The Challenge

As an elite cancer center, among the 1% top ranked NCI-designated hospitals for cancer care in the U.S., Montefiore Einstein provides evidence-based cancer care for over 200 different types of Cancer. At the time, Montefiore Hospital and Einstein Cancer Center were two separate entities that had recently merged into one and needed to rebrand its website to reflect the merger while positioning itself as a go-to cancer center in Manhattan, the bronx, and the general tri-state area.

Choosing Mirimar Creative agency to spearhead the creative direction for this rebranding effort, Montefiore needed more than just a new website, they needed to highlight their cutting edge technology, scientific advancements and inclusive proactive approach with their local community to better position themselves in a competitive healthcare landscape of the tristate area- a region where patients have plenty of options for cancer treatment. This meant we needed to give real inside look into what cancer care looks like at MonteFiore Einstein Cancer center not another stock filled healthcare website. In addition to a complete overhaul of the existing website, Mirimar executed a live shoot from within the hospital walls documenting the science, surgical technology, and incredible healthcare providers that make Montefiore Einstein the leading cancer care its community knows it for. The result was an inviting brand experience that speaks to the public and encourages prospective patients to take a proactive approach cancer treatment through preventive care.

My Role

Given my experience working with not only healthcare companies but cancer providers, I became the central hub for all stakeholders of this complex production, including the healthcare providers, hospital marketing team, external developers, design teams, production crews, creative directors, copywriters, designers and hospital leadership. Having joined at a time when the project had fallen off the rails, I successfully realigned all stakeholders, monitoring live shoots while being the go-to for hospital leadership to ensure their vision was shot, approved, and executed in the final launch of the website. I was personally responsible for the successful delivery of every piece of content that appeared on the site from copy, to UI and each and every visual across the entire website. deliverables meet technical and branding standards while maintaining consistency across all branding materials. An immensely challenging effort with significant reward, this project remains one of my most proud accomplishments..