Icon: Cancer Care Provider Case Study -- Windsorborn

Icon Cancer Centre

At Icon, care is more than just a word.

Icon Group is Australia’s largest dedicated cancer care provider with a growing reach into New Zealand and Asia. The Group is built on a strong but simple vision – to deliver the best cancer care possible, to as many people as possible, as close to home as possible. Icon Group provides day oncology, haematology and radiation oncology. A growth strategy based on acquisition  led Icon to have different websites for each of these offerings.

As part of a global rebrand of the Icon Cancer Centers, they were looking to streamline their offerings under one holistic website. The core objective was to create a versatile, useful website that ensures a targeted user experience for the audience, by providing the information they are seeking quickly, easily, and responsively. All with a more personal touch.

User ExperienceDesign
User Interface Design
Development – WordPress



We started by carrying out a series of interviews with key stakeholders, patients and families of patients, so we could really understand user needs and requirements. This provided the strategy and findings for the user experience design phase. We then created a patient-focused WordPress website. Home to a portal of information such as patient booklets, doctor profiles, videos and blogs, the site was designed  to continue the in-centre experience online. A simple user experience and intuitive dynamic search functionality helps to provide a more patient-focused experience. Putting the search bar in a prominent position helped the audience to only discover the information that is relevant to them. These changes reinforced the message that the patients and their needs are the most important thing to Icon. A clean and professional user interface design helps to accurately represent the Icon Cancer Centre brand as a modern, caring and progressive brand.

Following the launch of the main AU site, we developed multi-language websites for New Zealand, Singapore, Hong Kong, China and a number of Icon’s sub-brands.

Once the sites were live, a sophisticated performance campaign (SEO, SEM, Retargeting), has been incredibly successful in driving traffic and conversions and is continuing to build in momentum.

30,000 users visiting the website

(+122% YoY).



423 goal actions.

Now ranking for 14,000 keywords.



274 genuine leads.

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