The Cure to User Optimization: Integrity’s Partnership with Fight CRC

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Content and Digital Marketing Strategist
Mar 22, 2023

Our client, Fight Colorectal Cancer, a non-profit organization dedicated to raising awareness about this disease, needed our help with an outreach strategy to increase cancer screenings amongst African American men. We delivered. And not only did we deliver, but we took them to the number one spot in search traffic by creating an interactive colorectal cancer screening quiz. Here’s how.

At Integrity, we are constantly asking ourselves how we can uncover solutions for our client’s toughest challenges in order to deliver them their goals, not only as a St. Louis Web Development Agency, but a web design, digital marketing, and content strategy team across the nation. Our most recent project with our client Fight CRC allowed us to create an impactful tool that can potentially save lives.

March is Colorectal Cancer Awareness Month. Colorectal cancer is the third most commonly diagnosed cancer and the second leading cause of cancer deaths. However, when detected early, it can often be treated successfully. This is why colorectal cancer screening plays a crucial role in preventing and detecting the disease. Our partnership with Fight CRC was focused on developing an outreach strategy and awareness campaign to increase colorectal cancer screening amongst African American men, where the rates are the highest of any racial/ethnic group in the US. African Americans are about 20% more likely to get colorectal cancer and about 40% more likely to die from it than most other groups.

Originally, a cancer screening quiz had been made in the form of a PDF, but working with some of the biggest healthcare providers every day, we know the first visit your patients make is to your website. Project Manager Drew Newman, Lead Developer Jeremiah Harris, and Frontend Developer Laura Kong took this simple PDF and transformed it into an interactive, user-friendly quiz that asks questions about individuals' lifestyle habits, medical history, and family background. Based on the responses provided, the tool calculates their level of risk for developing colorectal cancer and provides personalized recommendations for further testing or preventive measures.The quiz is easy-to-use and accessible online from any device, making it convenient for individuals who may not have access to traditional healthcare resources or educational materials.

Because of the quiz’s incredible user optimization and shareability, it’s ranking in search traffic skyrocketed. At two events in Washington D.C. this month, the QR code to take the quiz was displayed on “The Throne.”

Through this QR code, Reader’s Digest discovered the quiz and wanted to promote it through The Healthy site and because our team made the quiz easily embeddable, The Healthy was able to add it to their site quickly.

“We are so thankful for the chance to run your quiz yesterday, thank you sincerely for your swift response and cooperation.” said Kristine Gasbarre, Senior Editor at The Healthy @Reader's Digest, “It’s been #1 in traffic for us since we published. It feels so good to know we’re equipping people with a tool that might urge them to go get screened.”

Working with Fight CRC has allowed us to continue to create impactful content that can change lives while also helping our team grow in expertise and experience. We are proud to have built something so accessible that can make an enormous difference in raising awareness and improving health outcomes for those affected by this disease. At Integrity, we always strive to provide the best services possible for our clients and their users, and we hope that our work with Fight CRC is just the beginning of more exciting projects centered around improving public health through digital technology.

Ready to make a difference in your user’s lives through website optimization? Let’s get started!

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