DecodingCCCReport_FINAL

DECODING THE CANCER CENTER CONSTITUENT

GOOD SCOUT GROUP | MDIGITAL LIFE March 2015

igital LifeI

DECODING THE CANCER CENTER CONSTITUENT 2

WHAT MAKES CANCER CENTER SUPPORTERS UNIQUE?


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.


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:

[email protected] 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



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


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


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.


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

Pinterest

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


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.


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.


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.


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 & [email protected] @BrittanyHHill


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

GOOD SCOUT GROUP | MDIGITAL LIFE March 2015

igital LifeI

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DecodingCCCReport_FINAL