Siteman Cancer Center
As the project manager and designer for the Siteman Cancer Center I led and designed multiple digital products and marketing programs. The most in-depth project was a discovery and research initiative to evaluate the organizations lead generation for their four primary cancer types, and speciality treatment programs the NIH tasked them to help treat.
Our team built an in-depth understanding of the organization and patient landscape through physician interviews, analysis of their business intel, and a competitive landscape audit.
The complete process included collecting, aggregating and analyzing data as well as reviewing best practices, industry background, corporate policy, resource roles and responsibilities, standard operating procedures, perceptions and platform demonstrations.
Project Manager + UX Tyler McManus
Lead UI Designer Jason Kansler
Content Strategist Anisha Glanton
Web Ads Lead Abby Peskorse
Skills
Project Mangement
Project Lead
User Interviews
Usability Testing
User Journey Mapping
Research and Discovery
Digital Marketing Strategy
Cancer Patient Journey
![]()
We mapped the cancer patient journey to help understand what their needs are at different phases of the disease to inform of content and ads strategy. The most interesting part of this process was when we discovered that before deciding on a care provider the only thing patients really care about is the best doctor. Before we mapped out the journey’s we assumed that a patient with a diagnosis would be curious about signs and symptoms and the impact on their life, but our research and interviews suggested otherwise.
Lead Reconciliation Process
![]()
We created a diagram of Siteman’s current lead reconciliation process, and proposed a more concise process to better tracks and attribute leads to patient appointments. To build this we held multiple interviews with the client and their team, as well as reviewing the tracking data that they use to track leads over large periods of time. We concluded that we could build a slightly more concise process using call tracking, however for a healthcare provider to accurately attribute their marketing to appointments a custom solution to manage their data is neccesary.
Lead Funnel
![]()
Our team diagramed the lead funnel process, to demonstrate how many steps and interactions a patient must complete before they can be considered a converted lead. This process was integral to understanding how far our digital efforts could be tracked and the complexity of lead attribution.
Whiteboard Sessions
![]()
We mapped the cancer patient journey to help understand what their needs are at different phases of the disease to inform of content and ads strategy. The most interesting part of this process was when we discovered that before deciding on a care provider the only thing patients really care about is the best doctor. Before we mapped out the journey’s we assumed that a patient with a diagnosis would be curious about signs and symptoms and the impact on their life, but our research and interviews suggested otherwise.
Lead Reconciliation Process
We created a diagram of Siteman’s current lead reconciliation process, and proposed a more concise process to better tracks and attribute leads to patient appointments. To build this we held multiple interviews with the client and their team, as well as reviewing the tracking data that they use to track leads over large periods of time. We concluded that we could build a slightly more concise process using call tracking, however for a healthcare provider to accurately attribute their marketing to appointments a custom solution to manage their data is neccesary.
Lead Funnel
Our team diagramed the lead funnel process, to demonstrate how many steps and interactions a patient must complete before they can be considered a converted lead. This process was integral to understanding how far our digital efforts could be tracked and the complexity of lead attribution.
Whiteboard Sessions
