Health Navigator Charitable Trust: Providing Health Resources And Mobile Apps For New Zealanders, Essay.

About Health Navigator Charitable Trust

HNCT requests that you first evaluate their overall Internet presence (situational analysis) and give suggestions for improvement. 

1.Understanding HNCT wants to increase & convert qualified:

Use your personal experience, plus one of a number of evaluation criteria 
‘7C’s criteria’ briefly described in Appendix A below, or,
Web Design Frameworks: (‘Design for Usability’, ‘Conversion-Centered Design’, ‘Three Questions’, ‘Segments’, ‘Mobile First’ - from Stukent textbook chapter 2)
‘Don’t Make Me Think!’ book criteria described in Appendix B below, to evaluate all of their internet presences.

When you critique, also give recommendations on how to improve with examples [screenshots / links to ‘best practice’ on other website(s) etc.] to validate[ See footnote #1 above.] your suggestions to HNCT.
Findings are to be presented under the relevant heading[ E.g. If you use the 7C’s the headings could be ‘Content’, ‘Context’ etc.]. Then have your proposed recommendations (referenced, justified etc.) are then below each finding - in descending order of importance.

Take snapshots[ Digital presences change all the time (updated). From the time you start this project to when you hand it in, months have gone by… use various tools (e.g. Microsoft Snipping Tool) to take screenshots so you can refer back to them. ] of pages of website/social media presences
Select and define clearly who is your ‘buyer persona’/market segment[ There are many potential audiences for this website. It is recommended you clearly define 1-2 (max 2) audience(s), and put in an appendix a detailed profile on this audience. [Not familiar with segmentation of an audience? Then Google ‘buyer persona’ to learn what it is, and why the creative industry uses them with great success.] Then do the ENTIRE assignment (Part 2a and 2b) looking thru these buyer persona’s eyes/profile. I.e. their media habits, the type of phone they use, magazines they read, their demographics, psychographics, and every other graphics you can think of  etc. ].

2. Bearing in mind the importance of trust being established (this is important as many prospective clients may find it difficult to have trust / faith in the site, or the claims of the entity).

Based on the provided outline of the ‘customer experience hierarchy’, (Appendix C below), PLUS knowledge from the textbook, lectures etc, evaluate how HNCT can establish trust[ Find out WHY people don’t trust websites. Select which are key to this client and recommend these ‘elements’/features etc be included in their digital presences, and WHERE they should be placed.] to encourage customers to move thru the site from ‘functionality to evangelism’.

The Vision and Mission of the Trust

If your suggestions for Question 2 are similar / same to what you suggested in Question 1, then simply refer the reader back to that previous suggestion within your report.
example, optimised text / photo wireframes / screenshots etc[ We are not expecting you to become a graphic artist! (That is NOT what we are teaching you). We do expect you to use Google images/ Youtube etc to your maximum advantage and find examples of digital marketing best practice and include these screenshots, ideas/strategies into your report. You then simply say “This is the sort of image/video you could use for these reasons/benefits” (NOTE: Make sure you reference the source of that image. If you did create it yourself, then reference yourself/team member so I don’t assume you stole it without reference!].

Part B: Your Marketing Strategies

Report style format. Grammar, referencing, spelling (American or British), or extra material

Word Count: Unlimited!?[ See Footnote 4 above. In this section aim for 4500+ words as Question 4 can get rather wordy as you explain exactly what you want them to do. (Material in Appendix does NOT count towards overall word-count)]

Format: Report style. (Exec summary, TOC, Intro, Key Recommendations, Conclusions, References etc.)

HNCT asks you to now use your theoretical knowledge and creative flair to develop a detailed step-by-step strategy(s)[ As stated in Part A, see footnote #1 above.] for them to follow. 

NOTE: When giving ideas for HNCT, it is important to give specific examples and be detailed in your explanations. The exec team at HNCT would prefer you only provided two or three well thought out detailed specific strategies, rather than an exhaustive list of ideas that just ‘skim the surface’....

3.HNCT has started to get an app created using https://www.appypie.com for ‘people’ to use. Discuss (for & against) whether you believe HNCT should continue with this development of an ‘App’ (smartphone application) to complement their current digital presences. Regardless of whether you are ‘for or against’ such an app, select specific audience (buyer persona / market segment) and suggest features should be included in said app. 
 
4. Design specific marketing campaign(s), focused on your selected buyer persona(s)[ This is a separate document, therefore insert a copy of your Buyer Persona into the Appendix of Part B. Want to change the Buyer Persona from Part A? (i.e. focus on a different group of people? No problem. Just detail out the new buyer persona.], for HNCT that will help enable HNCT to achieve their marketing objectives.

How can HNCT go about targeting, then engaging with these prospective visitors in an “ongoing conversation”? (Think of this as a ‘series of events’ – both off and online). 

About Health Navigator Charitable Trust

The Health Navigator Charitable Trust or HNCT is an online health resource and advisory body. The aim of the body is to provide New Zealanders information, advice and consultation about heath conditions. The vision of the body is to provide authentic and free health related information to the people of New Zealand. The mission of the body is to provide online health resources that would enable patients to more prudent decisions regarding health and wellbeing.  The body started functioning in 2005 and work on the basis of the principle that information related to health and wellness should be accessible to both health professionals and the residents of New Zealand. The paper opens in the background when HNCT is developing a new mobile based app and would support the creation of the applications. This is because with the increasing population in New Zealand and diverse health needs there has to multiple application each designed to help specific health issues. Thus it is very pertinent that HNCT should develop different apps which would be meant for different customer segments. The apps should be accessible on diverse platforms like smart phones, tablets and laptops. Recognition of the appropriate customer segments would provide proper direction to the designing of the app and creation of an appropriate marketing campaign. The marketing objective of HNCT based on its vision and mission would act the insignia of the entire market segmentation and marketing plan. The app would also consider the policies or health conditions prevailing in Australia. It would also consider several other facts like population of New Zealand, its current trend and ethnicity. The task would involve use of statistical data, excel sheets and Gantt charts to make the discussion more lucid. The task would contain persona diagram of imaginary customers which would provide base to the segmentation strategy of HNCT.

The Health Navigator charitable trust can take part in the development of mobile applications. This can help to increase the audience reach of the trust. There is a growing trend among a substantial portion of the population of New Zealand for using smart phones. It is important thus, that a properly created and managed app is used in order to reach out to a large portion of the population of the country. It becomes important that the app is made. Definitely the development of the app will be a positive direction for a trust like the Health Navigator charitable trust.  If the essential factors that guide the market prospects of trust are taken into consideration creation of the app is a step in the right direction.

The Vision and Mission of the Trust

Firstly, the app will be greatly effective towards brining disabled audiences in contact with the trust. These disabled target audiences otherwise have very few other means to get into touch with the organization. Moreover, given the easy handling of smart phones and apps, it can be greatly beneficial for directing customers that have genuine requirements for the services of the trust. Secondly, the app can help the trust o get in touch with more people than they can reach otherwise. Given the current situation of the internet literate and tech-oriented population of New Zealand, much more people use smart phones, than computer or laptops. Hence, it will greatly help the trust to reach a much wider audience due to the easy availability and effectively easier handling of smart phones. Thirdly, the app will be of great help for ensuring better customer connectivity. The app can help the target audience to stay more connected with the trust. Thus, the trust can build mutually beneficial relationships with the target audience through the app.

It is essential for the optimal productivity of the app that the right kind of audiences is targeted through it. Thus, it is important that the app is specifically promoted among the millennial population, senior citizens and people with disabilities and specific health conditions. A specific range of diseases and health conditions can be listed within the app that mostly affects the target audiences. Millennial generations are much prone to be affected by specific heath conditions due to their lifestyles. Senior citizens are mostly affected by age related problems for which they require effective medical guidance and the same also holds true for people suffering from health conditions such as asthma, diabetes, high or low blood pressure or various other types of diseases.

The app should definitely include a large list of medical conditions for which people more often require information and assistance. Moreover, an important feature to be included within the app is audio-visual presentations concerning disease awareness.

There should be a message centre option through which the audience will be able to ask questions concerning their specific health conditions. The app should incorporate interactive features like chat or video calling features with health experts, doctors, physiotherapists, dieticians and other people with effective medical knowledge. It will be very important to incorporate features that will provide news about various medical developments around the country. Thus, there could be a news section dedicated entirely towards providing credible news in regards to the progress of medical science. The app should also contain measurement features like BMI index, cholesterol calculator and other similar measures of health related aspects.

Development of Mobile Apps for Health Services

The next feature which the app should have would be disease specific features which would enable customers or patients suffering from specific diseases to gain information promptly. Benba, Jilbab and Hammouch (2015).point out that certain diseases like Parkinson’s’ disease have detrimental effect on the mental condition as well as memory of the patients. Thus, it can be pointed out that in this case if the screen of the app shows too many diseases it would create problems for the patient to choose correct options to get right information. Thus, the screen of the app should first show the names of basic diseases and enable the people to choose the disease about which they want to gain information. Then the patients would be led to gain more information about the disease. Thus, this would streamline the search which would actually help the patient. It would in fact reduce their confusion. Similarly, the patients with little knowledge abou operating with apps would find it easier to handle the machine (Moutsianas et al. 2015).

The app should enable customers or patients to call for emergency services like ambulance, hospital, doctor and nurses. This way the app would create value for customers who are aged. Similarly, it would also be able to help customers with disabilities who face difficulty in moving. Similarly, the app would enable ladies to call doctors in case of emergencies.

The report focuses on the marketing campaign that is developed by Health Navigator Charitable Trust so that it can attract its target market and ensure that each of the audience receive proper care from the trust. The report analysis the steps that are required for the creating of a proper marketing campaign which includes targeting a specific brand of audience for the development and growth of the trust. As stated by Baker (2016) it is necessary for every company to develop a marketing campaign so that it can maintain its position in the market and at the same time ensure that development of the society takes place. For a charitable trust like Health Navigator Charitable Trust the marketing campaign can help in bringing about a major transformation in its business and promote the trust taking into consideration the interests of its target audience.

According to Garnica and Viveros (2017), every organisation needs to develop goals so that it can maintain the direction of its campaign and continue to function properly in the market. The goals can be in the form of increasing the popularity of the company to the increase in its financial position. In the case of marketing campaign, setting up goals is important as it can help in keeping the marketing campaign on track and at the same time continue with the development of its business. The focus can fluctuate depending upon the awareness it tries to create within the customers and the manner in which it can continue to develop its campaign without incurring loss from the development of the campaign. In the case of Health Navigator Charitable Trust, the trust can develop a marketing goal so that it can reach its customers and ensure that the best outcome for the business be carried on. The fact that the trust helps in spreading awareness about health and hygiene diseases provides it with opportunities to develop goals based on the wellbeing of the customers. Hence, the marketing campaign goals that Health Navigator Charitable Trust can develop are:

• To provide every New Zealander with an opportunity to be aware about diseases
• To improve the knowledge of the trust so that it can expand in global countries
• To nurture the existing customers so that loyalty can improve

Marketing Objective of Health Navigator Charitable Trust

Identifying a set of target audience can be a difficult work for every organisation. The reason behind identifying a proper target audience is to ensure that business be kept within a limited people and that the products or services developed can appeal to a specific set of audience. In the case of marketing campaign the target audience points out to the fact that specific audience is in focus based on the message it needs to send. The message can be in the form of promoting a new product, or improving an existing product.  The message depends upon the position of the business and the manner in which it is in popularity with the customers. For Health Navigator Charitable Trust the target audience is vast as the goal of the trust is to ensure that every citizen of New Zealand be aware of the existing of the trust and its services. This also paves way for the fact that the target service providers are also large in number as it can help in curing the disease and provide precautions to prevent its spread. Thereby, the buyers or target audience of Health Navigator Charitable Trust need to align with the goals and discrimination of one group of people from the other can be considered as a violation of trust bestowed upon the charitable foundation.

Lovelock and Patterson (2015) is of the opinion that after the setting up of the business goals and determining the target audience, the next step for a manager is to develop a proper and creative concept that can reach the audience. The marketing campaign need to be creative and influential so that it can reach the target audience and go beyond the intended group of people. From the analysis of the condition of Health Navigator Charitable Trust, it is seen that the target market of the charitable foundation is large and that the goals are directed at helping people. Therefore, it can be prudent to say that the appropriate marketing campaign that the trust can determine is the business-to-customer strategy. As pointed out by Kumar and Reinartz (2018) the business-to-customer strategy can help in creating a multi channel direct mail approach. In the modern day, use of online sources of reaching customers is one of the effective strategies that can be undertaken for the development of business. In this regard, it can be said that the application of this particular strategy can help of Health Navigator Charitable Trust reach its customers in a mass way and provide them with the necessary information about the business. The business-to-customer strategy can help in conducting live chat with the customer, hence in case of any health related query; customers can approach Health Navigator Charitable Trust directly with their problems. Thus, it can help the trust to reach a step closer in fulfilling its goal of expansion outside New Zealand.

Mobile Apps for Reaching Disabled Audiences

The marketing media that needs to be selected determines the manner in which target audience can be reached. The appropriate determination of the marketing media can help in reaching the required audience in the market. One of the advantages of the selection of marketing media is the fact that multiple media can be selected so that audiences can be reached via different sources. In the modern day the application of online media for reaching customers is the best source as most work done by people are based on the grounds of sending email and connecting via social media. Therefore, for can help of Health Navigator Charitable Trust online advertisement by using Facebook. Twitter and Linkedin can be a method used to reach its target audience. At the same time, development of an official website can help customers to gain awareness of the existence of the trust. As seen earlier, Health Navigator Charitable Trust needs to indulge in business-to-customer strategy which includes the option of live chat. Hence, development of an official website is needed for the trust to continue its business in the market. Customers can visit the official website and engage in live communication with the service providers and discuss things that are related to the treatment of diseases. Therefore, Health Navigator Charitable Trust can gain the loyalty of the customers by the use of website as marketing media.

A proper market campaign needs to revolve around a defined market segment that can help in the creation of a better chance of resonance and influence the target audience (Fortenberry & McGoldrick, 2016). The marketing strategy that can be applied for Health Navigator Charitable Trust is the business-to-customer strategy and the audience need to be kept aware of the existence of the trust. Therefore, the desires and needs of the audience must be kept in mind so that the trust can comply with the challenges within the market.  The offer made to the customers need to be based on the services rendered so that the audiences can determine the perfect course of action required for the development of a service process within an organisation. Identifying the problems of the buyers need to be done so that research solutions can be made. In the case of Health Navigator Charitable Trust, the problems of the customers can be associated with reaching the trust and to maintain a regular communication with the responsible people. Therefore, the desired audience can validate the problems and gain support from the audiences while trying to formalise a business deal with the trust.

Reaching More People through Mobile Apps

The creative assets are required so that customers can be attracted to select the campaign that is required for sustaining the business. In the case of the development of a marketing campaign, it is necessary that a marketing consultant team is formed that can help in analysing the market and at the same time provide information about the trends and changes that are currently in position (Katsikeas et al., 2016). One of the goals of Health Navigator Charitable Trust is to expand in the global market. Therefore, it is necessary to conduct a proper market research of the environment intended to expand. At the same time it is also necessary to write a proper campaign message that can help in determining the required course of action necessary for the development of the market. The message needs to be creative and need to be applied to the marketing campaign media that is selected. For Health Navigator Charitable Trust, the marketing campaign media selected is the social media as well as the development of websites. Hence, the creativity needs to align with spreading the message in these media so that audience can be attracted to the trust.

In order to develop a successful marketing campaign it is necessary to determine the key drivers that can help in the development of the success of the campaign (Lusch & Vargo, 2014). The key drivers of the marketing campaign need to determine the campaign results all the way while keeping in mind the final budget required for the development of the marketing campaign. The response rate of the audience can be a start as it can help in determining the success rate of the marketing campaign that is in focus. The various variables that are involved in a campaign can determine the presence of the responses of the customers and the popularity of the customers. In the case of Health Navigator Charitable Trust, the charitable foundation need to determine the response of the audience by calculating the rate of video chats and mails hat it has received pertaining to health issues. It has been seen that the response of the customers of the trust has been more largely due to the presence of qualified service providers. At the same time the manner in which responses are provided to the online sources can be taken into account to determine the campaign metrics. For Health Navigator Charitable Trust, the applicable metrics need to be the message sent to the audiences for the use of the live chat option to get an online appointment with the service providers.

Ensuring Better Customer Connectivity with Mobile Apps

According to Fill and Turnbull (2016), it is necessary to set a financial course so that problems over the shortage of finances while purchasing any type of product and services can be mitigated. Financial stability helps in providing an organisation with an opportunity to remain in line with the requirements within the market. In the case of marketing campaign, development of budget is necessary as it takes into account the costs incurred while formulating the marketing. In the case of Health Navigator Charitable Trust, it is seen that the trust aims to reach its customers via online method with the help of business-to-customer strategy. Therefore, the budget of the company needs to focus on the development of messages that include the use of social media and online sources. Hence, the budget of the company can be determined based on the analysis of the use of online media.

Table: Budget of Health Navigator Charitable Trust

(Source: Created by author)

Babin and Zikmund (2015) stated that in the modern world, gaining success in the international market requires creating an outline for the analysis of media plan. It can be taken into consideration that in order to determine the media plan, it is necessary that every budgetary constraint be taken into consideration. At the same time, in the application of proper media sources, it is also necessary to analyse and implement the perfect plan for the development of media and at the same time maintain an analysis of the factors that help in determining the media plan. In the case of Health Navigator Charitable Trust, it is important that the plans of the use of media be determined by its effectiveness as well as its cost. As seen from the analysis of the budget, the cost of the implementation of social media along with the development of the messages amount to $2500 for the trust. Hence, the effectiveness of the use of media coverage needs to be determined. In the modern world, people indulge in social media frequently hence; chances of spotting the advertisements can be created. However, there cannot be any guarantee over the response of the advertisements as people may deliberately ignore the advertisements. Hence, it can be safe for Health Navigator Charitable Trust to determine a proper target audience before using social media as a source for reaching the customers.

In order to be successful in the market, it is necessary to maintain communication with the buyers. In the case of Health Navigator Charitable Trust, it is seen that the charitable foundation have made provisions for live chat with the customers. The live chat is directed between the customers as well as the service providers so that any problems regarding health can be discussed. This is an important step taken by Health Navigator Charitable Trust as it helps in maintaining the loyalty of the customers and at the same time provide opportunities for a better cure without having any second medium on its way. The engaging of conversation of the buyers can be done offline method such as visiting the trust in person with an appointment. In this manner, critical disease can be examined and group discussions or demonstration of any medication can be provided. Therefore, it can be said that Health Navigator Charitable Trust can provide its customers with an opportunity to engage in face-to-face communication with its customers and at the same time provide them with the best care needed for improvement.

Conclusion

Hence, it can be concluded that in order to maintain a proper and effective business it is necessary that every organisation develop a proper marketing plan. The development of the marketing campaign needs to take into consideration various aspects in the business so that it can help an organisation in building a strong foundation in the market. In the case of Health Navigator Charitable Trust the marketing campaign of the trust can help it to continue with the business it possess and at the same time ensure that target audience be approached in order to strengthen its profitability. Therefore, it can be said that in order to continue with its dominance in the market the application of the specified marketing campaign plan can help Health Navigator Charitable Trust continue its business.