Mayo Clinic Magazine Website

Mayo Clinic, a world-renowned healthcare institution known for integrated clinical practice, education and research, revitalized its flagship magazine, transforming a previously discontinued publication into a fresh multi-channel platform celebrating the institution’s medical advancements and the generous benefactors who make them possible.
The vision for the platform was to create a complementary print and digital experience to engage with the audience across multiple channels. Published biannually, the print edition showcases inspiring stories of Mayo Clinic's innovations, profiles of world-class physicians, patient healing journeys and impactful philanthropic partnerships. These narratives are brought to life through bold, beautiful imagery and art.
Complementing the print publication, a dedicated website launched in April 2024 and hosts additional stories, videos, podcasts and supplementary content, enriching the overall reader experience.
To create this premium storytelling platform, Mayo Clinic partnered with McGuffin Creative Group on the website. The collaboration began with defining the user flow experience and mapping out the site architecture. This architecture empowers visitors to control their own journey on the site, focusing on specific fields and areas of interest. With a site map in place, McGuffin’s design team worked closely with the editorial team to develop an intuitive and immersive digital design system. The magazine's visual identity builds upon Mayo Clinic's iconic brand, leveraging bold, colorful and authentic imagery to complement the inspiring stories. Custom artwork and illustrations, specially commissioned for the platform, further enhance the storytelling experience.
The website design ensures a seamless experience for both front-end and back-end users. It allows for regular updates with new stories and content while enabling custom page designs to keep the site fresh, engaging, and appealing for returning visitors.
Since its initial launch, the site has already seen significant growth in traffic and engagement with an 88% increase in pageviews month over month in addition to garnering high praise from both internal and external stakeholders.