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Kelley – Center for Medical Genomics MBA project

Kelley – Center for Medical Genomics MBA project. Alexander Brethauer, Stephen Dewart, Sindhu Venkataramanacharya. Background. Center for Medical genomics is a full service genomics provider

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Kelley – Center for Medical Genomics MBA project

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  1. Kelley – Center for Medical Genomics MBA project Alexander Brethauer, Stephen Dewart, Sindhu Venkataramanacharya

  2. 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 provided by CMG and enhance their online presence

  3. 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 CREATE AWARENESS CONSIDERATION ACTION LOYALTY ADVOCACY

  4. Plan to create awareness

  5. Plan to drive consideration and action Action areas

  6. Competitor Website Analysis

  7. Website design

  8. Website approach – hits/misses • Updated look/feel • Integrated within existing IU platform (e.g., med school) • Uniform styling and navigation • New/refreshed content • Optional online questionnaire 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

  9. Proposed website design Sample: http://goo.gl/2gn70N

  10. Online Questionnaire via Google Live Form: http://goo.gl/0eUriU Responses: http://goo.gl/du04cT

  11. Contact Information • Alexander Brethauer - abrethau@Indiana.edu • Stephen Dewart - smdewart@Indiana.edu • Sindhu Venkataramanacharya – sivenkat@Indiana.edu

  12. APPENDIX

  13. 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

  14. Consideration What factors did you consider when choosing CMG? Takeaway – pricing, link to Indiana University, and expertise are primary decision drivers

  15. 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

  16. 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

  17. 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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