The importance of a solid content strategy and voice
Working with MAC, we created a well-defined content strategy and an appropriate voice for the site. We focused on meeting the needs of very different user groups—such as families, caregivers, and medical professionals—who were not given equal representation. That meant making it easy for people to find articles, videos, tips, and photos that demystify CJD. Additionally, the content had to break down the medical language around CJD so that it was simple to understand. We also provided a way for people to connect with support groups.

Delivering information in a compassionate tone
The new site provides the ABCs of caregiving and offers medical information to patients and their loved ones in a compassionate voice. Where before there was a one-page information sheet intended for medical professionals, the site has now become a rich resource that meets the needs of a varied audience.