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Health Care

Adept Marketing + The James Cancer Hospital + UserTesting

How Adept Marketing worked with UserTesting to help The James Cancer Hospital serve a wide range of audiences, better represent their mission, and secure $33 million in funding
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About The James Cancer Hospital and Adept Marketing

The Arthur G. James Cancer Hospital is part of Ohio State University and one of America’s 45 National Comprehensive Cancer hospitals. Their external marketing agency is Adept Marketing, an integrated, digital-first agency located in Columbus, Ohio.

The James Cancer Hospital and Adept Marketing Achieved
33 million

In funding secured, based in part on website development work with UserTesting

143 percent

Rise in non-brand clicks for The James Cancer Hospital’s website

57 percent

Increase in organic traffic

Challenge

The OSUCCC-James Solove Cancer Research Institute (also known as The James) is part of Ohio State University and one of America’s 45 National Comprehensive Cancer hospitals. Their external marketing agency is Adept Marketing, an integrated, digital-first agency located in Columbus, Ohio.

The James Cancer Hospital needed to redesign their website. The project goals: elevate brand perception, improve the user experience across their four key audiences (patients, caregivers, donors, and researchers), preserve organic traffic, and, within nine months, prepare the website for the National Cancer Institute (NCI) CoreGrant renewal. The NCI grant would be worth $33 million dollars in additional funding and ‘website excellence’ was part of the certification criteria.

The James’s website was massive, with over 10,000 pages. From working with The James for five years, Adept understood their business priorities, persona group information, overall website usage patterns, accessibility standards, and platform guidelines. But they still had questions to answer regarding how personas experience the website and engage with content today, where to improve UX, and what they could learn from competitors. 

That, they understood, is where UserTesting could help them.

Solution

To answer their questions, Adept utilized the following research tactics: UserTesting across all four user segments (patients, caregivers, donors and researchers); stakeholder interviews; a competitive content audit; as well as UI and UX audits.

Adept knew that UserTesting could provide a unique vantage point, to understand how each of the main persona groups experienced the website, what content they care about most, and what friction points exist in the current experience. And that approach was successful. The client was so impressed with the User Testing insights, they agreed to relaunch User Testing in the future to test brand perception and increase personalization.

Outcome

The James’s new website met or exceeded all of the initial project goals: 

  • The website received an ‘EXCEPTIONAL’ rating from NCI, resulting in $33 million in funding
  • The website won a Cancer Awareness Advertising Award and a Healthcare Advertising Award
  • Words used to describe the brand during UserTesting improved online performance
  • Users were able to successfully navigate to content more effectively
  • Organic traffic increased after the website launch
    • Organic sessions rose by 57% year-over-year
    • Non-brand clicks increased by 143% year-over-year

Both the client (the hospital) and the agency (Adept) are thrilled with the project’s success and credit UserTesting insights as a significant part of the equation. Helping a top-ranked cancer hospital improve their online experience and gain funding proved to be incredibly fulfilling for everyone involved. And The James moves a step closer toward its mission of creating a cancer-free world.

James Headshot
Jake Kaufman Director of Strategy, Adept Marketing

"We utilize hundreds of solutions. In my opinion, the one that we absolutely could not live without is UserTesting. It is an open box of opportunity."