Revolutionizing Clinical Research: Centricity Research Overcomes Challenges with DoneHQ
Clinical Research
Website
WordPress
crm
Enterprise
Centricity Research is a research company specializing in clinical trials across the United States and Canada.
Clinical Research
Website
WordPress
crm
Enterprise
Born from the merger of four separate companies, they are now one of the largest clinical research networks in North America. With a database of more than 7.8 million patients and 35 active research sites, Centricity strives to help drug makers efficiently identify and enroll the best patients for their trials.
Centricity provides access to clinical trials in more than 35 different therapeutic areas, including oncology, cardiology, infectious diseases, medical devices, pharmaceuticals, women’s health and more.
Audience
Centricity Research’s website targets several different primary audiences:
- Potential clinical trial participants
- Referring physicians
- Clinical trial sponsors.
Visitors to the site are able to:
- Research and apply to participate in clinical trials
- Apply to participate in various free medical screenings
- Refer friends or patients for clinical trial opportunities
- Request information about sponsoring or becoming involved in a clinical trial.
Customer Challenges
Clinical Research
Website
WordPress
crm
Enterprise
When Centrity’s founding companies merged, the new business had to grapple with how to streamline four different brands into one. Not only did each original company have their own marketing teams, branding, and guidelines, but they also each worked with their own network of hospitals to run their clinical trials.
Two years after the merger, Centricity Research still lacked a singular website with a unified brand. They initially tried a DIY approach on a templated platform to consolidate their brands, but the tool didn’t provide enough flexibility or support for their business needs. Our job was to create a single platform that could satisfy the audience needs for all of the original partners while simultaneously creating a single domain for new patients to access clinical trial information.
Priorities and Goals
Our priority for Centricity Research was to:
- Create a website that could serve as a singular and centralized brand for the company
- Integrate four company databases into a singular customer relationship management (CRM) system.
Solutions
To help Centricity Research achieve its goals as a standalone company brand, we created:
- A unified website featuring the new company branding
- An integrated customer relationship management (CRM) system for lead processing and data tracking.
The new website also features:
- Calls to action and lead generation forms for each of the business targeted audiences
- Designated pages for patients, physicians and referring physicians
- Access to location information and details about free screenings and clinical trials
- On-page SEO implementation to ensure optimal performance and lead generation.
Additionally, Centricity Research’s merger partners have continued to maintain ads under their old branding on certain third-party websites. To accommodate for this and prevent brand disruption, we have redirected traffic from those third-party sites to the new Centricity brand.
We also continue to provide ongoing consulting and maintenance to improve CRM system efficiencies.
Results
Centricity Research was ultimately sold to another owner. Completion of a unified website with clean system processes helped to raise the value of the company before the deal closed.
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