An Online Window to Cancer Care

Brody, Alana; Evans, Andrea
June 2008
Marketing Health Services;Summer2008, Vol. 28 Issue 2, p15
Academic Journal
The article discusses a private online social network for newly diagnosed cancer patients created by the National Comprehensive Cancer Network (NCCN). The NCCN is a nonprofit alliance comprised of 21 of the top cancer centers in the U.S., the article indicates. Commentary is provided by Ellen Sonet, vice president of marketing at Memorial Sloan-Kettering Cancer Center, a NCCN member institution. The article discusses the strategies used for recruiting and screening community members, the Web site's design, and techniques used to make the portal welcoming and easy to use. Also discussed are the subjects and issues that marketers learned about cancer patients' needs from the Web site. INSETS: Best practices for creating online communities;Ten things we learned from the community;Conversations community members initiated.


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