building trust among the patients (Ryan, 2016). The private data of every users needs to be secured. Strong privacy policy can serve HNCT with the ability to protect the confidential information of the users.
Testimonial is the greatest way of building trust among the users. It is imperative for HNCT to gather testimonials from the satisfied customer. This is the mode of strengthening credibility of their official website. These testimonials must be presented in the sales content of the leading webpage of HNCT. Through this way, the new users can perceive how the health related information provided by HNCT has improved the health and well-being of the customers. In the case of building trust among the users also, search engine optimization is a critical factor (Stephen, 2016). Thus, it is important for HNCT to access the quality rater of Google. This is the key of measuring the quality of website.
In addition, accessing social networking site is also a greatest way of building trust among the users. So, it is the role of the technical department of HNCT to access the social networking sites. As the elderly citizens are the main targeted customers of HNCT, accessing social media can serve them with the ability to gather a strong pool of users.
Conclusion:
Based on the discussion, it can be concluded by saying that rapid development of technology is acting as a driving force behind the companies to promote sustainable speed in business. HNCT (Health Navigator Charitable Trust) is one of the famous websites of New Zealand, offering relevant health related information along with the preventive method of ongoing diseases. As the trend of accessing website before taking any decision is rapidly increasing, it is imperative for HNCT to implement effective strategies in order to strengthen the durability of the website. They must take strong action in order to fulfill the 7c’s criteria, which is highly required to strong connection with that of the users. Accessing internet from mobile is the ongoing trend in market. Thus, it is imperative to design the website in such a manner, which can be accessible from mobile phone. Strong privacy policy must also be executed for the sake of maintaining confidentiality of the users. This is the key of building trust and loyalty among them.
Reference:
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