Question:
Discuss About The Competitive Advantage Based On Technology?
The innovation selected for the current file is online hospital services to the underdeveloped areas of Australia. Health care refers to the maintenance and improvement of the health with the help of proper treatment of diseases or injury, prevention, diagnosis and other physical or mental impairments in individuals. Underdeveloped areas of the Australia does not possess sufficient and appropriate health services which lead to increase in health problems among the people. By providing right medicines, diagnosis, etc. in low price, this innovative service will result in improving the health and living style of the individuals living in underdeveloped areas of the country. Concerning this, online health service will help in reducing the health issues in rural areas of the nation by offering them proper medication and treatment. Along with this, the target market for this innovation is those individuals who are suffering from either physical or mental problem. The service will only emphasize to the people living in rural or underdeveloped areas of Australia. On the other hand, the innovative service regarding online hospital services will face competition with the available hospitals and other online healthcare websites. But focus on the health issues of the underdeveloped people will help this innovative service to gain competitive advantages (Verzuh, 2015).
The present report is emphasizing the online hospital services to the underdeveloped areas of Australia. With reference to this, the file includes launch plan, resource plan, long-term plan and recommendations along with proper time frame.
In Australia, people living in underdeveloped areas are suffering from improper healthcare services. They are unable to access appropriate medicines or other services for their health issue due to lack of adequate knowledge and information. As a Project Manager, I analyzed the problem of healthcare services at under developed areas of Australia. Various tools and techniques are being used by my team for identifying the best suitable solution of the problem.
The reason behind improper access to the healthcare services is lack of education, transportation, healthcare facilities and health awareness. Inappropriate treatment of the disease leads to increase it and affects the health of poor and uneducated rural people. This is increasing number of diseases like obesity, cancer, dementia, etc. Thus, it is necessary to find out right solution for the described problem. With the help of appropriate tools and techniques, one can easily handle the issue of improper healthcare services in Australia. Various tools and techniques are being used for the proper creation of the innovative idea with respect to the described problem. These are as follows:
Mind Mapping: This is utilized for organizing the information visually correctly. With the help of this tool, the team is able to develop and understand the relationship between the different parts of the problem. A drawing is needed to create around a single concept of healthcare problem and to which associated ideas are added. In this tool, the major idea is linked directly with the central concept of healthcare problem of underdeveloped areas. With the help of this, team members are able to understand the primary cause of issues which leads to the creation of different ideas and thoughts for resolving it such as organizing education sessions, promoting importance of healthcare, etc. Along with this, mind mapping also helps in finding appropriate connections and link between the ideas and problem.
Brain Storming: This tool is used for determining the solution of the problem regarding improper healthcare facilities at underdeveloped areas. In this, the team discussed the problem with each other and contribute themselves in developing a list of ideas for resolving the issue. Lack of proper transportation, improper healthcare facilities, lack of knowledge about the health and different diseases, etc. are the main reason behind the increasing health issues in the underdeveloped area of Australia. Concerning all these points, the group thinks correctly and communicates with each other for finding a suitable idea. As per the discussion and proper analysis, the most appropriate approach for the problem is the development of online healthcare website which will lead to provide services to the underdeveloped areas of the Australia (Sakas, Vlachos & Nasiopoulos, 2014).
Concept development: After selection of the proper idea for resolving the issue of healthcare at underdeveloped areas, next step is to develop a concept around that idea. This tool of concept development helps in better planning and implementation of the selected idea of online hospital services. The concpet improves the functionality of the plan, fulfill the needs and wants of the people and increase the loyalty of users is being generated with this tool. The concepts are related to offering high-quality services to the individuals in low price (Maria, Maria & Birbas, 2016).
The innovation service regarding the online hospital services to the underdeveloped areas of Australia will be launched online. The service will make easy for patients to consult with doctors, purchasing medicines, reporting physicians time to time, etc. without going here and there. The reason behind the selection of this innovative service is to provide appropriate health care services to the people suffering in rural areas. This online service will include features like home delivery, information regarding different diseases, suggestions for improving health, contacting personally to the experienced doctors, notifications regarding health issue registered by the patients, etc. The functions that will be included in the launching of the innovative service is service management, marketing, channel management and sales. While launching the necessary service following steps will be taken:
Development of the innovation to a launchable/Marketable stage: In this step, the service will be adequately tested for verifying whether it is ready to launch or not. This verification will also help in making necessary changes or improvements in the online hospital service for increasing its innovativeness and making it as per the requirement of the customers (Zygiaris, 2013).
Promotion of the innovation to the market: This step will consist of the activities which will be required for promoting the online service in the market. Advertisement with the help of television, radio, social networking sites (Facebook, Instagram, Youtube, Twitter, etc.), magazines, newspapers, etc. will assist in informing people about the innovative service. Use of word-of-mouth will also lead to aware underdeveloped people about this service.
Creation of development team: By establishing a team of expert and experienced employees, the owner will able to keep an eye on the launching process of the online service. Staff members will analyze whether all the resources are utilizing properly or not. Workers will also help in handling issues occur during the launch of the service (Rusanen, Halinen & Jaakkola, 2014).
Preparation for enhancing sales: The company will train team members for using appropriate technique regarding sales enhancement. The team needs to be prepared for handling any failure in sales or promotion of the service.
Collection of feedback after the launch: In this, customer feedbacks will be analyzed for identifying their satisfaction level. If necessary, required changes will be done in service for enhancing its quality and fulfilling needs of clients.
The above-discussed launch plan will lead to promote online hospital service among the individuals of underdeveloped areas of Australia (Nyadzayo, Leckie & Lester, 2017).
Along with the above scheme, it is also necessary to decide time and location for launching service. The time required for the launch of this online service is one month. In this period, the company will able to make appropriate preparations regarding promotion, team development, sales, etc. On the other hand, the plan will be launched in the rural areas of Australia. The reason behind the selection of this location is to inform poor and rural people about the service so that they can take maximum benefits of it.
In this program for informing customers about the new online hospital services will be conducted. The company will use different communication tools for creating awareness among the rural people about the innovative services.
Proper analysis of the underdeveloped areas will be conducted first for selecting appropriate communication device. Use of television and radio will help in informing people about the service and the way in which they can take maximum advantages. Along with this, an organization can also conduct different campaigns for informing uneducated people about the impact of improper health, importance of hospital services, etc. (Goetsch & Davis, 2014).
Apart from the above, all the collected data regarding the service and launch plan will be compared with the future objectives. This comparison will help in demonstrating the feasibility of the project and innovative service with respect to upcoming trends and market demands. Appropriate changes will be made in launch method for accomplishing the future needs of customers as well.
After the above analysis, every activity regarding promotion, advertisement, and marketing of the online service will be prioritized as per their importance. It will use directly to consumer model in the form of the distribution channel for selling services to the end user directly (Verzuh, 2015).
The type of resources which will be required for proper launching are explained below:
Physical Resources: It includes those resources which are made by man and will help in launching the service effectively. The physical resources which will be required for the innovative online hospital service consist of desks, chairs, raw materials, medical devices like a stethoscope, CT scanner, X-ray machine, etc.; long-term care beds, sufficient infrastructure, computer systems, telephones, households with broadband internet connections and paper and pen for documentation (Hotez, 2016).
Human Resources: These are essential assets of an organization. Without proper human resources, it is not possible to launch online hospital service. This factor will include the following:
Medical staff: This human resource will be expert in handling patient’s health issues and diseases. A delegation of the work will be given as per the expertise and specialty of the medical professionals. These will include experienced, senior, experts and fresher doctors, physicians and health trainers (Smith & et.al., 2014).
IT staff: This team will manage and maintain technical part of the online services. These officials will conduct management of the information in the database, maintenance of the website, insertion, deletion, etc. of the information.
Accounting Staff: The responsibility of this team will be to keep a record of salary, incentives, payments of clients, money transfer, etc. Employees of this area will help in developing a financial report and analyzing the profitability.
HR staff: This team will lead to managing the complete working environment of the service along with the hiring of new candidates. Other activities like performance management, diversity management, conflict management, reward management; etc. will be conducted by these staff members (von Koskull & Strandvik, 2014).
Business Partners: In this, two or more individuals who will share the management and profits of the online hospital service will be included.
Suppliers: This category will consist of those vendors who will supply medical devices, medicines, infrastructure like a bed, chair, table, desk, etc.
Intellectual Resources: These will consist of patents, proprietary knowledge, brands, copyrights and customer database. The innovative hospital service will require active database management for handling online queries and offering online services effectively. With the help of intellectual resources, the company will be able to develop a robust business model (Ross & Byrd, 2015).
Financial Resources and Budget for the launch: These will include business funds like cash, deposits, cash equivalents, lines of credit, stock option pool for hiring talented employees, corporate capital, shares, bonds, etc.
Thus, all the above resources will help in the proper and efficient launch of the online hospital service for under developed areas of Australia. Good management of the resources will lead to the appropriate execution of the launch plan.
The long-term plan for the innovative service of the online hospital to the underdeveloped areas of Australia is as follows:
Increasing sales: It is one of the most important long-term plans of the online hospital services. For accomplishing this, the company will increase its number of healthcare services along with their quality. These services will consist of nursing facility, home care facility, caregiver handbook and much more. This will fulfill needs and wants of the people and will result to enhance their satisfaction level. High-quality services in affordable price will lead to increase the sales of online healthcare services (Short-&-Long-term care planning, 2017).
Brand Recognition: Another long-term goal of the online hospital service is to enhance its brand awareness and name recognition among the people of underdeveloped areas. By maintaining the quality of the services and products, the company will able to develop loyalty and trust among the poor people who will tend to gain brand recognition. Along with this, an organization can also use social networking sites like Facebook, Twitter, Instagram, YouTube, etc. for informing individuals of different nations about its work and responses (Jin, Li, & Li, 2016).
There are some recommendations which online hospital services need to follow. These are explained below:
Conclusion
From the study, it is found that online hospital services are the appropriate and suitable solution for handling the health issues faced by people living at underdeveloped areas of Australia. Proper launch plan, resource plan, and the long-term plan will help in effective implementation of the solution.
References
Goetsch, D. L., & Davis, S. B. (2014). Quality management for organizational excellence. Upper Saddle River, NJ: pearson.
Hotez, P. J. (2016). Blue marble health: an innovative plan to fight diseases of the poor amid wealth. JHU Press.
Jin, J., Li, Y., & Li, Y. (2016). How users adopt healthcare information: an empirical study of an online Q&A community. International journal of medical informatics, 86, 91-103.
Maria, A., Maria, T., & Birbas, G. (2016). Implementing Innovative Learning Methods: A Two Schools Example. European Journal of Open, Distance and E-learning, 19(2).
Nyadzayo, M. W., Leckie, C., & Lester, J. N. (2017). Value creation: the role of customer participation and perceived innovative aspects of service innovation.
Parks, S. (2013). Start Your Business Week by Week: How to plan and launch your successful business-one step at a time. Pearson UK.
Ross, L. W., & Byrd, K. (2015). Business Plan Competitions: Start-Up’Idols’ and Their Twenty-First Century Launch Pads.
Rusanen, H., Halinen, A., & Jaakkola, E. (2014). Accessing resources for service innovation–the critical role of network relationships. Journal of Service Management, 25(1), 2-29.
Sakas, DAnswer: Vlachos, D., & Nasiopoulos, D. (2014). Modelling strategic management for the development of competitive advantage, based on technology. Journal of Systems and Information Technology, 16(3), 187-209.
Smith, J. E., Brandenburg, M. D., Conte, M. L., & Song, J. (2014). Innovative information service development: meeting the information needs of an interdisciplinary, cross-sector research complex. Journal of the Medical Library Association: JMLA, 102(1), 8.
Verzuh, E. (2015). The fast forward MBA in project management. John Wiley & Sons.
von Koskull, C., & Strandvik, T. (2014). Discovering the unfolding of service innovations. Journal of Business & Industrial Marketing, 29(2), 143-150.
Zygiaris, S. (2013). Smart city reference model: Assisting planners to conceptualize the building of smart city innovation ecosystems. Journal of the Knowledge Economy, 4(2), 217-231.
Short-&-Long-term care planning. 2017. [Online]. Available Through :< https://iuhealth.org/hospice/short-long-term-care-planning/>. [Accessed On 17th September 2017]
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