Social Media Marketing and Healthcare

Running head: SOCIAL MEDIA MARKETING AND HEALTHCARE
SOCIAL MEDIA MARKETING AND HEALTHCARE

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SOCIAL MEDIA MARKETING AND HEALTHCARE
Introduction:
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.

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SOCIAL MEDIA MARKETING AND HEALTHCARE
Part 3:
HNCT app development aspects
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.
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.

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SOCIAL MEDIA MARKETING AND HEALTHCARE
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.
Features of the app:
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.
Basic features
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.