An Analysis of Online Marketing Impact: Home Care Medical & HSC

This report presents an analysis of the impact of online marketing on Home Care Medical within the Health and Social Care (HSC) industry. It begins with an organizational background of Home Care Medical, including its services, management, and financial situation, followed by the identification of issues such as decreased customer numbers and a lack of marketing. The research motivation stems from the need to understand how online marketing can enhance sales and customer awareness. The study sets objectives to evaluate online marketing's impact, identify current trends, and recommend strategies for optimal use of online marketing. Research questions guide the study, exploring the importance of marketing, current trends, online marketing's impact on Home Care Medical, and strategies for improvement. The report includes a review of relevant literature, summarizing peer-reviewed articles on marketing and online marketing strategies. The proposed research methodology involves a descriptive research design, data collection through surveys and secondary sources, and data analysis using a qualitative method with thematic analysis. Research assumptions and limitations are also discussed.

Industry Project
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Table of Contents
Organization background.................................................................................................................3
Issues / problem in the organization................................................................................................4
Research motivation.........................................................................................................................5
Research objectives(s).....................................................................................................................5
Aim of the study...............................................................................................................................5
Research question(s)........................................................................................................................6
Relevant topics of discussion or theory...........................................................................................6
Summary of peer-reviewed articles.................................................................................................6
Proposed research methodology......................................................................................................7
Research assumptions......................................................................................................................8
Research limitations.........................................................................................................................8
Reference.........................................................................................................................................9
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Industrial background
Health and Social Care (HSC) sector includes a different range of roles, with various
skills needed and changing the level of demand. This industry includes work which takes place
in the care homes, hospitals, dental practices, hospices dental practices etc. Political factors can
directly affect the company and its business activities. Due to increase in tax rate or laws and
regulation, it made difficult for the firm to gain profit. Furthermore, introducing new technology
in the market has provided a great opportunity to the companies who are working in this sector.
However, change in laws and regulation put an adverse effect on the firm and its activities
(Aguirre, Mahrde Ruyter, K. and Wetzels, 2015). Along with this, it also creates a barrier to
marketing and sales of the products all over the world. Due to increase in customs charges has
created a barrier to selling product outside the country. Apart from this, there is a continuous
increase in tax rate which makes difficult for companies to make a profit.
Organization background
Home Care Medical Company offers digital Tele health service, which is provided to customer
free of cost.
Nature of business- The organisation assists people via phones and provide service user
with medical advice. This heath care institution also provides emergency service for people and
offers ambulance services. Along with this, organisation has trained as well as skilled nurses
whose responsibilities is to attend calls and provide advice or solve the queries of customers.
The management team- 1.The “Andrew Slater” he is recognised as CEO of the company,
he first got to involve in “home care medical company”, he is fully responsible for establishing
as well as managing an organisation, before joining the company he has strategic role in real
time which include monitoring practices of ,The “Anne Bateman” she is (Head of Mental Health
Services),”Robyn Bern” she is (Director of Communications and Community Engagement),
”Robin Cooper” she is (Special Projects Lead),”Nick Davies”Head of Finance and Corporate
Services),”Nicola Russell”Head of Health Services)
Location- New Zealand.
Operations – Company provides registered nurse who delivers medical services 24 hours
and the medical staff is accountable for generating mental health awareness. Cited organisation
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also provides suggestion as well as advice for assisting individuals in improving their mental and
physical health.
Number employees- “Dr Hillary Gray”, who is ”Associate Professor Simon
Adamson”,”Dr Stephen Child”,”Dr Siale Foliaki ”,”Dr Kristin Good” including them there are
hundred above employees in company work together for supporting firm in achievement of
business goals or objectives. There are team of experts which allows company to deliver quality
services or treatment to patients.
Financial situation- The financial performance of the company is good. This organisation
is gaining financial support from the government because it is providing free services to people
in the society.
Website and social media- This enterprise has an online presence and have own websites
which has provided firm an opportunity to reach wide numbers of customers and provide them
services.
Strength (internal factors that is helpful to the company) - The strength of this company is
highly skilled and talented workers those who have potential to provide 24-hour service.
Workers in given organisation has strength to deal with emergency situation. Business entity
consists of team of experts which allows company to deliver quality services or treatment to
patients.
Weakness (internal factors that is harmful to the company) - Ineffective management,
inefficient allocation of time and resources.
Issues / problem in the organization
One of the issues faced by the Homecare medical is related to the decrease in a number of
customers. There are many people who do not know about the products and services of this
organisation and due to this reason, it becomes difficult for Home Care Medical to enhance sales
and make a profit. There is less use of marketing techniques and the most traditional method is
preferred by the firm due to which information related to products and services reach to less
people (Verhoef, Kannan and Inman, 2015). The present research is based on assessing the
diverse impacts of online marketing in the HSC industry. This research will help in developing a
deep understanding related to the online marketing methods which can be used by the firm in
order to enhance its sales and profit. Online marketing is effective for Home Care Medical in
order to make aware customers about its products and services that help them in maintaining
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their health. Along with this, through online marketing people came to know about its detail
information related to the new services and take benefits from them.
Research motivation
Online marketing is effective in order to reach a large number of people in less time.
Through internet marketing, Home Care Medical can overcome barriers of distance. It made
easier to sell products in any part of the country without establishing a local outlet. Marketing a
product on the internet cost less than marketing them through a newspaper or any other
traditional method. The present research is based on assessing the diverse impacts of online
marketing in HSC industry. With the help of this research, Healthcare medical can easily
understand the importance of online marketing (Aguirre, Mahr and Wetzels, 2015). Online
advertising offers one of the most cost-effective method marketing available as compared to
another medium. Along with this, it is effective enough in targeting a large number of customer
in less time. Through providing detail information regarding products and services, customers
get motivated towards buying a particular product. Further, research will help in developing
understanding related to various online marketing strategies and its effectiveness.
Research objectives
Aim of the study
The main aim of conducting present study is to assess the diverse impacts of online
marketing in HSC industry: A study of Home Care Medical
Objectives
Here below are the objectives for the present study:
 To understand importance of marketing in Health and Social Care industry
 To identify current trend in marketing
 To evaluate the impact of online marketing on the functioning of Home Care Medical.
 To recommend strategies to top level of management for optimum utilisation of online
marketing in generating desired results.
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Research questions
Research questions assist in building a reliable platform for the scholar for conducting
study and evaluate all aspects in an effective manner. Here below are the research questions for
the present study:
Q1 How essential is marketing in Health and Social Care industry?
Q2 What are the current trends in marketing?
Q3 How online marketing can impact the functioning of Home Care Medical?
Q4 What strategies can be adopted by Home Care Medical for improving online marketing?
Relevant topics of discussion or theory
Inclusion and exclusion criteria have been followed to make research effective and
systematic. For literature review section, 10 journals articles are selected on the research topic.
Further, key terms which are used for online search are online marketing, current marketing
trend and marketing strategies.
Summary of peer-reviewed articles
According to the view of Kimergård, McVeigh and Stensballe, (2014), marketing is
known as the form of communication between customers and companies with the goal of selling
products and services. One of the main purpose of marketing is to create awareness within the
target market related to different offers. In the present time, marketing is become important
integral part of the business and its assists to grab the attention of customers within the target
market. Similar to this, Melis, Campo and Lamey, (2015) stated that marketing is the heart of the
business. There are different prospects of business which depend on the marketing strategies
(Xiang, Wang and Fesenmaier, 2015). At the time when companies frame the marketing
strategies, they should emphasise on customer satisfaction and quality of the products. Ottman,
(2017) stated that online marketing is one of the most effective tools to promote or market the
product. At present, marketers are using this tool in an effective manner to reach the large
numbers of customers (Ashley and Tuten, 2015). New technologies such as information
technology and communication have promised to change the nature of purchasing and selling the
products. Online marketing has provided chances to the company to present their products in an
effective manner in front of customers. Along with this, customers can also communicate
regarding products and services with companies in order to resolve their query. lives, (2009)
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argued that customers can also easily make a purchase of a product online by one click. Hence,
online marketing has made it easier for the companies to promote the product in an effective
manner and sell them with respect to increase sales and profits. According to the view of Li and
Kannan, (2014), an online marketing company can provide a wide range of offer to its customers
that motivate them to make a purchase of their company product. Through marketing, more
people came to know about the particular brand and they prefer to buy from them to our
attractive marketing strategies.
Proposed research methodology
Research design
It is known as a set of method and procedure which is used for gathering and evaluating a
measure of a variable which is provided in research problem. The research design is classified
into different types that are semi-experimental, correlation, descriptive, exploratory etc (Kothari,
2011). The present research is based on assessing the diverse impacts of online marketing in
HSC industry, therefore, descriptive research design will be used by the researcher. Descriptive
research design depicts on participant’s inappropriate manner. Along with this, it also assists in
describing the population which is covered in the study. The reason for selecting this design is
that it assists in selecting suitable method to study the impact of online marketing on the
performance of the firm.
Data collection:
Data collection is known as a method which is considered for gathering various types of
information in order to accomplish the aim of the study. There are two significant methods from
where information can be gathered that are primary and secondary. In the primary method,
entire information is new and specific related to the selected topic. To collect this type of
information survey, observation etc. techniques can be considered by the researcher. On the other
side, secondary information is that which is not new and already published by a researcher in
their books and journals (Saunders and et.al., 2007). This type of information can be collected
through article, newspaper, books and journals etc. For the present investigation, both primary
and secondary methods will be used by the researcher in order to collect both specific and
general information related to the topic. Primary information will be gathered through a survey
in which questions will be asked from 50 customers of Home Care Medical. While secondary
information will be gathered through books, internet and journals.
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Data analysis
Data analysis involved coding, cleaning and transforming of information in order to draw
the valid conclusion. There are two methods of data collection that are qualitative and
quantitative. For the present research, qualitative method will be used in which thematic analysis
will be taken into consideration (Silverman, 2010). There are different themes will be prepared
on the basis of results and interpretation will be done. Besides this, different charts and tables
will be prepared in order to present the results in an effective manner.
Research assumptions
To carry out the research in an effective and systematic manner, ethics are required to be
considered by the researcher. For survey, no respondent will be forced to take participate in it
and reason for conducting the survey will be made clear in front of them. It helps in avoiding
misinterpret of survey questions (Cantallops, and Salvi, 2014). Along with this, the entire
information provided by respondent will be kept confidential so that no other person can misuse
it. Apart from this, information collected from secondary sources will be collected from
authentic sources and cited properly for making it valid and reliable.
Research limitations
At the time of carrying out research, two types of limitation can be faced by the
investigator that is related to time and cost. To carry out research in an effective manner, it is
essential to complete all the activities in provided time (Ryan, 2016). This is because delay in
one activity can increase the time of all other activities. On the other side, due to less monetary
resources are available, highly detailed investigation was not carried out.
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References
Books and Journals:
Kimergård, A., McVeigh, & Stensballe, A., (2014). Online marketing of synthetic peptide
hormones: poor manufacturing, user safety, and challenges to public health. Drug testing
and analysis. 6(4). pp.396-398.
Kothari, R. C., (2011). Research Methodology: Methods and Techniques. New Age
International.
Li, H. & Kannan, P.K., (2014). Attributing conversions in a multichannel online marketing
environment: An empirical model and a field experiment.Journal of Marketing
Research. 51(1). pp.40-56.
liles, S.W., (2(009). Online Advertising: What Kind of Impact Do Embedded Ads Have on an
Internet User's Perception of an Advertisement when it is Incongruous with the Story
Content?. ProQuest.
Mohr, J., (2011). Marketing of High-Technology Products and Innovations. Pearson Education I
Saunders, M. & et. al., (2007). Research Methods for Business Students. 4th edition, Prentice
Hall.
Silverman, D., (2010). Qualitative research. Sage
Verhoef, P.C., Kannan, P.K. & Inman, J.J., (2015). From multi-channel retailing to omni-channel
retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing, 91(2), pp.174-181.
Aguirre, E., & Wetzels, M., (2015). Unraveling the personalization paradox: The effect of
information collection and trust-building strategies on online advertisement
effectiveness. Journal of Retailing, 91(1), pp.34-49.
Ottman, J., (2017). The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Melis, K., Campo, K., & Lamey, L., (2015). The impact of the multi-channel retail mix on online
store choice: does online experience matter?. Journal of Retailing, 91(2), pp.272-288.
Ashley, C. & Tuten, T., (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
Xiang, Z., Wang, D., & Fesenmaier, D.R., (2015). Adapting to the internet: trends in travelers’
use of the web for trip planning. Journal of Travel Research, 54(4), pp.511-527.
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Cantallops, A.S. & Salvi, F., (2014). New consumer behavior: A review of research on eWOM
and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
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