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Marketing Objectives:
To run a joint brand ideation session with the Rory Foundation and the Joyce Foundation to reposition their new partnership with a brand that meet their resource touch-points. To promote the Cancer411.org brand and establish solvent partnerships to publicize the new NPO with larger non-competitive portals. To design and build a cancer information resource that would be easy to navigate, elegant, comprehensive.
Process:
Conducted cultural-anthropologically-based information interviews with cancer patients and their families to find out what they liked and disliked about current online non-Profit and for-profit cancer sites, as well as other cancer informational resources. Determined that these target users predominately wanted specific information in a streamlined and easy to use capacity and that the template websites had too much information to make it easy to quickly find what they needed. Created the Cancer411 brand and refocused the NPOs objectives. Designed a clean looking open site that used drop down menus and was user driven. Picked best of breed strategic partners, approached, negotiated and closed those deals whereupon they created white labeled deals offering their content to Cancer411 at no charge to Cancer411. Scoped out and programmed an interface to automatically pull live feeds of queried information into this website with over 15,000 pages of content including videos, abstracts, articles, journal entries, live interviews, radio interviews, clinical trial treatment options, additional treatment options, resources, webcasts and more.
Results:
Brokered deal with and produced live chat shows for Oncology.com prior to their acquisition by Pharmacia, wherein Cancer411.org and Pharmacia where the number 1 results under a “Cancer” search term on Yahoo!
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