So much is happening at MedCity. You’ve heard quite a bit about our conference on Tuesday in Philadelphia. Now you see something else we’re working on: a revamp of MedCityNews.com. Today’s look is Phase 1.

2012 has been an amazing year. Among the highlights: we doubled our traffic in less than six months. As we’ve grown, readers have expected more. More news on startups. More insight into innovation. We write more and, as a result, you want more.

We also learned that many didn’t realize how much we were already doing. MedCity started four years ago with the idea we would bring the national audience of healthcare leaders unique reporting on innovation and other B2B insight. Our strategy has been to deploy to key innovation hubs of healthcare to get that feet-on-the-street insight. We started in Cleveland, but have quickly expanded to Philadelphia, the Twin Cities and beyond.

The way our site was designed and branded, people got the impression we were only writing from a handful of cities. But we’ve actually been writing about startups all over the country and writing nationally about innovation for quite some time. We needed a site that better reflects that. And we needed a cleaner look.

A box in the right column will now rotate through the latest reporting from healthcare innovation centers all over the country. Plus, other right-hand features will showcase news that will let you drill-down into topics from cool startups to MedCity’s bottomless cup of lists to healthcare social media.

We are also planning an aggressive expansion of our coverage. In conversations and surveys, you’ve told us what you want and how you want it. We’re adjusting to deliver that in the coming month.

MedCityNews.com is different than any other site in healthcare. We bring together the innovators and their customers. We recognize that the old siloed ways of life sciences and healthcare have been changed forever through healthcare reform, data and technology.

Plus, we have a voice and editorial mission that regularly demonstrates we’re not afraid to step on toes when we need to. To many of you, healthcare is more than your industry. It’s your community or, better yet, a scene where you want to be known and in the know. We serve you without apology, even when it’s revealing information or saying things some would prefer we overlook.

As I said, the look you’re seeing is phase one of our iteration (I need to thank two key MedCity team members ’ product innovation manager Paul McAvinchey, who is leading our new look, and editor in chief Veronica Combs, helping solidify our editorial vision).

Finally, you’ll notice a “Send us a tip!” link in at the top of the right column. Use it to send us a story idea or to tell us what you think of the new design. You can also post a comment using our new comment system that allows you to follow the conversation on our site as well as through Twitter and Facebook. Keep giving us your feedback and we’ll keep moving forward.

Thanks as always for your support.

[Photo courtesy of Flickr user jblyberg]

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