Apeloa
A brand new website for a new western market
CLIENT
Apeloa Pharmaceutical Co. is a Chinese contract manufacturing organisation that also provides raw materials to the pharmaceutical sector. Their API division provides materials for the sector, the CDMO division cooperates and provides R&D capability, with the FDF division offering clinically valued drugs to the medicinal areas. All of which can be offered in territories throughout the world.
Limited presence in the US
Whilst Apeloa naturally has gained a strong presence in the Asian market, they have very little presence in the US. Their current website, www.apeloa.com, features Asian-influenced content, and as it’s also written in Mandarin it isn’t geared for a very different western audience. Therefore, Orientation Marketing was asked to build Apeloa a brand-new website that could serve this region and communicate the range of benefits associated with Apeloa’s offering.
Getting to know an audience
Our experience with working with western CDMOs – knowing their target audiences and how to communicate with them – is second to none. But we still needed to get underneath the bonnet of the Apeloa offering. We ran several workshops, such as a buyer persona creation session, to get to know Apeloa’s audience as well as understand the strengths of their offering to generate a full picture of the current situation before we could begin the content process and actual design and build process.
Copywriting and Strategy
Apeloa leaned heavily on Orientation Marketing’s experience for the web copy. We had set out a strategic approach that would be the best fit for Apeloa entering a new market, with all copy written by our in-house writer who has previously worked within a range of CDMOs. We identified, for example, a range of assumptions, statements and content which needed to be tweaked altogether from the Asian website, as it would be unsuitable for this audience. A quick review and editing process followed and pages were quickly written in line with the launch deadline.
Following the consultancy on web strategy, as well as writing all content for all pages, we also optimised all web pages for SEO, increasing the probability of search engines ranking web pages highly to generate more organic traffic to this website.
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Website design and build
A creative brief was provided that laid the foundations of the website build. Using what we knew about the target audience, we also reviewed competitor websites as well as other similar websites, creating mood boards for Apeloa to see and review so we could design something they could also aesthetically like. The new site, built in WordPress, makes this a reality.
Content is presented in an easy-to-access manner, bringing key content – such as their services, technologies and experience – to the forefront. All are delivered by some eye-catching imagery (mixing real and stock) and some subtle animations and load sequences, whilst remaining on-brand and in line with their wider marketing strategy.
Launching at CPHI Frankfurt
With its new clean and professional look and feel, the Apeloa US-based website went live just in time for CHPI Frankfurt 2022; a tight deadline that our design and development team was tasked with meeting, to which they passed with flying colours. It was well received by Apeloa’s US and Asian team and also received positive feedback by the delegates visiting their booth at CPHI.
Orientation Marketing and Apeloa will now move into the next stage of promotional activity to build on this new US presence by launching a pay-per-click campaign as well as a digital advertising campaign directed by a highly targeted media plan.
To see the website visit: https://apeloacdmo.com/.
“Orientation Marketing was able to bring our branding needs to life on our new website. Their web development expertise, deep industry knowledge, and flexibility allowed us to meet strict deadlines with high-quality results. I highly recommend partnering with Orientation for all Pharmaceutical Marketing needs, especially developing or improving your website.”