How do you build one website for three different audiences with nearly 16,000 pages of research and information? 

MSK website redesign

Key roles: Art direction and design

That was the main question facing Memorial Sloan Kettering when they came to Digitas for a new website. They needed to speak patients and caregivers looking to them comfort and guidance in a difficult time. In addition to their main audience MSK would also need to cater to healthcare professionals and research scientist.

Three distinct segments became unified under the concept of specialization. For patients and caregivers the mantra became specializing in you. This specialization message also extended to healthcare professionals and researchers in their own research and focus. 

With the segments and messaging defined the next task was to create an easy to navigate mixture of resources and information tailored to each segment. After you choose which segment best fits you the menus and content become focused on that segment. During testing we found that the search function was used nearly as much as the main navigation itself. This led us to give more focus on the search functionality than one might see in other websites. 

The whole site was than wrapped in a friendly and comforting look and feel. Since the primary audience is patients and caregivers they needed that segment to feel they could find help and support in MSK Cancer Centers.