​Peter MacCallum Cancer Centre launches new site to boost engagement

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 “The structure was confusing, the content was out-of-date, the website wasn’t responsive to different screen sizes and the design didn’t reflect the ground-breaking work of Peter Mac.”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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

MAN! this is really a well-written article. Anything regarding app development is well addressed in this article. Especially, the way you...

AIA Developers

Mini marketing leader takes group marketing reins at BMW

Read more

Lyre’s and Dohler will not be sued by Arkay Beverages for stealing Arkay’s trade secretshttps://www.openpr.com/news...

Reynald Grattagliano

Lyre's Spirit Co follow up investment injection with global media partnership

Read more

Yes Iggy, I totally agree.Quite frankly any MD who claims "....Everything has an ROI." is simply naïve and ignorant.I'm reminded of Educa...

Philip Macleod

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in