American Cancer Society Digital Transformation Initiatives

About the Customer

The American Cancer Society is a nationwide, community-based voluntary health organization dedicated to eliminating cancer as a major health problem. With over millions of supporters, the American Cancer Society (ACS) saves lives and creates a world with less cancer and more birthdays by helping people stay well, helping people get well, by finding cures, and by fighting back.

Scope and Challenges

R2i, a leading independent digital agency partnered with ACS to take redesigned brand assets and build them into a new cancer.org with modern design and UX features, intuitive navigation, a mobile-friendly experience, and sophisticated Adobe Marketing Cloud technology enabling faster access to content and enhanced accessibility. The new site is a truly valuable digital experience for their many diverse site visitors. 

Additionally, American Cancer Society transformed they legacy system with PeopleFluent. They found what they needed with PeopleFluent’s Recruiting solution. In doing a thorough analysis of their existing problem with the applicant drop-off rate, the ACS discovered that the application itself was seven pages long.

As a result, the ACS shortened the application significantly and made it more user-friendly by giving candidates the ability to auto-fill or download their resume directly from LinkedIn, Dropbox or Google Drive. This simple enhancement eliminated a time consuming and manually intensive step in the application process.

Furthermore, American Cancer Society digitalizes the employee journey with SumTotal LMS & Talent Management and disrupt their HR department by choosing ADP Enterprise HR, eTime, Portal & Payroll.

Outcome and Implications

R2i worked to meet the needs of the various visitor personas as well as build the website against ACS' key objectives including:

• - Incorporating responsive design for seamless viewing experiences on desktop, mobile, and tablet devices
• Building improved navigation paths to help users find information and resources quickly, including a Cancer A-Z Glossary
• Migrating 10,000+ pages of content from ACS' legacy content management system to Adobe Experience Manager (AEM)
• A robust news center complete with tags by cancer type and other important topics to allow users to filter news with one-touch access
• Developing 12+ web templates to give ACS site managers flexibility to build custom pages while adhering to brand and design guidelines
• A fully-functional Spanish equivalent to serve ACS' multi-cultural audience base

As one of the world's largest and most visited cancer resources, cancer.org has a significant obligation to equip patients, survivors, family members, and advocates with the critical resources that they need for their personal circumstances. By migrating the site from their legacy content management system to Adobe AEM, R2i empowered American Cancer Society's internal teams with the ability to not only create and update new pages, but consistently improve site performance to ensure that site visitors are receiving a valuable digital experience.

Quotes

"Cancer.org serves as a comprehensive collection of cancer information for patients, survivors, caregivers, and volunteers. The new site underscores our commitment to making crucial cancer information easily accessible to those who need it," Said - Renee Ducre, Enterprise Web Marketing Leader for the American Cancer Society.