The MSI Reproductive Choices UK (MSI UK) website has been announced as the winner of B2C Website of the Year in the 2024 UK Digital Growth Awards. This recognition follows a website relaunch in September 2023, with new content and digital tools to support and empower clients.
The MSI UK website is the digital front door to our NHS-funded reproductive healthcare services. Reaching more than 2 million users every year, it provides a safe space where people can find accurate and timely information about their treatment options, privately (particularly important for those at risk of harm) and free from stigma and judgement.
In September 2023, MSI UK launched a new version of the website in collaboration with Flipside Group, as part of a wider digital transformation designed to support and expand client choice. This website transformation project was informed by a thorough client journey review and a mixture of quantitative data (analytics data, website performance and client demographics) and qualitative data (client feedback forms and ad-hoc client interviews). This work highlighted the need for new digital tools and content to ensure those accessing care feel informed and empowered throughout the treatment journey.
New features of the website include:
- A gestation calculator: designed to help clients understand the abortion treatment options available to them, so they can make an informed choice.
- A new interactive clinic map (with our gestation calculator embedded): helping clients see details of our clinics across the country, and which clinic they may be able to attend based on their gestation.
- Abortion and vasectomy treatment timelines: setting expectations about treatment journeys, how many steps are involved, what happens next and how long the process will take.
- Abortion and contraception comparison tables: helping clients feel informed to choose between medical and surgical abortion (when eligible for both) and different contraception methods.
This content is vital in ensuring people looking for abortion care can access non-judgemental, pro-choice information and services. It is especially important whilst anti-choice organisations work to spread myths and medical misinformation on abortion using tools such as Google Ads to target people looking to access essential healthcare.
“This recognition reflects our commitment to providing comprehensive, accessible, and user-friendly resources about our services.”
Commenting on the news, Elena Tognoni – Head of Digital, Marketing and Communications at MSI Reproductive Choices UK – said:
“We are incredibly proud that our website has has been awarded ‘B2C Website of the Year’. This recognition reflects our commitment to providing comprehensive, accessible, and user-friendly resources about our services. We are fortunate to have a team of passionate digital marketing professionals, and this achievement is a testament to their work and dedication.”
Richard Bentley – Managing Director at MSI Reproductive Choices UK – said:
“As part of our commitment to delivering compassionate, high-quality care to all, we are proud to be developing and transforming digital tools to support our clients’ needs. This recognition from the UK Digital Growth Awards highlights the strength of our website as part of our clients’ journey. Congratulations to all who have worked on this website transformation project, and we look forward to launching new digital features to enhance the client experience very soon.”
Fay Bellion – Senior Digital Project Manager at Flipside Group – said:
“After working with MSI Reproductive Choices UK for several years, we were honoured to continue our great working relationship and be a part of their important website transformation, focused on delivering frictionless user journeys for their clients online.”
In the coming months, we will continue to expand and improve our digital tools to support people to access abortion, contraception and vasectomy care in a way that suits them.
We are proud that our website has been recognised by the UK Digital Growth awards.
