Marketing the American Cancer Society
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Marketing the American Cancer Society
The American Cancer Society is a national health organization established over a hundred years ago to eradicate cancer and is the oldest and the largest health organization. The society is set up in different locations with over 3000 offices across the United States within which the provider professionals operate (Cancer.org, 2015). The Institute’s commitment is to creating awareness on neoplasm to the people and educating the healthcare practitioners on cancer. The organization also writes publications and journals from the research and surveys conducted across facilities and states, which serve as academic resources and references to the relevant persons (Leong, 2008).
The number of those involved in the organization’s activities has been increasing over the years in terms of professional, volunteers and other stakeholders. The society full reorganization was in 2013 to ensure that the services are centralized and that the affiliate organizations fit in for this course (Cancer.org, 2015). The primary activities of the organization include promoting research on cancer through funding and giving information about cancer to citizens through its national information center. The society also participates in public health campaigns and in a bid to raise funds involves in activities that generate money, and much of its spending, close to three-quarters are on program activities.
The organization has continually been on the top list of meeting set standards for the charitable organization and is one of the most modern societies in the United States (Holcombe, 2015). The organization purposes to fighting back, finding cure for cancer, encouraging, and helping people to stay healthy. The organization is committed to capacity building and establishing collaboration with other cancer organizations with an effort of carrying out strategic directions to end cancer both locally and internationally (Cancer.org, 2015).
How the American Cancer Society Segment the Market(s) it Serves
The cancer society serves a broad range of market ranging from scholars, practitioners, funders, cancer patients, volunteers, collaborating partners among other stakeholders. The institution focuses data to push its course that is requisite for professionals and volunteers to understand the necessary measures and the course to take a situation or a region (Cancer.org, 2015). The society segments its market in terms of research, services and collaborations, with possible further segmentation depending on the focus at any particular time (Holcombe, 2015). The escalating population, an increase in cancer cases and certainly the increase majorly drive the profiling in awareness and the urge to access care or maintain a healthy living.
Technology advancement and the rise in research support the society in marketing itself and in segmenting the areas it serves. From the data availed it is possible to identify the relevant needs and monitor trends across different areas so as to direct appropriate measures to respond. The society uses its national cancer information center to pass information to cancer patients and the callers who contact the center (Cancer.org, 2015). Research and surveys assists to develop appropriate information for different cohorts as per the needs established. Another segment that cannot be ignored is the regulators and the legislative authorities. The Society has continually been committal to meeting the standards set for organizations through its operation.
The purpose of the Institute is to attract more people who are vulnerable and avail the necessary information to create awareness of cancer (Leong, 2008). Therefore, the focus must be aligned to the objectives and the division be tailored to the desirables. The Institute does act not only locally, but also internationally through collaborations and partnerships to provide cure for cancer, prevent it and increase awareness both to the populations and to care providers. It has to comply with standards to appeal for funders to support its purpose continually and sustainably.
The Target Market
As a non-profit organization, the cancer society focuses on better services appealing to funders and regulators that would maintain its image while at the same time attracting potential funding. The focus of the community is, therefore, the population and those at risk of cancer, the physicians, researchers and similar societies that concentrate on eliminating cancer (Holcombe, 2015). Considering the national and the global cancer burden, cancer society focused on products and services that raise their revenues to provide services and that benefit the cancer patients and those affected by cancer. The organization has an open cancer information center through which people can access information relating to cancer, care and management through phone call.
Every institution offering product or service must have it tailored to a certain target group or market. The cancer society is multi focal since it has to take into consideration the service seekers, the service providers, the regulators and the funders of the programs undertaken by the organization (Leong, 2008). The group receives donations, create funds to support its programs majorly focusing on research generated data to direct its operations. The focus bias is not on gender, age, and economic capacity of a person or any other demographic factors but generally, the cores are those with cancer, those at risk, and in elimination.
The target to the market shifts towards the risk factors, the conditions, and the cases, with the real-time data, emphasize to inform the structures and operations. Creating awareness and providing information is dependent on the providers and the researchers, a reason the society has to focus on research. Research is core to informing the service seekers, providers and implementers and provides a base for informed decisions by the relevant parties (Holcombe, 2015). Compliance is essential, and the society has to conduct an analysis of the possible funders of its programs and appeal to attract funding.
How the Organization's Services Positioning meet the Demands of the Target Market(s)
The programs of the society have to be appealing to both the beneficiaries and the donors of the programs. Through the regular analysis and audits, the institution is capable of identifying whether their services meet the necessary targets and the gaps that need closing (Cancer.org, 2015). Compliance with the set standards and positive audit results are indicative that the society is posing its services efficiently and attracting more donations in support of its activities (Leong, 2008). The organization also focuses on transforming the practitioners and the volunteers’ culture experience about offering services to the cancer patients and on providing appropriate information that would ultimately have positive effect on the citizens.
The proper training of the service providers ensures efficient service delivery to the target groups. More funding and promoting research provides the relevant knowledge and awareness creation and availing the necessary information for utilization by the relevant groups (Holcombe, 2015). Participating in public health advertisements and participating in social events ensures that other than raising revenues to support its services, it expands its catchment to cover a wider population. This rise in the number of people is manageable due to the created cancer contact center that also ensures managing of patient’s fears and anxieties (Leong, 2008). Data and statistics provided gives clues about the direction of focus and taking the necessary measures in response to the results of the research. The society is working tirelessly to save lives and reduce the cases of cancers globally at maximized operatives and utilization.