Shaw is Prevention

Shaw Regional Cancer CenterInternet Marketing Plan

Prepared by

Holly Simonton

Shaw is Prevention

Market Analysis

Shaw is Prevention

What Does the Shaw Offer?• Prevention

– Nutrition, Genetic, Exercise Counseling

• Diagnostics– Sonnenalp Breast Center, VVMC

physicians, Cancer Screening Fairs• Surgery

– General and Reconstructive• Oncology

– Medical and Radiation• Support

– Family Counseling, Low Cost Accommodations, Lifestyle Coaching

We have a unique approach to cancer care with outstanding technology.

Shaw is Prevention

Who is the Competition?• Valley View Hospital – Glenwood Springs

– Cancer Center – no radiation oncology currently• Aspen Valley Hospital

– Partnership with Shaw for radiation oncology. Has Denver affiliate for breast services.

• St. Vincent General Hospital - Leadville– No cancer services

• Yampa Valley Medical Center – Steamboat Springs– Affiliation with Rocky Mountain Cancer Centers

• St. Anthony Summit Medical Center - Frisco– Part of St. Anthony’s health care network in Denver

There are service gaps in cancer care in surrounding medical centers

Shaw is Prevention

Situation Analysis - SWOTSTRENGTHSHighly engaged staff. Association with VVMC. Multi-disciplinary team. Novel approach to treating the patient.Low cost innovative services for patients, families and survivors including accommodations

WEAKNESSESChange in audience and marketing message.Association with VVMC. Some regional hospitals refer to Denver excluding Vail.Current website lacks calls to action and features to engage users.

OPPORTUNITIESCancer Prevention outreach to community.Survivors, their friends and families often support cancer related initiatives.There is precedence for use of social media by other cancer groups.

THREATSNew cancer center being developed in Glenwood SpringsLocal economy. Approximately 65% of Eagle County residents are under or uninsured.

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We have a presence in our market with the opportunity to grow

Shaw is Prevention

Qualitative Research Data Anecdotal information indicates that the services,

medical technology and facilities of the Shaw are not well known in our 5 county region.

Data obtained from an online survey of a small group demonstrates that the general public does not know enough about cancer screening.

This data also indicates that physicians are the main source for cancer information

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.

Shaw is Prevention

Respondent Demographics

Gender

Male

Female

Age Range

Under 30

30-40

40-50

over 50

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

Shaw is Prevention

How to Increase Awareness

If you have had a screening, what compelled you to get screened?

TV/Media

Physician

Friend

FamilyMember

Other

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.

Our e-marketing campaign should focus on raising awareness.

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?

Shaw is Prevention

Awareness

Yes

No

Sort of

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?

Shaw is Prevention

Competitive Web Sites Review

Sites reviewed: Cancer Centers of the Carolinas

Rocky Mountain Cancer Centers The Cancer Center of Northern California

Sites were reviewed for:

Design – what is the message?

Navigation – can I find information easily?

Content – is the site informative?

Improvements Based on Site Comparisons

Define clear, consistent messageIncrease amount of medical informationImprove information about donationsCreate more videosComplete Facebook pageConsider a blog about cancer prevention

Shaw is Prevention

Web Marketing Action Plan

Shaw is Prevention

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

Shaw is Prevention

Strategies

Shaw is Prevention

Strategy | Product & PriceWhat Works What Doesn’t Work

Product Photography showcases beauty of site and facilities

Feedback form

Home page and calendar kept up to date

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.

Price Limited Information about insurance. Limited information about other financial support

Information about financial help could be expanded and used to highlight donations to the Shaw

Shaw is Prevention

Strategy| Placement and Promotion

What works What doesn’t work

Placement SEO and SEM campaigns ended in 2008

Ranking in search engines has dropped significantly since the campaigns ended.

Promotion Online ads provide incoming links

URL included in all marketing materials

Incoming and outgoing links to affiliated groups must be verified.

Shaw is Prevention

Web Marketing Action Plan

Shaw is Prevention

Communicate the Message| Early Detection

• Educate the public on cancer prevention

• Educate the public on recommended screenings• Build relationship with referring physicians

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.

Shaw is Prevention

Create avenues for action

• Shaw Prevention Team visible in regional communities

• Praise successes of fundraising campaigns– Cancer Caring House, Pet-CT scanner

• Compel participation in events & classes.

Take Away: Promote prevention. Educate on results and importance of fund raising. Continue services for cancer survivors.

Shaw is Prevention

Financial Analysis

Shaw is Prevention

Current website does not need to replaced.

• Modifications can be implemented.– Up to date content and photography– Calls to action to engage users in events and classes– Improve donate now section– Build email database

Shaw is Prevention

Internet Offers Lower Marketing Costs

Sell the Shaw Experience to the 5 County Region

Email marketing is low cost option with large reach

Easy to use, informative website attracts physicians, families, potential patients, and donors

Social media is perfect arena for grateful patient stories.

Shaw is Prevention

Standing in Current Marketplace

Shaw is Prevention

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.

Shaw is Prevention

Additional Considerations

• Ad words• Website Optimization• Goal tracking• Site segmentation

We can use Google Analytics more fully.

Shaw is Prevention

Leveraging the Internet

• Online communication– Establish relationships

• Promote donations– Personalized messaging

• Capture grateful patient stories – Share Successes

• Viral event & class marketing– Build communities