ProCure Case Study: Stopping Cancer In Its Tracks With A Better Experience Online
ProCure Proton Therapy Center is a highly advanced cancer treatment center located in New Jersey. The first center in the Tri-State area to offer proton therapy, ProCure had experienced significant operational changes since its opening in 2012. This included becoming independent from its former partner center in Oklahoma, as well as increased competition from other proton therapy centers that had since opened closer to home.
Having already completed a successful brand awareness campaign for the center, Prager Creative was tasked with overhauling the ProCure website. Not just a simple redesign, the project required a complete re-platform involving a radical re-mapping of the site’s structure, the creation of compelling new written and visual content, and a complete reconstruction of the back-end functionality and design.
A Complete Turnaround
The original ProCure site had been designed as an online presence for both the New Jersey location and its former partner center in Oklahoma. Once the Oklahoma center had broken away, a “bandaid fix” had been applied, meaning any mention of the former center had simply been updated to reflect the relevant New Jersey information. This resulted in much duplication of content, lack of clarity in navigating the site, and a highly complicated user experience.
To create an entirely new experience, we first analyzed user data to determine which content was most pivotal to visitors. Combining this with our knowledge of the brand and the patient decision-making process, we then mapped out a site plan that ensured an easy-to-navigate user journey. Central to this journey was ensuring that patients gained a solid understanding of how proton therapy works, why ProCure is a leader in proton therapy, and how they interested patients could obtain information tailored to their specific needs.
With the site map firmly in place, the overall look and feel was established. Stemming from the need to simplify and make the site as easy as possible to navigate, we developed a clean aesthetic enhanced by the ProCure brand colors. Considering the abundance of information one usually seeks out when researching cancer treatments, we made a robust search function central to the design on each page, allowing visitors to always find the answers to their questions. This was supported by clear CTAs in both the header and footer, further encouraging users to reach out at the very moment they were ready.
To align with the new visual representation, the content of the site was also rewritten to provide a clearer picture on proton therapy at ProCure. Striking the right balance in tone between authoritative and welcoming, scientific and caring, and modern yet trustworthy, the written content was carefully organized to ensure users became thoroughly informed in the most succinct way possible. This was supported by engaging video content that allowed visitors to gain even more perspective on this leading cancer treatment.
A Future of Health
The site launched in November 2019, propelling the ProCure brand from its 2012 stance to a much stronger position for today and beyond. Further strengthening their capability for long-term engagement is the Patient Stories zone, which allows for incredible stories of success and health to be shared – a key influence for any patient considering treatment. With research showing that healthcare marketing has a new, prominent role in influencing consumer behavior, ProCure’s new digital experience will be a key tool in communicating their expertise to patients.
Only one month after its launch, the site won Gold in the Medical Website category of the 2019 MarCom Awards. With more than 6,500 entries from across the United States, Canada, and 18 other countries, the MarCom Awards recognizes outstanding achievement by creative professionals. It is one of the oldest, largest, and most-respected creative competitions in the world. This honor is one of many our team has received from distinguished award organizations for our work with healthcare institutions.
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