Genedata AG from Basel is the leading provider of analysis software in the field of biopharmaceutical research. Numerous editorial formats, managed in a feature-rich custom TYPO3 module, create reach and generate leads.
About this Customer
Genedata verwandelt mit innovativen Softwarelösungen, die groß angelegte, experimentelle Prozesse in der biowissenschaftlichen Forschung & Entwicklung unterstützen, Daten in Intelligenz. Das Unternehmen wurde 1997 gegründet und liefert Ansätze für die Datenanalyse, die F&E-Workflows rationalisieren und die Produktivität verbessern. Für die Genedata entwickelten wir die Corporate Website und optimieren den Auftritt in einem kontinuierlichen Prozess.
Key Facts
- Launch, monitoring and ongoing optimisation of the corporate website
- Implementation of digital inbound marketing
- Flexible use of lead barriers
- Optimisation of the frontend for Japanese content
- Integration of seven product teams in the development processes
- Technical implementation based on TYPO3
The products and services of Genedata AG are used in the most diverse areas of the global pharmaceutical industry. Accordingly, the website addresses an extremely heterogeneous and international target group.
The products and services of the seven profit centres are extremely complex and mostly unique. One of the key challenges was to take into account the various USPs and different editorial requirements and to translate them into a consistent, accessible website.
The overview of services with the central element - the Biopharma Platform - offers users orientation and creates clarity regarding the various application scenarios and customer benefits.
At the product level, the CMS gives the editorial team the opportunity to present a wide variety of content in a targeted manner. The flexible linking with different editorial formats initiates lead generation at this point.
The biopharma industry is characterised by scientific studies and constantly new research findings. Dynamic, editorial content plays a special role in lead generation.
Accordingly, the demands on the TYPO3 module for managing editorial content are high - from Scientifc Publication to Customer Story, flexibility in handling editorial content has top priority.
One component of the solution is an access restriction to certain content, some of which is only released after registration or an entry in a whitelist.
In a highly specialised market where scientific talents and experts are highly sought after, addressing potential new employees plays a similarly important role as lead generation.
This priority was taken into account accordingly with the relaunch of the corporate website: Genedata provides detailed information about the company by means of various content formats and offers a centrally controlled job portal with extensive search and filter options.