CSL Behring is a leading global biotech company driven by its promise to save and improve lives. Seqiris is a world leader in influenza vaccines. Together they are members of the CSL Group of companies.
The mission of CSL is to discover, develop, and deliver innovative therapies that improve patients' quality of life. Vertic was tasked with humanizing and digitizing the corporate communication of this mission, while putting a face to the thousands of patients and their caregivers for whom CSL’s treatments make a difference each day.
Despite the traditionally conservative nature of the healthcare industry, Vertic saw an opportunity for CSL to spearhead a change and become a front-runner in driving Share of Life® with their audiences.
Patients and other stakeholders are looking to the company for our biotechnology expertise. Content from us, and not always about us, reinforces our leadership. As I frequently tell the team, emotionally compelling and informative storytelling will win the day. We are increasing “Share of Life®” with the patients and their families who rely on us.
Digitizing CSL's mission by communicating real patient stories through the website was an intricate part of the user experience. Through these patient stories, CSL conveyed the value of its corporate brand above and beyond the products and treatments it provides.
As brands can no longer afford to be faceless, and authenticity is essential to create affiliation, the corporate website showcases its dedication to the patient through unique stories of finding diagnosis, access to treatments and living day-to-day.
By understanding the various audiences (HCPs, patients, caregivers included) Vertic identified their critical information needs, validating data from our insights exercises of topics and themes, and key vocabulary terms.
The new corporate website leverages an intelligent search functionality to help users find information that is relevant. Built on Sitecore for scale, the platform strategy and execution encompassed 29 sites over an 18 month period.
The corporate website has been an award-winning design launched around the world.
Websites launched in 18 months
Stories published so far
Languages sites were localized into