Expanding and Reaching Online Audiences Through Community Engagement

The Melanoma Research Foundation (MRF) is the largest independent, national organization in the United States devoted to melanoma, the most serious form of skin cancer.  As the organization prepared to launch a completely redesigned website, JPA partnered with MRF to evaluate and update the old site’s content and information, as well as expand the online community offerings.

JPA restructured the website to make it easier for newly diagnosed melanoma patients to find information and support services, including a robust online community section and expanded social media platforms.  As a result of the redesign, Melanoma.org experienced a marked increase in traffic and positive reception of its expanded online community services.

Challenge

  • Educate and build awareness about melanoma
  • Increase community engagement
  • Meet the needs of a diverse group of patients

Insight

  • Newly diagnosed melanoma patients are high-information seekers
  • Melanoma patients need a platform to ask questions and get advice from other patients who are in a similar situation

Strategy

  • Update community section to drive conversations and interaction
  • Create a YouTube video to reach and educate teens about the dangers of tanning
  • Monitor website and social media analytics to assess results and recommend enhancements
  • Restructure website to help users easily find information
  • Optimize website for search engines

Success

  • Increased traffic to Melanoma.org website
  • Successfully launched MRF community central – a key portal for patients, caregivers, family and friends