Who are you trying to reach with the new patient-facing website?
The focus is on reaching potential patients and their families. Information about Integrum's OPRA™ Implant System has primarily reached patients through their healthcare contacts. With the new website, the goal is to distribute information more broadly, including to people who are less actively seeking it out.
Why is it important to reach these individuals?
Integrum has the capacity to help more patients. By broadening how information is distributed, the hope is that more prospective patients will become aware of Integrum's implant solution. It is important that people who, for example, experience physical problems with a socket prosthesis and may have even given up on their current prosthesis and are using crutches or a wheelchair instead, are presented with an alternative that can bring significant improvements in quality of life. The website features compelling patient stories that provide a deeper understanding of how much the implant can help.
How do you reach them?
The goal is to dramatically scale up the number of contacts with prospective patients and their families. The new website makes it much easier to work in a structured way to target and refine communications, meaning outreach both improves in quality and reaches the right people more consistently.
How will the website support Integrum's sales process in the US?
The new patient-facing website is part of a broader consolidation effort that also encompasses media campaign tools and a CRM system. With the launch of the website, all of these systems are now connected, covering the entire sales process from initial discovery through to implantation. This gives the sales organization better tools to both raise awareness among and communicate directly with prospective patients in a more streamlined and structured way.
What has been the most challenging aspect of developing this?
There have been many moving parts in the development of the new website. In addition to the website itself, we have been working on the broader platform for sales support and digital marketing, and we developed a new visual identity alongside it. Everything came together well in the end, but it required a great deal of creativity from everyone involved along the way.
