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Overview

Sysmex Inostics, a subsidiary of Sysmex Corporation, is a molecular diagnostics company who are pioneers in blood-based cell-free tumor DNA oncology testing. With labs based in the USA and Germany, they are a trusted partner of leading pharmaceutical companies and are continuously advancing their efforts to bring the most effective personalized cancer therapies to global markets. During their search for a HubSpot website agency, they came to Pace Creative for our experience in strategic website development that optimizes the CMS and keeps the design in line with brand guidelines.

Pace Creative created a new Hubspot website design that started with an optimized site map, new look and feel, and a large amount of high-value content as part of a healthcare content marketing strategy. The design was clean and cohesive with the Sysmex Corporation’s other subsidiaries.

55%

bounce rate

50%

organic traffic

2

minute increase in time on site

Challenge

Sysmex Inostics wanted to move to a more flexible content management system, whilst also refreshing the look and feel and removing any unnecessary content. However, the website needed to utilize pre-existing templates on HubSpot, to ensure consistency and editability, and also needed to be launched quickly.

  • How to create a cohesive branding with a HubSpot website design that is unique to Sysmex Inostics’ needs?
  • How to customize an Hubspot website design that follows healthcare content marketing strategy by tailoring the Hubspot templates under a tight timeline?

Solution

Site Map Optimization

To ensure an efficient and informative user journey, we gathered and edited existing content, reduced superfluous information, and created an optimized site map.

Refreshing the Art Direction and Look and Feel

In order to meet brand guidelines whilst creating a visually compelling and engaging website, we established an overall branded art direction and introduced a new Look and Feel.

Customizing Templates as a Hubspot Website Agency

When creating the HubSpot website design, we researched HubSpot’s library of page templates and selected ones that complemented the content outline. We then customized the HubSpot template to match elements of the established cohesive branding; including the art direction, spacing, iconography, and features such as custom clickable content cards.

Creating a Healthcare Content Marketing Driven Website

As part of a healthcare content marketing focused strategy for the website, we included a large volume of content through infographics, tables, icons, white papers, and publications.

Optimizing the Site Launch

Upon the site launch, our team optimized the site to include a job board API integration, Mailchimp integration, Google Analytics integration, and a special access publications hub.

Result

  • Pace Creative maintains Sysmex Inostics’ website and provides ongoing support as the company develops new and strategic content.
  • Sysmex Inostics was so happy with the website that we proceeded with the redesign of multiple informative print assets and infographics, many of which have been added to the website to act as strategic lead-generation tools.
  • Website bounce rate sits at around 55%
  • The organic traffic for the website is over 50%
  • Time spent on site is over 2 minutes

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