SOURCE: Omniture

August 04, 2006 08:00 ET

Cancer Treatment Centers of America Takes Online Patient Care to the Next Level With Omniture

Healthcare Services Organization Uses SiteCatalyst® Web Analytics to Optimize Web Site Effectiveness and Search Marketing Processes

OREM, UT -- (MARKET WIRE) -- August 4, 2006 -- Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that Cancer Treatment Centers of America (CTCA), a national hospital network, specializing in state-of-the-art integrated, whole-person medical care for advanced-stage cancer patients, increased their online patient reach by 42 percent after implementing Omniture's Web analytics solution, SiteCatalyst. Taking action on information generated by the analytics engine, the healthcare services portal also streamlined their search engine marketing process, reducing the cost of building patient relationships by 17 percent within the first month.

"Omniture has been instrumental in helping us create a more engaging online experience for cancer patients and their families -- enabling us to accomplish our unique mission of healing and hope," said Michael Spadaccini, manager of online analytics at CTCA. "The flexibility of SiteCatalyst and the dedication of the Omniture team have provided us with -- for the first time -- comprehensive, real-time analytics to effectively measure, manage and improve our Web presence in ways that cancer patients find most useful."

CTCA's Web site acts as a portal through which patients and care givers research and evaluate which hospital or treatment center is most appropriate for their specific needs. Therefore, it was imperative it presented information and inquiry options as effectively as possible. After reviewing a SiteCatalyst "Fallout Report," Spadaccini noticed a high number of people exiting the Web site after visiting the home page. Using ClickMap™ -- a visual representation of how a link, promotion, banner or other Web property is performing on a page -- he was able to gain a clear view of which offerings were driving phone calls to their Oncology Information Specialist hotline and made appropriate changes which were then verified using A/B testing programs. The changes made resulted in a 42 percent increase in the percentage of cancer patients who visited the home page at and then chose to reach out to Cancer Treatment Centers of America for help.

In addition, CTCA has used SiteCatalyst to improve their search engine marketing (SEM) processes. By adding a tracking code to each of their 3,200 keywords, then feeding Google and Yahoo! search marketing data into SiteCatalyst, CTCA has been able to analyze keyword groups and categories for easier, more effective tracking and measurement. This has allowed CTCA to understand how factors such as position and headlines impact performance of specific keywords or groups. Additionally, CTCA has been able to compare the performance of keyword headlines and offers to determine the most effective combinations contributing toward helping cancer patients find the information they are searching for. With this insight, CTCA reduced its patient outreach cost by 17 percent in one month.

"While these are results that most organizations would be proud to report," said Lefton, "Cancer Treatment Centers of America won't rest until every person who turns to the Internet after receiving a cancer diagnosis learns that there is hope, there are options, and that our trained Oncology Information Specialists are available, 24 hours-a-day, 365 days a year to discuss treatment options. With the help of partners like Omniture, we're moving closer to our goal every day."

"We are pleased that over 40 health-related Omniture customers are realizing the potential of the online channel," said Gail Ennis, senior vice president of worldwide marketing at Omniture. "The flexibility of Omniture's solutions makes them ideal for adapting to the customized needs of an organization to deliver a richer and more effective user experience -- and the results are especially rewarding working with a customer like CTCA."

To read more about CTCA's success, a complete case study is available on Omniture's Web site:

About Omniture

Omniture, Inc., is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers on-demand, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation services, best practices, consulting services, customer support and user training provided through Omniture University. Omniture's customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Oracle, General Motors and Hewlett-Packard.

About Cancer Treatment Centers of America

Founded in 1988, Cancer Treatment Centers of America® is a network of cancer hospitals and clinics specializing in treating patients with advanced-stage cancer. With facilities in Illinois, Oklahoma, Pennsylvania and Washington, patients travel on average more than 500 miles to benefit from Cancer Treatment Centers of America's fully integrated, whole person approach to cancer care that combines state-of-the-art medical treatments with complementary and alternative therapies such as nutrition, naturopathy, mind-body medicine and spiritual support. For more information, call 1.800.615-3055 or visit

Note on Forward-Looking Statements

Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995, including, but not limited to, statements regarding our strategic ability to support health-related organizations and the flexibility of Omniture's solutions to adapt to customized needs of organizations to deliver a more effective user experience. These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including, but not limited to, risks associated with the significant capital requirements of our business model, our ability to develop or acquire new services, possible fluctuations in our operating results and rate of growth, the continued growth of the market for on-demand, online business optimization services, errors, defects, disruptions or other performance problems with our services, our ability to hire, retain and motivate our employees, our ability to develop and maintain strategic relationships, our ability to collect customer data, the adoption of laws or regulations relating to the Internet or our operations, or interpretations of existing law, which could adversely affect our business; and such other risks as identified in our registration statement on Form S-1 filed on June 22, 2006 with the U.S. Securities and Exchange Commission (SEC) and in other filings made by Omniture with the SEC. These documents are available on the SEC Filings section of the Investor Relations section of our corporate website -, Inc. undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations.

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