Emergency Stop Ltd: Business Information System and Gamification Solution in Healthcare Sector

Emergency Stop Ltd is a healthcare company providing medical services through gamification solution. They focus on differentiation strategy and offer improved quality services, regular feedback, and appropriate pricing. Their information strategy supports their strategic position and they use hardware, software, network, human resources, and data to ensure better efficiency. Their gamification system is utilitarian and they protect sensitive information through password-protected security. Their objectives are specific, measurable, actionable, realistic, and timely.

BIS INTERIM PROJECT
Week 4, Session 8: Tasks checklist
Overview
A checklist is a useful tool for quality management. It provides
confidence and assurance that we focus our learning effort and energy on
completing work relevant to the project requirements. The following checklist
can be used by individuals and groups to optimize the quality of their work
against what is being requested in the project brief specification.
Introduction
 What sector did your group choose?
Today we are going to talk about business information systems in the
healthcare sector and the level of motivation and engagement provided to
employees and customers through our gamification solution.
 Why did you choose it compared to the other two sectors?
Health is our wealth according to Roman Poet, Virgil) and without it, we are
not able to undertake other activities like sports and education and it is also
regarded to be the most beneficial aspect for the nation’s economy. Thus, the
importance of health is at most priority for every individual that is the main
reason that we had chosen this sector over the other two sector.
 Perhaps explain why you chose your name

Emergency Stop Limited is a company that provides medical services to the
public and business sector in an innovative way.
As the name suggested Emergency Stop has double meaning because it is
seen as the patient will stop there for the emergency as a location and the
patient emergency will be stopped by the professionals from our clinics around
UK or through an application created to be compatible with any device that is
useful for minor concerns. Patients could type their symptoms and a few basic
diagnoses will come up accordingly together with the advice that a doctor
should be seen in the due course.
Patients are encouraged to use the application to receive free services as
well as different types of discounts for example mortgage insurances providing
that they are healthy and active by tracking steps, monitoring pulse, and
oxygen levels, and having this recorded automatically in the application.
The vision of the Emergency Stop limited is, “to protect life and health and
to ensure respect for the human being”
The mission of the Emergency Stop limited is, “To protect communities by
coordinating and integrating all activities necessary to build, sustain, and
improve the capability to mitigate against, prepare for and respond to critical
health situation in improved manner (Berdik and et. al., 2021).
o What is the composition of and dynamics within your sector? Use
Porter’s Five Forces Analysis.

Industry Competitors – Rivalry among existing firms
- Potential Entrants ( threat of new entrant)
- Buyers ( Bargaining power of buyers)
- Substitute ( Threat of substitute products or services)
- Suppliers ( Bargaining power of Suppliers)

The most important factors in our sector from Porter’s five forces model
are the industry competitors and the suppliers.
The rivalry among the companies of the healthcare industry is higher
because of the existing number of companies and the fact that customers can
switch companies at any time.
Newer techniques and methods have been adopted to survive the
competition therefore Emergency Stop must give important focus on lowering
their pricing strategy, offering a new value
Suppliers and staff are independent and play an important role in our
business because we promise the best and the fastest treatment compared to
our competitors that although they
The suppliers form out an important part in medical and heath care
sector as they ensure regular flow of needed medical equipment’s within the
firm to ensure successful offering of the product and services. A larger number
of suppliers are present within the market of the Emergency Stop Ltd thus they
are having limited barging power and are not dependent on them. Further, to
ensure quality services and product it is vital that the suppliers must provide
with good quality material and equipment (Revina, 2021).
 STRATEGIC POSITION – select and apply your understanding of one of
the following using Porter’s Generic Strategies:
o Cost leadership or focus
o Differentiation leadership or focus
Emergency Stop will use the loyalty development practice through
rewarding the repeat service taken from its operation. it will enable the user to
get a discount with a similar service for the promotion though it will use the
differentiation strategy to ensure the best quality support. Though being a

differentiated business, Emergency Stop will try to reduce the cost for its users
along with ensuring differentiated product quality. Emergency Stop will focus
on the opportunities in the current industry will use a differentiation focus
strategy. Usage of any particular strategy to gain profit is necessary. As a new
business, Emergency Stop will first use a differentiation focus strategy and then
use a differentiation leadership strategy.
o Show your understanding of what your strategic position means
for your business (opportunities and risks)
Give examples of opportunities and risks attached to your choice of
strategic decisions.
We decide and then we act! As soon as we act we are creating
opportunities and where we have opportunities we also have risks while
trying to achieve these.
The selected strategy is Differentiation that involves making the products or
services of the Emergency Stop ltd different and more attractive than those of
its competitors and typically involve features, functionality, durability, support,
and also brand image that for attracting and leading improved customers
value. The main opportunities which has been created and supported by the
differentiation strategy comprises of the leading and providing customers with
improved an d exclusive products and services that ensures higher attraction of
customers and result in form of higher productivity (He and et. al., 2021).
Beside this, many issues and risk are also tending to associated with the
differentiation strategy which comprises of higher chances of consumer
disappointment as creativity and product and services offered in mainly based
on word of mouth and it might be possible that the new products and services

is not being liked by the customers. Along with this the risk and issue of
distributor resistance and resource misallocation is also high in case of
differentiation strategy.
 PRODUCTS/SERVICES/BOTH:
 Explain what you offer to customers and other stakeholders.
The main factors and reasons that attract and makes customers listen to
Emergency stop ltd comprises of following reasons and also intend customers
to make purchase:
 Improved quality of services- a main focus on improving the quality
level of current services has been made that attracts and caters the
interest of larger number of customers.
 Regular feedback for improvement- a continuous feedback about the
quality of product and services is being taken from customers which
ensures that customers must listen and get attracted to the business.
 Appropriate pricing strategy- offering a better quality product and
services at a suitable price is also a vital factor that in tend customers
for higher purchase (Sow, 2021).
o Evaluate the ways your offer is attractive to customers and other
stakeholders.
Emergency Stop will provide services to the customers through the
business information system. It will provide emergency services to the
stakeholders. When a patient needs emergency healthcare support like a
medical test, consultations or Xrays, the patient will contact Emergency Stop
through our unique emergency number or app. Promotional discounts and

easy usage will attract the stakeholders and customers. Emergency Stop will be
a service business information system for the people who need emergency
support. It will use social media marketing through showcasing its achievement
to support the people in emergencies to make it attractive to the stakeholders.
Emergency Stop will provide emergency medical service as well as vaccination.
In terms of new services that based on our research no other companies
are providing, we are going to offer our patients with a full vaccination scheme
the opportunity to take a fertility screening in our cleanics for free to reduce or
eliminate the idea of infertility.
Further, a having a main focus on improving the quality level of current
services and taking continuous feedback about the quality of product and
services is being taken from customers which ensures that customers must
listen and intend to purchase. Along with this, offering a better quality product
and services at a suitable price is also a vital factor that attract larger number
of customers for Emergency Stop Ltd (Khlebnikov and Malyzhenkov, 2021).
 HOW TO GROW:
o Summarise your game and enterprise-wide BIS proposals at the
end of task 1
Emergency Stop needs public awareness and continuous investment to
grow through enhancing competitiveness. The continuous improvement of its
service and attaching the user through their repeat purchase will enable
Emergency Stop to ensure better retention and positive word of mouth
influence to increase the competitiveness and gamification by using different
types of hardware, software and data.

Bringing a strong system collaboration with our competitor Bupa on
insurance's perspectives will enhance the company to develop a stable
competition when bringing in comparison with their competitor market. The
planned collaboration threats associated with the substitute products can be
mitigated through the development of an advanced strategic position within
the UK market.
The more ideas that can be applied and used by the Emergency Stop ltd are
listed and discussed as below:
 Get an in-depth understanding of the project and customers- to ensure
higher growth and improved success level it is vital and important for
the Emergency Stop organisation to have better understanding of the
features required in the product and services.
 Research the client- the another vital step that tend to adopt by the
Emergency stop Ltd to have better growth comprises of conducting
regular market research about its client as it makes it up to date about
the current needs and expectation of the client so that improved
product and services can be offered to meet the need which ensures
improved growth (Grant, 2021).
 Evaluate the competition- the biggest threat for higher growth and
expansion of a firm comprise of the level of the competition. Thus,
regularly evaluating the strategies of the competitors also support
improved growth through ensuring better brand position and improved
image in the target market as compared with competitor.
o The group keeps talking about your game & BIS throughout the
o presentation.

Task 2 – CIO

Information Strategy
Emergency Stop will be a business that will maintain a balance between
transparency and the secret to ensure better competitiveness in the
gamification process. The customers will be provided with a low-cost service
with better differentiation which will ensure better competitiveness with the
most useful information (Finne, 2020). The customer's basic information will
be collected while taking the first service and they will be updated from time
to time to keep in touch to ensure better acceptance and strategic gamification
in this sector.
 Information Strategy

o Explain how your information strategy supports your strategic
position (cost or differentiation)
o Apply the modified strategic grid to evaluate the use of your
game & BIS in your business
 Information Strategy
Emergency Stop will be a business that will maintain a balance between
transparency and the secret to ensure better competitiveness in the
gamification process. The customers will be provided with a low-cost
service with better differentiation which will ensure better competitiveness
with the most useful information (Finne, 2020). The customer's basic
information will be collected while taking the first service and they will be
updated from time to time to keep in touch to ensure better acceptance
and strategic gamification in this sector.
 Information Requirements
o Apply the Information Systems Components Model (part or
whole) to analyze and communicate the gamification’s
relationship to selected hardware, software, networks, human
resources, and data/information created, managed, secured, and
analyzed.
Information Requirements
The gamification through the BIS will be ensured through the collaboration of
the different components of the organizational information system. Here the
five components of an information system including the hardware, software,
information database, network, and organizational human resources will be

used through collaborating the internal resources (Kim, 2015). It will be done
to make sure that continuous feedback is collected from the customers and
better control is obtained. It will help Emergency Stop to make sure that better
efficiency in the decision-making is ensured through maintaining an efficient
output and feedback process along with the efficient control mechanism.
Further, the examples of the service that can be provided by the
Emergency Stop ltd through making use of the gamification comprises of
improved use of the techniques to have an increase and increment in the
overall quality level of the product and services of the Emergency Stop ltd.
Further, it has been also seen that ensuring regular feedback and having
improved collaboration of techniques such as website, online community,
learning management system or business' intranet would effective support to
increase participation (Chen and et. al., 2021). Further, the goal of gamification
for Emergency Stop ltd is to engage with consumers, employees and partners
to inspire collaborate, share and interact in improved manner which also
ensures higher quality product and services through meeting the expectation
and needs of stakeholders.
 Information Strategy Objectives
o Analyse how your information strategy objectives translate into
specific, measurable, actionable, realistic and timely objectives
(i.e. actions). For example, will your gamification system be
utilitarian, hedonic or mixed and how will this be achieved? How
will the game system motivate or persuade users?
o What resources or skills to you need to achieve each of your
objectives (actions)?

 Information Strategy Objectives
Emergency Stop will share the information to the users to make them
attached with its operation for its transparency. The information
strategy will translate the customer's requirement into the real thing
which will enable Emergency Stop to ensure better efficiency (Legner et
al., 2017). But it will make sure that the sensitive information regarding
the competitive advantage and the internal secrets are being protected
from third parties through applying the password-protected security
system in its operation. Emergency Stop will be a utilitarian application (
what kind of functional outcome are you looking for? A utilitarian
approach is standard that helps in effectively assessing about the
action in terms of its consequences or outcomes; i.e., the net benefits
and costs to all stakeholders on an individual level (Li and Nazif, 2021).
Further, the allocation and use of the Utilitarian approach also helps in
striving to achieve the greatest good for the greatest number while
creating the least amount of harm or preventing the greatest amount
of suffering one or the productivity improvements that the Emergency
Stop is looking to design into and achieve from utilitarian application.
Further, the main objective of Emergency Stop Ltd is to achieve a
standard performance objective comprise of having improved quality
of product and services based on setting improved connection with the
customers. Further, it has been seen that currently the outlook of the
Emergency Stop ltd is won't be that much attractive in outlook. Though
Emergency Stop won't be that much gorgeous, it will enable the users to
get the best service from its service to ensure the best return from the
gamification process. Medical expertise will be needed while doing this
work.

A specification about the gamification of the Emergency Stop ltd can be
made that is based on the quality improved area of five resources. It has
been seen and evaluated that a high level of coopetition is being faced by the
Emergency Stop ltd thus to have higher sales and productivity to attract
larger number of customers having improvement and betterment in the
quality level has become vital. Thus, implication of the gamification is made
that ensures improved connection and interaction with customers together
with regular feedback to have improved understanding about the needs and
expectation of customers (Ritzhaupt and et. al., 2021). For instance, the use of
the techniques such in website and their digital channels has been made to
have improvement in the area of quality for the Emergency Stop ltd based on
communication with the customers that need to be more specific.

Task 3 – Business Analyst
 Value creation and delivery should be analysed using the Value Chain
and Virtual Value Chain models (using part or whole, especially
technology development).
 Value creation and delivery should be exemplified in terms of:
o hard/soft, or
o qualitative/quantitative, or

o tangible/intangible, or
o intrinsic/extrinsic user motivation (give specific examples of game
mechanics and dynamics), or
o financial/non-financial.
 Value creation and delivery
Emergency Stop will provide value through providing emergency medical
support to the customers who subscribe through its application. It will
create service value where the users will be able to get the service
through directly visiting the service place. Here they will be able to place
a request before their entrance to the service centre to increase the
value chain service speed. The inbound logistics, process and outbound
logistics will support it to attain the primary service along with eth
support of the supportive work practice through the development of
technology
The inbound logistic process that has been adopted by the Emergency
Stop Ltd comprises of the steps to order, receive, store, transport and
manage incoming supplies. Inbound logistics focuses on the supply part of
the supply-demand equation. Further, the Outbound logistic of the
Emergency Stop Ltd tend to comprises of the focus on the demand side of the
supply-demand equation. The process involves storing and moving goods to
the customer or end user. The steps include order fulfilment, packing,
shipping, delivery and customer service related to delivery (Luo, 2021).
 Analyse each value element in terms of its level within your business
using the three Levels of strategy model:
o Strategic
o Business/Tactical

o Operational
Three Levels of strategy
The strategic direction of Emergency Stop will be to ensure maximum growth
through using the capabilities to reach the highest number of users. The
business Strategic direction of Emergency Stop will be to ensure the maximum
reach to the potential users through using low-cost practice. Emergency Stop
will make sure customers are provided with the appropriate support in their
emergency as well as getting the medical treatment at the time of need.
Emergency Stop through the BIS solution will find out the emergency solution
for the problem they face and provide accurate solutions to solve this
accordingly. At the strategic level the management and the performance
offers of the Emergency Stop Ltd evaluate the opportunity to ensure that the
contributions of each of the various elements effectively support and are
aligned with the organisation's overall aims and objectives. Further, the tactical
level of the Emergency Stop ltd tend to pertain and comprises of the everyday
moves of the company makes to improve its market share, competitive pricing,
customer service or other aspects that give it an advantage. Further, at this all
the planning is being executed in an effective manner to achieve the deride
objectives. Along with this, at the Operational level strategy the managers of
the Emergency Stop Ltd focus on its operation that act to the means the
companies use to accomplish overall objectives (He and et. al., 2021). Through
the development of operational strategies, the Emergency stop Ltd can
evaluate and implement efficient systems for the use of resources and
personnel in improved manner to have improved quality of product and
services.

Task 4 – Project Manager

 Analyse how you will clarify and test your strategic and value claims
using Kaplan and Norton’s Balanced Scorecard model.
The performance of Emergency Stop will be evaluated through the
balanced scorecard approach where it will assess the financial
performance from the return on investment and well as the sales
volume .
Emergency Stop will try to find out the bottlenecks to improve the
efficiency of its operation as well as will improve the employee learning
and growth in its operation.
 Complete all four scorecard dimensions in your research (customer,
financial, internal business processes, learning & growth) in terms of:
o Objectives (continuous improvement activities to implement for
success).
o Measures (specific units to track organisational performance).
o Targets (the desired level of performance for each measure).
o Initiatives (projects that help to reach the targets).
Customer Satisfaction: Emergency Stop will try to continuously improve
customer satisfaction from the implementation of the customer-centric
strategy in its operation. Emergency Stop will assess customer retention and
the customer conversion rate every month to find out the motivators and
dissatisfiers to bring improvement (Kim, 2015). Emergency Stop will compare

the actual and desired level of performance to bring out positive change in its
operation. The appropriate initiatives will be taken if it finds any dissatisfactory
factors from the customer viewpoints. The assessment of the customer
problem and providing the accurate solution to their problem will help
Emergency Stop to ensure better satisfaction.
Financial: Emergency Stop will set the financial objective of 5% growth per
year to make sure that the better utilization of the invested financial resources
is made sure. Emergency Stop will identify the performance and take
appropriate measures to track the organizational performance to ensure
better efficiency in its operation (Finne, 2020). Emergency Stop will set the
monthly revenue, profit, return on investment target and will take appropriate
measures to improve the performance. If Emergency Stop finds out that the
performance isn’t up to the mark, it will try to improve the performance by
increasing the conversion and retention rate of the users to increase the return
from the gamification process.
Internal business processes: Emergency Stop will make sure that the best
possible return on investment is ensured through improving the efficiency of
its operational process. Emergency Stop will set the objective to bring out
improvement in the internal process to increase the efficiency which will
enable it to make sure that the customers are provided with the appropriate
support and the performance is improved (Chaffey and White, 2018).
Emergency Stop will measure the efficiency in using the resources in its
operation to measure the improvement in resource utilisation. If the efficiency
improvement matches or crosses the target growth, it will continue the
process. Otherwise, the improvement in the operational process will be
initiated.

Learning & growth: Emergency Stop will set the objective to increase
employee learning and growth while working to ensure maximum resource
utilization and customer satisfaction in its operation (Finne, 2020). The HR
department will continuously evaluate the improvement in its employee
learning and growth to take according to measures in it. Emergency Stop has
the target to increase employee learning and growth to increase the
gamification of customer satisfaction. If the learning and growth target is failed
to be achieved by the managers of Emergency Stop, it will initiate projects to
reach the improvement targets by the HR managers of Emergency Stop
During the current project and gamification, the main aim of the
Emergency stop ltd is to have improved quality of its product and services.
Thus, the main role of created app and BIS in supporting this objective
comprises of the presenting of the most efficient, direct, and customizable way
to deliver information about a product and encourage clients to remain loyal
to the brand to have higher productivity and expansion rate (Sow, 2021).

Task 5 – Director of Marketing

 Evaluate and exemplify how the gamification marketing activities
(GMAs) will create and deliver positive marketing, promotion and sales
outcomes. Some areas to consider (but are not limited to) may include:
o Long-term customer behaviour and motivation to engage with
your brand and product/service mix
o Customer experience
o Customer satisfaction
o Customer perceived value
o Brand loyalty

 Analyze how gamification can be integrated with a Customer
Relationship Management (CRM) system. How would you recommend
employees use the gamified CRM to better engage with customers over
the long term?
The gamification and the BIS will help Emergency Stop to manage the
customer information more profitably without harming the privacy of the
users which will ensure better acceptance within its operation. Emergency
Stop will make sure that pricing is made by considering the loyalty where the
users will be motivated to take the service again and again (Kanellis et al.,
2019). Emergency Stop will continuously try to improve the customer
experience from its information system to make them satisfied customers. The
mixture of differentiation and low-cost marketing will enable the customers to
get better-perceived value. This will enable Emergency Stop to ensure better
brand loyalty and competitiveness in healthcare support like Bupa.
Emergency Stop through the efficient CRM software will make sure that
customers are tracked and they are offered the appropriate offering to
increase the efficiency of the medical support within its operation (Rainer and
Prince, 2021). The employees will be provided with the training to increase
employee engagement in its operation. Emergency Stop will allow the
employees to be more customer-centric where the customers will be provided
with the highest priority to ensure better competitiveness and gamification.
The gamification will enable Emergency Stop to ensure better efficiency in
engaging the customers for the long term to increase the attachment and the
competitiveness for its operation.

It has been analysed that the Gamification plays a vital role in
promoting better engagement with customers and ensure long term
relationship with customer’s employees and suppliers. Further, at also attract
larger number of customer by the way of increasing intrinsic motivation in
people, employee and also boost extrinsic motivation through external
reward eg salary, discounts for customers- short term motivation). Further,
the Gamification appeals to intrinsic motivation and meet the company
desire to create intrinsic motivation to stay motivated and committed
(Khlebnikov and Malyzhenkov, 2021).
The examples of the specific gamification features comprises of having
the progress stars and good job during pandemic. The progress feature has
supported the real-time visual representation of the status of a project and
also highlights the progress of a project thus ensured improved performance
and success level for the Emergency Stop Ltd. Further, use of the website and
gamifications supported effective communication and interaction with the
customers especially at the time of pandemic that presented a key feature
for having improved success and better quality services (Grant, 2021).

References
Books and Journal
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Review, pp.1-25.
Sow, M., 2021. Analysis of the Impact of Accounting Information Systems (AIS) on
Organizational Effectiveness. Business and Economic Research, 11(1), pp.82-91.
Khlebnikov, R. and Malyzhenkov, P., 2021, June. A New Approach to the Social Dimension
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Grant, E., 2021. Big Data-driven Innovation, Deep Learning-assisted Smart Process Planning,
and Product Decision-Making Information Systems in Sustainable Industry
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Chen, L. and et. al., 2021. Artificial intelligence adoption in business-to-business marketing:
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