Project Concept Proposal

Project Definition

I was a given a task to redesign a commercial website that was given randomly and I got Pathlab (www.mypathlab.com).
Pathlab is a healthcare centre that was established in 1952. They have 50 branches throughout Peninsular and East Malaysia.
I have to study their existing website and its target audience to propose a new concept to enhance the website.

I have to create at least 8 HTML pages, that shows at least 3 levels of content structure.
I am given 8 weeks to do this project.
I'm not allowed to change the logo and the identity, and to reposition the brand.

Current Site's Analysis Goals

The website is supposed to attract people to go there and do something like a medical check up, health-based. And they have an online community for us to join, it is called Pathlab Online Community (e-Pal). If you are a member of it, you can get online promotions or vouchers from them.
They have this flash banner showing that you can get free cholesterol test but only applicable for online members, which I think they should do this kind of promotion more.

They also have some services and products, the services include health screening package and golden premium healthcare membership programme. For the products they have health supplements, named Groway.

They should really update their site more often for people to trust them and wanting to join the e-Pal more, because it is written down there year 2005. Which means it was 4 years ago that either it was the year the website was created or the last time they updated it.
If it was me I will have doubts by looking at it, because it somehow shows that they are not that serious to serve people. Even simple and small changes need to be made to get trusts from people.

Client's Analysis

Established in 1952, the PATHLAB group of companies have, over the years, been providing its services to the medical fraternity and the general public in Malaysia and is now the largest medical testing group in the region. With more than 50 branches throughout Peninsular and East Malaysia, the PATHLAB group of companies, have been growing in tandem with the progress of the country.

The vision is to become the largest private healthcare and medical testing group in Asia.
The mission is to be the leader in our business of providing technologically-advanced healthcare services and products to satisfy the needs of the community.

And this is the corporate creed:

Providing excellent service is our goal
Assuring customer satisfaction is our role
Teamwork is practiced to ensure improvement
Helping to serve the community is our commitment
Leading the industry is our vision
Achieving quality in our organization
Being reliable in all our actions

Short & Long-term Site Goals

For the short term one I think it will be better if they have more promotions like I mentioned before about they are having free cholesterol test if you are an e-Pal member. And I guess they should have like a seasonal campaign for a specific subject. For example we are having this swine flu thing at the moment, so they can do something like a just-in-case-test campaign for people that are having normal flu for free, maybe they can also have free talks from the doctors for people to be more aware and gain more knowledge about what is actually swine flu and how can we help to prevent getting one.
From there people can see they are actually really care about our health, and of course gain their trust because for a healthcare centre, trust from the people is very important.

And it can effect for the long-term as well once they have gained the people's trust.
They have this e-Pal thing as well which I think it is considered as to be one of the long-term goal. Give them promotions, vouchers, news about epidemic, well eventually diseases are something like a trend now (and I believe in the coming future as well) , so by giving them information about those "new" diseases, people will want to go and do some check up.

Target Audience

The target audience will be people who worries and cares about their health, those that want to live longer than any other people. The age range will be very wide even for small children I believe, because they have their parents to bring them there, and for old people as well. So it will be for families.

They can get news about the epidemic or diseases that is "popular" nowadays, they can join into the e-Pal, an online community so that they can get special promotions or vouchers, or maybe they can connect with other member and share some information.
They also have some nutrition advice from Chua Helen, a nutritional advisor, and they can ask questions from her as well.
They have the health section, some useful information to know more about cholesterol, diabetes, etc.

All of that can actually engage them to the site if they are really care about their health.

Competitor's Analysis

Primary would be Sime Darby Healthcare and KPJ Healthcare

- Sime Darby Medical Centre Subang Jaya is a wholly owned subsidiary of the Sime Darby Group, one of Malaysia's largest conglomerates with interests in plantation, property, industrial, motors, energy, utilities, healthcare and growing businesses in China.

It is an internationally accredited tertiary care medical centre serving the primary and tertiary healthcare needs of the region.

Vision:
To become the gold standard healthcare provider of the region

Mission:
Sime Darby Healthcare is committed to promote, improve and sustain:

• Excellent integrated healthcare services where innovation and teaching are integral to the delivery of care
• Customer focused preventive, diagnostic and curative healthcare services that touches all individuals
• Quality education that nurtures competent and compassionate healthcare personnel

We strive to deliver, improve and sustain all stakeholders’ interests and returns.

- KPJ Healthcare Berhad is one of the leading private healthcare providers in the region with a network of 18 hospitals in Malaysia, 3 in Indonesia, 1 in Bangladesh and 2 in Saudi Arabia. With more than 3,000 licensed beds, KPJ hospitals offer a comprehensive range of medical services and have treated more than 2 million outpatients and 170,000 inpatients in 2007.

The Vision:
The preferred provider in healthcare services.

The Mission:
Deliver quality healthcare services to our customers.

Core value:
Safety, Courtesy, Integrity, Professionalism, and continuous improvement.


Secondary would be BP Healthcare

- BP Healthcare Group established in 1982, has undergone aggressive expansion and transformation over the years. Today, it has become one of Malaysia's foremost integrated healthcare provider with core competence and innovative strength in diagnostic, laboratory and medical technologies, together with other complementary specialized healthcare services. It is the group's ultimate aim to provide one-stop integrated healthcare solutions to its customers through its group of companies. The jewel of the group is our diagnostic centre which has enjoyed success since its inception.


Teritary would be Roche

- As a research-focused healthcare company, Roche discovers, develops and provides innovative diagnostic and therapeutic products and services that deliver significant benefits to patients and healthcare professionals – from early detection and prevention of diseases to diagnosis, treatment and treatment monitoring.