This paper presents a management plan for developing and deploying a Facebook business page for a hospital. It outlines the strategic objectives behind the initiative — including increasing brand awareness, gathering customer feedback, and expanding the hospital's patient base — while addressing risk management considerations such as decoupling the page from internal patient databases. The paper covers the full project lifecycle: conceptual design informed by competitor analysis, development and deployment options, marketing costs, and promotional strategies including flyer distribution and viral video sharing. It concludes that a Facebook page represents an affordable, low-risk channel for improving customer engagement and feedback collection.
The paper applies a structured business proposal format, moving logically from strategic rationale through risk assessment, technical planning, and marketing — a technique known as end-to-end feasibility argumentation. Each section builds the case incrementally, so the conclusion feels earned rather than asserted.
The paper opens with management objectives and a brief overview of Facebook business pages, then pivots to risk mitigation before detailing the development lifecycle. The marketing section is the most developed, covering benefits, itemized costs, and a promotional campaign plan. The conclusion synthesizes the argument in two concise sentences. The structure mirrors a real internal business proposal, making it a useful model for professional and academic writing in applied business contexts.
Management plans to host a Facebook page in order to increase awareness of hospital activities and programs, further profile hospital staff, share health articles, and obtain customer feedback. Customer feedback represents a core objective of the hospital for establishing a Facebook page. Black (2011) writes, "Understanding what your customers think… can not only help you improve quality, but can also give you insights so you can diversify your offerings." Management also intends that the Facebook page act as a micro-site, increase the hospital's customer base, augment brand loyalty, and stimulate customer referrals (MarketCure, 2012).
Planning includes the following action points:
— Establish a Facebook page design with an appropriate business and hospital tone.
— Perform market research to determine customer-preferred Facebook design, and survey patrons to acquire feedback on the most desirable features to be incorporated.
— Deploy and manage the Facebook page.
— Promote the Facebook page according to measurable goals.
Facebook business pages provide a channel for a business to collaborate and interact with its customers or clients. Many corporations host Facebook pages to increase exposure of their brand, services, or products. Facebook pages present a wide array of ways "businesses interact with their customers and promote their company," such as forum or community creation, word-of-mouth marketing, business hours listings, press releases, employee recognition, announcements, coordination of special events, contests, and email newsletters (Socialmediatoday, 2012).
As a first stage, the information systems department can concentrate on emphasizing the development and deployment of a Facebook page prior to expending funds on additional system components. If the hospital finds that patrons visit the Facebook page frequently, it may then decide whether a larger hardware and telecommunication infrastructure is warranted.
Moreover, decoupling the Facebook page from the hospital's internal system could serve to mitigate risks. For instance, using the hospital's patient database to acquire or import consented information could open a channel for hacking, despite security measures or encryption, and risks the exposure of sensitive patient information. Keeping the social media presence independent of core hospital systems therefore represents a prudent precaution.
Facebook business pages provide a medium for business promotion. The hospital can employ a Facebook page to enhance and increase its customer feedback. Lean measures can be taken to market the micro-site; flyer distribution can be employed and online videos hosted for sharing and viral reach.
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