Strategies for change

Princess Margaret Hospital

With a team dedicated to caring, learning and finding answers, Princess Margaret Hospital is one of the largest cancer centres in the world.

When Princes Margaret Hospital completed a strategic planning process in 2011/12, one of its key emerging priorities was to focus on patient-centred care and it needed a website that was accessible to patients while also positioning the Centre as a world-class leader in cancer care. Outreach was brought in to work with Princess Margaret’s senior management and web team to develop messaging and copy for the healthcare professional and research sections for the site. Since the Centre had no integrated communications plan or messaging, and since the strategic framing was a new approach, the project required skill in working with individual departments and physicians, and with University Health Network (of which PMH is a part), to develop a shared narrative that was accessible, informative, and reflected excellence.

“Alex joined me to form the content development team for a very large, complex web project involving numerous departments and stakeholders. Our extremely aggressive project timeline required someone with Alex’s competencies – not only writing well but also managing the priorities of the project and content contributors, developing departmental messaging to align with newly minted organizational structure, vision and mission.”

-Colleen Young, Writer/Editor, Content Lead on Princess Margaret web initiative