How the Medical Publishing Academy turned clinical expertise into a CPD course for junior doctors.
A branded LearnWorlds course and website for UK doctors who need publications, built around one clear audience insight.
A clinician-led academy with one clear aim.
Medical educationMedical Publishing Academy teaches doctors how to write and publish peer-reviewed papers. Its flagship course, Write to Publish, brings together three experienced faculty members.
Junior doctors need publications to strengthen specialty training applications. Most never learn how to get a paper accepted. The Academy set out to teach this skill in a format built for busy clinicians.
A strong course needs a clear audience, a trusted brand and a smooth path to enrol.
- How do we speak to time-poor junior doctors who need publications for their training portfolios?
- How do we build a brand doctors trust, without a cold clinical look?
- How do we show the value of a 10-chapter, 30-hour course before anyone enrols?
- How do we keep learners moving through a linear course with a firm pass mark?
- How do we make a LearnWorlds site look bespoke and meet UK legal standards?
Strategy, brand, build and launch support in one team.
Audience first
We built the project around a career-driven junior doctor building a specialty training portfolio, with consultants and medical students as secondary audiences. One insight about that reader shaped the copy.
A brand system with a clear personality
We defined the personality as the Approachable Expert. The Academy kept its core blue, and we added warm accent colours and typography that balance authority with warmth.
Landing page and faculty page
We designed and built a conversion-focused landing page with curriculum and FAQ sections and a mobile-friendly call to action. A dedicated faculty page gives each presenter a full profile. We also documented alternative creative directions, so the Academy can keep testing and improving after launch.
Learning design
The course runs in two parts: the main publication types, then the academic skills behind them. Each chapter combines expert video, exercises, reflection points and a quiz, and learners reach a pass mark to move on.
Onboarding that sets expectations
We wrote the orientation script for an AI avatar presenter. It explains how the course works, the time commitment and the certificate.
Platform polish and legal compliance
We used custom styling to make the LearnWorlds site look bespoke. We also reviewed the legal pages against the Academy's own reference document and drafted every missing clause, ready to use.
A complete learning business, ready for its first learners.
Medical Publishing Academy now has a full brand system, a conversion-focused landing page, a faculty page, a structured 10-chapter course and compliant legal pages. Every piece works from the same audience insight and the same visual identity.
“I just want to thank you for your expertise, advice, support and most of all your patience with getting this exactly how we want it.”
“You have been super responsive, replying to my many, many texts and emails more or less immediately. You have always been willing to change everything as requirements evolved. Thank you for a job superbly done. I look forward to working with you in the future.”
Services on this project
- Brand identity
- Landing page design and copy
- Faculty page
- Learning design
- LearnWorlds build and custom styling
- Video script writing
- Legal policy review
- Strategic advice
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