Case Study: Moffitt Cancer Center boosts traffic and patient activation with Bridgeline Digital’s iAPPS platform

The iAPPS Platform Powers Moffitt’s Award-Winning Website

Moffitt Cancer Center, an NCI‑designated comprehensive cancer center in Tampa, faced an aging, seven‑year‑old website that failed to engage visitors — people spent only seconds on the site and key interactive tools were missing. Leadership wanted a relaunch that foregrounded patient and family stories, provided educational resources to boost patient activation, increased traffic, and created a community experience to raise awareness of Moffitt’s services.

Bridgeline Digital rebuilt the site on its iAPPS platform after auditing more than 20,000 pages and conducting staff interviews and patient focus groups. The redesign emphasized interpersonal content with a video testimonial slider, a persistent anchor bar and “fat footer” for resources, social integration and new “CarePages” where patients can post updates. Five months after launch total traffic was up 12% with 21.8% new visitors, CarePages views rose six‑fold to about 90,000, social followers surged (Facebook +91%, Twitter +96%), and the site won the Interactive Media Council’s Outstanding Achievement Award in the Medical category.

Moffitt Cancer Center