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Facing Lung Cancer Case Study


The American Lung Association hired Blue Water to design a microsite dedicated to providing support and guidance for lung cancer patients and their caregivers. In addition to being easy-to-maintain, they wanted the site to include unique interactive programming and lung cancer health education in a clear and accessible manner.


Blue Water Media performed the following activities for altohartley.com:

  • Digital Strategy and Requirements Definition
  • Information Architecture Development (User Personas, Sitemap, Wireframes)
  • High End Graphical, Visual and Structural Design
  • Convio Content Management System  Implementation & Customization
  • Web/Application Development, including comprehensive QA and Testing
  • Site Maintenance, including Hosting and Web Support


The visually appealing Facing Lung Cancer microsite engages users immediately upon site entry.  A dynamic homepage slideshow featuring images of hopeful patients, their caretakers, and healthcare professionals along with attention-grabbing lung cancer statistics bestows the site with a positive, polished and authoritative feel, which is further enhanced by the new custom-designed logo.

 In addition to its aesthetic appeal, the site acts as an informative and easy-to-use lung cancer resource thanks to expandable drop down menus, intuitively structured information, and easily accessible contact information.  Informative content in the “Treatment Decision” and “Find Support at Every Stage” sections provides in-depth lung cancer lifecycle and treatment information, further meeting the needs of lung cancer patients and their caregivers.  Additionally, an interactive video library featuring advice from lung cancer experts and a Lung Cancer Toolkit with printable PDFs helps patients track medications, important questions, and treatment progress.

To enable the American Lung Association to easily update the site as needed, Blue Water Media deployed a customized solution to their existing content management system, Convio.  This allows them to maintain the site on an ongoing basis, ensuring the most relevant and up-to-date lung cancer information is always available to patients and caregivers.


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