Project Overview

As the national voice of Canada’s physicians, the Canadian Medical Association (CMA) is at the forefront of the advocacy movement calling for health care transformation. A patient-centered health care system has been a constant focus of the CMA’s efforts.
The CMA was publishing a vast range of traditional print and online publications designed to inform Canadians of the complex issues Canada’s health care system faces and to engage citizens to become active in supporting reform for quality health care. But the CMA had failed to attract much attention to the content they were producing, and in 2013 they turned to 76design and Thornley Fallis Communications for assistance.


We designed the Health Care Transformation website as a digital space that fosters the conditions for the development of a grassroots movement on health care. The website speaks to citizens interested in health care, but that are not currently engaged in the health system or familiar with its issues. The functional goal is to narrow the gap between personal health and health care system reform. To achieve this goal, the website enables CMA to publish rich multimedia content and to build community through conversations and novel content discovery mechanisms. The site is optimized for social media and for use across multiple devices and formats.


  • Fully bilingual CMS
  • Social media integration
  • Social Single Sign On
  • Public engagement platform integration
  • Responsive design
  • Custom interactive features

Services provided

  • Business analysis
  • Stakeholder interviews
  • UX design
  • Interaction design
  • Web development
  • Art direction
  • Graphic design
  • Image sourcing
  • Copywriting
  • Quality control
  • Training