Qualisure Diagnostics is a health tech company that develops diagnostic tests for personalizing cancer care. Our first test, a test for thyroid cancer, will be launched this summer. The goal of this project is to refine our website in preparation for our go-to-market campaign. The website will need to be re-engineered to enhance awareness of our new test, and also to facilitate test ordering through our Canadian and U.S. labs.

Students will meet with company members to gain an understanding of the product (the Thyroid GuidePx test), its intended use, and customer segments. We will review our go-to market strategy and the customer journey map. Following this, students will:

1. Make recommendations on how to improve our go-to market strategy (from a digital marketing perspective).

2. Audit the current website, and make recommendations on how to improve content to emphasize our product launch, reach potential customers, and facilitate test ordering.

3. Prepare a search engine marketing (SEM) and search engine optimization (SEO) strategy for the website.

4. Develop our social media campaign, social media calendar, content marketing strategy, email marketing strategy, and landing page campaign.

5. Devise a process for obtaining related analytics.

The CEO and members of the team will meet with the students weekly to review progress and to identify next steps in the project. Our team is dedicated to making this project a collaborative process, so we will be available outside of those meetings to provide data or feedback as required.