Roche had a patient website that was badly underperforming, so I reviewed the content quality and studied the analytics to understand why. I then used these findings to write a new site for European markets across 4 languages. The new site took people diagnosed with breast cancer on a journey of support and care.

I interviewed people with personal experience of the disease and used these insights to create helpful jargon-free copy. I reviewed page data to fine-tune content, and initiated a voting system, so people could grade content they liked. Copy that worked well moved higher up in the site, while copy that didn’t could be refined.

To make this project a success (it became Roche’s benchmark for patient websites) I used copywriting that simplified the complex with true empathy for people undergoing treatment. Combined with analytics and a lateral approach to judging and refining content quality.