Bioinsider specializes in providing virtual platforms to help connect experts, policymakers and business leaders in life science and healthcare industries. The company was challenged with creating a digital experience that tells their story, attracts their target audience and sells their services. As a start-up, they were working with a limited budget and tight timeline.
In order to launch the company quickly, Bioinsider’s original website leveraged Google Sites, Google Forms and Eventbrite. While cost effective for the company, these platforms provided a host of challenges, including:
The Bioinsider team knew they needed a partner who could create an integrated and seamless user experience, provide ongoing website management, and assist in the development and execution of a sustainable content strategy.
Mehr Media Group was chosen to be that partner.
We quickly jumped in, working with Bioinsider’s executive team to create and implement a web strategy that included the selection of a more robust CMS, and development of a site framework focused on an improved user experience.
Within one week, we migrated Bioinsider’s original site content into a WordPress CMS featuring an enhanced design and functionality. The new site was then optimized to reduce load times and improve SEO.
To address Bioinsider’s need to capture and manage contacts, Mehr Media Group developed a marketing automation and CRM solution using MailChimp and HubSpot. The new solution allows Bioinsider to segment and track their audience based on attendees, speakers and sponsors.
As part of the content strategy, Mehr Media Group identified ways to promote upcoming events and monetize past events. This included the creation of a Vimeo video channel integrated with the Bioinsider site. The channel allows past attendees to access the on-demand event for free, while promoting a paid option for those unable to attend the live event. We also setup Anchor.fm to host and promote Bioinsider’s podcasts across multiple platforms.
To address the low conversion and improve user experience, Mehr Media Group created a subdomain for event registration that uses WooCommerce to create a fully customizable, multi-step sales funnel from landing page to checkout to confirmation.
The fully integrated solution Mehr Media Group created also features a robust suite of tracking and analytics tools connected via Google Analytics and LinkedIn Campaign Manager. This has allowed both Bioinsider’s executive and marketing teams to better track website performance, user flow and paid media attribution.
Bioinsider successfully launched their first event in a series, Diagnostic Landscape for COVID-19 in their ‘Together as One’ COVID-19 Series with five sponsors, 13 speakers and moderators, seven media partners, and over 100 registrants in just 4 weeks.
We achieved the following for the new Bioinsider site:
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