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Direct Marketing: Website Audit and Analysis of Competing - - PowerPoint PPT Presentation

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Direct Marketing: Website Audit and Analysis of Competing Institutions A closer look at MD Andersons competing institutions and how we measure up in regards to the digital development environment Michelle Cajero Direct Marketing College

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A closer look at MD Anderson’s competing institutions and how we measure up in regards to the digital development environment

Michelle Cajero

Direct Marketing College Intern mcajero@mdanderson.org

Direct Marketing: Website Audit and Analysis of Competing Institutions

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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

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MD Anderson

Analysis of Existing, Digital Development Landscape

3 Direct Marketing: Website Audit and Analysis of Competing Institutions

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MD Anderson

The 24 Attributes for Analysis

4 Direct 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

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MD Anderson 5 Direct 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

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

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

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MD Anderson 6 Direct 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

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

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MD Anderson 7 Direct 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

  • f

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

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

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MD Anderson 8 Direct 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

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

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MD Anderson

SWOT Analysis

9 Direct Marketing: Website Audit and Analysis of Competing Institutions INTERNAL FACTORS STRENGTHS (+) 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 FACTORS OPPORTUNITIES (+) 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
  • ptimize
  • Other competing companies utilize

personalized marketing

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MD Anderson

Strength: Mobile Optimization

10 Direct Marketing: Website Audit and Analysis of Competing Institutions

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MD Anderson

Strength: Mobile Optimization (Continued)

11 Direct Marketing: Website Audit and Analysis of Competing Institutions

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MD Anderson

Weakness: Compelling Reason To Give

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Fred Hutch The University of Texas at Austin

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MD Anderson

Opportunity: Engaging Media and Photography

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Cleveland Clinic Mayo Clinic Rice Dana Farber

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MD Anderson

Opportunity: Engaging Media and Photography

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Cleveland Clinic MD Anderson Memorial Sloan Kettering

  • St. Luke’s
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MD Anderson

Threats: Personalized Marketing

15 Direct Marketing: Website Audit and Analysis of Competing Institutions

Amazon Netflix

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MD Anderson

Threats: Personalized Marketing

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Starbucks

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MD Anderson

Recommendations

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MD Anderson

  • 1. Compelling Reason to Give: The Current State

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MD Anderson

  • 1. Compelling Reason to Give: Comparison

19 Direct Marketing: Website Audit and Analysis of Competing Institutions

Memorial Sloan Kettering

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MD Anderson

  • 1. How We Get There

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MD Anderson

  • 2. Visible Contact Information and FAQs: The Current State

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MD Anderson

  • 2. Visible Contact Information: Comparison

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Memorial Sloan Kettering Mayo Clinic

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MD Anderson

  • 2. How We Get There

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MD Anderson

  • 3. Email Capture: The Current State

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MD Anderson

  • 3. Email Capture: Comparison

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Memorial Sloan Kettering Cleveland Clinic

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MD Anderson

  • 3. How We Get There

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MD Anderson

  • 4. Paid Google Search Ads: The Current State

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MD Anderson

  • 4. Paid Google Search Ads: Comparison

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MD Anderson

  • 4. How We Get There

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MD Anderson

Conclusion

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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.

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MD Anderson

Questions?

31 Direct Marketing: Website Audit and Analysis of Competing Institutions

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MD Anderson

Contact

32 Direct Marketing: Website Audit and Analysis of Competing Institutions

Michelle Cajero Direct Marketing