Piramal Critical Care | Website Redesign
SmartAcre worked with Piramal Critical Care to digitize the sales conversation and improve the sales process. We built separate and distinct websites for their two intrathecal baclofen drugs, MITIGO™ and Gablofen®, and incorporated marketing automation tools and techniques including forms and lead routing to allow for better segmentation of customers and data while also enhancing the user experience of each website.
Piramal Critical Care, a leader in inhaled anesthetics and intrathecal baclofen and a global player in hospital generic pharmaceuticals, wanted to enhance the web presence of two of its brands, Gablofen and MITIGO. Through improving the user experience, creating more targeted content, and introducing more marketing automation tools, the Piramal Critical Care team looked to digitize and streamline their sales process and increase their pipeline.
We initiated the project with the discovery phase to better understand Piramal Critical Care, Gablofen, and MITIGO. We conducted stakeholder interviews, analyzed competitors, audited their existing content and SEO performance, and reviewed data to identify areas for improvement.
Upon completing our interviews and research, we identified the requirements and provided recommendations to meet the stated goals. These included:
Once in agreement with the client on requirements and next steps, we moved into UX and Design. Here, we developed wireframes and design comps outlining all of the steps in the customer journey, specifically the conversion points that would feed information for the sales team into HubSpot. This development allowed us to ensure the new website flow created a better user experience and enticed visitors to perform an intended action.
During this phase, our team used the approved wireframes to develop all the pages, necessary forms, and back-end requirements in HubSpot. Despite the websites using unique navigation, taxonomy, styles, and content, we developed them simultaneously so they could launch on the same day.
We also produced content, including landing pages, brochures, and blog posts that better spoke to the unique personas visiting each website. This process also included drafting specific content for patients and providers interested in Gablofen as their journeys differ from one another and a healthcare provider needs different information than a patient.
Before launching, we performed multiple rounds of QA and testing across browsers and devices to ensure a visitor had a great experience, no matter where or on what they were using to access the site.
The Piramal Critical Care team now has a more robust and automated sales process that allows them to better meet the needs of their prospects and properly engage with them.
Our website enhancements have resulted in improvements in metrics across the board.
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