AMB330- Assessment 1, Digital Audit PDF

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Download AMB330- Assessment 1, Digital Audit PDF

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Table of Contents

1.0 Introduction.................................................................................................................2

AMB 3 30-As s e s s me n t1 2.0 Digital Audit................................................................................................................3 3.0 Customer persona, consumer insights and product and competitor overview................7

DI GI TALAUDI T

4.0 Recommendations........................................................................................................9 5.0 Reference List............................................................................................................10

HEALTH CONSUMER QUEENSLAND

Tu t o r i a l -Th u r s d a y6p m8 p m Wo r dCo u n t :17 0 8

1.0 Introduction

Health Consumer Queensland is an organization that specialises in representing the welfares of both patients and carers in the state. HCQ is dedicated to ensuring that the health system delivers quality and safe health services to all consumers. Furthermore, the company allows consumers to have a voice in relation to better health outcome for all Queenslanders. This Digital Audit aims to analyse the online presence that Health Consumer Queensland has and will examine both their strengths and weaknesses. The target audience is presumably young females aging from 27+ in addition the objective for this audit is to increase interactions of this target audience and increase traffic on all HCQ Digital Media channels. (Health Consumer Queensland. 2019)

2.0 Digital Audit Criteria

Digital strategy

Observations, comments and analysis

Ratin g (110) 4

The brand utilizes various digital channels including their website, twitter and Facebook however they lack in generating basic engagement and failing to reach their potential. There Facebook page is the most active channel and it is clear that their goal is to raise awareness of the company’s services and resources. This is the only digital channel however where the digital strategy is apparent. The main website provides you with appropriate information however unclear navigation and too many click options makes it difficult to use. The use of Facebook is successfully utilised, as it is both up-to-date with posts and has all the correct content in raising awareness and building up consumer partnerships. Overall the digital media platforms used would contribute to a partial amount of the company’s success, however could be employed in a different manner to gain a wider audience and possible consumers.

Consistent brand messages

It is evident that HCQ lacks consistency in relation to its brand identity. Whilst they are consistent with their colour scheme across all digital channels allowing consumers to distinguish the company itself the content and overall demeaner needs to be worked on. The content posted on the Facebook and twitter accounts were not consistent. The Facebook content posted are all up-to-date material however the Twitter page is very neglected and doesn’t match the content posted on the Facebook page. Together, the platforms are completely different and are absent of unison. For a company it is extremely important to have unanimous messages throughout the ‘physical and virtual channels’ in order to assist with the success of a brand. (Balogh, B & Hedin, C. 2011)

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Digital and social media tools used

5 The current social media platforms that the company uses includes: Facebook: https://www.facebook.com/healthconsumersqueensland/ Website: http://www.hcq.org.au Website- Program: https://www.health.qld.gov.au/__data/assets/pdf_file/0026/426545/cons_handbook.pd f Twitter: https://twitter.com/hcqconsumerorg?lang=en LinkedIn: https://au.linkedin.com/company/health-consumers-queensland MailChimp newsletters -

weekly eAlert https://us11.campaign-archive.com/? u=0924173f228922846cbc0ee38&id=d34c4e16be monthly eNews (http://www.hcq.org.au/news-events/e-news/)

It is clear that the Facebook and Website are the most effective digital platforms that HCQ uses. The website provides all information regarding services, resources and opportunities. Furthermore, the Facebook page shows frequent posts concerning forums, health information, consumer opportunities and surveys. The twitter page requires drastic attention and is a major weak point for HCQ. The posts are extremely sporadic and inconsistent. The last post on twitter was in March 2018 and the prior post was on November 2017, it is clear that poor management has resulted in this platform being neglected. An Instagram page for the brand is nonexistent, which is a major missed opportunity as they could be targeting younger individuals. HCQ effectively use their Facebook page, where they produce both monthly and weekly newsletters. It is evident that the Facebook page takes high priority. In addition, they make great use of Traditional Marketing through forums and presentations. Twitter is the only digital platform that HCQ doesn’t take full advantage of. The capabilities including engaging and having discussions with consumers has been neglected when it involves HCQ’s Twitter account.

Examples of content shared

Example 1:

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Facebook Post- (Health Consumer Queensland. 2019) Target audience: Health Consumers Ideal action: -

To recruit consumers on Sexual Health Steering Committee To reform the quality of sexual health services

Example 2: Facebook Post- (Health Consumer Queensland. 2019) Target audience: Health Consumers, both Men and Women

Ideal action: Generate conversation to improve health outcomes for older individuals. Also, to gather consumers to

Example 3:

Retweeted Twitter post (Health Consumer Queensland. 2017) Target audience: Health Consumers, both Men and Women Ideal action: Unclear

Strategic user engagemen t

Health Consumer Queensland does a sufficient job in targeting both Health Care consumers and professionals. They provide you with key information on their Facebook page regarding consumer opportunities and networking events. There online engagement however appears to be there downfall. As you can see in the examples of shared content images, they receive little to no comments or likes. Furthermore, limited replying to consumers was another inconsistency that HCQ faces, this suggests that the content isn’t engaging enough.

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3.0 Customer persona, consumer insights and product and competitor overview Heath Consumer Queensland is primarily made up of two target audiences these include Health Consumers which is individuals who use Health services and the staff of Health services. Research has revealed that in 2014-15 alone around 5.6 million Australians attended a medical facility regarding their own health, more specifically it is women who seek these services more than men. Furthermore, according to the Australian Bureau 2019 majority of carers are female. As one of the current target audiences for HCQ is Health Consumers it is evident that targeting Women who use Health Care services will be most beneficial and subsequently increase the number of people registering into the company. An Australian Institute of Health and Welfare report stated that the Health Care industry is made up of primarily made up of women. Additionally, the number of females entering medical practices has grown over the past decade. It was stated that more than 53% of employed medical practitioners who were under the age of 35 were women in the year 2016. Therefore, making Young Women aged from 25+ the ideal target audience. In terms of digital presence, studies have revealed that women of all ages spend the most time of social media than men. Analysing Roy Morgan data discovered that Women aged between 14-24 spend around 5 hours on social media per week followed closely by women aged from 25-34 spending almost 4 hours online weekly. This is important to consider as the implementation of improving HCQ online presence will in turn attract this target audience if done well. Health Consumer Queensland offers a range of services. These services involve being a consumer representative for the company and having a voice in the design and delivery of health service. Professionals who work in the Health industry already and join the company would provide knowledge within that area of work (Health Consumer Queensland. 2019). Inturn this being a high involvement product.

Persona Name: Needs and goals: Tara Anderson

Demographics:

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Would love to broaden her studies by completing a Bachelor’s degree in nursing in the future

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To have a better understanding of the Health System

Photo:

Age- 28-34 Income- 64,000 Location: Owns home with partner in Suburban area

Medical Research Consultants. (2019)

Social environment: Jobs, skills and interests:

- Strong and Family and Completed a Bachelor of Midwifery at Australia Catholic University Skills: Is very good with children, loves spending time on social media in her downtime and loves going on vacations Interests: Extremely interested in health and leading a healthy lifestyle, having one nice vacation a year, encouraging friends to make good choices when it comes to health

Three reasons to not engage with the brand: -

Time Constricted

Friend value

- Healthy mental and physical health

- Values Fitness

Burning Questions: Three reasons to engage with the brand: -

Is ready to start a family and wants to ensure the Heath System delivers quality services

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Why is it important? Why do we have to improve in this area? What will come out of it?

Consumer Insights: -

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Pain points -

Financial issues Lack of support

er

Wants to know more about the Health System Wants to be a part of improving the Health System

The following consumer insights include: -

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When looking online, relies on content that is informative Knowing that money and time is going to a great use

It is recommended that Health Consumer Queensland re-launches Twitter account that they have and consistently post on it. Twitter is a valuable online platform that allows you to reach and connect with a wider audience. It will allow users to retweet and further start conversations with consumers. With the main website linked to the twitter page, it will also drive traffic to the main website (Statusbrew Blog. 2018). By re-introducing the twitter page, HCQ will be able to communicate with consumers while further promoting the company.

Create an Instagram Account The implementation of an Instagram account will further help in reaching the target audience. Instagram is one of the leading social media platforms alongside Facebook. (Alhabash, S. & Ma, M. 2017). More than half of young adults aged between 18-29 use the platform and approximately 40% of 30-49 years old also utilize the app. In addition, 57.3% of Australian Instagram users are women. (West. C. 2019). Subsequently an Instagram for HCQ will influence the target audience. By Utilizing this platform, images, videos and other informative content could be posted. Moreover, links to the main website can be linked to the platform, where consumers can find additional information on how to become a part of the brand.

Make changes to the website

It is important to make a website that is clear and easily accessible to all information. It is recommended that HCQ makes minor changes to their website to ensure that you can more easily navigate around the site. Website navigation is a critical component for a business. On average 10-20 seconds is the amount of time a visitor will spend on a website meaning that it is imperative to have a clear and concise website (Nielsen. J. 2011). At the present time HCQ website does a decent job at representing the brand however a more easily accessible layout and not as many click options should be applied.

5.0 Reference List

Australian Bureau of Statistics. (2017). Health Service Usage and Health Related Actions, Australia. Use of medical facilities. Retrieved from https://www.abs.gov.au/ausstats/[email protected]/Lookup/by%20Subject/4364.0.55.002~201415~Main%20Features~Use%20of%20medical%20facilities~3 Australian Institute of Health and Welfare. (2019). The health of Australia’s females. Retrieved from https://www.aihw.gov.au/reports/men-women/female-health/contents/accesshealth-care

Alhabash, S., & Ma, M. (2017). A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students?. Social Media + Society, 3(1), 205630511769154. doi: 10.1177/2056305117691544

Balogh, B. Hedin, C. (2011). Brand Consistency. Retrieved from http://www.diva-portal.org/smash/get/diva2:1312665/FULLTEXT01.pdf Health Consumer Queensland. (2019). http://www.hcq.org.au/about-us/ Health Consumer Queensland. (2019) http://www.hcq.org.au/for-consumer-representatives/ Health Consumer Queensland. (2019) http://www.hcq.org.au Nielsen. J. (2011). Nielsen Norman Group. How Long Do Users Stay on Web Pages? Retrieved from https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/

Roy Morgan. (2019) Young Women the Queens of social media in Australia. Retrieved from http://www.roymorgan.com/findings/7584-social-media-minutes-by-gender-age-march-2018201805110812 Statusbrew Blog. (2018). 10 Reasons Why Small Businesses Should Use Twitter In 2019 https://blog.statusbrew.com/why-use-twitter-for-business/#communicate-with-audience)

West. C. (2019). Sprout Social. Social media demographics to drive your brand’s online presence. Retrieved from https://sproutsocial.com/insights/new-social-media-demographics/#Instagram...