Building a patient-focused care culture.

Creating a premier global brand for integrated cancer treatment

A cancer diagnosis can set people off on the most difficult journey they will ever face. Lauren Bolton aims to ease the burden for cancer patients, their caregivers, and doctors. As head of marketing for GenesisCare, a leading Australian cancer care provider, she oversees the website that many turn to as they navigate their path from initial diagnosis to treatment and recovery.

“We want to make life better for people receiving a cancer diagnosis,” says Bolton. “It starts with making sure they understand they have choices for care. There are private providers with locations that may be closer their home, with more flexible scheduling. A variety of evidence-based therapies also offer patients hope for favorable outcomes.”

Over the years, GenesisCare expanded through acquisitions in the United Kingdom and Spain, resulting in a mix of 35 operating brands with different websites. In 2020, the company grew once again with an acquisition in the United States, increasing the firm’s global reach.

Although the company merged all its locations under the GenesisCare brand, updating websites was challenging because of an aging WordPress content management system (CMS). Broken enquiry forms resulted in poor experiences for people exploring treatment options and for doctors referring patients.

To address the challenges, GenesisCare turned to Adobe. “We aim to build a patient-focused ‘culture of care.’ We are always looking for ways to achieve higher standards of patient satisfaction and clinical excellence,” Bolton says. “We needed an enterprise-grade CMS to support our mission of providing personalised, high-quality care options.”

"Our efficiency gains with Experience Manager Sites are huge. Instead of tending to site issues, we can focus on refining content to enhance care experiences."

Lauren Bolton

Head of Marketing, GenesisCare

A patient-centered approach to fighting cancer

To unify and strengthen GenesisCare’s online brand presence worldwide, the company required a consolidated website platform to deliver consistent customer experiences. Bolton led the company through re-platforming onto a centralised Adobe Experience Manager Sites environment while revamping its content strategies.

The unified Adobe environment allows GenesisCare to establish brand-compliant templates and components that marketers can adapt for local needs. It eliminates the need for a central team to create every iteration of content for all markets worldwide. Now teams in each country can copy, adapt, and create their own versions based on consistent core components, while the company retains centralized control of the component tree and all governance and security.

Partner Accenture supported the planning and rollout, including data-informed, tailored approaches for how different audiences find the information they need. The new site features streamlined access to information specific to breast, prostate, skin, and other cancers. Visitors can quickly navigate to details on more than 50 active oncology clinical trials in Australia in partnership with GenesisCare, which offer patients access to cutting-edge treatments.

“Establishing a consistent, flawless experience begins at our website and continues at our centres to take away some anxiety of getting cancer treatment,” Bolton says.

In the past, GenesisCare struggled to update sites even once or twice weekly because they spent more than 70% of the team’s time on security patches and broken enquiry forms. “We can now confidently publish on demand so that patients and doctors can view up-to-date oncology information,” says Bolton. “Our efficiency gains with Experience Manager Sites are huge. Instead of tending to site issues, we can focus on refining content to enhance care experiences.”

Crafting online journeys to deliver top-notch oncology care

GenesisCare understands how well its content performs and how visitors engage with the site using Adobe Analytics. “We can dive much deeper into visitor journeys with Adobe Analytics compared to what we could do with Google Analytics, where we only saw vanity metrics of what’s going up or down,” says Bolton. “With Adobe, we have a stronger understanding of why things are happening on our site as visitors navigate through information on their condition, wellbeing blogs, doctor profiles, and our clinic location map.”

Healthcare professionals log into their own area of the website to access timely articles and sign up for events on the latest oncology research and therapies. Doctors use the site to easily refer new patients to GenesisCare through a convenient web form.

Under the company’s old systems, each referral generated an email to GenesisCare, complicating tracking and follow-up. A new physician referral form designed using Adobe Experience Manager Forms, integrates with the CRM at GenesisCare for fast triaging. By quickly routing patients to the right staff for each specialty area, patients receive a rapid response, which can help reduce stress during a difficult time.

“The small details in responding and communicating well with patients have a big impact on their lives,” Bolton says. “This motivates us to optimise our website information so that patients better understand where to find their nearest GenesisCare centre, validate that a recommended treatment is the right choice for them, and book an appointment.”

Since launching its integrated Adobe environment and with ongoing optimisations, GenesisCare has seen impressive gains in content engagement and performance. Physician referrals are up 85% year-over-year. Other inbound enquiries are up 47%. Conversion rates, as measured by patients booking appointments, rose to 68% for physician referrals and to 27% for other enquiries.

Scaling to serve patients worldwide

Bolton values the flexibility of by Experience Manager as a Cloud Service, hosted on Microsoft Azure. The cloud environment scales up and down to meet GenesisCare’s evolving needs. When the company recently sold off its US operations, the new US-based firm enlisted Accenture to establish its own separate, cloud-based website on Experience Manager Sites. Based on the work done creating the global site, Accenture set up the unique US site in less than four weeks.

“As we plan for growth in Australia, the UK, and Spain, Adobe and Accenture give us a clear path to make the most of our opportunities for providing first-rate cancer care,” says Bolton.