Pairnomix is a pioneer in the personalized medicine field, introducing a new application for genetic data that only recently has become available. Their new user-centric website makes information easy to find, and easy to understand for a wide range of audiences.
Pairnomix allows people with extremely rare genetic disorders to pool their finances to commission their own treatment study. Such patients are typically scattered throughout the world, so Pairnomix’s business model can only work if these patients (and their physicians and caregivers) can actually find Pairnomix when Googling the patient’s mutation.
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. Windmill’s later site 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 patients, healthcare providers, foundations, 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 is, and what they do, in general, and with variations tailored to these different audiences. The overall website approach features blocks for the four 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.