To reflect the breadth of the big data analytics’s mission and the company’s imperative to target and acquire new audiences for Aculyst, we started by redesigning the primary touchpoint client experience: the Aculyst Website.

We immersed ourselves in Aculyst’s world to understand the experience pharma, healthcare and hospital clients have with the master data management consulting firm, and reframed the company’s approach to acquisition to be centered from the client’s perspective—a first for the company.

Aculyst faced a few challenges from both brand and audience perspectives:

Lack of Identity and Expressed Mission

Historically known for an insular, almost esoteric approach to content, we wanted to demonstrate the value that the pharma analytics and their consultants can provide to prospective clients, educating new audiences on the benefits of working with Aculyst.

Shallow Content and Poor SEO

In addition to requiring a stronger foundation for enhancing the brand’s perception and amplifying awareness of what Aculyst can do, the previous site’s shallow depth of content did not present users with any reason for exploratory visits. It also did not provide opportunities for diving deep into rich, thought provoking content. From an SEO perspective, the lack of site content also had the adverse effect of ensuring the consulting firm was invisible to search.

Lack of Meaningful Data Capture & Personalization

Finally, as a primary connection point between Aculyst and potential clients, the previous website did not provide it’s internal team with meaningful ways to capture data about site visitors in order to improve audience analysis, tailor content creation efforts, or generate more marketing qualified leads.