Regeneus case study
Building a biotech website from ground up
Steps to create the Regeneus website
Regeneus is a biotechnology start up in veterinary medicine. It is rapidly gaining attention for stem cell research and its practical application, called AdiCell™. The Regeneus stem cell procedure is a simple but advanced technology. It uses cells from a dog’s own fat tissue to regenerate arthritic joints.
A new company, Regeneus had no presence on the Internet, so engaged Blue Glider to help. With Blue Glider trusted partners, we built the website from ground up in three months. We provided a site, content management system, and website analysis tool, all part of a global online strategy. We also implemented Google paid search ads for the weeks following launch.
Main website objectives:
- Raise awareness
- Educate on the procedure: what is involved, the low level of risk and pain, and the results to date
- Establish brand and a public profile
- Drive contact through the website forms
Main target groups for stage one:
Vets refer canine patients to Regeneus for the stem cell procedure. They form a channel partner relationship. For stage one, however, the main focus was the consumer – dog owners.
Given the broad audience, and the potential for consumers to misunderstand references to stem cells, plain language and easily navigable content was critical. We worked closely with Pierre Malou, Business Development Manager who oversees sales, marketing and the partner channel at Regeneus. Collaboratively, we worked to answer rather than create questions and uncertainty on the website.
The pet owner group also includes people with assistive and guide dogs. Typical breeds for these jobs are prone to joint disease. Website accessibility for disabled users was vital to reach this group. Accessibility for disabled users also aligned with Regeneus’ values.
We worked closely with Pierre Malou to understand the company’s business model, culture and first year goals. Pierre chose to be actively involved in the content development and user testing processes. This was beneficial. He gained valuable insight into his end customer and how to communicate.
Regeneus agreed to undergo focus group discussions, as stem cell information is complex and easily misunderstood. This was an excellent first step. It clarified specific language concerns and generated a healthy enthusiasm for the technology within the group. We managed the group discussion process in collaboration with Regeneus.
Through a content editing process we also ensured the website text met high standards of usability, search engine optimisation and accessibility. Throughout the project we provided a great deal of feedback. Regeneus will frequently update the site. We believe educating our clients will help maintain the website’s integrity and effectiveness ongoing.
In collaboration, we developed the site blueprint (the navigation system and information hierarchy). We then took wireframes to individual user testing sessions. Wireframes contain the basic blueprint of the site along with the content.
We wanted to know if the site organisation was intuitive and the content was clear – not at all confronting. At this point, we were not interested in the response to images or design.
While we found the site was easily navigable, these sessions brought out questions and misunderstandings about the company, its relationship with veterinarians, and the procedure itself. This was excellent feedback and early notice that we needed to make change. It was critical to the success of the website, and easily modified.
Designing the look and feel of www.regeneus.com.au, and developing the website code followed. Blue Glider worked with trusted partners, Avalanche Design and Treeleaf Web Development.
Interestingly, at this point things get moving quickly. For Regeneus, the web design and development represented approximately 15% of the project duration (measured in days of work). Successful content development is the more time consuming step. Getting the content and the blueprint right meant the rest went smoothly, with no significant changes post launch.
Soon after launch the Regeneus website delivered results. The company quickly received numerous, quality web enquiries that have turned into AdiCell™ procedure opportunities.
Website visitors submitted substantial information through the two website forms. Their enquiries indicate early brand name recognition for AdiCell™, the stem cell procedure. This also indicates a high level of comprehension and interest in the website content.
It demonstrates the link between clear content, a high level of site usability, and the return of investment online.