Internet Marketing Plan

Shaw Regional Cancer Center Internet Marketing Plan Prepared by Holly Simonton

What Does the Shaw Offer? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We have a unique approach to cancer care with outstanding technology.

Who is the Competition? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],There are service gaps in cancer care in surrounding medical centers

Situation Analysis - SWOT Internal External We have a presence in our market with the opportunity to grow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Qualitative Research Data ,[object Object],[object Object],[object Object],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.

Respondent Demographics Regional demographics are important because cancer screenings may be gender specific and are often recommended based on age.

How to Increase Awareness ,[object Object],[object Object],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?

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?

Competitive Web Sites Review ,[object Object],[object Object],Sites were reviewed for: Design – what is the message? Navigation – can I find information easily? Content – is the site informative? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

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. ,[object Object],[object Object],[object Object],Product What Doesn’t Work What Works

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

Communicate the Message| Early Detection ,[object Object],[object Object],[object Object],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.

Create avenues for action ,[object Object],[object Object],[object Object],[object Object],Take Away: Promote prevention. Educate on results and importance of fund raising. Continue services for cancer survivors.

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Internet Offers Lower Marketing Costs ,[object Object],[object Object],[object Object],[object Object]

Standing in Current Marketplace

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.

Additional Considerations ,[object Object],[object Object],[object Object],[object Object],We can use Google Analytics more fully.

Leveraging the Internet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Internet Marketing Plan

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