This private ambulance service wanted their web site improved, particularly to generate more overseas business. Lilley Information Systems (LIS) analysed the existing web site, competitor's web sites, current business objectives and operation's procedures. Strengths, Weaknesses, Opportunities and Threats (SWOT) were determined. LIS found that the current web site was a medical portal filled with a considerable amount of useful information to attract people in the medical sector. However, while the private ambulance service was attracting some business, its profile was low because it was categorised with all the other information on the web site. LIS recommended a business and marketing strategy involving two synergistic web sites, the current medical portal and a new separate ambulance service site. The current medical portal would be a separate business or profit centre funded by advertising. While the ambulance service would advertise its service on the medical portal, in a prominent position, with a link to the separate ambulance service site. In addition, the ambulance service site would be marketed separately. The results of this study have given the ambulance service a more effective E-Business strategy to improve their web site and generate more overseas business.
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