Case Study
UST helps boost brand awareness for healthcare analytics company
CLIENT
This American healthcare technology company is a leader in the medical research sector, offering innovative data analytics solutions using artificial intelligence (AI) and big data to help advance healthcare. The privately owned company employs several thousand people.
CHALLENGE
Overhauling website to align with new product strategy, branding, and marketing initiatives
After a corporate spin-off, this new company in the healthcare analytics field needed to quickly establish name recognition and brand differentiation. The marketing team wanted to restructure the previous business entity’s product portfolio. This meant the existing website needed to be redesigned and replatformed to align digital experiences with the new product strategy, effectively showcase product offerings, and provide users with an intuitive navigation experience. The marketing team also needed to quickly ramp up its brand awareness and customer engagement by focusing on:
- Cohesive creative branding
- Search engine optimization (SEO)
- Integrated, automated campaign management
- Website analytics
TRANSFORMATION
Delivering comprehensive marketing strategy across branding, website, and campaigns
UST collaborated with the company’s marketing team to build the new brand identity from scratch. After restructuring the product portfolio, we created a brand identity system, marketing collateral and product image libraries for a variety of digital and offline channels to showcase the strong product positioning, unique value proposition and competitive differentiation. Our experienced design team redesigned and reorganized the website layout and replatformed the content management system with a focus on SEO to accelerate search engine rankings, organic web traffic and target audience reach. By integrating robust analytics tools into the website, marketing teams can monitor key metrics, analyze user interactions, and make data-driven decisions to optimize website, campaign and user experience strategies. UST also integrated Marketo, a SaaS marketing automation solution, allowing the marketing team to efficiently manage campaigns across multiple channels, like emails and landing pages, ensuring consistent branding, messaging, and audience segmentation.
IMPACT
Increasing website page views and decreasing bounce rates
After transforming the new business entity’s creative branding and online presence, the updated website provided users with an intuitive experience that enables product discovery, provides information to increase product knowledge, and encourages purchase decisions. To date, the company has realized a 15% increase in page views and a 24% drop in bounce rates.
Resources
https://www.ust.com/en/what-we-do/experience-design/experience-design