Defining the future digital ecosystem for oncology

We partnered with a leading pharma company to help shape the future web ecosystem for its US Oncology Business Unit. While the organisation already had a web strategy in place, it needed to validate whether its existing centralised design system and infrastructure were capable of supporting its future ambitions, or whether a more bespoke approach was required.

Through stakeholder collaboration, functionality audits, and gap analysis across key HCP and DTC websites, we assessed how effectively the current ecosystem supported business and user needs. This work uncovered challenges around siloed teams, inconsistent information architecture, fragmented visual styling, and inefficiencies in governance and collaboration.

We synthesised these findings into an evidence-based roadmap focused on high-impact improvements to the core design system and supporting architecture. Alongside recommendations to improve visual consistency and component usage, we also identified opportunities to future-proof the ecosystem through an AI readiness assessment to highlight where AI could offer genuine, long-term value.

The result was a clearer strategic direction for the business, helping teams prioritise investment and focus resources where they would have the greatest impact on operational efficiency, governance, and digital experience quality for US Oncology.

A key part of the project was determining whether the existing design system and infrastructure could realistically support the organisation’s long-term digital vision. Rather than assuming a full rebuild was required, we focused on understanding where the current ecosystem was working well, where gaps existed, and what level of change would deliver the greatest value.

Through detailed audits and analysis across HCP and DTC experiences, we identified opportunities to evolve and strengthen the existing system rather than replace it entirely. This provided the client with greater confidence in where to invest, helping reduce unnecessary complexity while creating a more scalable and sustainable foundation for future digital initiatives.

Our review of the Oncology ecosystem revealed inconsistencies in information architecture, navigation patterns, visual styling, and governance approaches across brands. Variations in typography, colour usage, spacing, and component behaviour were creating fragmented user experiences and operational inefficiencies for internal teams.

Rather than approaching these challenges from a purely technical perspective, we grounded recommendations in evidence gathered through audits and collaborative stakeholder discussions. This enabled us to prioritise high-impact improvements aligned with both operational realities and future strategic goals, while also identifying opportunities to future-proof the ecosystem through AI readiness assessment and longer-term scalability planning.

The result was a clearer, evidence-based roadmap that gave the organisation stronger direction around where to focus investment, improve consistency, and build a more connected digital ecosystem for the future.