A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
The cancer research centre partnered with the Icon Agency to revamp its digital content offerings
Peter MacCallum Cancer Centre (Peter Mac) announced it launched a new online portal in an effort to boost community engagement.
Launched late last month in partnership with the Icon Agency, the site became live just in time for the hospital’s new residence at the Victorian Comprehensive Cancer Centre building. It offers Peter Mac’s community of patients, researchers and health practitioners better design, structure, content and navigation, all accessible across desktop, tablet and smartphone devices compared to the previous platform.
“The old Peter Mac website was built very quickly and was simply not meeting the needs of our community and the organisation,” Peter Mac’s director of digital strategy, Jeremy Macvean, told CMO. “The structure was confusing, the content was out-of-date, the website wasn’t responsive to different screen sizes and the design didn’t reflect the ground-breaking work of Peter Mac.”
Peter Mac also developed the new website with comprehensive stakeholder workshops and contributions from right across the organisation, Macvean claimed.
“This ensured that we got the information structure right so users would be able to intuitively find what they needed as quickly and easily as possible,” he explained. “This greatly improve accessibility, along with improved site search, better developed content and having a website that presents beautifully regardless of the device that you’re accessing it from.”
According to Macvean, the aim of Peter Mac is to provide the world’s best cancer care, so engaging effectively with the community via a channel such as an effective digital platform is key to delivering this core outcome. For patients and carers, this includes providing information in a way that’s easy to access and understand to empower those affected by cancer with a sense of control, he said.
“The new website that Icon designed and built is a great new digital home for our Peter Mac community, which will facilitate and strengthen the centre’s strategy of providing world-class cancer care, accelerating discovery and research and focusing on cancer prevention and wellbeing,” he said. “Peter Mac is well known for providing outstanding patient care and the website helps to extend this beyond the wall of the organisation.”
But the rollout was not without its challenges. Macvean highlighted Peter Mac had a fixed, tight timeline to work within, and to deliver the website to coincide with the big move to the new building in Parkville.
“This meant we had to get a huge amount of work done quickly and without compromise, which demanded great teamwork with the agency and across the organisation, flexibility and decisiveness at key project milestones,” he said.
Macvean is confident the new website provides a flexible platform to support Peter Mac’s services in cancer care, research, education and prevention into the future.
“The benefits are huge and varied, including better user experience, making it easier for patients and carers to find the information they need, enhancing research, attracting the best people to Peter Mac, and generally improving awareness of the extraordinary care and research taking place within Peter Mac every single day,” he concluded.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...
Collins Johnson
Oath to fully acquire Yahoo7 from Seven West Media
Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...
Ryota Miyagi
Why the art of human-centred design has become a vital CX tool
Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...
Cecille Pabon
Report: Covid effect sees digital events on the rise long-term
Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family
Sanwataram
Predictions: 14 digital marketing predictions for 2021
Nice!https://www.live-radio-onli...
OmiljeniRadio RadioStanice Uzi
Google+ and Blogger cozy up with new comment system