WindmillStrategy-Pairnomix

Pairnomix Website Design and Digital Marketing

Digital Marketing and Website Redesign for Genetic Research Company

Pairnomix, which was recently acquired, was a pioneer in the personalized medicine field, introducing a new application for genetic data that only recently had become available. Their user-centric website made information easy to find, and easy to understand for a wide range of audiences.

Pairnomix provided an opportunity people with extremely rare genetic disorders to pay for research studies evaluating their own genetic mutations. Such patients are typically scattered throughout the world, so Pairnomix’s business model could only work if these patients (and their physicians and caregivers) could actually find Pairnomix when Googling the patient’s mutation.

Services Utilized

  • Web Development & Design
  • Digital Marketing
  • Branding & Visual Design
  • Analytics & Insights

Features

  • Persona-based navigation
  • Infographics and Illustration
  • WordPress

Results

  • 100% increase in inquiries resulting from organic optimization
  • Reduced reliance on PPC as the primary traffic driver of site traffic
  • 300% increase in traffic and paid leads with no additional ad spend

The client originally had no organic rankings, so they relied on pay-per-click campaign that was originally less than optimized, and erroneously recorded traffic as organic visits. Part of our optimization process included building out numerous pages on the website for the specific gene mutations that epilepsy patients (or their parents) might be searching when looking for new solutions. This optimization nearly doubled the amount of patient inquiries over what the PPC campaign had been generating. Windmill later revamped the pay-per-click campaign itself, which resulted in a 300% increase in traffic and paid leads, at no additional monthly ad spend.

In addition to helping Pairnomix be found by the right people online, we needed to ensure that the website was informative and engaging to disparate audiences, including healthcare providers and prospective partners. Each audience had a unique need, a unique interest in Pairnomix, and required a unique message and experience from the site. To this end, we started with positioning work to effectively explain who Pairnomix was, and what they did, in general, and with variations tailored to these different audiences. The overall website approach featured blocks for the main audiences or personas on homepage, taking each to an area of the site that’s tailored to them, while general information is available for all audiences. We translated lengthy spreadsheets of operational process information into an easy to digest process infographic to that explains the complexities of their offering.

 

 

 

Pairnomix was involved in a merger and acquisition following the initial website; we helped our client through the transition and applied much of the original Pairnomix website look-and-feel now to the acquiring/combined company website.