Evaluation of ‘India against Cancer’ Web Portal Using Environmental Scan and Google Analytics

The burden of cancer in our country is rapidly increasing. A robust website can serve as an effective tool to create cancer awareness amongst general population and disseminate comprehensive information on prevalent cancers in our country, to healthcare providers. India Against Cancer’ website has been developed by the ICMR-National Institute of Cancer Prevention and Research with this vision in mind. The objective of this study was to test the effectiveness of the website ‘India Against Cancer’ in creating awareness. For this purpose, nearly two and half year since its inception, the website was evaluated using Google Analytics under 3 parameters viz. Audience, Acquisition & Behaviour and by performing an environmental scan of the available national and international websites on cancer prevention and awareness. The data from google analytics was obtained in two phases viz. Phase I-April 2017 to March 2018 and Phase II-April 2018 to March 2019.The results thus obtained showed that the number of visits increased by 282.9% and majority (80.4%) of the visitors were new visitors. Approximately 68.7% was the organic traffic to the portal and 91.2% visitors were from India. The environmental scan of the existing cancer related websites and India Against Cancer website also suggests that the website has substantially served its intended purpose of creating cancer awareness and providing authentic information on cancer to the public over the past two years.