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Case Study: Website Redesign

AMC Redesigns Audience-Specific Websites for AAHPM


When the American Academy of Hospice & Palliative Medicine (AAHPM) evaluated its communication and marketing efforts, it found that the user experience wasn’t optimal on its member-driven website or a patient-focused website. The content needed to be streamlined and written for a specific audience. The sites needed to be user friendly, with engaging images, compelling graphics, and responsive designs that would be easily accessible for the Academy’s mobile-savvy members.


AMC’s Creative Media Services (CMS) department partnered with the academy’s staff to redesign the websites. Members collaborated with staff to help create intuitive navigation and to write content that was specific to visitor personas. CMS writers and editors assisted to ensure content was appropriate for the audiences and medium. AAHPM leaders approved the designs and tested the websites before launch.


Members and visitors have responded positively to and, which have both seen an increase in traffic. Improved usability and navigation have led to an increase in requests from organizations wishing to link to the patient site and the creation of a Twitter account to help patients better understand hospice.