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Cancer Treatment Centers of America’s (CTCA) mission is to arm cancer patients and their families with every choice, option and chance to fight the disease. With a network of cancer treatment hospitals and facilities throughout the U.S., CTCA has been on the forefront of cancer treatment for 20 years. Using state-of-the-art medical care and complementary therapies, CTCA provides cancer patients with comprehensive and personalized treatment plans, fully integrating medical, nutritional, physical, psychological and spiritual therapies. Over 200,000 people visit Cancercenter.com each month, CTCA’s online presence, where they find a wealth of important information relating to cancer such as therapy and treatment information, decision guides, survivor stories, online seminars, hospital information, newsletters, online message boards and more.

HEAltHcArE

17 % pErcEnt incrEAsE in HoME pAgE convErsion rAtE

pErcEnt rEduction in sEM progrAM costs42 %

Cancer Treatment Centers of America Improve Online Patient Care with Omniture

LOCaTiOn: Schaumburg, IllinoisUrL: www.cancercenter.comindUsTrY: HealthcareprOdUCTs: Omniture SiteCatalyst®

CTCA’s primary goal behind their Web analytics initiative was to help more patients in their fight against cancer. With thousands of people visiting the Web site each day, CTCA believed they could better serve and educate their patients—and reach more people—by optimizing the online customer experi-ence. Specifically, CTCA wanted to increase their conversion rate and thereby provide more interaction and direct assistance to more patients. For CTCA, a conversion occurs when a visitor enters an online chat session with an oncology information specialist, sends an email to CTCA, or requests additional information. With improved site design, navigation and new insight into online customer behavior, CTCA believed they could bet-ter engage visitors and help them find information quicker to address their par-ticular cancer needs and concerns.

With over 1,500 pages of Web content, CTCA strives to make it easy for users to find the information most relevant to their situation. Prior to Omniture, CTCA used a combination of less sophisticated solu-tions, which provided limited Web ana-lytics capabilities. These tools provided basic information on traffic and page views, but could not provide essential conversion data or complex path analysis. Another challenge was data accuracy, as CTCA could never get the old tools to provide consistent results. “Our previ-ous systems raised more questions than answers. We always questioned whether the data was accurate,” says Michael Spadaccini, manager of online analytics at CTCA. Spadaccini found spider bots appearing in their reports as unique visi-tors, which inflated the numbers. “We also started doing pay-per-click and banner ads,” he adds, “but we found it very difficult to track results with existing solutions.” In addition, since the original “solution” was a log file-based system, a time-consuming manual report genera-tion process was always required before any data could be analyzed.

In researching a new Web analytics platform, CTCA talked to a number of enterprise-class vendors. “We spoke with half a dozen vendors who all prom-ised a solution to our problem,” says Adam Lefton, director of Web strategy for CTCA. “Yet, none of them offered much more than tracking software. We knew we found the right partner when the people at Omniture showed us their technology and how their Best Practices Group would work alongside us to help us get the most out of the tool.” Omniture met key technology require-ments including the ability to adapt to CTCA’s unique conversion model, path-flow analysis, ClickMap functionality, real-time reporting, and page tagging. ”We wanted a partnership rather than a company selling us some software,” adds Lefton. “When we had a chance to meet the people we’d be working with from the Best Practices team, we became even more enthused. Omniture was the clear winner.”

Working with Best Practices, CTCA con-figured a list of metrics they wanted to measure, which was not possible with

Limited Web analytics capabilities with low- level solution

Inability to capture accurate Web analyt-ics data

Inefficient manual report generation process

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Identified key metrics to measure online per-formance

Tested and validated site improvements to enhance online experi-ence

Imported keyword marketing data into SiteCatalyst

Analyzed keyword data to improve decision-making

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businEss objEctivEs cHAllEngE

Improve patient service levels through improved site design

Increase conversion rate to assist more patients and families

Improve site navigation to help patients and families quickly find relevant information

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42 percent increase in home page con-version rate

17 percent reduction in SEM program costs

30 percent increase in conversion rate

43 percent increase in page views

62 percent reduction in home page abandonment

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solution rEsults

businEss objEctivEs cHAllEngE solution

“ Since deploying Omniture one year ago, we have leveraged SiteCatalyst to increase our conversion rate by 30 percent, grow site traffic by 28 percent and increase page views by 43 percent. We have also reduced abandonment on our home page by 62 percent. We are extremely pleased with the results.”

MiChaEL spadaCCini, ManagEr Of OnLinE anaLYTiCs, CanCEr TrEaTMEnT CEnTErs Of aMEriCa

a log-based system. Key metrics they wanted to track included geo-segmenta-tion data, as well as unique contacts, chats and registrations. “We were able to configure SiteCatalyst to meet the specific needs of our organization,” says Spadaccini. Once Omniture was deployed, CTCA had—for the first time—comprehensive, real-time analytics to effectively measure, manage and improve their Web presence. “Having reliable, accurate information was a real break-through,” says Spadaccini. “We finally had a platform we could build upon.”

CTCA took full advantage of these new tools to optimize online patient care. They used functionality within SiteCatalyst to analyze customer behav-ior and improve the online experience. “Using ClickMap functionality as well as A/B testing, we were able to identify areas for improvement, make changes, and then validate whether those changes were truly effective,” says Spadaccini. ClickMap provides a visual representation of how a link, promotion, banner or other Web property is performing on a page. CTCA used this functionality to gain a clear view of which offerings were driving

the most conversions, and made the nec-essary changes to optimize popular site offerings. “Once we identify an opportu-nity to improve the site—or identify some-thing that seems to be hindering a visi-tor’s experience—we use A/B testing to test out our new ideas,” says Spadaccini. “We’re no longer guessing and hoping, but making changes based on evidence. It allows us to make changes that have a definitive positive impact.”

Using the campaign manager tool within SiteCatalyst, CTCA also added a tracking code for each of their 3,200 keywords and began feeding Google and Yahoo! search marketing data into SiteCatalyst via the SAINT tool. “With campaign manager we were able to import search results into SiteCatalyst and begin ana-lyzing keyword groups and categories such as ‘leukemia’ or ‘breast cancer’ for easier, more effective tracking and mea-surement,” says Spadaccini.

“With SiteCatalyst, we can drill into keyword categories and slice and dice data to really understand what’s going on,” says Spadaccini. CTCA previously received reports from an external search

marketing firm. “We can analyze keyword groups and understand how factors such as position and headlines impact perfor-mance of specific keywords or groups. We are using Omniture to enhance PPC campaigns,” he adds. “When we started tracking PPC with Omniture, we noticed that our costs were high. We quickly iden-tified areas where we were overpaying and shifted these funds to better perform-ing words or categories.” SiteCatalyst has enabled CTCA to identify poor-perform-ing keywords as well as problem areas or irregularities that need to be addressed. CTCA can also compare the performance of keyword headlines and offers to deter-mine which combinations are most effec-tive. “We now have clear visibility into our keyword programs to maximize our return on investment,” says Spadaccini.

30% pErCEnT inCrEasE in COnvErsiOn raTE

62% pErCEnT rEdUCTiOn in hOME pagE abandOnMEnT

© JULY 2006 Omniture, Inc. Omniture and the Omniture and SiteCatalyst logos are trademarks of Omniture. All other trademarks and logos are the property of their respective owners. All rights reserved.

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About oMniturE Omniture, Inc., is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers on-demand, enables customers to capture, store and analyze information generated by their websites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation services, best practices, consulting services, customer support and user training provided through Omniture University. Omniture’s customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Oracle, GM and HP. www.omniture.com..

CTCA has used Omniture SiteCatalyst effectively to achieve remarkable results. Today they are helping more people than ever in the fight against cancer. “We have evidence that Omniture is allow-ing us to serve our cancer patients and their families more effectively through our online presence,” says Spadaccini. “Since deploying Omniture one year ago, we have leveraged SiteCatalyst to increase our conversion rate by 30 percent, grow site traffic by 28 percent and increase page views by 43 percent. We have also reduced abandonment on our home page by 62 percent. We are extremely pleased with the results.”

In reviewing a SiteCatalyst fallout report, CTCA noticed a high abandonment rate on their home page. “We used ClickMap and path analysis tools to gain an under-standing of user behavior and then made some significant changes to the home page. Using A/B testing to validate our ideas, we significantly changed the home page layout and primary navigation, altering its color and size. This resulted in a 42 percent increase in conversion rate.”

With improved visibility and control over CTCA’s keyword program, the organiza-tion is reducing costs and getting a better return on their marketing dollars. In the first month of use, CTCA reduced their cost-per-conversion by 17 percent.

CTCA lauds Omniture’s award-winning technology, but also attributes their suc-cess to key guidance from Omniture’s Best Practices Group. “The Best Practices Group has helped us to get the most out of our investment in Omniture,” says Spadaccini. “They are the ultimate SiteCatalyst experts and have enabled us to meet our unique objectives as a

direct marketer of healthcare services. Omniture has been very instrumental in helping us create a more engaging online experience for cancer patients and their families.”

“Omniture definitely supports our organization’s objectives,” concludes Spadaccini. “In the fight against cancer, we are improving the online experience for patients and their families, and reach-ing more people who need information and help. It’s very gratifying.“

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