Harvard Case - Canada's Largest Health Website Goes Social (A)
"Canada's Largest Health Website Goes Social (A)" Harvard business case study is written by Sandrine Prom Tep, Sylvain Senecal. It deals with the challenges in the field of Marketing. The case study is 6 page(s) long and it was first published on : Jun 1, 2017
At Fern Fort University, we recommend that MediResource implement a comprehensive social media strategy that leverages its existing content and expertise to build a strong online community, drive engagement, and ultimately increase brand awareness and revenue. This strategy should focus on creating valuable content, fostering meaningful interactions, and utilizing data analytics to refine its approach and optimize its performance.
2. Background
MediResource, Canada's largest health website, faces the challenge of adapting to a rapidly evolving digital landscape where social media has become a dominant force in information dissemination and consumer engagement. The company's core strength lies in its vast database of health information, but it struggles to effectively leverage this content to attract and retain a loyal audience. The case study highlights the company's initial foray into social media, with a focus on Facebook and Twitter, but lacks a clear strategy and fails to achieve desired results.
The main protagonists of the case study are:
- MediResource: The company striving to leverage social media for growth.
- John: The individual tasked with developing and implementing the social media strategy.
- The MediResource team: The individuals responsible for creating and distributing content, managing social media accounts, and analyzing performance data.
3. Analysis of the Case Study
To analyze MediResource's situation, we can employ a combination of frameworks:
a) SWOT Analysis:
- Strengths:
- Strong brand reputation and established expertise in health information.
- Vast database of high-quality content.
- Existing website infrastructure and user base.
- Weaknesses:
- Lack of a clear social media strategy.
- Limited engagement on existing social media platforms.
- Insufficient understanding of social media best practices.
- Opportunities:
- Growing social media penetration in Canada.
- Potential to build a strong online community.
- Increased opportunities for content marketing and lead generation.
- Threats:
- Intense competition from other health websites and social media platforms.
- Rapidly evolving social media landscape.
- Potential for negative feedback and reputational damage.
b) PESTEL Analysis:
- Political: Government regulations regarding health information online.
- Economic: Economic conditions impacting consumer spending and healthcare access.
- Social: Growing demand for reliable health information and online communities.
- Technological: Rapid advancements in social media platforms and technologies.
- Environmental: No direct impact on MediResource's social media strategy.
- Legal: Regulations regarding data privacy and online advertising.
c) Porter's Five Forces:
- Threat of new entrants: High, due to the ease of setting up a website and the growing popularity of health-related content online.
- Bargaining power of buyers: High, as consumers have access to a wide range of health information sources.
- Bargaining power of suppliers: Low, as MediResource relies on its own content and expertise.
- Threat of substitute products: High, as consumers can access health information from various sources, including doctors, hospitals, and other websites.
- Rivalry among existing competitors: High, as numerous websites and social media platforms compete for attention and market share.
4. Recommendations
1. Develop a Comprehensive Social Media Strategy:
- Define clear objectives: Identify specific goals for MediResource's social media presence, such as increasing brand awareness, driving website traffic, generating leads, and building a loyal community.
- Target specific audiences: Segment the target market based on demographics, interests, and health concerns.
- Choose the right platforms: Select social media platforms that align with the target audience and the company's objectives.
- Create valuable content: Develop a content strategy that leverages MediResource's expertise and provides valuable health information to its audience.
- Engage with the community: Foster meaningful interactions with followers by responding to comments, answering questions, and running contests and giveaways.
- Utilize data analytics: Track key metrics, such as engagement, reach, and website traffic, to measure performance and optimize the strategy.
2. Leverage Existing Content and Expertise:
- Repurpose existing content: Adapt articles, videos, and infographics from the website for social media platforms.
- Create original content: Develop new content formats, such as live Q&A sessions, expert interviews, and interactive quizzes, to engage followers.
- Utilize social media influencers: Partner with health professionals and bloggers to promote MediResource's content and reach a wider audience.
3. Build a Strong Online Community:
- Create dedicated social media groups: Encourage followers to join groups where they can discuss health topics, share experiences, and support each other.
- Host online events: Organize webinars, live chats, and virtual conferences to engage followers and build a sense of community.
- Encourage user-generated content: Encourage followers to share their stories, tips, and experiences related to health and wellness.
4. Utilize Paid Social Media Advertising:
- Target specific demographics: Use paid advertising to reach specific audiences based on their interests, demographics, and behavior.
- Run targeted campaigns: Promote specific articles, events, or products to drive traffic to the website and generate leads.
- Track campaign performance: Monitor campaign metrics to optimize spending and maximize return on investment.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of MediResource's strengths, weaknesses, opportunities, and threats, as well as the current trends in the social media landscape. They are designed to:
- Leverage core competencies: Utilize MediResource's expertise and content to build a strong online presence.
- Engage external customers: Create valuable content and foster meaningful interactions with the target audience.
- Address competitive threats: Differentiate MediResource from its competitors by building a strong online community and providing unique content.
- Maximize return on investment: Utilize data analytics to optimize social media spending and achieve measurable results.
6. Conclusion
By implementing a comprehensive social media strategy, MediResource can transform its online presence, build a loyal community, and achieve significant growth in brand awareness, website traffic, and revenue. The key to success lies in creating valuable content, engaging with the audience, and utilizing data analytics to continuously improve its approach.
7. Discussion
Alternatives:
- Focusing solely on organic content: This approach might be cost-effective but could limit reach and engagement.
- Partnering with other health organizations: This could expand reach but requires careful selection of partners and alignment of values.
Risks:
- Negative feedback and reputational damage: Social media can amplify negative feedback, requiring careful monitoring and response.
- Rapidly evolving social media landscape: Constant adaptation and learning are crucial to stay relevant.
Key Assumptions:
- Consumers are receptive to online health information: This assumption underpins the entire strategy.
- MediResource can create engaging and valuable content: This requires strong content creation capabilities.
8. Next Steps
Timeline:
- Month 1: Develop a comprehensive social media strategy and select target platforms.
- Month 2: Create a content calendar and begin producing engaging content.
- Month 3: Launch social media accounts and begin building a community.
- Month 4: Implement paid social media advertising campaigns and track performance.
- Month 5: Analyze data and make adjustments to the strategy based on insights.
Key Milestones:
- Increase in social media followers: Track growth in followers across all platforms.
- Improved engagement rates: Monitor likes, comments, shares, and website clicks.
- Increased website traffic: Track traffic from social media referrals.
- Positive feedback and brand sentiment: Monitor online reviews and social media mentions.
By taking these steps, MediResource can successfully navigate the evolving digital landscape and leverage social media to achieve its business objectives.
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Case Description
This case deals with PasseportSante.net (PS), a health-related website and virtual community. PS offers expert content and interactive web features enabling members to create and share content and contribute to the site's value proposition. PS was launched in 1998 during the dot.com era, so it preceded the social web era. PS had been Canada's largest consumer health-related website since 2001, but Charmian Harvey, its CEO, realized the site had to adapt if it was to remain successful in today's web 2.0 environment, where social media rules. She knew that social features would be central to the site's strategic development, so the case focuses on comparing PS's existing social features with those offered by competitors. Students learn about the analytical approach to making data-driven management decisions.
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