Our redesign of the HOPA website balanced form and function to give patients and pharmacists a better online experience.
Pharmacists and the drugs they prescribe have a profound impact on the treatment trajectory for cancer patients and individuals suffering from rare blood disorders. To help facilitate the best possible treatment for such patients, the Hematology Oncology Pharmacy Association (HOPA) plays an important role in advocating for these specialized pharmacists as a critical part of the patient care team.
Aware of our digital capabilities and healthcare expertise, HOPA came to Core in need of a revamped website. The organization’s existing site had many persistent issues, including poor search functionality, difficult navigation between the main site and its educational accreditation site (on a different domain), and a confusing content structure that made it difficult for users to find and access important, relevant and timely information.
The new website would serve as the face of the association and facilitate collaboration of hem-onc pharmacists across the country in a way that was simple and enjoyable. Undergoing significant growth as an association in the previous years, HOPA also needed to communicate its new vision — extending the impact of their organization to include patients and caregivers.
We facilitated a full web discovery process to deeply understand the challenges of HOPA’s existing site — and its negative impact on user and administrator experience. After conducting a full analytics review, integrations audit and content assessment, we collaborated with HOPA leaders and the organization’s marketing team in a digital strategy workshop to guide the new site architecture and align with their priorities.
Understanding that HOPA web users needed to feel informed and supported, we then developed a site map, content strategy and web content outlines that emphasized ease-of-use and information access. By empowering users across different audiences — from pharmacists to patients — with better search functions, a simpler navigation and more accessible content, we made it easy for visitors to find and connect with the resources they needed. To ensure a smooth transition and continuous content updates that would maintain the improved site architecture, we also trained HOPA team members on CMS administration.
We re-designed the website’s visuals, choosing design elements, fonts and photography that made content vastly more legible and transformed the organization’s overall look and feel — from cold and clinical to warm and approachable. With every detail considered for optimal user experience, the site we built effectively welcomed visitors to linger and learn.
“It’s clear that the Core team listened; they heard us during the digital workshop. I appreciate how they are going to push and challenge my team from a design perspective. I have no hesitation showing both of these initial designs to the Board of Directors.”Michelle Sieg - Director of Communications, HOPA
From the outset of the project and throughout our collaboration, we received very positive client feedback on our approach and designs.
Our step-by-step collaborative process allowed us to develop a new CMS experience that made it easier for HOPA to manage, maintain and update with new and relevant content for its many user audiences.
After training and deployment, we have received minimal requests for website support or maintenance. The new HOPA website offers its users — and administrators — a better experience for learning and sharing about pharmacists’ important role in changing patients’ lives.
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