TBG & Penn Medicine
Penn Medicine is a leading healthcare system in the Philadelphia area, providing world-renown treatment, research, and a broad range of unique specializations. One of Penn’s flagships is the Abramson Cancer Center (also known as Penn Cancer), an institution that is redefining the science and treatment around cancer through areas like genomic science, proton therapy, and speed of integration of research results into treatment. In other words—an absolute leader in the field.
TBG (The Berndt Group) is extremely pleased to work with Penn’s outstanding digital team on this ongoing multi-year project, developing an overall roadmap, strategy, user experience, and ultimately, CMS implementation for this world-class center. An object lesson of a complex hospital system site where all the components—including user experience, content strategy, and digital operations—need to be tightly coordinated and carefully thought through, the project provides an example of how an organization can reinvent its digital experience through and through.
From the start, the project was conceived not just to meet the known best practices of the day, but also to model a higher, next generation of user engagement. Working in the context of a Mobile First, fully Responsive, content targeting, HTML5 approach, TBG and Penn set out to create something unique, a holistically different kind of site for the future. Penn’s intentions were more than to create a great hospital system website, but rather to create the hospital system site of the future. The Abramson Cancer Center was the first expression of this direction.
At the end of the day, this project was not just another great heathcare website for Penn Medicine and TBG, but rather a real contribution to the vision of what is possible for digital healthcare marketing. Exciting, to say the least!
"Penn Medicine is lucky to have TBG as a strategic partner. Taking into account the complexities of our infrastructure and the sheer size of our organization and existing content, TBG worked with my team to develop a thoughtful plan that will evolve Penn's online presence, and do it quickly. We are positioning ourselves well to be more nimble, efficient, innovative and engaging."
Director, Interactive Marketing, Penn Medicine