Kelley – Center for Medical Genomics MBA projectAlexander Brethauer, Stephen Dewart, Sindhu Venkataramanacharya
Background
Center for Medical genomics is a full service genomics provider
The customer base is composed primarily of academic departments within IU and other research facilities
CMG provides analysis and interpretation services through their experienced and highly knowledgeable staff
Our goal is to define a plan to increase awareness of the services Our goal is to define a plan to increase awareness of the services provided by CMG and enhance their online presenceprovided by CMG and enhance their online presence
Approach to Marketing
Potential customers need to be aware of CMG
CMG needs to show up in search results and customer reviews should be available online
Customers should be able to fill the questionnaire online and contract services
The unique aspects of CMG such as interpretation and analysis capability needs to be highlighted
Customers provide testimonials on the website and CMG should be mentioned in the research papers published through the use of their services
Plan to create awareness
Plan to drive consideration and action
Action areas
Competitor Website Analysis
Institution URLContent Score
Usability & Navigation Score
Aesthetics Score Comments
IUPUI http://cmg.iupui.edu/cmg/index.html
2 1 1 good information but not organized or readable; not easy to use - multiple links to same thing
Brown http://www.brown.edu/Research/CGP/core/
5 4 2 Content overload; consistent navigation but information not displayed in an organized fashion
Cornell http://www.biotech.cornell.edu/brc/genomics
2 5 3 Utilitarian - information is laid out very well, although content is lacking
Duke http://www.genome.duke.edu/cores/
5 4 4Includes info on upcoming seminars; navigation is clean with clear hierarchy; styling generally uniform
Emory http://eigc.emory.edu 5 5 5 Substantial helpful info, including latest facility news; incredibly easy to use; uniform styling
Illinois http://www.igb.illinois.edu/core
5 5 5Neighbor to the west has top-notch site with equipment info, updated content, and a clean look/feel
Michigan State http://rtsf.natsci.msu.edu/genomics/
5 5 3 Good assortment of info with clear hierarchy of info, albeit text-heavy
Northwestern http://www.cgm.northwestern.edu/cores/genomics/index.html
4 5 5 Content overload - good and bad; Easy to use; clear hierarchy of info; uniform styling
Penn State http://www.huck.psu.edu/facilities/genomics-up
5 5 5 Helpful, easily accessible info with news and events; pleasing aesthetics and navigationPittsburgh
http://genomics.pitt.edu 4 3 2 Information is there but navigation could be clearer, and website is generally unattractive
Stony Brookhttp://www.osa.sunysb.edu/genomics/ 2 2 1 Lots of text, not very well organized; not easy to use
UChicagohttp://genomics.bsd.uchicago.edu/ 3 5 3 Sparse but does provide good info; easy to navigate
UPenn
https://www.genomics.upenn.edu/facilities/core-facilities 5 2 2 Lots of content but not well organized
Website design
Website approach – hits/misses
Advantages
Easier to navigate
Easier to maintain
More aesthetically pleasing
Scalable/expandable
Integration with IUPUI
Disadvantages
Requires additional resources
Requires periodic updates
Google privacy/security
Updated look/feel
Integrated within existing IU platform (e.g., med school)
Uniform styling and navigation
New/refreshed content
Optional online questionnaire
Proposed website design
Sample: http://goo.gl/2gn70N
Online Questionnaire via Google
Live Form: http://goo.gl/0eUriU
Responses: http://goo.gl/du04cT
Contact Information
Alexander Brethauer - [email protected]
Stephen Dewart - [email protected]
Sindhu Venkataramanacharya – [email protected]
APPENDIX
Awareness
How did you hear about the Center for Medical Genomics?
Takeaway – the CMG and IU network and the website are the primary awareness channels
Consideration
What factors did you consider when choosing CMG?
Takeaway – pricing, link to Indiana University, and expertise are primary decision drivers
Competition
What are the other institutions that provide identical services?
Why did you choose CMG over these other institutes?
Takeaway – convenience, quality of work, and expertise are at core of CMG’s competitive advantage
Improvement areas
What did you find missing in CMG’s website?
Would you have preferred an online version of the questionnaire?
Takeaway – needed website updates include sample prep requirements, clear pricing and turn-around time, citations, and the option of an online questionnaire
Improvement areas
What could CMG have done to improve your experience?
Takeaway – an updated website can provide an easy-to-use gateway for customers
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