Accuray | Marker Seven

Accuray

Developing Experiences for Very Different Audiences

Accuray’s flagship radio-oncology devices CyberKnife and TomoTherapy revolutionized the field of cancer treatment in 1990 by irradiating cancer without invasive surgery

Acurray - Products on Multidevices

While Accuray needed an agency to take over the implementation of their corporate site, their multiple online properties had been designed and developed by different agencies on various platforms requiring a level of technical support that made updates difficult and delivered a fragmented brand experience.

Marker Seven redesigned the corporate site to better deliver the Accuray brand and created a digital strategy that could bring their properties under one umbrella, both conceptually and technically. Accuray then engaged us to develop new digital products for their underserved audiences.

Marker Seven Services

Insight & Planning
Card Sorting
Digital planning
Industry research
Persona and scenario development
Problem definition
User Research
Stakeholder Interviews

Experience & User Interface
Technical design
Multi device responsive design
Information Architecture
Interface design
Experience design
Content design

Digital Products
Corporate Website
Product Websites
Custom Applications
Content Management
E-Commerce Platform
Measurement
Product Performance Measurement and Analysis
Search Engine Optimization

OUR WORK

Taking Back Control

Building new sites on the Drupal CMS platform, enabling multiple languages, and integrating existing sites on Expression Engine and a Magento e-commerce platform, we helped the marketing team regain control over the digital suite. Able to better update and maintain the content while pulling robust reporting, they could now focus on future technical migration strategies to accommodate growth and the implementation of new third party technologies.

Can You Say That In Chinese?

Historically, Accuray had focused most of its marketing efforts on B2B domestic sales while customers and potential customers in international markets were only lightly considered. We enabled Accuray to better connect with global markets by developing a multi-language feature that can be managed through a single interface. International versions of the corporate website were created in seven languages by teams around the world using the interface, allowing users to toggle between languages with one click.

Putting People at Ease

Another audience not being served was the patient. In an industry traditionally focused on the clinical stories of robotics, technology, and specifications, clinical teams didn’t have messaging to sell the treatment to their customers. Our user experience process identified Accuray’s key competitive advantage as its “quickest time to recovery” over other treatment methods. Developing messaging and visuals that focused on people who are quickly ‘back in action’ after treatment, we created patient sites for each device that deliver this message in a guided experience. The goal is to inspire people to undergo treatment with confidence.

A Very Different Experience

The most important audience for Accuray is the clinical teams who need to use the multi-million dollar CyberKnife and TomoTherapy Systems for ‘no two are alike’ treatments. We worked with the original vendors of Accuray’s clinical forum – Accuray Exchange in Radiation Oncology (AERO) – to pull the portal into the family while continuing to improve it as a community venue for teams to share and discuss their practices in precision radiation oncology.

Powerful Digital Tools

Leading Accuray’s stakeholders through a full user experience and creative process – one that includes card sorting, user personas, use case scenarios, site architecture and design wireframes – we collaborated with Accuray to reach and serve all of its unique audiences. From content strategy to design, development and technical deployment, we were able to create a cohesive suite of digital products that give Accuray powerful tools for communicating their brand among patients and customers, internationally.