ResearchOncology.com

Reimagined HCP Experience for Celgene’s Oncology Pipeline

For Celgene, the online challenge wasn’t visibility. It was vitality. Its oncology pipeline website, ResearchOncology.com, functioned more like a pass-through than a destination, despite featuring an exciting R&D program. Key metrics revealed a pattern of fleeting interaction. Physicians were arriving but not staying to explore the site and engage with its content.

Our objective was to convert “drive-by” traffic into active engagement and enduring clinical interest. Our strategy was to redesign ResearchOncology.com around how physicians actually consume information: quickly, selectively, and with a clear purpose.

• First, we made content more relevant and personalized. We tailored pathways and messaging to different specialties, interests, and stages of engagement so that each visit felt immediately useful

• Second, we repackaged content to be current and concise. By breaking down dense material into digestible modules, highlights, and summaries, we respected doctors’ time constraints without sacrificing scientific rigor

• Third, we simplified the experience through a more intuitive and elegant navigation system. Our streamlined UX helped users move seamlessly among pipeline molecules, clinical trials, and educational resources

• Finally, we made content work harder by driving action across channels. We embedded clear next steps, surfaced related resources, and tightened connections between on-site content, video, and sign-up opportunities

Visually, we refreshed the high-science look & feel but anchored it to something new: human portraiture. The goal was to part the curtain to reveal the people behind the pipeline, and more importantly, to share their inspiring vision of a more hopeful future for patients with cancer.