Social Media and Digital Marketing

This report focuses on the digital marketing strategy in the context of Health navigator charitable trust (HNCT). In-depth information regarding preventive method of ongoing health related issues are also being provided by them. The report covers ways to improve internet presence, establish trust among customers, and recommendations for HNCT to optimize their website regularly.

Running head: SOCIAL MEDIA AND DIGITAL MARKETING
Social Media and digital Marketing
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Executive Summary
This report focuses on the digital marketing strategy in the context of Health navigator charitable
trust (HNCT). This is the major health website in New Zealand, delivering effective health
related information to citizens of the nation. In-depth information regarding preventive method
of ongoing health related issues are also being provided by them. In New Zealand, the rate of
diabetics especially among the elderly people is rapidly increasing. Thus, it is imperative for
them to target this demographics of users in order to provide them with relevant information
regarding the methods, through which diabetics can be prevented. As the fundamental purpose of
HNTC is to promote the quality of life of the citizens, it is imperative to build strong
communication with them. Consistent customization of the website is very much needed in order
to keep the users updated. The purpose of the website must be included at the top of the
webpage. Effective content must also be developed in accordance with the requirements of the
users. The website must be mobile friendly as it is the ongoing trend among people, irrespective
of every age to access internet from website. A strong as well as lucrative blog must also be
designed for the sake of generating positive perception among the users. Trust among the
customers is the key factor of amplifying the credibility of a website. Maintaining confidentiality
is the greatest way of building trust and loyalty among the users and thereby keep them inclined
towards the website.

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Table of Contents
Introduction:....................................................................................................................................3
Part A- General appraisal of current internet presence:...................................................................3
1. Internet presence of Health navigator charitable trust (HNCT):.............................................3
Recommendations on improving internet presence:................................................................5
2. Ways of establishing trust among the customer:.....................................................................7
Conclusion:....................................................................................................................................10
Reference List:...............................................................................................................................11
Appendices:...................................................................................................................................14

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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

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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

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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.

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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.

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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:

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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

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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

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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

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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.
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89-110.
Almajali, D. A., Masa'deh, R. E., & Tarhini, A. (2016). Antecedents of ERP systems
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Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki,
M. (2018). Customer experience challenges: bringing together digital, physical and social
realms. Journal of Service Management, 5(3), 56-69.
Brett, J., Staniszewska, S., Mockford, C., Herron‐Marx, S., Hughes, J., Tysall, C., & Suleman, R.
(2014). Mapping the impact of patient and public involvement on health and social care
research: a systematic review. Health Expectations, 17(5), 637-650.
Evans, W. D. (2016). Social marketing research for global public health: methods and
technologies. Oxford University Press.
Freeman, B., Potente, S., Rock, V., & McIver, J. (2015). Social media campaigns that make a
difference: what can public health learn from the corporate sector and other social change
marketers? Public Health Res Practice, 25(2), e252-217.

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Glasby, J., & Dickinson, H. (2014). Partnership working in health and social care: what is
integrated care and how can we deliver it? Policy Press.
Gradinger, F., Britten, N., Wyatt, K., Froggatt, K., Gibson, A., Jacoby, A., & Popay, J. (2015).
Values associated with public involvement in health and social care research: a narrative
review. Health Expectations, 18(5), 661-675.
Hajli, M. N. (2014). Developing online health communities through digital media. International
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Web 2.0: Twitter use and interaction in the healthcare sector. Industrial Marketing
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Lim, W. M. (2016). Social media in medical and health care: opportunities and challenges.
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term conditions. Health Expectations, 20(2), 243-259.

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Nudurupati, S. S., Tebboune, S., & Hardman, J. (2016). Contemporary performance
measurement and management (PMM) in digital economies. Production Planning &
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Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
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public sector. Routledge.

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Appendices:
Appendix 1:
Figure 1: Screenshot of best practice of website

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(Source: Health Navigator New Zealand. 2018)

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Appendix 2:
Figure 2: Maslow Hierarchy of Customer Needs
(Source: Stephen, 2016)