Access to Information Web Site Communications Plan

www.MNCancerResources.org

Background & Timing

One of the key priorities for the Minnesota Cancer Alliance is to improve access to information about locally available services for cancer patients, their families and caregivers. A sub-group called the Access to Information Taskforce (ATI) was charged with developing and launching a Web site designed to link cancer patients and caregivers with local resources and support.

A limited “preview” of the site will be released during the Cancer Summit in April 2006. After the initial release, the ATI Taskforce will focus on gathering feedback from Alliance members, Summit participants and other stakeholders throughout the state, including patients, families and caregivers. This feedback will drive changes and enhancements to the site’s content and design prior to a formal release scheduled for June 2006.

Beginning in June, the Taskforce will concentrate on promoting and marketing the site to key audiences in order to drive traffic to the site and gain experience and feedback for continuous quality improvement. Over time, the goal is for the Web site to be monitored and updated by the Alliance in order to meet the needs of the state’s many audiences that will benefit from high-quality, accessible and trustworthy cancer resources and information.

Web Site Name

The site’s URL is www.MNCancerResources.org, which is also the official name of the site (e.g., Minnesota Cancer Resources). A corresponding tagline will also be used. TBD.

In order to limit frustration and drive users to our Web site who may type in a dot-com address, the Taskforce registered the following URLs and will point them at our main Web site.

• www.mncancerresources.org
• www.mncancerresources.com

Target Audiences

The Web site’s promotion is focused on reaching multiple external audiences with an interest in cancer survivorship issues, especially how to locate services in individual communities throughout Minnesota. The site’s primary users are laypersons with cancer, their family members and/or caregivers. Due to unequal distribution, the Taskforce is very interested in including resources in rural parts of the state and those that may cater more deliberately to minority communities such as Native and African Americans. In order to effectively reach target audiences, communications efforts will address the following groups.

Primary audiences:

• Minnesota cancer survivors (about 156,000)
• Minnesotans with recent cancer diagnosis (about 23,000 new cases/year)
• Family member and/or caretakers of individuals with cancer
• Alliance members (32 organizations or contacts)
• Minnesota health care professionals
  • Oncologists (number)
  • Allied health workers (specify who and number)
  • Community health workers (specify from where/who and how many)
• Hospice providers (number)
• Community agencies/organizations (especially those serving rural or minority populations - number)
• Resource providers (e.g., from Web site or potential organization for inclusion)
• Media (e.g., print, electronic, etc)

Secondary audiences:

• General public
• Alliance member organizations

• Primary care providers
• Insurance providers
• Elected officials
• Churches
• Potential Alliance member organizations

SWOT Analysis

Strengths:

• Connects patients, families and caregivers to local resources throughout the state
• Includes links to important content and information
• Developed by a coalition of health organizations
• User-friendly tool designed for lay public
• One-of-a-kind – no other Web site like it in MN
• Builds off the CRD database
• Trustworthy source
• Connects people to real services
• Feedback always welcome
• No advertising on site

Weaknesses:

§         Some resource categories incomplete or less developed

• May not include every resource someone is looking for
• Links to information content rather than embedding it on the site (need to exit our site)
• Cancer patients, their families or caregivers may not be able to find the resource

Opportunities:

• Include prevention and education resources
• Ensure accuracy of every resource
• Continue to refine and improve
• Develop key word searching over time and experience
• Improve taxonomy as needed
• Demonstrate value to health care provider/service community
• Visibility increases membership and funding to Alliance
• Statewide and national speaking/promoting opportunities

Threats:

• Long-term funding and sustainability
• Resources stop providing service but we aren’t notified
• Site duplicates efforts of another site or organization

Key Messages

1. MNCancerResources.org is Minnesota’s first and only Web site complete with local resources for cancer patients, no matter where they live in the state.
2. Over 156,000 Minnesotans live with cancer (or a history of it) and this Web site improves access to resources and information that address long- and short-term needs. Examples include services for hair loss/wigs, support groups, financial assistance, and palliative care.
3. Doctors, caregivers and other health workers will use and refer to the Web site in order to provide better care, education and support to their patients.
4. The Minnesota Cancer Alliance is committed to improving the coordination of cancer resources through innovative programs and services designed for all Minnesotans living with cancer.

Measurable Communication Objectives  (open for debate and discussion!)

1. Build awareness of Web site among individuals with cancer to 30%.
2. Generate Web traffic to site and receive 1,200 “hits” per month by  January 2007. (156,000*30%*60% -internet access- *50%)
3. Build awareness of Web site among health care providers working with cancer patients to 75%.
4. Distribute marketing materials. (Count number distributed and number of formal events attended on behalf of project.)
5. Earn high satisfaction ratings from users.

Strategies & Tactics (need input on tactics and timing)

1.      Develop marketing campaign to increase awareness and use of site among cancer patients, families, caregivers and health care providers.

2.      Increase awareness of Web site among statewide health care systems, cancer organizations, professional organizations, and government agencies.

3.      Assist Alliance member organizations in marketing and publicizing the Web site by working with their communications staff to leverage existing communication vehicles, as well as create new ones.

4.      Increase Web site visibility in multicultural and/or disparate populations.

5.      Increase the Web site’s visibility in print, broadcast, electronic and Web-based media.

6.      Gather feedback for continuous quality improvement and to measure success of site.