Susan G. Komen, the world’s largest nonprofit source of funding for the fight against breast cancer, has been a key client of ours for almost 3 years. For many people at our firm, including myself, whose lives have been affected by cancer, it has been a deeply rewarding experience to work with such an impactful organization. And that’s why we were particularly honored when Komen named Twist Mktg, one of our subsidiary agencies, along with our partner iMedia Inc, the 2015 “Agency Partners of the Year”, for the design and development of the newly launched flagship Komen website.
(Pictured: John Huffstutler, Joel Macaluso, Dr. Judith Salerno, Jennifer Graeff, Colin Foster)
Together with iMedia, Twist Mktg implemented a much more survivor/co-survivor-centric approach intertwined with a warmer tone focused on delivering a world-class experience. Everyone was pleased with the increased engagement results that came shortly after the launch in September: 76% increase in site traffic, 59% increase in online revenue, and 12% increase in engagement (for October 2014). A strong focus on the mobile experience was also central to the strategy, and it clearly paid off, with a 69% increase in the number of mobile sessions compared to the same month in 2013.
Our Commitment to Fighting Cancer Runs Deep
Our firm’s effort in fighting cancer is part of a broader commitment that covers long-standing partnerships with several healthcare clients, ongoing support for cancer research and cancer advocacy groups, as well as cancer patients themselves. Healthcare clients make up the foundation of our agency, with whom we focus on delivering “next-gen” insights enabling them to positively impact the health and wellness of their customers. In fact, we currently work with more than 20 cancer-related organizations, many of whom develop game-changing cancer molecules, conduct needed oncology research, and run patient support programs. When you think about it, on any given day we probably have well over a 100 employees dedicated to helping our clients in the fight against cancer – but we know we are just scratching the surface.
Our commitment in this area extends beyond biopharma companies. Here are a few examples that show the breadth of our commitment:
Leadership and Service
We have several folks in our organization that are very involved in influential cancer organizations.
- W2O Group is a supporter of organizations such as the Cancer Research Institute and The SAMFund. Many of it’s team members participated in CRI’s “Ride to Conquer Cancer” event and also contributed to CRI during their #GivingTuesday fundraising efforts this past December. Jim Weiss, CEO and Chairman of W2O Group, was recently appointed to CRI’s board of trustees.
- The SAMFund gives young adult survivors of cancer the tools and resources to overcome their financial challenges and move forward with their lives. The W2O team has been supporting this organization with social media strategies, YouTube content and creative consultation to help both spread the news of the fund as well as create timely actions for both donors and recipients. #cancerisntfree
- Greg Matthews, founder of MDigitalLife, was appointed to Mayo Clinic’s Social Media Health Network Advisory Board, which is comprised of patients, HCPs, researchers and hospital leaders to apply their skills as advocates across the healthcare system.
- Team members in the agency’s various offices have shown their support for cancer research by participation in Sophie’s Legacy in the UK, and national and local fundraisers such as the “Boston Harbor Relay Swim”, American Cancer Society’s “Relay for Life”, Avon 39’s “Walk to End Breast Cancer”, “Cycle for Survival”, and “No Shave November” and even
MDigitalLife is the world’s first and only database to link physicians’ online content to their national physician registry records. It maps the digital footprint of more than 500,000 health ecosystem profiles (including physicians, healthcare advocates and hospitals). It 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. Recently, it expanded globally, and now includes the online activity of over 7,000 physicians in 128 countries.
- W2O Group has leveraged this data to fuel many notable projects, including but not limited to:
- 3rd Annual Social Oncology Project– a report that pinpoints online trends around conversations that involve oncology. The 2014 report highlighted that breast cancer made up 19% of all cancer-related tweets, followed by lung cancer (9%) and prostate cancer (7%). We will continue to build this research to better understand who and what drives digital oncology conversation so we can then understand how to serve patients and advocacy groups online.
- Decoding the Cancer Center Constituent- MDigitalLife partnered with GoodScout and MD Anderson to deliver specific brand preferences and key interests of individuals that currently follow the top 50 Comprehensive Cancer Centers in the U.S. This enables hospitals and health systems to better understand their customers which then informs what messaging and which spokespeople/sponsors will resonate with their audience.
- In this video, Greg Matthews, founder of MDigital Life and Managing Director of W2O Group, discusses why, in the face of a changing model for care delivery, hospitals and cancer centers must understand their stakeholders as never before – and how the W2O Group’s SocialGraphics method can contribute to that.
This announcement by Susan G. Komen is fuel to our fire to continue to do our part, as an agency and as individuals, to contribute to the effort in ending cancer.