Hematology/Oncology Pharmacy Association

Hematology/Oncology Pharmacy Association

Balancing form and function for a new HOPA website

Aware of our expertise within the healthcare space, the Hematology/Oncology Pharmacy Association (HOPA) came to Core in need of a revamped website. The organization’s existing site had many persistent issues, including poor search functionality, difficult navigation between the main site and its educational accreditation site (on a different domain), and a confusing content structure that made it difficult for users to find and access important, relevant and timely information.

Pharmacists and the drugs they prescribe have a profound impact on the treatment trajectory for cancer patients and individuals suffering from rare blood disorders. To help facilitate the best possible treatment for such patients, HOPA plays an important role in advocating for these specialized pharmacists as a critical part of the patient care team.

The new website needed to serve as the face of the association and facilitate collaboration of hem-onc pharmacists across the country in a way that is simple and enjoyable. Undergoing significant growth as an association in the previous years, HOPA also needed to communicate its new vision — extending the impact of the organization to include patients and caregivers.


We facilitated a full web discovery process to deeply understand the challenges of HOPA’s existing site — and how we could improve user and administrator experience. After conducting a full analytics review, integrations audit and content assessment, we collaborated with HOPA leaders and the organization’s marketing team in a digital strategy workshop to guide the new site architecture and align with their priorities.


Understanding that HOPA web users needed to feel informed and supported, we then developed a site map, content strategy and web content outlines that emphasized ease-of-use and information access. By empowering users across different audiences — from pharmacists to patients — with better search functions, a simpler navigation and more accessible content, we made it easy for visitors to find and connect with the resources they needed. To ensure a smooth transition and continuous content updates that would maintain the improved site architecture, we also trained HOPA team members on CMS administration.


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