March 16, 2011
MedTouch Launches New Website for The University of Kansas Cancer To Support NCI Designation Accreditation Process
MedTouch today announces the launch of a patient and research-focused website at www.kucancercenter.org for The University of Kansas Cancer Center, a state-of-the-art research, education and treatment center associated with The University of Kansas Medical Center and The University of Kansas Hospital. The cancer center and MedTouch partnered to develop a website that supports the institution’s transition to a regional and national brand as it prepares to apply for National Cancer Institute (NCI) designation. Previously, the cancer center did not have a complete, freestanding website to house its research and treatment information.
The cancer center is working to become the 67th NCI-Designated Comprehensive Cancer Center. Currently, there are 26 NCI-designated Cancer Centers and 40 NCI-designated Comprehensive Cancer Centers in the United States. The NCI designation will signify that the cancer center has achieved the highest standards of academic research excellence, supported by quality patient care. NCI designation will open new opportunities for additional clinical trials for patients in the greater Kansas City region and throughout the State of Kansas.
“To support our efforts, we asked MedTouch to help us reevaluate our online brand positioning and to improve brand awareness for the cancer center,” said Julie Amor, Vice President of Marketing at The University of Kansas Hospital. “It was a natural decision. MedTouch was already familiar with our brand and existing technology. MedTouch had previously partnered with us to elevate The University of Kansas Hospital brand online through a strategic redesign of www.kumed.com in late 2009.”
“With NCI Designation in mind, we moved clinical trial information and the cancer center’s research initiatives front and center on the new homepage, improving access and explaining the benefits,” said Christina Clark, Director of Interactive at MedTouch. “We also established a new, warm and welcoming feel through the design to inspire trust and caring, and to showcase the cancer center’s unique culture, expertise and research opportunities for both patients and professionals.”
A new, condition-based layout speaks to the full needs of a patient searching for information on a particular cancer type. MedTouch built a new navigation, including breadcrumbs and sub navigation to streamline all related treatment and services content to each condition. This has the additional benefit of optimizing the overall website content for search engine visibility. Users can also easily find clinical trial information accessed from all condition-based pages.
Throughout the new site, MedTouch focused on improving interactivity to create a richer user experience for all audiences, including specific resources for cancer survivors available from the main navigation. Video is prominently featured on the site using YouTube for additional search visibility, and displayed via a pop-up to keep users on the cancer center website for optimal usability. Additionally, the new site also serves as a platform for The University of Kansas Cancer Center’s fundraising efforts and supports recruitment of professional staff and researchers.
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