WASHINGTON: JPA Health Communications, formerly known as Jones Public Affairs, will overhaul the Melanoma Research Foundation's web presence and handle PR for the redesign.
The firm, which is also the organization's PR AOR, won the assignment after a competitive RFP process.
The need for a site redesign comes as more people are looking for information about the disease. The number of consumers who visit the site has jumped tenfold over the last five years to more than 150,000 each month.
“We have so many visitors that we need to make sure they are getting the information they need,” said Lauren Smith, communications manager at the foundation.
The organization hopes to unveil the website and subsequent PR outreach in September. The redesign will include a reorganization and simplification of how information is presented, as well as making the site more mobile-friendly, Smith said.
The metric for measuring the success of the revamped website will not be if it has more visitors, but the number of return visits and the amount of time consumers then spend on the site.
“The site has already been successful in driving traffic, the purpose of this redesign is to help them figure out what happens next [after a diagnosis], like what are the important questions to ask my doctor,” said Ken Deutsch, EVP of digital strategy at JPA. “It's about helping them through the process.”
Earlier this year, Bristol-Myers Squibb hired JPA to support its US oncology advocacy business.