Cancer Treatment Centers of America Takes Online Patient Care to the Next Level With Omniture
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Friday August 4, 8:00 am ET
Healthcare Services Organization Uses SiteCatalyst(R) Web Analytics to Optimize Web Site Effectiveness and Search Marketing Processes
OREM, UT--(MARKET WIRE)--Aug 4, 2006 -- Omniture, Inc. (NASDAQ:OMTR), a leading provider of online business optimization software, today announced that Cancer Treatment Centers of America (CTCA), a national hospital network, specializing in state-of-the-art integrated, whole-person medical care for advanced-stage cancer patients, increased their online patient reach by 42 percent after implementing Omniture's Web analytics solution, SiteCatalyst. Taking action on information generated by the analytics engine, the healthcare services portal also streamlined their search engine marketing process, reducing the cost of building patient relationships by 17 percent within the first month.
"Omniture has been instrumental in helping us create a more engaging online experience for cancer patients and their families -- enabling us to accomplish our unique mission of healing and hope," said Michael Spadaccini, manager of online analytics at CTCA. "The flexibility of SiteCatalyst and the dedication of the Omniture team have provided us with -- for the first time -- comprehensive, real-time analytics to effectively measure, manage and improve our Web presence in ways that cancer patients find most useful."
CTCA's Web site acts as a portal through which patients and care givers research and evaluate which hospital or treatment center is most appropriate for their specific needs. Therefore, it was imperative it presented information and inquiry options as effectively as possible. After reviewing a SiteCatalyst "Fallout Report," Spadaccini noticed a high number of people exiting the Web site after visiting the home page. Using ClickMap(TM) -- a visual representation of how a link, promotion, banner or other Web property is performing on a page -- he was able to gain a clear view of which offerings were driving phone calls to their Oncology Information Specialist hotline and made appropriate changes which were then verified using A/B testing programs. The changes made resulted in a 42 percent increase in the percentage of cancer patients who visited the home page at www.cancercenter.com and then chose to reach out to Cancer Treatment Centers of America for help.
In addition, CTCA has used SiteCatalyst to improve their search engine marketing (SEM) processes. By adding a tracking code to each of their 3,200 keywords, then feeding Google and Yahoo! search marketing data into SiteCatalyst, CTCA has been able to analyze keyword groups and categories for easier, more effective tracking and measurement. This has allowed CTCA to understand how factors such as position and headlines impact performance of specific keywords or groups. Additionally, CTCA has been able to compare the performance of keyword headlines and offers to determine the most effective combinations contributing toward helping cancer patients find the information they are searching for. With this insight, CTCA reduced its patient outreach cost by 17 percent in one month.
"While these are results that most organizations would be proud to report," said Lefton, "Cancer Treatment Centers of America won't rest until every person who turns to the Internet after receiving a cancer diagnosis learns that there is hope, there are options, and that our trained Oncology Information Specialists are available, 24 hours-a-day, 365 days a year to discuss treatment options. With the help of partners like Omniture, we're moving closer to our goal every day."
"We are pleased that over 40 health-related Omniture customers are realizing the potential of the online channel," said Gail Ennis, senior vice president of worldwide marketing at Omniture. "The flexibility of Omniture's solutions makes them ideal for adapting to the customized needs of an organization to deliver a richer and more effective user experience -- and the results are especially rewarding working with a customer like CTCA."
To read more about CTCA's success, a complete case study is available on Omniture's Web site: omniture.com |
