A digital presence that was actively working against the brand — not for it.
Tri-Source Pharma and its subsidiaries (NextSource Pharma and Ivaoes Animal Health) all had websites that reflected where the company had been — not where it was going. In a pharmaceutical environment where credibility is everything, an outdated, fragmented digital presence was costing them before a single conversation happened.
Organic search performance was poor, email engagement was flat, and there was no cohesive strategy connecting the channels. The business was growing. The marketing infrastructure wasn't keeping pace.
- Outdated websites failing to communicate value to a specialized pharmaceutical audience
- Poor organic search performance — minimal visibility for key product terms
- Email program underperforming — low engagement, no segmentation strategy
- No digital strategy connecting web, email, and tradeshow channels
Clarity and credibility above everything else. The audience — veterinary professionals and pharmaceutical procurement decision-makers — needed to trust the brand before they'd engage with it.
The engagement began with a complete audit of the existing digital footprints — websites, search performance, email programs, and competitive landscape. Findings shaped a phased strategy built around one rule: fix what was broken before building what was missing.
Timeframe
6 Months
My Role
Full Web Redesign, SEO, Content and User Experience
Project Goal
Reposition visual brand, Generate new leads, Increase traffic and engagement
Services
Branding
Web Design
Product Packaging
Content Writing
Complete rebuild from the ground up — new information architecture, minimalist design with generous whitespace, and every line of copy rewritten to speak directly to a veterinary pharmaceutical audience. The old cluttered layout was replaced with a structured, credibility-first platform.
- Full site architecture and navigation restructure
- Clean minimalist design — whitespace-led visual hierarchy
- Complete copy rewrite for veterinary pharmaceutical audience
- Mobile-first build with cross-device QA before launch
Technical SEO audit identifying and resolving crawl errors, indexing issues, and on-page gaps. Keyword research and competitive analysis built a content strategy targeting the specific search terms the target audience was actively using.
- Full technical audit — crawl errors, indexing, Core Web Vitals
- Keyword research and competitor gap analysis
- Meta data, heading structure, and internal linking overhauled
- Content strategy and publishing roadmap developed
Built and managed a structured email program targeting veterinary professionals and pharmaceutical contacts — segmented by role, product interest, and engagement history. Automated sequences built for every stage of the contact lifecycle.
- Audience segmentation by role and product interest
- Welcome and onboarding sequences for new contacts
- Product update and promotional campaign calendar
- Post-event follow-up automations tied to tradeshow leads
Digital strategy fully integrated with national tradeshow presence across ACVIM, AVMA, VCS, and Fetch360. Pre-show campaigns, post-show follow-up sequences, and dedicated landing pages built to capture and convert event leads.
- Pre-show email campaigns to drive booth traffic and meeting bookings
- Event-specific landing pages with lead capture forms
- Post-show follow-up sequences segmented by lead temperature
- Lead data integrated into ongoing email nurture program
| Organic Traffic Increase | +62% vs. prior year |
| Year-Over-Year Site Growth | +36% sustained growth |
| Bounce Rate Reduction | −32% post-launch |
| Email Performance | Above industry benchmark |
| Tradeshows Integrated | 4 National Events |
Increase
Rate Drop
Integrated
The ability to manage a complex, multi-channel digital engagement in a regulated industry — from strategy and audit through execution and measurement — while maintaining brand credibility and delivering measurable growth across every channel touched.
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