Diagnostic Healthcare Products Manufacturer
Positioning a New Brand for Success With an Improved Digital Experience
What if...we could create a more cohesive and personalized digital customer experience and solidify brand prominence following a merger?
Our client is an industry leader in testing, tracking, and disease analysis of health conditions ranging from HIV and hepatitis C to flu, strep, and COVID-19. It serves the entire healthcare continuum, from high-volume, high-complexity hospitals and labs to point-of-care, retail, and over-the-counter markets.
A Merger Required a New and Improved Customer Experience
Our client, a manufacturer of rapid diagnostic health care tests, had merged with a company known for diagnostic product development, laboratory testing, and blood-typing solutions. The combined organization offers technologies and platforms to provide customers with expanded access to clinical chemistry, molecular diagnostics, donor screening, point-of-care diagnostic offerings and more.
To actively reach and engage these customers, who range from home-test consumers to veteran epidemiologists, the newly merged company needed to combine and revamp legacy websites using content strategy, optimized information architecture, and personalization. It wanted to utilize targeted, personalized messaging that supports the needs of its primary audiences and reinforces the company’s position as an industry leader.
Site Architecture Updates and Targeted Content Improve the User Experience
We began by conducting a robust audit of the company’s digital assets and materials – including information sheets, blogs, articles, white papers, and more – to evaluate, plan, and define a new public website using the Adobe Experience Manager (AEM) and Adobe Assets products it already had.
The audit uncovered insights into how the organization’s content could improve in these areas:
Restructuring the Site Architecture
Next, we conducted a technology assessment and gap analysis, reviewed existing DevOps processes, evaluated the website search, translation, and localization, reviewed metadata and taxonomy, and defined the future-state solution architecture.
As a part of our information architecture research, we also reviewed the navigation, structure, technical sitemap, and performed a competitive analysis to see how our client’s site stacked up against its competitors.
Optimizing SEO and Targeted Content for Maximum Discoverability
Once our experts concluded the current-state assessment, we conducted a technical- and content-based SEO audit. This audit included reviewing representative sample pages and identifying gaps/opportunities based on quality, organization, and discoverability to develop a taxonomy and site architecture.
We crawled public-facing pages of the client’s websites to understand the volume of content and site structure and collect information for the audit, strategy, and future state. We also interviewed customers and internal stakeholders to understand how they use the sites.
We outlined key components of SEO best practices to allow search engines to:
- Discover content efficiently and preserve “crawl budget” (the number of pages search engines will crawl on a website within a certain timeframe) by limiting their access to certain pages
- Fully interpret content by ensuring all critical page components can be properly rendered
- Present the right content to the right audience in search results by:
- Preventing certain pages from being indexed
- Listing all pages that should be indexed
- Defining each page’s language and geographic targeting
By implementing our technical recommendations, adding metadata and descriptions, and making simple modifications to website elements, the company increased organic clicks from 24 per month to more than 1,600, a 6,500% increase.
Results
Positioned as an Industry Leader With a New Site to Match
Our work with the client ensured that the new website is optimized to position the company as an industry leader. We helped present the new organization as a unified brand by implementing accessibility-based changes, standardizing the use of components and elements, and updating the corporate brand style guide to include website styles.
By implementing our technical recommendations, adding metadata and descriptions, and making simple modifications to website elements, the company increased organic clicks from 24 per month to more than 1,600, a 6,500% increase.
The audits we performed influenced our content strategy, identified key focus areas, outlined best practices for future content creation to support thought leadership in the industry, and promoted the organization’s technical differentiation.
Defined personas and insight into these customer journeys allowed for customization that provides a relevant experience for each audience segment. We made improvements that addressed common pain points to improve user conversion, drive new business, and attract and engage visitors and customers at all stages of their journey.
