Delivering a high-performing, e-learning platform to position the company as a market leader
Canon Medical Systems UK appointed Tann Westlake to deliver a high-performing e-learning website for the Medical Imaging Academy, an online educational platform for healthcare practitioners to gain CPD accreditation, and to position the company as a leader in medical imaging education.
On behalf of CMSUK, Tann Westlake was commissioned for the initial rebrand project for its e-learning platform, Medical Imaging Academy, which would then be embraced across the new website and all future digital marketing activity. Our task was to elevate the existing branding and website both visually and functionally. The user experience would become the core focus, to ensure the website delivered efficient, engaging, and educational CPD-certified training.
The challenge Tann Westlake faced was to build a platform that allowed live, virtual and on-demand learning courses. Traditionally, learning management systems (LMS) have only catered for one or the other. In a post-COVID world, our focus was to create a comprehensive and sophisticated website platform to cater for both formats – with the functionality to collect feedback and automatically reward users with CPD points and certifications.
Other challenges included managing existing user data, cleansing and transferring records and adhering to strict GDPR requirements. Given the quantity of sensitive personal data, a great deal of care and attention was required.
A privacy impact assessment was undertaken, in collaboration with Canon Medical Systems Europe (CMSE) and additional security measures were put in place. A dedicated hosting server was also introduced to ensure exclusivity and reduce the risk of vulnerabilities. Two-factor authentication (2FA) was implemented for all site administrators.
By delivering a high-quality educational website with engaging content and enhanced user experience, we very quickly saw a tangible increase in brand loyalty and a significantly improved conversion rate for new customers.
Page visits rocketed rapidly by 782% and registrations hit a new high with a 318% increase, demonstrating the vast improvements to the user experience. It has enabled the client to gain a clear market advantage over its competitors, strengthening its position as the leader in the field, and cementing Canon Medical Systems UK’s Medical Imaging Academy as a ‘go-to’ provider for medical imaging education.
Within the first six months (to January 2022), member numbers increased from 360 to 1,500.
The overall 2021 figures for the new site compared to 2020.
The overall 2021 figures for the new site compared to 2020.
A high-quality educational website with engaging content and enhanced user experience, resulting in increased brand loyalty and a significant conversion rate of new Canon customers. It has enabled the client to gain a clear market advantage over its competitors, quickly becoming leader in the field, and positioning Canon as a ‘go-to’ provider for medical imaging education.
The Medical Imaging Academy project, on behalf of Canon Medical Systems UK, is one of the best examples of Tann Westlake’s capabilities as an agency. A high quality e-learning platform which incorporates on-demand education, integration of live in-person and virtual courses, and continued support and maintenance.
