Report on General Appraisal of Current Internet Presence of HNCT

Running head: REPORT ON GENERAL APPRAISAL OF CURRENT INTERNET
PRESENCE OF HNCT
Report on General Appraisal of Current Internet Presence of HNCT
Name of the Student
Name of the University
Author Note

1REPORT ON GENERAL APPRAISAL OF CURRENT INTERNET PRESENCE OF HNCT
Executive Summary
The aim of this report is to evaluate the present scenario of the online presence of Health
Navigators website run by Health Navigator Charitable Trust (HNCT) and to increase and
convert online traffic to the website. The report also recommends suitable measures to gain trust
of the users as well as other people on the health related information given in the website.
Situational analysis is performed by using SWOT(S-Strength, W-Weakness, O-Opportunities
and T-threats) Analysis. The SWOT revealed that the company has strengths like it has a
Facebook page where the recommendation of the page has a 5-star rating and the information
available like videos are found useful by many people, certain weaknesses are like people are not
much aware of the website in spite of its presence in social media which is preferably the most
widely preferred digital marketing tool used by business organizations (Constantinides et al.,
2016). Certain opportunities identified are like HNCT can expand their website to be accessed by
other countries besides New Zealand and the potential threats are that some other websites
presence may hamper the number of people visiting this website, the unreliability of the people
on this website and some others are identified. Using the 7c’s evaluation criteria the website is
analyzed of the communication, content, context, customization, connection and other factors
that are listed in the findings and suitable recommendations for the loopholes identified in each
finding are given citing proper examples with screenshots. Comparison with other websites are
also done to portray as an example Using the consumer’s experience hierarchy based on
Maslow’s need hierarchy it is understood how the customer feels about the website on their visit
where the feedback of an eminent pharmacist is also given in defense. Thus it can be said that
digital marketing can help incorporate the trust on the website by implementing the HIPAA
compliance rules and can help gain online traffic directed to the website by implementation of

2REPORT ON GENERAL APPRAISAL OF CURRENT INTERNET PRESENCE OF HNCT
Paid referrals traffic which are discussed in more details along with other recommendations in
the section below.

3REPORT ON GENERAL APPRAISAL OF CURRENT INTERNET PRESENCE OF HNCT
Table of Contents
Introduction....................................................................................................................................4
Discussion.......................................................................................................................................5
SWOT (S-Strength, W-weakness, O-opportunities and T-threats) Analysis..............................5
7C’s evaluation criteria:...............................................................................................................6
The users and the trust of the users on the website................................................................9
Stage 1: Functionality:........................................................................................................10
Stage 2: Intimacy:................................................................................................................10
Stage 3: Evangelism:............................................................................................................11
Gaining trust of the users:......................................................................................................12
Ways of gaining trust of the users:.....................................................................................13
Conclusion....................................................................................................................................14
Recommendations:.......................................................................................................................15
References:....................................................................................................................................17
Appendix.......................................................................................................................................21

4REPORT ON GENERAL APPRAISAL OF CURRENT INTERNET PRESENCE OF HNCT
Introduction
Online presence is of utmost importance for any business organization to succeed (Leu,
Hsu & Song, 2015). This process necessitates combining of web designing and development,
writing blogs, optimizing the search engines, marketing based on pay per click, managing good
will and reputation, social media like posting on Facebook and twitter and similar other types of
avenues in order to ensure a long lasting presence of a person, a business organization, product
or any types of services in the search engines and on the internet. However, out of all the online
digital marketing tools that are present social media is the most preferred one as it is free to use
and promote stuff as the customers tend to recognize the company more, if they start noticing it
over social media. A page of the business can be created, audiences can be targeted easily,
achieving the reports, connecting to each and every customers and solving their issues, giving
instant feedback, incorporating the necessary improvements, giving daily updates without even
requiring much amount of investments can be done through social media platforms.
Health Navigator charitable trust (HNCT) runs an online website as the Health Navigator
with a vision of providing completely reliable health related information that is freely available
to all the New Zealanders, so that they can fight with the disease. The Trust holds a noble
mission of providing the New Zealanders with reliable online health resources that well support
decision making in consultation with healthcare providers, and have an increased confidence on
their well-being. Although available on social media platforms, in order to cover such a huge
range of information the online presence is of utmost importance for HNCT in order to achieve
the motive of free accessibility of the health information. In the following paragraphs the online
presence of Health navigator charitable trust is being evaluated and certain recommendations are

5REPORT ON GENERAL APPRAISAL OF CURRENT INTERNET PRESENCE OF HNCT
made for improvement of the website along with certain ways of gaining trust of people on this
website.
Discussion
Situational analysis of Health Navigator Charitable Trust:
SWOT (S-Strength, W-weakness, O-opportunities and T-threats) Analysis
SWOT Analysis is done to understand the online presence effectiveness of HNCT.
Strength: 1.From the Facebook page of social media it can be seen that the Health navigator NZ
is being liked by 1.2k people are supporting the website
2. The videos, health related information that are provided are found useful by many people.
3. Patient queries get resolved easily regarding diseases and treatments.
Weakness: 1. not much well known website.
2. Awareness among the people of other countries are less.
Opportunities: 1. Explore diseases specific to countries and provide the information.
2. More healthcare campaigns can be organized.
Threats: 1. Many other similar organizations are there providing the same benefits to the
patients and educating them about the diseases.
2. Only New Zealand centered, which may affect the website as the number of patients may
decrease in New Zealand.
3. The website provides online information, which may not be relied by the patients due to
unanimous identity of the doctors and the clinicians or the pharmacists.