Immense lab productivity for clinical analyses

Gyros, a 12-year old company based in Uppsala, Sweden, develops and sells a unique microfluidic platform, Gyrolab xP. In its first years, Gyros struggled to find a sustainable application of the technology. Today, the future looks bright. Gyros provides significant value in the automation of immunoassays of drug pharmacokinetics and immunogenicity, where hundreds of clinical tests have to be run with high reliability,

The Brief

Gyros was primarily concerned with the highly technical nature of its web presence. The information provided, albeit correct, inspired neither visitors nor staff. Gyros wanted UP* to inject personality, energy and positivity into their market communications. According to their brand book, the CD format of the Gyrolab assays is a unique point of recognition and should remain central as a visual cue.

The Process

Users gave glowing reviews of the Gyrolab platform. Many positive user experiences remained invisible, buried deep in the website. We studied these in depth, and interviewed customers to hear first hand experience of the technology. Scientists regularly presented Gyrolab applications at conferences to show how they transformed lab efficiency for Phase II and III studies – expensive processes that constantly focus on efficiency improvements. We distilled the core advantages that the technology provided. There were indeed some highly compelling arguments.

The Strategy

So how do we create a new, personal look for a technology company that should highlight user experience, without abandoning the accurate information that remains essential for credibility, and centers on a CD?

UP* created the message, ‘Productivity. Multiplied’ supported by imagery and analogies that underline how the system multiplies the talents of highly trained lab personnel. The CD is a lens that reveals an alternative reality where productivity and efficiency are magnified. Web page content focuses on four aspects that support the decision to invest: compliance to GxP, FDA and EMEA recommendations and directives, research applications, personal testimonials, and platform characteristics that improve upon existing techniques such as ELISA. Throughout, the site features people interacting in real lab environments.

User experiences were written as more accessible stories, counterweighed by the scientific posters presented at conferences. Most content is provided freely. Visitors need to register to download the most detailed information, providing an email address to receive newsletters to build awareness.

The Result

The microsite has invigorated Gyros without compromising its values. Website banners send traffic to an accessible benefit message for the hardworking scientists in biopharmaceutical environments.

After the microsite was launched, Gyros retained UP to expand their entire main website into the new design created for the microsite, and the entire former corporate site was moved to the new design.