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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]
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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
3Direct Marketing: Website Audit and Analysis of Competing
Institutions
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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
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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
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
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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
✔
✔
✔
✔
✔
✔
✔
✔
✔
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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 ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔ ✔
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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
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
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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
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MD Anderson
Strength: Mobile Optimization 10Direct Marketing: Website Audit
and Analysis of Competing Institutions
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MD Anderson
Strength: Mobile Optimization (Continued) 11Direct Marketing:
Website Audit and Analysis of Competing Institutions
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MD Anderson
Weakness: Compelling Reason To Give12Direct Marketing: Website
Audit and Analysis of Competing Institutions
Fred Hutch The University of Texas at Austin
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MD Anderson
Opportunity: Engaging Media and Photography 13Direct Marketing:
Website Audit and Analysis of Competing Institutions
Cleveland ClinicMayo Clinic
Rice Dana Farber
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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
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MD Anderson
Threats: Personalized Marketing15Direct Marketing: Website Audit
and Analysis of Competing Institutions
Amazon
Netflix
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MD Anderson
Threats: Personalized Marketing16Direct Marketing: Website Audit
and Analysis of Competing Institutions
Starbucks
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MD Anderson
Recommendations
17Direct Marketing: Website Audit and Analysis of Competing
Institutions
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MD Anderson
1. Compelling Reason to Give: The Current State 18Direct
Marketing: Website Audit and Analysis of Competing Institutions
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MD Anderson
1. Compelling Reason to Give: Comparison19Direct Marketing:
Website Audit and Analysis of Competing Institutions
Memorial Sloan Kettering
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MD Anderson
1. How We Get There20Direct Marketing: Website Audit and
Analysis of Competing Institutions
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MD Anderson
2. Visible Contact Information and FAQs: The Current State
21Direct Marketing: Website Audit and Analysis of Competing
Institutions
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MD Anderson
2. Visible Contact Information: Comparison22Direct Marketing:
Website Audit and Analysis of Competing Institutions
Memorial Sloan Kettering
Mayo Clinic
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MD Anderson
2. How We Get There23Direct Marketing: Website Audit and
Analysis of Competing Institutions
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MD Anderson
3. Email Capture: The Current State 24Direct Marketing: Website
Audit and Analysis of Competing Institutions
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MD Anderson
3. Email Capture: Comparison25Direct Marketing: Website Audit
and Analysis of Competing Institutions
Memorial Sloan Kettering
Cleveland Clinic
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MD Anderson
3. How We Get There 26Direct Marketing: Website Audit and
Analysis of Competing Institutions
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MD Anderson
4. Paid Google Search Ads: The Current State 27Direct Marketing:
Website Audit and Analysis of Competing Institutions
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MD Anderson
4. Paid Google Search Ads: Comparison 28Direct Marketing:
Website Audit and Analysis of Competing Institutions
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MD Anderson
4. How We Get There29Direct Marketing: Website Audit and
Analysis of Competing Institutions
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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.
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MD Anderson
Questions?
31Direct Marketing: Website Audit and Analysis of Competing
Institutions
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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