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DECODING THE CANCER CENTER CONSTITUENT 3
EXECUTIVE SUMMARY
LOOKING AT OUTREACH THROUGH A UNIFIED LENS IN A CANCER CENTER CAN BE HARD. Clinical marketing needs to recruit patients,
development marketing needs to differentiate
the brand, physician relations needs to appeal
to community doctors, development needs
to move a donor to give, corporate alliances
needs to define impact and ROI, social
outreach has to be authentic…the goals can
seem disparate at times. The one unifying
factor: data.
Many of the data and analytics tools in the
marketplace are created for the corporate
sector and while beneficial, are not neces-
sarily truly informative for the nonprofit.
Cancer centers need data that informs
differentiating impact messaging and builds
affinity across current and growth demo-
graphics and partnerships—all while driving
activation, not just impressions.
Good Scout Group and MDigital Life came
together with a shared belief that data
compels your smarter story. Whether it is the
ammunition to convince a company you are
a right-fit partner or the analytics to craft
actionable marketing and media strategies,
knowing more can be the differentiator that
ignites success. In the spirit of knowing
more and doing more with that knowledge,
we collectively set out to profile the unique
attributes of the cancer center constituent.
Decoding The Cancer Center Constituent
outlines specific brand preferences, lifestyles
and key interests of individuals that currently
follow the top 50 Comprehensive Cancer
Centers in the U.S. Data findings will help
development and marketing professionals
define differentiation, value and impact.
Because you don’t just need a story...you need
a smarter story.
DECODING THE CANCER CENTER CONSTITUENT 4
METHODOLOGY
Using MDigitalLife, W2O Group and Good
Scout Group conducted a psychosocial
profiling study to identify specific behaviors,
affinities and conversations of U.S.-based
cancer center constituents. The sample
set included 10,000 handles following at
least one of the top 50 cancer centers.
Qualifications required followers to also be
following at least 25 other people on Twitter
to ensure an active user, but no more than
5,000 to eliminate potential spam or fraud-
ulent accounts. “Protected” accounts were
ignored to respect privacy laws.
Millions of twitter follows and tweets were
collected from the past year from the
qualified audience to determine how they
behave on a daily basis. Based on a cluster
analysis of over one million randomly selected
English speakers on Twitter, specific affinity
groups were identified. Using recent Twitter
trends and historical conversations among
a sample of those randomly selected English
speakers, popular topics were identified.
Additional key data points were extracted
and analyzed, which are reflected in this
report. All affinity findings are reported
as indexed data. The data points reported
reflect how many times more likely this
audience is to follow the brand, conversation
or category reported when compared to the
average English-speaking Twitter follower.
Additional cancer center, geographic and
demographic segmentation is available.
IF INTERESTED, CONTACT:
brittany@goodscoutgroup.com THE SAMPLE SET INCLUDED 10,000 HANDLES FOLLOWING AT LEAST ONE OF THE TOP 50 CANCER CENTERS
PREDOMINANTLY
WHITE/NON-HISPANIC
61%FEMALE
39%MALE
DEMOGRAPHIC PROFILE
18 45OVER 75% ARE AGES
DECODING THE CANCER CENTER CONSTITUENT 5
DECODING THE CANCER CENTER CONSTITUENT 6
PSYCHOGRAPHIC PROFILE
An affluent, educated, and liberal-leaning audience
High affinity to healthcare brands
Average shoppers that engage most with
luxury brands, eco-friendly, technology,
pharmacy and travel brands
Deeply interested in healthcare news, seeking
top health institutions and related media
outlets as their primary news source for
health-related information
Take interest in their own personal fitness,
with a strong affinity to running
Have an affinity to cooking and haute cuisine
Socially-responsible with strong interest
in human rights organizations
0 10 20 30 40 50 60 70
Popular Science
Mainstream News
Health News
Food Network Stars
Social Entrepreneurship
Mainstream Luxury Fashion Brands
Female Fitness
US Military
NYC Municipal
NBA All Stars
Financial News
Disney
American Brands
Star Trek
Human Rights Organizations
American Haute Cuisine
NASA
Green
Tech Journalists
DEEPLY INTERESTED IN HEALTHCARE NEWS, SEEKING TOP HEALTH INSTITUTIONS AND RELATED MEDIA OUTLETS AS THEIR PRIMARY NEWS SOURCE FOR HEALTH-RELATED INFORMATION
DECODING THE CANCER CENTER CONSTITUENT 7
KEY INFLUENCERS
This Top 25 list of handles represents the
influencers that cancer center constituents
listen to the most*
While health-related news outlets are
represented here, nonprofit and governmental
organizations dominate this list—representing
nearly 70% of the Top 25—reflecting their
extreme interest in health-related news.
Data proves that nonprofit organizations
and hospitals have a voice that people listen
to. They are trusted sources of information
that a vast majority of individuals turn to for
advice, current events, questions and even
comfort.
0 50 100 150 200 250 300
NEJM
ClevelandClinic
AmericanCancer
American_Heart
USATODAYhealth
JohnsHopkinsSPH
HealthCareGov
NIH
CBSHealth
healthfinder
CDCgov
MayoClinic
HHSGov
PublicHealth
NPRHealth
SusanGKomen
HarvardHealth
CDC_eHealth
RWJF_Live
NBCNewsHealth
nytimeswell
CDCFlu
FDArecalls
disclifechannel
AIDSgov
DATA PROVES THAT NONPROFIT ORGANIZATIONS AND HOSPITALS HAVE A VOICE THAT PEOPLE LISTEN TO. *When compared to a control dataset
DECODING THE CANCER CENTER CONSTITUENT 8
KEY TOPICS (TOP HASHTAGS)
Societal issues and initiatives command the
majority of the topics tweeted about by this
audience. Topic leaders such as healthcare,
the Affordable Care Act (ACA), wellness and
jobs affect our daily lives in a significant way.
Therefore, we talk about them frequently with
our peers—especially through social media.
However, when “diseases” are analyzed within
this data set, we find that constituents are
not focused exclusively on cancer as
a primary topic. They are also interested in
other “diseases” as well, ranked in popularity:
1. Breast Cancer2. HIV3. Autism4. Obesity5. Cancer Awareness
0 100 200 300 400 500 600 700
healthcare
aca
wellness
jobs
breastcancer
hiv
medicare
autism
fda
obesity
veterans
pharma
highered
cancer awareness
infographic
edchat
bigdata
hospitals
nih
haiti
doctors
medicine
genetics
hospital
fundraising
WHEN “DISEASES” ARE ANALYZED WITHIN THIS DATA SET, WE FIND THAT CONSTITUENTS ARE NOT FOCUSED EXCLUSIVELY ON CANCER AS A PRIMARY TOPIC.
DECODING THE CANCER CENTER CONSTITUENT 9
KEY TOPICS (TOP MENTIONS)
We all want to be the most popular, but in
today’s socially-driven world this translates
into having the “most mentions” more often.*
This audience mentions a variety of
influencers, including media personalities,
nonprofit organizations, CEOs and politicians.
The Top 3 Most Mentioned Health-Related
NonProfit Organizations:
1. MDAnderson News2. American Cancer Society3. Neuroblastoma Society (UK)
0 100 200 300 400 500 600 700
EverydayHealth
Inc
MDAndersonNews
HavardBiz
AmericanCancer
WomensHealthMag
pweresearch
FastCompany
NeuroblastomaUK
runnersworld
DrOz
elmundoes
richardbranson
SpeakerBoehner
MeowMiyashita
BostonGlobe
DeepakChopra
Reuters_Health
SlideShare
FortuneMagazine
epDannyEdge
HealthLiving
Movember
WHILE THEIR INFLUENCERS CERTAINLY VARY, COMMON THREADS POINT TO BUSINESS AND HEALTH AUTHORITIES.
*When compared to a control dataset
DECODING THE CANCER CENTER CONSTITUENT 10
TOP BRAND AFFINITIES
As average shoppers, this audience’s brand
affinities suggest they are technologically-
savvy with an international perspective,
and frequently interact with their local
pharmacies.
They demonstrate an interest in music and a
variety of luxury brands.
Walgreens significantly outperforms the
rest as the highest indexing brand amongst
this audience, with Microsoft a close second.
Other brands mentioned have similar affinity
scores to each other.
0 5 10 15 20 25 30 35
Walgreens
Microsoft
Nordstrom
AppStore
WholeFoods
Macys
GeneralMills
neimanmarcus
Skype
RalphLauren
iTunesMusic
marieclaire
SamsungMobileUS
CVS_Extra
NatGeo
RitzCarlton
smithsonian
thenorthface
ToysRUs
BestBuy
Target
armani
LLBean
Harrods
Kate Spade US
AS AVERAGE SHOPPERS, THISAUDIENCE’S BRAND AFFINITIES SUGGEST THEY ARE TECHNOLOGICALLY-SAVVY WITH AN INTERNATIONAL PERSPECTIVE, AND FREQUENTLY INTERACT WITH THEIR LOCAL PHARMACIES.
DECODING THE CANCER CENTER CONSTITUENT 11
INSIGHTS
HIGHLY ENGAGED BASE
INFORMATION V. ACTION
“VOLUNTEER”: REDEFINED
Cancer Center constituents are highly engaged with medical and health-related topics. They engage with media outlets, individuals, institutions, governmental agencies and corporations who specialize in the health and wellness category. As a brand in this industry, meet your constituents where they are and look for ways to cross-market with like-minded brands within the health category.
Cancer Centers are unique nonprofit organizations. While their mission is always to serve their
patients and conduct research and treatment protocols that prevent disease and save lives, they
still must fundraise. These integrated needs require a cross-departmental, integrated approach to
marketing and fundraising. Key takeaways from this analysis touch on this approach, with consid-
erations for the marketing, public relations, donor relations and corporate fundraising professionals
within any Cancer Center. We have highlighted translations for corporate partnerships as an
example, but other departments could develop similar translations to fit their needs.
This constituent base clearly turns to health institutions and related media outlets for frequent news and advice. However, from asocially-conscious perspective, this base engages more with human rights organizations where they can make an impact. They don’t necessarily seem to view Hospitals as nonprofit organizations or a cause they should devote time or money to. Consider targeted marketing and fundraising strategies that convert engagement through information into action.
CORPORATE PARTNERSHIP TRANSLATION: Make corporate partners aware of your need to fundraise. Illustrate your ability to make a significant impact on cancer research and care with their dollars. Involve consumers, when appropriate, in giving to your cause—not just getting information from you.
CORPORATE PARTNERSHIP TRANSLATION: Include partner-specific health information as part of your partnership social media strategy. Let corporate partners know what kind of brands your audience cares about most as a way to attract them as a partner.
CORPORATE PARTNERSHIP TRANSLATION: Consider this audience an asset when valuing your overall worth to a corporate partner. Leverage your “social volunteers” to help promote a partnership, or activate around a cause marketing campaign or event.
Since you have an engaged base that perceives you as a trusted source for infor-mation, look to steward these constituents as you would any volunteer. In the social space, followers are your ambassadors. They can share your content and rally others to do the same. Identify your most active and influential “social volunteers” and reward them for their actions, even if it’s through a simple retweet or mention.
DECODING THE CANCER CENTER CONSTITUENT 12
INSIGHTS
A SPECIFIC AUDIENCE
YOUR VOICE MATTERS
This wealthy, educated and liberal audience has very specific interests and an affinity for distinct
brand categories. Revisiting your marketing, advertising or public relations strategies for custom
opportunities to ignite this audience could provide significant return. Placement and partnerships
within sectors like Travel and Luxury could lead to new patient and donor acquisition. Engagement
opportunities beyond high-net worth individual fundraising could focus on fitness and nutrition.
Study your audience relative to other nonprofit healthcare organizations with whom you compete
for attention, including sponsorships, patients and partners. Consider enticing your competitors’
audience to your own initiatives and channels if they seem to be consistent with your core
organizational strategy.
Don’t forget that people are listening to
you and the content you produce. Consider
refreshing your social media strategy to
target content partnership opportunities
and create relationships with top influencers.
Developing sophisticated social media
content marketing strategies aimed at
driving action from your constituents is
a trend we expect to see from the Hospital
and Healthcare sector in 2015 and beyond.
CORPORATE PARTNERSHIP TRANSLATION: Whether it’s your overall expertise or social media voice, corporations will want to partner with you for content marketing opportunities. Remember to offer this as an added-value to corporate relationships
CORPORATE PARTNERSHIP TRANSLATION: Build out your partnership prospect pipeline to mirror affinity brand, their competitors and others within popular sectors. Report full psychographic profile of your most vocal audience to corporate partners as part of your pitch and stewardship.
DECODING THE CANCER CENTER CONSTITUENT 13
GOOD SCOUT
ABOUT GOOD SCOUTGood Scout is a social good consultancy that helps brands take smart,
impactful, and sustainable leaps in how they do a greater good.
With offices in New York, Los Angeles, Dallas and Austin, Good Scout
harnesses the power of award-winning marketers who have developed
informed, innovative strategies for top-tier causes and corporate brands
including St. Jude Children’s Research Hospital, The American Heart
Association, Make-A-Wish Foundation of America, Big Brothers Big
Sisters of America, 3M, Chili’s Grill & Bar, Nationwide Insurance and more.
Using our proprietary Cause Innovation tools, sessions and processes,
Good Scout ideates and fashions cause platform campaigns, innovative
corporate alliance promotions and social responsibility brand-building
strategies that propel, ignite and maximize. Ready to take on cause like
never before? Good. Let’s Get Going.
GOOD SCOUT INSIGHTSEvery nonprofit organization has a story to tell. We fight cancer,
we feed the hungry, we shelter the homeless, we offer mentoring,
we provide basic human services for children and families around
the globe. And while those stories are deeply meaningful, the impact
of big data is changing the way we tell those stories forever.
Words and stories have evolved into words and stories...and numbers.
No longer can a nonprofit talk about its mission in intangible, lofty
terms. From securing corporate partners to engaging new donors,
today’s nonprofits have to delve deep into organizational data and
marketplace trends to provide the outcomes that define impact,
show relevance and differentiate your nonprofit brand and cause from
all the others.
That’s why Good Scout created our Insights Division.
Because you don’t just need a story...you need a smarter story.
www.goodscoutgroup.com @GoodScoutGroup For questions or interest in Good Scout Insights
and consulting, contact: Brittany Hill - Vice President, Research & Insightsbrittany@goodscoutgroup.com @BrittanyHHill
DECODING THE CANCER CENTER CONSTITUENT 14
ABOUT MDIGITAL LIFE
MDigitalLife reveals how physicians around
the world are using digital and social media
to improve the health of their patients, the
success of their practice, and to regain their
voice as a critical player in the health system.
Digital communication tools have become
increasingly important in the health system,
yet little effort has been put into quantifying
the type and volume of physicians’ online
conversations.
MDigitalLife is the world’s first and only
database that maps physicians’ digital
properties to their official government regis-
tries. This allows us to aggregate and analyze
millions of data points to understand physi-
cians’ attitudes and behaviors on any topic.
Additionally, MDigitalLife has incorporated
physician demographic data (e.g., medical
school and graduation year) and clinical
behavioral data (referrals, prescriptions
and medicare billings) to enable correlations
between online and offline behavior.
CONTACT US: MDigitalLife.com@MDigitalLife
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