Medcast is a leader in online healthcare education, as such their main point of contact with their customers is their educational healthcare website. But they had become a victim of their own success. A company that at first was dedicated to online medical education had become, through a series of creative partnership and acquisitions, a holistic education provider for healthcare professionals. The problem was that the branding, architecture, and CX (customer experience) hadn’t been able to keep up with the searing change. As a result, the clarity of the organisation had suffered.
Carter² needed to define an architecture that could evolve with Medcast’s business strategy and build a brand that could connect a series of education elements together.