Enhanced Navigation and Functionality:  Just What the Genzyme Genetics Site Needed to Break Through

Challenge

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Genzyme Genetics felt the content on its existing site was outdated and the usability wasn’t current with industry trends. The user navigation was flawed, the design lacked brand equity, and the infrastructure did not enable Genzyme Genetics to measure the effectiveness of their site.

Approach

Molecular’s experts performed user testing with healthcare professionals and created a new design that provides a strong sense of brand, as well as improved navigation and functionality. A new “Test Directory” tool showcases up-to-date information about new clinical tests and provides users with a searchable directory of all the services Genzyme Genetics offers. In addition, a new content management system was introduced to streamline internal information management and publish content faster. In an effort to be mindful of costs, Molecular leveraged the existing technical infrastructure and built the new site to scale to Genzyme Genetics’ future needs.

Benefits

• Healthcare professionals, patients, and managed care organizations can research and receive up-to-date information regarding the tests and services that Genzyme Genetics offers.
• The scalable design allows for the fast introduction of new tools, functionality, and marketing messages.
• The new design offers a stronger corporate feel while allowing the Genzyme Genetics business unit to showcase its own unique “personality.”
• The underlying content management system allows for streamlined information management, improved productivity and faster publishing.