TMC News

TMC News

Established in 1979, Texas Medical Center (TMC) News is the first word on the game-changing discoveries and innovations emerging from the Texas Medical Center, the largest medical complex in the world.

The Challenge

Until recently, TMC News was published as a biweekly print newspaper and distributed to the local medical community. But with more and more people reading news online, TMC wanted to evolve from paper to pixels. We set out to create a robust news site in just 12 weeks.

Strategy & Implementation

To bring TMC News into the digital era and expand its reach worldwide, we decided to forge a new brand identity and create a digital news and advertising platform from the ground up. 

 We dove into research, UX strategy, and design. Our solution: a feature-rich, engaging experience as innovative as the medical center itself. We launched a responsive news site that delivered real-time social feeds, upcoming events, exclusive articles, and press releases on any device. The site was also designed to allow content submission from any of TMC’s 54 member institutions. This functionality allowed TMC’s editorial team to curate and publish content online and through an aggregated bi-monthly magazine. Additionally, the page allows visitors to review and reserve spots across all 54 institutions and TMC sponsored and/or hosted events.

Website

Aligned with the new brand, TMC News made it easy for readers to read and share all of TMC’s latest achievements. As the largest life sciences destination in the world, Texas Medical Center welcomes more than 7.2 million people annually. TMC News serves as the unified voice of all 54 member institutions – providing relevant, informative, and thought-provoking content for physicians, other medical employees, patients, visitors, and the general public.

Results

  • 34,000

    visitors in the first 4 months after launch

  • 49%

    more time on site spent for users that received eblasts

  • 15%

    of total traffic directly from the main TMC webpage