Zynx Health, a division of Hearst Corporation, is the leader  in evidence-based medicine providing solutions for hospitals, other healthcare facilities and professionals. One of their company goals was to generate leads for new business from their website, but their current website was not bringing in sufficient results. Zynx Health also felt the site had weaknesses in messaging and usability overall.  They also wanted to move to a content management system to facilitate non-technical personnel being able to make updates in the future and improve their rankings on the major search engines. They also needed to implement an improved and more business relevant measurement approach for optimization and determining ROI.

To address these issues, Zynx  Health chose ClearGauge in conjunction with  its partner, HSR Business to Business (HSR),  to renovate  the Zynx Health Website  based on the expertise that they had  with changing a product-centric  site to a customer-centric website. The engagement included website strategy formulation, design, development, search engine optimization (SEO), CMS tool and Google Search appliance adoption, and integration into Sales Logix, their CRM solution as well as a customized Omniture web analytics system.

ClearGauge reviewed the current site for strengths and weaknesses, competitor sites, and interviewed several internal stake holders including  marketing, sales and service delivery leaders to get their input into how prospects and customers would gather information and move through their decision process. As a result of this discovery work, ClearGauge and Zynx Health  arrived at several key segmentation scenarios to implement in order to better relate content to visitors on the site.An offer map was created to suggest new content and to codify current content for location and alignment with  engagement paths created for the prospects and customers.

The new site architecture and page layouts were built to accommodate the navigation paths for these customer segments or buying scenarios, and a new site design with more concrete messaging was completed by HSR.

ClearGauge keyword researchwas done to determine how buyers and influencers might search to solve problems in the areas of patient quality, safety, standardization of care etc.,in order to optimize the site – copy, tags and inbound links to those most effective keyword phrases. A customized web analytics architecture was built and tags were  placed  on the site to align with Zynx Health objectives - based on Goals and KPI’s determined early in the project -in a recently acquired Omniture system.