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 - abrethau@Indiana.edu

Stephen Dewart - smdewart@Indiana.edu

Sindhu Venkataramanacharya – sivenkat@Indiana.edu

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