Plan for Reconstruction of Queensland Health Organization Website - Case Study Example

E-Marketing Proposal Student’s Name Institution’s Name Executive summary This paper discusses a plan for reconstruction of Queensland Health Organization website. The paper gives a brief introduction of the organization in regard to its operation, market coverage and services offered. It then evaluates the current website used by the organization in terms of e-marketing capabilities and identifies the problems with the current website in regard to the same. The paper then shows the purpose for reconstructing a new site and then gives the goals and objectives to be accomplished by the new site. The paper then discusses the market to be targeted by the new site in regard to the e-marketing strategies incorporated in the design and the flexibility of the service. it also discusses integrated marketing strategies to be used by the organization to ensure objectives and goal attainment. This is followed by the discussion of site monitoring and evaluation strategies to be applied after launching of the site. The paper also discusses the development of a small budget that will be relied on during website reconstruction. Finally, the paper gives a brief summary of the discussion. Table of Contents Goals and Objectives 6 Targeted Market 7 Marketing Strategies 8 New Website Monitoring and Evaluation 9 Website Reconstruction Budget 10 Conclusion 11 References 12 Introduction Queensland Health is a vibrant organization, which is committed to offering different services with an aim of achieving well-being and good health for all individuals living in Queensland. It works via 17 mater hospitals, health services and hospitals network, where it delivers a number of integrated services that include health promotion programs, public health, aged care services, mental health services, community health services, emergency services, outpatient and inpatient services. It is the biggest health institution in Queensland nation and it is widely distributed to all major states of the country. Queensland Health Organization wins its customers by offering good and quality services to all, irrespective of financial status. Additionally, it has developed a strategy of visiting interior parts of Queensland nation offering mobile services and thus, creating a better ground to be the customers’ preference. Besides this, Queensland has offered detailed information about their services, distribution and contacts in their website to ensure all their visitors get the right information and a chance to acquire firsthand information about the organization (Queensland Government, 2012). Queensland health is among the best hospitals in Australia. According to a survey carried out in the mid of 2012, Queensland Health Organization was documented as the top healthcare institution in Queensland in regard to their mode of operations and services. However, this kind performance is not reflected in their website design and rank position in the online search engines. Queensland Health website was designed without any consideration of SEO aspect. Although it contains all information and connections that a customer may need to know or visit, it can only be located in Google search engine by use of its actual name but not any other health related terms. This makes it hard for the site to be visited by individuals who do not know of its existence but need the best healthcare in Australia. The above problem has made Queensland Health to experience threat from other health care that are excellently marketing their operations and services online. Royal Perth Hospital and AIHW are among Australian health institutions that are threatening the future market position of Queensland Health. The two can easily be accessed by any individual who wishes to get more information about hospitals or health institutions in Australia (Queensland Government, 2012). . Queensland health organization has an extensive website that holds information about all its operations as well as all its 17 branches distributed in the nation. However, the presentation of this information is quite poor. A visitor can easily give up in his/her search due to a number of links involved in locating the actual information needed. Most of the site’s menus do not direct the visitors to the actual information needed but to more links which either give little or hardly any information before linking the visitor further. A good website should be precise with links that direct a visitor to the actual position they refer to. Also, a good site should have an excellent integration of text graphics and links, and the designer should ensure that they are well positioned and organized. The first look at the Queensland Health website indicates poor design of a website. This posts a great disadvantage of the organization to its competitors. An attractive website encourages visitors to browse deeper into the site (Queensland Government, 2012). . The website also lacks other important aspects that would make it more preferred and known. For instance it does not have advertisement section, ads, it has poor graphics, no feedback section, or a section for collecting visitors email or details for future use. Additionally, it does not link to any social media where its customers can follow or like, recommend it or give their feedbacks. Queensland health website is currently in bad shape. It can be described as a plain website designed with no single thought of applying it in marketing or informing the world about the existence of the organization. Goals and Objectives To be able to raise the competitive advantage of Queensland Health Organization in Australian and the world market, the organization need to modify their website to fit modern technology and also to adopt a number of features required to suit it in the world of competition. The main goal of drawing this plan is to reconstruct Queensland Health website in a way that will enable the organization to fetch a competitive advantage over its competitors in Australia and in whole would through e-marketing. The main objectives for the website reconstruction will include: To reconstruct the website to fits a quality website with a good balance of components required in website development for instance text, links, graphics, flash, audio and videos. To reconstruct the site to ensures easy and exact linking of the needed information by enhancing quality design and organization of menus, links, titles, graphics, texts among others in the new site. To reconstruct the site to come up with a SEM optimized site that would receive more back-links from similar organizations and thus, managing a higher rank in the search engines. To rewrite all its articles with Search engine optimization in mind so as to give it an extra advantage over its competitors in the topmost search engines. To reconstruct the site to allow linking with social sites such as Twitters, Facebook, MySpace, RSS Feed, and Youtube where its customers can follow it, like it, recommend it, or give their feedbacks regarding its services. To reconstruct the site to give opportunities for visitors to create their profiles in the organization’s site for medical records, and ease of email marketing. To reconstruct the site to accommodate online consultations, appointments booking, and clinic allocation, with an aim of boosting organization’s market expansion to the world level. Develop a section where customers in the database can post their questions regarding their health issues and receive a feedback, advice or referral. Targeted Market Currently, the organization serves the entire Queensland nation through branches expansion and mobile services. However, going online creates a better opportunity for this organization to do beyond local level. Online marketing strategies will make the organization famous to all individuals living in all corner of Australia continent as well as all other people in the world. Reconstruction of the organization site creates opportunities for the organization to offer online consultation to any individual in the world. This way, any medical issue that requires symptoms reading only for prescription can easily be offered. Additionally, clients can be referred to better health care in their respective location with full information about their health condition. Customers can as well be given laboratory referral and give the feedback to their online consultant for medical prescription. For customers located in Australian continent as well as its close borders, patients can be handled online and if need be they can travel to the neighbouring organization centre where possible. Thus, website reconstruction will enable Queensland organization to work globally and develop more world customers as well as partners who will be handling most of their referred patients in all corners of the world. Marketing Strategies The new website will enhance various forms of e-marketing. These include Social media marketing, e-mail marketing, affiliate marketing, search engine optimization, viral marketing, and webPR. This will be achieved by good integration of the above methods in the new design. The design will ensure that all articles in the website attain the SEO writing requirements, and they also offer quality information that would attract more organization to back-link with Queensland Health website. To attain this, the organization must work to maintain a good relation with other organizations that may need to refer to their services while communicating about their services or products to their customers. The design will enable linking of the website to various social media and thus, creating an opportunity to connect with its customers, where their comments will be accessed by their friends and thus, spreading the gospel further. The site will as well allows customers to create their profiles in the organization’s database and thus, easing e-mail marketing where future advertisements can be posted to all customers in the database. This organization will also purchase ads from their affiliate websites and pay as per the number of clicks received from the affiliate end. Other strategies that would be enhanced to ensure good e-marketing include employment of an online reputation management. This is a component used to monitor on the customers’ comments regarding the organization services. The component will allow the organization to maintain good comments only to the public views and thus, maintaining a good reputation in the public eyes. Being a service rendering organization, the services quality as well as good customer relation should be ensured by all workers handling both online and offline customers in order to maintain a good reputation. This will also help the organization to fetch more customers through referral from their previous customers who were satisfied by their services. New Website Monitoring and Evaluation The performance of a new website will be monitored and its effectiveness in regard to the requirements evaluated. The site will be monitored in regard to its accessibility in the search engine, its level of difficulty, its applicability in the health field, its length in terms of web pages, ease of information accessibility in the site, and also the design of the most useful sections. The website will be monitored by use of Google search engine where its rank will be noted immediately after launching and then, the follow up will be done on its progress in the search engine. Additionally, the organization IT manager will develop organization page in the facebook, an account in the twitter and other social media and monitor on the number of individuals who will like the page and who will follow the organization in the twitter, keeping records of the trend. The rate of sign up in the organization database will also be used to monitor the popularity of the site. Additionally, number of clicks in the affiliates’ ads will also aid in monitoring the site. The monitoring will be carried out for about two months, and then the output will be analysed to assist in measuring the effectiveness of the website in regard to the aspects mentioned above. Website Reconstruction Budget There are various aspects that need to be reconstructed in the new Queensland website. These include the design, and content of the articles. For efficiency, Queensland Health organization will need to employ a competent designer who can implement an excellent design and make a good use of all website development concepts, and an article writer who will be needed to modify the current articles for SEO optimization. The organization will as well incur website hosting cost, and the cost of buying ads. The cost for the above requirements will be incurred as follows. Activity Total cost Website design $3000 Article writing $1000 Hosting cost $1000 Database creation $2000 Total cost $6000 The budget does not cover other costs like ads purchases for they are negotiable and paid per click thus, it is hard to evaluate the actual amount that will be required for this expense. Conclusion Queensland Health organization is one of the greatest health organizations in Queensland Australia. However, the fame of the organization is not reflected in the current website that is poorly built with very many links before getting the actual information required. Due to this and other e-marketing requirements, the site has to be reconstructed. The new site is expected to include a new sophisticated design that will incorporate all components required for a quality design. Additionally, the design will include other features that will enhance integration of e-marketing in the site. After the reconstruction, the site will be monitored for two months and evaluated for requirement effectiveness. According to the analysis, the total reconstruction of the Queensland Health Organization website will cost about 6000 dollars. References Queensland Government. (2012). Queensland healthcare. Retrieved from http://www.health.qld.gov.au/default.asp Read More