A closer look at MD Anderson’s competing institutions and how we measure up in regards to the digital development environmentMichelle Cajero Direct Marketing College Intern [email protected]
Direct Marketing: Website Audit and Analysis of Competing Institutions
mailto:[email protected]
MD Anderson
Contents
Direct Marketing: Website Audit and Analysis of Competing Institutions 2
1 INTRODUCTION
2 OVERALL ANALYSIS
3 SWOT ANALYSIS
4 RECOMMENDATIONS
5 Q/A
MD Anderson
Analysis of Existing, Digital Development Landscape
3Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
The 24 Attributes for Analysis4Direct Marketing: Website Audit and Analysis of Competing Institutions
Usability Effective Marketing Streamlined Communication Security / Credibility
Visible donate tab in home page Paid google search ads result for dev. environment Website is simple and concise Website address (.com, .org, etc.)
Visible donate tab in development environment
Use of compelling testimonials from patients
Visible contact information (including FAQs) Facts and statistics about donations
Specific amount to donate tabs Compelling reason to give Giving interstitial on home page OR dev. environment Outlining where the money goes
Links with categorized giving methods
Call to action for fundraising/crowdfunding Email capture
List of people/research that benefits from donations
Engaging media and photography Persuasive and captivating content for the user
Less than 2 clicks to reach giving vehicle Tribute card program
Does clicking on the development vehicle open a new tab? The use of cookies
Mobile-optimized
Accessibility to reach and identify the giving vehicle
MD Anderson 5Direct Marketing: Website Audit and Analysis of Competing Institutions
AttributesMD Anderson Memorial
Sloan KetteringCleveland
ClinicDana-Farber
Mayo Clinic
American Cancer Society
Cancer Centers of America
John’s Hopkins
City of Hope
Fred Hutch
St. Luke’s Houston Methodist
UT Austin Rice
Usability
Visible donate tab on
home page
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Visible donate tab in development environment
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Specific amount to donate tabs ✔ ✔ ✔ ✔
Links with categorized giving methods
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Engaging media and photography
✔ ✔ ✔ ✔
Less than 2 clicks to get to giving vehicle
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Does clicking on the development vehicle open a new tab?
✔ ✔ ✔ ✔
Mobile-optimized ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Accessibility to reach and identify the giving vehicle
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
MD Anderson 6Direct Marketing: Website Audit and Analysis of Competing Institutions
Attributes
MD Anderson
Memorial Sloan
Kettering
Cleveland Clinic
Dana-Farber
Mayo Clinic
American Cancer Society
Cancer Centers of America
John’s Hopkins
City of Hope
Fred Hutch
St. Luke’s
Houston Methodist
UT Austin
Rice
Streamlined Communication
Website is simple and concise
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Visible contact information (including FAQs)
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Giving interstitial on home page OR dev. environment
✔ ✔
Email capture ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Attributes
MD Anderson
Memorial Sloan Kettering
Cleveland Clinic
Dana-Farber
Mayo Clinic
American Cancer Society
Cancer Centers of America
John’s Hopkins
City of Hope
Fred Hutch
St. Luke’s
Houston Methodist
UT Austin
Rice
Streamlined Communication
Website is simple and concise
✔
✔
✔
✔
✔
✔
✔
✔
✔
✔
Visible contact information (including FAQs)
✔
✔
✔
✔
✔
✔
✔
✔
✔
✔
✔
Giving interstitial on home page OR dev. environment
✔
✔
Email capture
✔
✔
✔
✔
✔
✔
✔
✔
✔
MD Anderson 7Direct Marketing: Website Audit and Analysis of Competing Institutions
AttributesMD
Anderson Memorial Sloan
Kettering
Cleveland Clinic
Dana-Farber
Mayo Clinic
American Cancer Society
Cancer Centers
of America
John’s Hopkins
City of Hope
Fred Hutch
St. Luke’s
Houston Methodist
UT Austin
Rice
Effective Marketing
Paid google search ads result for dev. environment
✔ ✔ ✔ ✔ ✔ ✔
Use of compelling testimonials from patients
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Compelling reason to give ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔Call to action for fundraising/crowdfunding
✔ ✔ ✔ ✔ ✔ ✔ ✔
Persuasive and captivating content for the user
✔ ✔ ✔ ✔ ✔
Tribute card program ✔ ✔ ✔ ✔ ✔The use of cookies ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
MD Anderson 8Direct Marketing: Website Audit and Analysis of Competing Institutions
Attributes
MD Anderson
Memorial Sloan
Kettering
Cleveland Clinic
Dana-Farber
Mayo Clinic
American Cancer Society
Cancer Centers of America
John’s Hopkins
City of Hope
Fred Hutch
St.Luke’s
Houston Methodist
UT Austin
Rice
Security / Credibility
Website address (.com, .org, etc.)
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Facts and statistics about donations
✔ ✔ ✔ ✔
Outlining where the money goes
✔ ✔ ✔ ✔ ✔ ✔
List of people/research that benefits from donations
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
MD Anderson
SWOT Analysis 9Direct Marketing: Website Audit and Analysis of Competing Institutions
INTERNAL FACTORSSTRENGTHS (+) WEAKNESSES (–)
• Intuitive navigation • Only 1 click necessary to reach
giving vehicle• Accessibility and simplicity• Mobile-optimized
• Unclear reason to give • No visible contact information for the
development office• Difficult to find email capture field • Limited paid search
EXTERNAL FACTORSOPPORTUNITIES (+) THREATS (–)
• Email capture opportunity in the development environment
• FAQ section• Grow revenue through better use of paid
search efforts• Use of engaging media and photography
• We risk falling behind in institutional advancement as our competitors gain ground
• Competitors continue to innovate and optimize
• Other competing companies utilize personalized marketing
MD Anderson
Strength: Mobile Optimization 10Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
Strength: Mobile Optimization (Continued) 11Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
Weakness: Compelling Reason To Give12Direct Marketing: Website Audit and Analysis of Competing Institutions
Fred Hutch The University of Texas at Austin
MD Anderson
Opportunity: Engaging Media and Photography 13Direct Marketing: Website Audit and Analysis of Competing Institutions
Cleveland ClinicMayo Clinic
Rice Dana Farber
MD Anderson
Opportunity: Engaging Media and Photography 14Direct Marketing: Website Audit and Analysis of Competing Institutions
Cleveland Clinic
MD AndersonMemorial Sloan Kettering
St. Luke’s
MD Anderson
Threats: Personalized Marketing15Direct Marketing: Website Audit and Analysis of Competing Institutions
Amazon
Netflix
MD Anderson
Threats: Personalized Marketing16Direct Marketing: Website Audit and Analysis of Competing Institutions
Starbucks
MD Anderson
Recommendations
17Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
1. Compelling Reason to Give: The Current State 18Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
1. Compelling Reason to Give: Comparison19Direct Marketing: Website Audit and Analysis of Competing Institutions
Memorial Sloan Kettering
MD Anderson
1. How We Get There20Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
2. Visible Contact Information and FAQs: The Current State 21Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
2. Visible Contact Information: Comparison22Direct Marketing: Website Audit and Analysis of Competing Institutions
Memorial Sloan Kettering
Mayo Clinic
MD Anderson
2. How We Get There23Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
3. Email Capture: The Current State 24Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
3. Email Capture: Comparison25Direct Marketing: Website Audit and Analysis of Competing Institutions
Memorial Sloan Kettering
Cleveland Clinic
MD Anderson
3. How We Get There 26Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
4. Paid Google Search Ads: The Current State 27Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
4. Paid Google Search Ads: Comparison 28Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
4. How We Get There29Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
Conclusion
30Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson is a frontrunner in the digital development environment, but there are still some improvements to be made in order to be the leader in the nation of cancer centers.
MD Anderson
Questions?
31Direct Marketing: Website Audit and Analysis of Competing Institutions
MD Anderson
Contact
32Direct Marketing: Website Audit and Analysis of Competing Institutions
Michelle CajeroDirect Marketing
Direct Marketing: Website Audit and Analysis of Competing Institutions Contents Analysis of Existing, �Digital Development Landscape The 24 Attributes for AnalysisSlide Number 5Slide Number 6Slide Number 7Slide Number 8SWOT Analysis Strength: Mobile Optimization Strength: Mobile Optimization (Continued) Weakness: Compelling Reason To GiveOpportunity: Engaging Media and Photography Opportunity: Engaging Media and Photography Threats: Personalized MarketingThreats: Personalized MarketingSlide Number 171. Compelling Reason to Give: The Current State 1. Compelling Reason to Give: Comparison1. How We Get There2. Visible Contact Information and FAQs: The Current State 2. Visible Contact Information: Comparison2. How We Get There3. Email Capture: The Current State 3. Email Capture: Comparison3. How We Get There 4. Paid Google Search Ads: The Current State 4. Paid Google Search Ads: Comparison 4. How We Get ThereConclusionQuestions?Contact
