IDEXX serves veterinary practices with comprehensive laboratory diagnostics hardware, software, testing services and kits. In 2011 IDEXX undertook the development of its first consumer-facing brand, Pet Health Network, to better communicate directly with their “ultimate customer” – the pet owner. PetHealthNetwork.com is now the premiere source of dog and cat health and wellness information online. The site helps inform pet owners about the value and necessity of testing and diagnostics in ways that drive increased sales of IDEXX equipment, services and products.
We began with a series of interview probes with a small number of pet owners who fit the personas provided by the client. From these interviews and other primary and secondary research, Image Works developed a detailed information architecture for the entire site. We also developed a targeted SEO content strategy in collaboration with the Internet marketing specialists from Hall Internet Marketing.
We built the site using the Drupal CMS core, along with contributed and some custom modules developed here in-house. We also provided training to IDEXX staff that allows them to do most content updates themselves. The new Pet Health Network brand and website were launched in Q1 2012.
Since that time unique visits have exceeded all project goals. Today we continue to provide new technical, content strategy and design services to IDEXX to keep the site useful, usable and relevant to pet owner-consumers.
“We relied on Image Works at every step of creating the Pet Health Network website and social media communities, as well as our trade show experience, collateral materials, and all elements of the brand. They are an exceptional team of web developers, designers, and new media experts. I can’t imagine a better firm to partner with.”
– David Eaton, former Head of Pet Owner Marketing and Education, IDEXX Laboratories