Description
This competitive analysis was conducted as part of the client name website redesign.
The goals of this analysis were to identify the content and functionality at competing
websites, both to inform the redesign as well as better understand areas of competitive
advantage.
Competitive Analysis
Client Name
J ason Withrow
Information Architect
Competitive Analysis: sampleclient.com 2
Table of Contents
EXECUTIVE SUMMARY ................................................................................................................. 3
WEBSITE CONTENT ...................................................................................................................... 4
SEARCH FUNCTIONALITY ........................................................................................................... 6
GIVING / CONTRIBUTIONS / FUND-RAISING .............................................................................. 8
ONLINE FORMS / REQUESTS ...................................................................................................... 9
EXTRANETS ................................................................................................................................. 10
ADDITIONAL FUNCTIONALITY .................................................................................................. 10
Competitive Analysis: sampleclient.com 3
Executive Summary
This competitive analysis was conducted as part of the client name website redesign.
The goals of this analysis were to identify the content and functionality at competing
websites, both to inform the redesign as well as better understand areas of competitive
advantage.
The competitor websites examined were:
• Competitor 1 (regional competitor)
• Competitor 2 (national competitor)
• Competitor 3 (national competitor)
• Competitor 4 (national competitor)
The analysis revealed a core set of content that was covered by all the websites, as well
as unique content only available at a single competitor website. Also of note are the
audience-specific approaches taken by the competitors; these include content oriented
to patients coming from other countries, content oriented to pediatric patients, and
content specifically for physicians. The Website Content section provides additional
details concerning the information available at those competitor websites.
Examining the wide variety of website functionality that is offered by the competitors also
raises a number of possibilities for the redesigned website. Notable among that
functionality was:
• A variety of ways to contribute financially, including one competitor providing their
own VISA card and another selling artwork created by pediatric patients
• Print-friendly versions of every page (offered by all competitors)
• Ability to email pages (such as web addresses for physician bios) to others
• Extensive search options for locating physicians, researchers, and staff
• Numerous ways to access clinical trials information
• Extranets (websites for external audiences requiring login) for bill payment
online, for members of fundraising groups, and for educating physicians from
affiliate organizations
• Search capability for upcoming events
The analysis documents additional areas of functionality, while providing further details
about the items mentioned previously.
Competitive Analysis: sampleclient.com 4
Website Content
Content found at multiple competitor websites:
• About the Center (e.g., History, Leadership)
• Bios of Physicians & Researchers / Staff
• Careers / J ob Openings
• Clinical Trials
• Directory of Physicians & Researchers / Staff
• Event Calendars
• Fund Raising
• Giving / Contributions
• Glossary (typically adapted from the Federal Government glossary)
• Locations / Directions / Accommodations
• Making an Appointment
• News / Press Releases
• Other Medical Resources on the Web
• Patient Stories
• Prevention
• Publication(s) & Publication Archives
• Research Programs / Departments
• Survivorship & Support Resources
• Types of Illness
• Various FAQs
• Volunteering
Content found at only one competitor website:
• Affiliated Organizations
• Blood Bank
• Children’s Art Project
• Donating Blood & Platelets (Donation can be to a specific patient)
• Donor Spotlight
• Postdoctoral Training
• Technologies Available for Licensing
• VISA Card
Audience-specific information (some competitors specifically organized content by
audience):
• Caregivers
• Graduate Education
• International (some websites offered translations in various languages)
• New Patients
• Pediatric (pages for kids only, for teens only, and for teachers)
• Physicians
Competitive Analysis: sampleclient.com 5
• Survivors
Policies, terms, and statements:
• Accessibility Policy
• Legal Disclaimer / Statements
• Patient Rights & Responsibilities
• Privacy Policy
• Public Information Act
Types of navigational support provided:
• Back to top links (frequently encountered)
• Breadcrumbs (offered by two of the websites)
• Site Index
• Site Map
• Table of Contents
Competitive Analysis: sampleclient.com 6
Search Functionality
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Website Search (Keyword) Y Y Y Y
Website Search (Advanced) Y
Physician Search Y Y Y Y
- Search by Name Y Y Y Y
- Search by Diagnosis Y Y
- Search by Procedure Y
- Search by Department Y Y Y
- Search by Clinical Topic Y Y Y
- Search by Basic Research
Topic / Program
Y Y
- Search by Facility Y Y
- Search by Team Y
Researcher/Staff Search Y Y Y Y
- Search by Name Y Y Y Y
- Search by Diagnosis Y
- Search by Department Y Y
- Search by Clinical Topic Y
- Search by Program Y
- Search by Facility Y
- Search by Team Y
Past Employee (Alumni) Search Y
Researcher/Staff Advanced
Search
Y
Clinical Trials Search Y Y Y Y
- Search by Type Y
1
Y
2
Y Y
- Search by Keyword Y Y
- Search by Study Number Y Y Y
- Search by Phase Y Y
- Search by Cooperative Group Y
- Search by Treatment Y
- Search by Physician Y
Search Laboratory Research Y
- Search by Keyword Y
Events Search Y Y
- Search by Date Range Y
- Search by Event Type Y Y
- Search by Role Y
3
- Search by Community Events Y
- Search by Keyword Y
- View today, this week, next
week, this month, this year
Y
Competitive Analysis: sampleclient.com 7
Competitor 1 Competitor 2 Competitor 3 Competitor 4
J ob Search Y Y
- Search by Keyword Y Y
- Search by J ob Category Y Y
- Search by Full-Time/Part-Time Y
- Search by Location Y
- Search by Shift Y
Y =Yes; the website contains that functionality
1
Divided into ‘All Trials’ and ‘Pediatric Trials’
2
Divided into ‘Adult’ and ‘Pediatric’
3
Professional roles include calendars for Physicians, Scientists, Nurses, Students, and
Volunteers. Patient and Public Education calendars also exist.
Additional considerations:
• Many of the websites also allow browsing of physician / researcher / staff
directory
• Physician search is often separate from researcher and staff search
• Competitor 4 allows clinical trials search to be for closed as well as open trials
• Competitor 1 has a calendar that is not searchable; Competitor 2 has a calendar
and event archive that are not searchable
• Competitors 2 and 4 have jobs pages that are not searchable
Competitive Analysis: sampleclient.com 8
Giving / Contributions / Fund-Raising
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Online Giving Y Y Y Y
- General Support Y Y Y Y
- Program-Specific Support Y Y Y
- In Memory of Another Y Y Y Y
- In Honor of Another Y Y Y Y
- For a Special Event
1
Y Y Y Y
- Gift Club (based on $ amount) Y
Offline Giving (Mail/Fax/Phone) Y Y Y Y
- General Support Y Y Y Y
- Program-Specific Support Y Y Y
- In Memory of Another Y Y Y Y
- In Honor of Another Y Y Y Y
- For a Special Event
1
Y Y Y Y
- Corporate Sponsorship Y Y Y
3
Y
- Planned Giving
2
Y Y Y Y
- Major Gifts Y Y Y Y
- Employer Matching Y Y Y
- Stock Y Y Y
- Endowment Y Y
- Gift Club (based on $ amount) Y
Additional Fund-Raising Y Y Y Y
- Fundraising Events Y Y Y Y
- Thrift Shop Y
- VISA Card Y
- Donating Items for Auction Y
- Donating Goods & Services Y
- Selling Children’s Artwork Y
- Wedding Scrolls, Invitation
Inserts, Recognition
Certificates, Holiday Greeting
Cards
Y
- 5 Year Pledge Y
- Named Groups / Societies Y Y
Y =Yes; the website contains that functionality
1
Includes Birthday, Anniversary, Graduation, Wedding, Bar/Bat Mitzvah
2
Includes Wills, Estates, Charitable Remainder Trusts, Charitable Lead Trusts Gift Annuities, Life
Insurance, Real Estate
3
Competitor 3 allows corporate donations to be made online
Competitive Analysis: sampleclient.com 9
Online Forms / Requests
Competitor 1 Competitor 2 Competitor 3 Competitor 4
eNewsletter Signup Y Y Y
- For Patients Y Y Y
- For J ournalists Y
- For Caregivers Y
- For Researchers Y
- For Prior Employees / Alumni
5
Y
eNewsletter Unsubscribe Y
- For Patients Y
- For Caregivers Y
- For Researchers Y
Contact Us Y
Contact Webmaster Y
Request Appointment Y Y
- Request by Patient Y Y
- Request by Physician Y Y
- Request by Family/Friend/
Caregiver
Y
Request Reports/Publications Y
Survivorship Education Signup Y
Email a Message to a Patient Y
Email Alert Signup Y
- New Publication Y
- J ob Posting Y
Request Support Services
1
Y
Volunteer Signup Y
Request Education Services
2
Y
Questions About Treatments and
Programs Offered
3
Y
Request Brochure Y
Request a Tour Y
Prayer Request Y
Apply for Position Online Y
Survey: Online Visit Reason
4
Y
Y =Yes; the website contains that functionality
1
Support Services: Talk to a patient with the same illness, receive information about counseling
and support groups, receive information about email support groups, or request support
services for a caregiver
2
Education services are for medical professionals or students and include fellowships,
conferences, training programs, seminars, and summer internships
3
Instructions stated that no responses specific to a patient’s condition could be sent via email
Competitive Analysis: sampleclient.com 10
4
Specific to alumni area of website
5
The format of this information is not clear; could be a periodic email newsletter or occasional
emails
Extranets
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Medical Fund Raising Y
Online Bill Access & Payment
1
Y
Grand Rounds / Seminars for
Affiliate Organization Physicians
Y
Past Employee (Alumni)
Extranet
2
Y
Y =Yes; the website contains that functionality
1
Bill is itemized
2
Adding and editing an entry is outside the extranet; no login required
Additional Functionality
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Printer-Friendly Version of Pages Y Y Y Y
Email this Page Y Y
2
Enable/Disable Glossary Terms
1
Y
Spanish Version Y
3
Message Boards Y
- For Asking the Experts Y
- For Survivors Y
Virtual Tour
4
Y
Y =Yes; the website contains that functionality.
1
Competitor 1 allows glossary terms to be activated for a given page, which then change
appearance and are clickable to view the definition; the other websites have static, standalone
glossary pages
2
Only for physician bio pages
3
Not available for all pages
4
Windows Media Player (WMV) format
doc_549212068.pdf
This competitive analysis was conducted as part of the client name website redesign.
The goals of this analysis were to identify the content and functionality at competing
websites, both to inform the redesign as well as better understand areas of competitive
advantage.
Competitive Analysis
Client Name
J ason Withrow
Information Architect
Competitive Analysis: sampleclient.com 2
Table of Contents
EXECUTIVE SUMMARY ................................................................................................................. 3
WEBSITE CONTENT ...................................................................................................................... 4
SEARCH FUNCTIONALITY ........................................................................................................... 6
GIVING / CONTRIBUTIONS / FUND-RAISING .............................................................................. 8
ONLINE FORMS / REQUESTS ...................................................................................................... 9
EXTRANETS ................................................................................................................................. 10
ADDITIONAL FUNCTIONALITY .................................................................................................. 10
Competitive Analysis: sampleclient.com 3
Executive Summary
This competitive analysis was conducted as part of the client name website redesign.
The goals of this analysis were to identify the content and functionality at competing
websites, both to inform the redesign as well as better understand areas of competitive
advantage.
The competitor websites examined were:
• Competitor 1 (regional competitor)
• Competitor 2 (national competitor)
• Competitor 3 (national competitor)
• Competitor 4 (national competitor)
The analysis revealed a core set of content that was covered by all the websites, as well
as unique content only available at a single competitor website. Also of note are the
audience-specific approaches taken by the competitors; these include content oriented
to patients coming from other countries, content oriented to pediatric patients, and
content specifically for physicians. The Website Content section provides additional
details concerning the information available at those competitor websites.
Examining the wide variety of website functionality that is offered by the competitors also
raises a number of possibilities for the redesigned website. Notable among that
functionality was:
• A variety of ways to contribute financially, including one competitor providing their
own VISA card and another selling artwork created by pediatric patients
• Print-friendly versions of every page (offered by all competitors)
• Ability to email pages (such as web addresses for physician bios) to others
• Extensive search options for locating physicians, researchers, and staff
• Numerous ways to access clinical trials information
• Extranets (websites for external audiences requiring login) for bill payment
online, for members of fundraising groups, and for educating physicians from
affiliate organizations
• Search capability for upcoming events
The analysis documents additional areas of functionality, while providing further details
about the items mentioned previously.
Competitive Analysis: sampleclient.com 4
Website Content
Content found at multiple competitor websites:
• About the Center (e.g., History, Leadership)
• Bios of Physicians & Researchers / Staff
• Careers / J ob Openings
• Clinical Trials
• Directory of Physicians & Researchers / Staff
• Event Calendars
• Fund Raising
• Giving / Contributions
• Glossary (typically adapted from the Federal Government glossary)
• Locations / Directions / Accommodations
• Making an Appointment
• News / Press Releases
• Other Medical Resources on the Web
• Patient Stories
• Prevention
• Publication(s) & Publication Archives
• Research Programs / Departments
• Survivorship & Support Resources
• Types of Illness
• Various FAQs
• Volunteering
Content found at only one competitor website:
• Affiliated Organizations
• Blood Bank
• Children’s Art Project
• Donating Blood & Platelets (Donation can be to a specific patient)
• Donor Spotlight
• Postdoctoral Training
• Technologies Available for Licensing
• VISA Card
Audience-specific information (some competitors specifically organized content by
audience):
• Caregivers
• Graduate Education
• International (some websites offered translations in various languages)
• New Patients
• Pediatric (pages for kids only, for teens only, and for teachers)
• Physicians
Competitive Analysis: sampleclient.com 5
• Survivors
Policies, terms, and statements:
• Accessibility Policy
• Legal Disclaimer / Statements
• Patient Rights & Responsibilities
• Privacy Policy
• Public Information Act
Types of navigational support provided:
• Back to top links (frequently encountered)
• Breadcrumbs (offered by two of the websites)
• Site Index
• Site Map
• Table of Contents
Competitive Analysis: sampleclient.com 6
Search Functionality
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Website Search (Keyword) Y Y Y Y
Website Search (Advanced) Y
Physician Search Y Y Y Y
- Search by Name Y Y Y Y
- Search by Diagnosis Y Y
- Search by Procedure Y
- Search by Department Y Y Y
- Search by Clinical Topic Y Y Y
- Search by Basic Research
Topic / Program
Y Y
- Search by Facility Y Y
- Search by Team Y
Researcher/Staff Search Y Y Y Y
- Search by Name Y Y Y Y
- Search by Diagnosis Y
- Search by Department Y Y
- Search by Clinical Topic Y
- Search by Program Y
- Search by Facility Y
- Search by Team Y
Past Employee (Alumni) Search Y
Researcher/Staff Advanced
Search
Y
Clinical Trials Search Y Y Y Y
- Search by Type Y
1
Y
2
Y Y
- Search by Keyword Y Y
- Search by Study Number Y Y Y
- Search by Phase Y Y
- Search by Cooperative Group Y
- Search by Treatment Y
- Search by Physician Y
Search Laboratory Research Y
- Search by Keyword Y
Events Search Y Y
- Search by Date Range Y
- Search by Event Type Y Y
- Search by Role Y
3
- Search by Community Events Y
- Search by Keyword Y
- View today, this week, next
week, this month, this year
Y
Competitive Analysis: sampleclient.com 7
Competitor 1 Competitor 2 Competitor 3 Competitor 4
J ob Search Y Y
- Search by Keyword Y Y
- Search by J ob Category Y Y
- Search by Full-Time/Part-Time Y
- Search by Location Y
- Search by Shift Y
Y =Yes; the website contains that functionality
1
Divided into ‘All Trials’ and ‘Pediatric Trials’
2
Divided into ‘Adult’ and ‘Pediatric’
3
Professional roles include calendars for Physicians, Scientists, Nurses, Students, and
Volunteers. Patient and Public Education calendars also exist.
Additional considerations:
• Many of the websites also allow browsing of physician / researcher / staff
directory
• Physician search is often separate from researcher and staff search
• Competitor 4 allows clinical trials search to be for closed as well as open trials
• Competitor 1 has a calendar that is not searchable; Competitor 2 has a calendar
and event archive that are not searchable
• Competitors 2 and 4 have jobs pages that are not searchable
Competitive Analysis: sampleclient.com 8
Giving / Contributions / Fund-Raising
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Online Giving Y Y Y Y
- General Support Y Y Y Y
- Program-Specific Support Y Y Y
- In Memory of Another Y Y Y Y
- In Honor of Another Y Y Y Y
- For a Special Event
1
Y Y Y Y
- Gift Club (based on $ amount) Y
Offline Giving (Mail/Fax/Phone) Y Y Y Y
- General Support Y Y Y Y
- Program-Specific Support Y Y Y
- In Memory of Another Y Y Y Y
- In Honor of Another Y Y Y Y
- For a Special Event
1
Y Y Y Y
- Corporate Sponsorship Y Y Y
3
Y
- Planned Giving
2
Y Y Y Y
- Major Gifts Y Y Y Y
- Employer Matching Y Y Y
- Stock Y Y Y
- Endowment Y Y
- Gift Club (based on $ amount) Y
Additional Fund-Raising Y Y Y Y
- Fundraising Events Y Y Y Y
- Thrift Shop Y
- VISA Card Y
- Donating Items for Auction Y
- Donating Goods & Services Y
- Selling Children’s Artwork Y
- Wedding Scrolls, Invitation
Inserts, Recognition
Certificates, Holiday Greeting
Cards
Y
- 5 Year Pledge Y
- Named Groups / Societies Y Y
Y =Yes; the website contains that functionality
1
Includes Birthday, Anniversary, Graduation, Wedding, Bar/Bat Mitzvah
2
Includes Wills, Estates, Charitable Remainder Trusts, Charitable Lead Trusts Gift Annuities, Life
Insurance, Real Estate
3
Competitor 3 allows corporate donations to be made online
Competitive Analysis: sampleclient.com 9
Online Forms / Requests
Competitor 1 Competitor 2 Competitor 3 Competitor 4
eNewsletter Signup Y Y Y
- For Patients Y Y Y
- For J ournalists Y
- For Caregivers Y
- For Researchers Y
- For Prior Employees / Alumni
5
Y
eNewsletter Unsubscribe Y
- For Patients Y
- For Caregivers Y
- For Researchers Y
Contact Us Y
Contact Webmaster Y
Request Appointment Y Y
- Request by Patient Y Y
- Request by Physician Y Y
- Request by Family/Friend/
Caregiver
Y
Request Reports/Publications Y
Survivorship Education Signup Y
Email a Message to a Patient Y
Email Alert Signup Y
- New Publication Y
- J ob Posting Y
Request Support Services
1
Y
Volunteer Signup Y
Request Education Services
2
Y
Questions About Treatments and
Programs Offered
3
Y
Request Brochure Y
Request a Tour Y
Prayer Request Y
Apply for Position Online Y
Survey: Online Visit Reason
4
Y
Y =Yes; the website contains that functionality
1
Support Services: Talk to a patient with the same illness, receive information about counseling
and support groups, receive information about email support groups, or request support
services for a caregiver
2
Education services are for medical professionals or students and include fellowships,
conferences, training programs, seminars, and summer internships
3
Instructions stated that no responses specific to a patient’s condition could be sent via email
Competitive Analysis: sampleclient.com 10
4
Specific to alumni area of website
5
The format of this information is not clear; could be a periodic email newsletter or occasional
emails
Extranets
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Medical Fund Raising Y
Online Bill Access & Payment
1
Y
Grand Rounds / Seminars for
Affiliate Organization Physicians
Y
Past Employee (Alumni)
Extranet
2
Y
Y =Yes; the website contains that functionality
1
Bill is itemized
2
Adding and editing an entry is outside the extranet; no login required
Additional Functionality
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Printer-Friendly Version of Pages Y Y Y Y
Email this Page Y Y
2
Enable/Disable Glossary Terms
1
Y
Spanish Version Y
3
Message Boards Y
- For Asking the Experts Y
- For Survivors Y
Virtual Tour
4
Y
Y =Yes; the website contains that functionality.
1
Competitor 1 allows glossary terms to be activated for a given page, which then change
appearance and are clickable to view the definition; the other websites have static, standalone
glossary pages
2
Only for physician bio pages
3
Not available for all pages
4
Windows Media Player (WMV) format
doc_549212068.pdf