Icon Cancer Centre

How we reduced the friction in finding cancer support

Health care
Websites & Apps / SEO/SEM
Monthly website visits
Keyword rankings
Genuine leads

Icon Group is Australia’s largest dedicated cancer care provider of day patient oncology, haematology and radiation oncology. Over recent years, they’ve seen rapid expansion across the APAC region.

The Group is built on a simple vision; to deliver the best cancer care possible, to as many people as possible.

The problem

Icon was in need of a full digital transformation. A period of strong, acquisition-led growth resulted in multiple websites and a cumbersome user journey.

Our task was to consolidate the data and rebuild the site from the ground up; creating a single, versatile, user-friendly website, that ensured the experience was intuitive and seamless.

The solution

Following a program of in-depth user research, we mapped out the full UX journey. We then developed the UI applying the new global rebranding. From there we developed a new WordPress site from scratch; creating a site that was optimised for both the user experience and SEO.

A sophisticated ongoing performance campaign (SEO, SEM), was developed to drive traffic and conversions.

The end result was a site with a simple, intuitive user experience that reduced bounce rate, increased traffic and improved engagement – and ultimately conversions. The results speak for themselves.

From the success of the Australian site, we’ve since developed websites in multiple languages for New Zealand, Singapore, Hong Kong and China. These are all managed via one centralised CMS, making life much easier for the busy icon marketing team.

Have a look and let us know what you think.