Internet Marketing Plan


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Internet Marketing Plan created for local cancer center

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Internet Marketing Plan

  1. 1. Shaw Regional Cancer Center Internet Marketing Plan Prepared by Holly Simonton
  2. 2. Market Analysis
  3. 3. What Does the Shaw Offer? <ul><li>Prevention </li></ul><ul><ul><li>Nutrition, Genetic, Exercise Counseling </li></ul></ul><ul><li>Diagnostics </li></ul><ul><ul><li>Sonnenalp Breast Center, VVMC physicians, Cancer Screening Fairs </li></ul></ul><ul><li>Surgery </li></ul><ul><ul><li>General and Reconstructive </li></ul></ul><ul><li>Oncology </li></ul><ul><ul><li>Medical and Radiation </li></ul></ul><ul><li>Support </li></ul><ul><ul><li>Family Counseling, Low Cost Accommodations, Lifestyle Coaching </li></ul></ul>We have a unique approach to cancer care with outstanding technology.
  4. 4. Who is the Competition? <ul><li>Valley View Hospital – Glenwood Springs </li></ul><ul><ul><li>Cancer Center – no radiation oncology currently </li></ul></ul><ul><li>Aspen Valley Hospital </li></ul><ul><ul><li>Partnership with Shaw for radiation oncology. Has Denver affiliate for breast services. </li></ul></ul><ul><li>St. Vincent General Hospital - Leadville </li></ul><ul><ul><li>No cancer services </li></ul></ul><ul><li>Yampa Valley Medical Center – Steamboat Springs </li></ul><ul><ul><li>Affiliation with Rocky Mountain Cancer Centers </li></ul></ul><ul><li>St. Anthony Summit Medical Center - Frisco </li></ul><ul><ul><li>Part of St. Anthony’s health care network in Denver </li></ul></ul>There are service gaps in cancer care in surrounding medical centers
  5. 5. Situation Analysis - SWOT Internal External We have a presence in our market with the opportunity to grow <ul><li>THREATS </li></ul><ul><li>New cancer center being developed in Glenwood Springs </li></ul><ul><li>Local economy. Approximately 65% of Eagle County residents are under or uninsured. </li></ul><ul><li>OPPORTUNITIES </li></ul><ul><li>Cancer Prevention outreach to community. </li></ul><ul><li>Survivors, their friends and families often support cancer related initiatives. </li></ul><ul><li>There is precedence for use of social media by other cancer groups. </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>Change in audience and marketing message. </li></ul><ul><li>Association with VVMC. Some regional hospitals refer to Denver excluding Vail. </li></ul><ul><li>Current website lacks calls to action and features to engage users. </li></ul><ul><li>STRENGTHS </li></ul><ul><li>Highly engaged staff. </li></ul><ul><li>Association with VVMC. </li></ul><ul><li>Multi-disciplinary team. Novel approach to treating the patient. </li></ul><ul><li>Low cost innovative services for patients, families and survivors including accommodations </li></ul>
  6. 6. Qualitative Research Data <ul><li>Anecdotal information indicates that the services, medical technology and facilities of the Shaw are not well known in our 5 county region. </li></ul><ul><li>Data obtained from an online survey of a small group demonstrates that the general public does not know enough about cancer screening. </li></ul><ul><li>This data also indicates that physicians are the main source for cancer information </li></ul>While the source for this data is small, based on feedback we receive, this is representative of our audience. We could perform a similar survey to verify the findings.
  7. 7. Respondent Demographics Regional demographics are important because cancer screenings may be gender specific and are often recommended based on age.
  8. 8. How to Increase Awareness <ul><li>The majority of respondents learn about cancer screenings from physicians. We need to make sure our clinical staff is aware of what the Shaw offers and how and when to schedule screenings. </li></ul><ul><li>Our e-marketing campaign should focus on raising awareness. </li></ul>100% of our respondents are interested in Free Screenings. Not all screenings can be offered for no charge. Can we leverage free screenings to increase overall cancer screening?
  9. 9. Awareness Educating the public on recommended screenings is crucial to promoting screenings. The majority of respondents do not know what screenings they should have. Because we work in healthcare are we taking for granted how much the public knows about cancer prevention and detection? Do you know what cancer screenings the American Cancer Society (ACS) recommends for you based on your health history, age, gender?
  10. 10. Competitive Web Sites Review <ul><li>Sites reviewed: Cancer Centers of the Carolinas </li></ul><ul><li>Rocky Mountain Cancer Centers The Cancer Center of Northern California </li></ul>Sites were reviewed for: Design – what is the message? Navigation – can I find information easily? Content – is the site informative? <ul><li>Improvements Based on Site Comparisons </li></ul><ul><li>Define clear, consistent message </li></ul><ul><li>Increase amount of medical information </li></ul><ul><li>Improve information about donations </li></ul><ul><li>Create more videos </li></ul><ul><li>Complete Facebook page </li></ul><ul><li>Consider a blog about cancer prevention </li></ul>
  11. 11. Web Marketing Action Plan
  12. 12. Goals and Objectives Website Objectives Engage and educate Promote services Build email database Operational Goals Increase knowledge of Shaw services Increase screening compliance Increase patient flow to all services
  13. 13. Strategies
  14. 14. Strategy | Product & Price Information about financial help could be expanded and used to highlight donations to the Shaw Limited Information about insurance. Limited information about other financial support Price Grateful patient photography should be updated with newer patients. Donations – not enough information about what the donations are used for. The majority of medical information links to other websites; taking users out of the site. <ul><ul><li>Photography showcases beauty of site and facilities </li></ul></ul><ul><ul><li>Feedback form </li></ul></ul><ul><ul><li>Home page and calendar kept up to date </li></ul></ul>Product What Doesn’t Work What Works
  15. 15. Strategy| Placement and Promotion Incoming and outgoing links to affiliated groups must be verified. Online ads provide incoming links URL included in all marketing materials Promotion Ranking in search engines has dropped significantly since the campaigns ended. SEO and SEM campaigns ended in 2008 Placement What doesn’t work What works
  16. 16. Web Marketing Action Plan
  17. 17. Communicate the Message| Early Detection <ul><li>Educate the public on cancer prevention </li></ul><ul><li>Educate the public on recommended screenings </li></ul><ul><li>Build relationship with referring physicians </li></ul>Take Away: Past marketing initiatives were directed towards patients already diagnosed with cancer. By the time of confirmed diagnosis, many care decisions have already been made.
  18. 18. Create avenues for action <ul><li>Shaw Prevention Team visible in regional communities </li></ul><ul><li>Praise successes of fundraising campaigns </li></ul><ul><ul><li>Cancer Caring House, Pet-CT scanner </li></ul></ul><ul><li>Compel participation in events & classes. </li></ul>Take Away: Promote prevention. Educate on results and importance of fund raising. Continue services for cancer survivors.
  19. 19. Financial Analysis
  20. 20. <ul><li>Current website does not need to replaced. </li></ul><ul><li>Modifications can be implemented. </li></ul><ul><ul><li>Up to date content and photography </li></ul></ul><ul><ul><li>Calls to action to engage users in events and classes </li></ul></ul><ul><ul><li>Improve donate now section </li></ul></ul><ul><ul><li>Build email database </li></ul></ul>
  21. 21. Internet Offers Lower Marketing Costs <ul><li>Sell the Shaw Experience to the 5 County Region </li></ul><ul><li>Email marketing is low cost option with large reach </li></ul><ul><li>Easy to use, informative website attracts physicians, families, potential patients, and donors </li></ul><ul><li>Social media is perfect arena for grateful patient stories. </li></ul>
  22. 22. Standing in Current Marketplace
  23. 23. Website Performance SEO and SEM Site was launched with SEO and SEM campaigns. Ranking in search engines has dropped significantly since the campaigns ended. What is being measured? Number of visitors to site Which pages are visited most often? What keywords are being used to find the site? Where are our visitors coming from? What can we do with the measurements? Do the number of visitors vary by events? What pages are most popular? Are our visitors getting to our most important pages? Are we reaching our target market? We use basic functionality of Google Analytics, a free web tool to gauge the success of our website.
  24. 24. Additional Considerations <ul><li>Ad words </li></ul><ul><li>Website Optimization </li></ul><ul><li>Goal tracking </li></ul><ul><li>Site segmentation </li></ul>We can use Google Analytics more fully.
  25. 25. Leveraging the Internet <ul><li>Online communication </li></ul><ul><ul><li>Establish relationships </li></ul></ul><ul><li>Promote donations </li></ul><ul><ul><li>Personalized messaging </li></ul></ul><ul><li>Capture grateful patient stories </li></ul><ul><ul><li>Share Successes </li></ul></ul><ul><li>Viral event & class marketing </li></ul><ul><ul><li>Build communities </li></ul></ul>