Web Design
Pharmaceutical Company Upsher-Smith Launches New Website to Support Growth, Attract New Partners

Situation: An Aging, Difficult to Edit Website Needed a Redesign for Better Positioning

After Sawai Pharmaceutical Co. purchased Upsher-Smith, the company needed a new website designed to tell its corporate story and showcase the manufacturer’s capabilities and the expanding portfolio of generic and other drugs.

  • Because Upsher-Smith isn’t a direct-to-consumer pharma company, Upsher-Smith finds that potential business partners, physicians, pharmacy executives, buyers and prospective employees are the main audiences that seek out their website for information on the company.
  • One of the company’s primary objectives was to engage B2B prospects in licensing and purchasing products and cultivating long-term partnerships.
  • Additionally, the existing website reflected an older web design aesthetic that needed modernization.
  • Solution: An Optimized, Content-Rich, Responsive Website Redesign with WordPress

    To quickly design and build a new website for Upsher-Smith, we chose the CMS WordPress for its flexibility and ease of daily maintenance. Pharmaceutical companies move swiftly through new products, announcing emerging partnerships, and featuring research & development projects. And WordPress is ideal for small and midsize companies with small communications teams. Additionally, with the company’s audiences accessing its site on smartphones, WordPress easily accommodates responsive web designs.

    The design solution conveyed a sense of industry leadership in areas such as generic drug development and manufacturing. Knowing that prospects visit the site to validate the company’s credibility after sales calls, trade shows and meetings, the business development staff needed a website that reinforced industry strength and experience.

    At the same time, Windmill Strategy created a robust SEO strategy around branded pharmaceutical terms to attract more physicians and pharmacists to the site, and differentiate the company from competitors. For instance, developing and optimizing new content for search terms such as “pharma go to market strategy” or “pharmaceutical business development” will help Upsher-Smith drive potential partners to the site.

    Solving the Healthcare Industry Legal Review Process

    As a pharmaceutical company, Upsher-Smith has strict legal requirements related to indications (statements about the use of a drug treating a particular disease). That meant all website content had to pass a formal M/L/R (Medical Legal Regulatory) review. Employing an innovative tool called Veeva Web to PDF, we developed an efficient system that converted web pages into PDF form and automatically routed the pages to the review team, saving time and expense.

Services Utilized

  • Analytics and Insights
  • Web Design & Development

Project Information

Client:

Upsher-Smith

Location:

6701 Evenstad Drive Maple Grove, MN 55369

Date:

February 22, 2020

Website:

upsher-smith.com/

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