Project Story
BG Medicine, Inc. was founded in 2000 by thought leaders in systems biology from Harvard, Purdue, Indiana, and Leiden (The Netherlands) Universities and by Flagship Ventures (Cambridge, MA). Since its inception, BG Medicine developed and validated its advanced proprietary platform that uses an integrated approach to gene expression, proteomics and metabolomics to provide actionable insight in the effects of disease or treatment on animals or man. As a result of recent partnerships with the FDA, the High Risk Plaque (HRP) Initiative, and the Global Alliance for Tuberculosis Drug Development (TB Alliance), BG Medicine saw an increase in traffic to the website. Most notably different types of users were looking to the BG Medicine website as a source of primary resource on the company at its scientific platform. BG Medicine realized their former website was only a simple description of the company, and did quickly and accurate tailor key messages and calls-to-action to their growing diverse web audience. Together with senior management representatives from all key areas of the company, Embarc led a series of marketing activities such as a SWOT analysis, a competitive landscape review, and audience assessment exercise to uncover and understand BG Medicine's unique value proposition. With this valuable information as a guide, Embarc designed a new website and an interactive flash-based animation of the scientific platform. These brand assets were launched with a content managed back-end, allowing BG Medicine staff the ability to add, edit, and delete information and pages across their entire site, as well as manage data related to Search Engine Optimization activities.
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