Digital Skills and Research Methods Report: Healthcare Marketing

This report delves into the application of digital skills within the healthcare sector, focusing on web-based email implementation, comparison of webmail services (Gmail and Yahoo), and the strategic use of Facebook as a marketing tool. The report outlines the benefits of web-based emails for business communication and data storage, emphasizing cost-effectiveness and accessibility. It then compares Gmail and Yahoo, highlighting their strengths and weaknesses. The second part of the report analyzes Facebook's role in healthcare marketing, emphasizing its ability to connect with patients, disseminate information, and facilitate public health monitoring. It discusses Facebook's advantages over traditional data sources, including real-time data and reduced costs, and addresses privacy concerns. The report concludes by emphasizing Facebook's potential for increasing brand awareness and improving patient engagement, making it an efficient and accessible digital marketing tool for the healthcare industry. The report also provides recommendations for improving marketing strategies and social media presence.

DIGITAL SKILLS AND
RESEARCH METHODS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1. Implementation of web based emails for the business.......................................................3
2. Comparison of different web mails....................................................................................3
3. Recommendation................................................................................................................4
Part 2................................................................................................................................................5
1. Facebook as marketing tool................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Health and care services in UK are improving day by day. The annual assessment of health
and care of UK is done by Care Quality Commission. It has improved the quality and safety of
health care by inspecting the organisations providing it regularly. Digital technology is developing
and progressing and is changing at a rate where it can break messages and signals by using codes.
It makes it easy for the company to attract more customers with innovation and creativity. The
report will be consists of information about how digital technology helped in improving health
and care services. It includes definition of web based emails and also how it benefits the business
of health and care. It includes comparison of Gmail and yahoo and then includes
recommendations about how performance of the business can be improved.
PART 1
1. Implementation of web based emails for the business
Web based emails uses website as portal to open email of different people. It is pretty
convenient and by using just one web browser any other person can visit to read and send the
email online to others. For this an internet connection is required if the internet cannot connect
then email is not accessible to the person (Digital marketing techniques, 2018). The emails are
stored at one place so if any technical error arises, all email get lost. The benefit it gives to
business of health and care is that it provides convenience to the business and help in storing the
important messages and information in the mail by storing them centrally and can access it from
anywhere. The other benefit is cost benefit as the big providers of webmail services are usually
free which increases the efficiency of the company in providing health and care services. The
other benefit is that it helps the company in storing large data as they provide storage in gigabytes
and the company does not need to delete the data which saves their time and efforts.
2. Comparison of different web mails
Yahoo and Google are web mails that provide variety of similar services to the users.
There are few differences that both the web mails consists of which are -
Gmail yahoo
11 It focuses on being search engine and
alone with that provide web mail
It focuses on being a web portal.

services.
Gmail is the sub product of Google Yahoo is the sub product of yahoo.
Gmail is more secure as it consists of expiry
times that are relatively small.
Yahoo mail whereas is less secure as the
session expiry time is high.
Gmail is consists of few picture ads which
forms a single line in the inbox
Yahoo mail consists of huge advertisement
picture on the sides of log in.
Gmail offers POP access for free Yahoo mail provides pop services in return of
fee (Gmail v/s Yahoo: which Is the best in
class?, 2019).
3. Recommendation
 The company should create a friendly website that can drive more traffic to the website
and can attract more patients who can avail various services.
 The company should use social engine marketing in which advertisements about the
company will be available to large base of customers.
 The company can use effective inbound content which will provide right content to users
and will produce effective results. Company should use healthcare CRMs to collect patient
data from different sources which will help company to make different strategies
(Kotsenas, Aase, Arce, Timimi, Dacy, Young and Wald, 2018).
 The company can use Facebook, Instagram and Twitter to engage with patients and
support physicians and to improve outcomes of population. Physicians and doctors use
social media to share their knowledge and information to improve care for patients.
 The young generation are turning to online resources to treat themselves therefore,
company can provide different solutions to them for health and care.
 The company should work on establishing efficient social media presence as digital
marketing method will get more and more customers as everyone has internet connection
and its access (Kotsenas, Arce, Aase, Timimi, Young and Wald, 2018). It will expand the
business as well as help patients in dealing with their problems and diseases while staying
at home as well as will create efficient flow of communication with the existing and new
customers.

 Digital marketing need new ideas and innovations which will include search engine
optimization which will help the company in improving its ranking in terms of services
and in order of occurrence. The company should use Google ad word tool to help with list
of keywords. The company should keep adopting new technologies and innovations.
Part 2
1. Facebook as marketing tool
Facebook gives the most obvious benefit to home care services which allow doctors and
experts of medical to connect with patients. It helps them in connecting with people which build
relationship with them. Facebook can link many people as everyone have access to internet. It
increases awareness among patients as it provides trusted information on immunization, therapies
etc. Facebook helps in monitoring public health and by the use of hashtags it helps in revealing the
different diseases to people and aware them about its symptoms and precautions. Facebook offers
advantage over traditional data sources as it includes real time data, easy access and reduced cost
(Su, Shih and Lai, 2018). It allows customers or viewers to ask and answer questions, give
feedbacks and monitor public health.
Facebook groups are also consider to be a great place for healthcare professionals and it
allows patient to interact with each other. This give support to patient and increases the willpower.
There is a privacy concern when patient discuss their health online and therefore Facebook have
secret groups which does not show search results and users get invited to join in and their privacy
does not get violated (John, S., Larke and Kilgour, 2018). It offers an opportunity to understand
demographics of social media which uses keywords to target social media ads and opportunity to
connect with survey participants.
Recent study showed that almost three quarter of patients search their doctor from online
reviews. The patients who leave positive reviews on Facebook tend to attract more new patients
from the positive reviews (Parmar, Dong and Eisingerich, 2018). When patient gives negative
review it is important that doctor respond to it else it will create negative image of the heath and
care institute.
Facebook offers Facebook ads that appear in side column of the site and are referred
commonly as marketplace ads. Implementing this strategy can increase customer base and reach.
Facebook advertising includes ad testing which compares design of ad and set up. To increase
home services of the institution Facebook can increase brand awareness by hosting contests on

Facebook which may include survey or questionnaire on health and issues facing by the patients
or their knowledge about certain diseases which will increase their awareness and safety concerns
as well (6 Ways to Boost Brand Awareness Using Facebook, 2019).
Facebook present new opportunities for patients that are seeking for help and can help in
sharing important information on health and care. Most important benefit it allow is to give 24
hours access to the patient or anyone who is seeking for help. It helps in communicating with
public, improving patients experience by giving them efficient feedbacks (7 Ways to Use
Facebook for Marketing, 2019). Facebook ensures compliance with health and care industry's
regulations.
In short Facebook is an efficient digital marketing tool which is growing with innovations
at an increasing speed. It allows individuals to have better services and knowledge with the help
of various doctors and physiologists. It is cost efficient method and is accessible to all and
captures wide rage of public and increase institution's reputation.
CONCLUSION
The report mentioned the importance of digital skills and how it has adopted by many
companies to increase their sales and reach. It included the slight difference between Gmail and
yahoo mail and summarised the use of Facebook as a marketing tool which is cost efficient as
well as easy accessible to the customers.

REFERENCES
Books and journals
John, S., Larke, R. and Kilgour, M., 2018. Applications of social media for medical tourism
marketing: an empirical analysis. Anatolia. 29(4). pp.553-565.
Kotsenas, A. L., Aase, L., Arce, M., Timimi, F. K., Dacy, M., Young, C. and Wald, J. T., 2018.
The social media DNA of Mayo Clinic—and health care. Journal of the American College of
Radiology. 15(1). pp.162-166.
Kotsenas, A. L., Arce, M., Aase, L., Timimi, F.K., Young, C. and Wald, J. T., 2018. The strategic
imperative for the use of social media in health care. Journal of the American College of
Radiology. 15(1). pp.155-161.
Parmar, N., Dong, L. and Eisingerich, A. B., 2018. Connecting with your dentist on facebook:
Patients’ and dentists’ attitudes towards social media usage in dentistry. Journal of medical
Internet research. 20(6). p.e10109.
Su, F., Shih, H. and Lai, K., 2018, August. Social media marketing practice through Facebook:
taking W group education foundation as an example. In Proceedings of the 2018 International
Conference on Information Management & Management Science (pp. 7-12). ACM.
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6 Ways to Boost Brand Awareness Using Facebook. 2019.
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7 Ways to Use Facebook for Marketing. 2019. [Online]. Available through: <
https://www.wordstream.com/blog/ws/2013/04/15/facebook-marketing>
Digital marketing techniques 2018. [Online]. Available through:
<https://www.digitalvidya.com/blog/five-types-of-digital-marketing/>
Gmail v/s Yahoo: which Is the best in class?. 2019. [Online]. Available through:
<https://www.makeuseof.com/tag/gmail-vs-yahoo-new-mail/>