HNCT: Social Media Marketing & Healthcare Strategies Report

This report provides an analysis of social media marketing strategies for the Health Navigator Charitable Trust (HNCT), an online health resource and advisory body in New Zealand. The report highlights the development of a new mobile app by HNCT and emphasizes the importance of identifying appropriate customer segments for effective marketing. It discusses the benefits of the app, including reaching disabled audiences and improving customer connectivity. Key features of the app, such as disease-specific information, audio-visual presentations, and emergency service access, are outlined. The report also focuses on designing a marketing campaign for HNCT, including setting business goals, identifying the target audience, and determining a creative marketing concept, recommending a business-to-customer strategy with a multi-channel approach.

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

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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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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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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.

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Disease specific features:
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).
Accessories:
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.

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Part 4:
Introduction
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.
Marketing campaign design
Selecting business goal
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

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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
Identifying target audience
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.

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Determining marketing campaign creative concept
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.
Selecting campaigning media
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

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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.
Determining offer and desired audience action
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

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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.
Determining required creative assets and team
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.
Estimating campaign metrics
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

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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.
Creating marketing budget
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.
Item Cost
Use of social media (Facebook, Twitter) $2,000

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Installation of provisions for live chat $1200
Implementation of business-to-customer
strategy
$300
Developing creative messages $500
Setting up a market research team $1000
Making consultants available $2500
Total $7500
Table: Budget of Health Navigator Charitable Trust
(Source: Created by author)
Outlining media plan
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

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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.
Engaging the buyers in a conversation
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

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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.

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