Direct Marketing: Website Audit and Analysis of Competing Institutions 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
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 2 Contents 1 INTRODUCTION 4 RECOMMENDATIONS 5 Q/A 2 OVERALL ANALYSIS 3 SWOT ANALYSIS
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 3 Analysis of Existing, Digital Development Landscape
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 4 The 24 Attributes for Analysis Usability Effective Marketing Streamlined Communication Security / Credibility Paid google search ads result for Visible donate tab in home page Website is simple and concise Website address (.com, .org, etc.) dev. environment Visible donate tab in development Use of compelling testimonials Visible contact information (including Facts and statistics about donations environment from patients FAQs) Giving interstitial on home page OR dev. Specific amount to donate tabs Compelling reason to give Outlining where the money goes environment Links with categorized giving Call to action for List of people/research that benefits Email capture methods fundraising/crowdfunding from donations Persuasive and captivating Engaging media and photography content for the user Less than 2 clicks to reach giving Tribute card program vehicle Does clicking on the development The use of cookies vehicle open a new tab? Mobile-optimized Accessibility to reach and identify the giving vehicle
MD Anderson 5 Direct Marketing: Website Audit and Analysis of Competing Institutions Memorial Cleveland American Cancer John’s City of MD Anderson Dana- Fred Mayo St. Luke’s Houston UT Austin Rice Attributes Sloan Kettering Clinic Cancer Centers of Hopkins Hope Farber Hutch Methodist Clinic Society America 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 Direct Marketing: Website Audit and Analysis of Competing Institutions 6 American Cancer Fred MD Dana- Mayo Houston Memorial John’s City of Cleveland Anderson Attributes UT Rice Cancer Centers of St. Hutch Farber Clinic Methodist Sloan Hopkins Clinic Hope Austin Society America Luke’s Kettering Streamlined Communication ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Website is simple and concise ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Visible contact information (including FAQs) ✔ ✔ Giving interstitial on home page OR dev. environment ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Email capture
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 7 American Cancer Fred MD Dana- Mayo St. Houston City of UT Rice Attributes Anderson Memorial Cleveland Cancer Centers John’s Hutch Farber Clinic Methodist Hope Luke’s Austin Society of Sloan Clinic Hopkins Kettering America 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 8 Direct Marketing: Website Audit and Analysis of Competing Institutions American Cancer Fred MD Dana- Mayo St. Houston Memorial John’s City of Cleveland UT Rice Cancer Centers of Hutch Anderson Farber Clinic Luke’s Methodist Sloan Hopkins Hope Clinic Austin Society America Attributes Kettering 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 Direct Marketing: Website Audit and Analysis of Competing Institutions 9 SWOT Analysis INTERNAL FACTORS STRENGTHS (+) WEAKNESSES (–) • Intuitive navigation • Unclear reason to give • Only 1 click necessary to reach • No visible contact information for the giving vehicle development office • Accessibility and simplicity • Difficult to find email capture field • Mobile-optimized • Limited paid search EXTERNAL FACTORS OPPORTUNITIES (+) THREATS (–) • We risk falling behind in institutional • Email capture opportunity in the advancement as our competitors gain development environment • FAQ section ground • Grow revenue through better use of paid • Competitors continue to innovate and search efforts optimize • Use of engaging media and photography • Other competing companies utilize personalized marketing
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 10 Strength: Mobile Optimization
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 11 Strength: Mobile Optimization (Continued)
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 12 Weakness: Compelling Reason To Give Fred Hutch The University of Texas at Austin
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 13 Opportunity: Engaging Media and Photography Cleveland Clinic Mayo Clinic Rice Dana Farber
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 14 Opportunity: Engaging Media and Photography Cleveland Clinic St. Luke’s Memorial Sloan Kettering MD Anderson
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 15 Threats: Personalized Marketing Amazon Netflix
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 16 Threats: Personalized Marketing Starbucks
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 17 Recommendations
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 18 1. Compelling Reason to Give: The Current State
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 19 1. Compelling Reason to Give: Comparison Memorial Sloan Kettering
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 20 1. How We Get There
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 21 2. Visible Contact Information and FAQs: The Current State
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 22 2. Visible Contact Information: Comparison Mayo Clinic Memorial Sloan Kettering
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 23 2. How We Get There
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 24 3. Email Capture: The Current State
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 25 3. Email Capture: Comparison Cleveland Clinic Memorial Sloan Kettering
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 26 3. How We Get There
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 27 4. Paid Google Search Ads: The Current State
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 28 4. Paid Google Search Ads: Comparison
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 29 4. How We Get There
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 30 Conclusion 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 Direct Marketing: Website Audit and Analysis of Competing Institutions 31 Questions?
MD Anderson Direct Marketing: Website Audit and Analysis of Competing Institutions 32 Contact Michelle Cajero Direct Marketing
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