Proto Refresh

Exploring the frontiers of medicine, Massachusetts General Hospital's award-winning Proto magazine sets a high standard for scientific coverage while reaching greater audiences through an improved, robust content hub.

Founded by MGH in 2005, Proto magazine was published to create a trusted platform showcasing industry thought leadership, medical debate, scientific research, and ground-breaking discoveries. The original accompanying website was soon launched to reach new audiences, top medical doctors, and healthcare professionals from all over. In 2021, I worked together with Art Director Matt Hageman to redesign and develop the digital multimedia experience to offer a fresh new perspective with enhanced UX and KPIs at the forefront. We kept the initial structure as a backbone and created more robust navigation and a series of layouts to include articles, infographics, podcasts, videos, and more. The site continues to outperform expectations and advance retention rates among those who trust the program, relying almost 100% on organic searches and return visits.