British Medical Association Adapts After Traffic Surge

With nearly a third of visitors checking out its website on mobile devices—and numbers surging in the past year—BMA changed its mobile approach to meet its audience’s needs. The plan? To go all-in on responsive design.

When you see a 125 percent jump in your mobile traffic in a single year, clearly there’s a need crying out to be met.

So goes the logic of the British Medical Association (BMA), which recently launched a new mobile presence  (opens in a new tab) to serve its more than 140,000 members.

The trade group representing doctors and medical students throughout the U.K. says that current web traffic trends suggest the shift will only speed up. Currently, 29 percent of the association’s traffic comes from mobile devices.

“Mobile has become a key channel for our members to keep up to date with news, and increasingly to get practical support and advice,” the association said in its announcement  (opens in a new tab).

BMA housed a large amount of content on its website and had to pick and choose which to put on the mobile site. It focused first on popular features such as blogs, and it plans to add more long-tail content in the coming months.

“Ultimately, we want a responsive website that works across devices,” the association said in its message to members. “This is a step in the right direction, and we’ll be looking at how you are using it to help shape the way we develop future content and our online services.”

BMA worked with the design agency Precedent on the new mobile site and on a five-year blueprint for the association’s full digital strategy. More on the creative process behind both the desktop and mobile sites is available on the agency’s website  (opens in a new tab).

(Precedent screenshot)