Founded in 2015 in California, Arima Genomics is a pioneer in the realm of cancer and genomics research and services, driving advancements through the innovative exploration of 3D genomes and developing cutting-edge solutions. 

One of Arima Genomics' core products is Hi-C technology, which enables the visualization and analysis of 3D genome structures. This innovation has been used to make significant discoveries in cancer research. Arima Genomics also offers a variety of other products and services, including genome assembly kits, data analysis software, and consulting services for both individuals and organizations. 

While Arima has long been recognized as an expert in its area of medical cancer research and technology, it was also essential to communicate this positioning to wider audiences and client bases. As part of such an advanced field, Arima Genomics had to have an equally advanced presence across various platforms — especially digital.

This study details the collaborative effort between Arima Genomics and Mäd, resulting in a multifaceted project that encompassed web design, strategic repositioning, and a complex knowledge base development. The overall objective was to build an informative website that could be used to endorse the company and its products and services to a broader audience.

Pioneering Excellence and Impact. 

Since its conception, Arima Genomics has solidified its standing as an expert force in the medical and genomics research landscape. This advantageous position has been backed by several key qualities that set it apart from other organizations in the industry, forming the foundation upon which Arima could embark on its transformation journey.

‍Innovative Approach. Arima's expertise in the evolving field of genomes is a cornerstone of its success. Their approach unlocks deeper insights into genetic structures, enabling breakthroughs in understanding diseases, human evolution, and potential therapeutic targets. 

By combining its 3D genome approach with state-of-the-art sequencing techniques, Arima leverages advanced technologies to develop cutting-edge solutions, providing researchers with unparalleled accuracy and resolution. This translates into data quality and insights that drive genomics discovery to new heights.

Collaborative Ecosystem. Arima has cultivated a collaborative ecosystem, fostering partnerships with researchers, institutions, and industry leaders in the medical realm. By providing accessible tools, resources, and expertise, Arima empowers its partners and clients to collectively push the boundaries of genomics research. This collaborative spirit contributes to a vibrant network that fuels innovation and accelerates scientific progress.

Thought Leadership. Arima has positioned itself as a thought leader within the genomics arena. By consistently sharing research insights, scientific findings, and thought-provoking content, Arima shapes discussions and trends in the field. This proactive approach further builds Arima's reputation as a research tool company while positioning it as a trusted source of information and guidance.

Global Impact. Arima's work goes beyond the laboratory; it holds the potential to transform human health. By unraveling the complexities of 3D genomes, Arima contributes to the development of targeted therapies, precision medicine, and personalized treatment approaches. This alignment with the broader mission of improving human health underscores Arima's significance.

A Holistic Transformation.

The transformation Arima Genomics embarked on was driven by a mission that extended across every facet of its operations. 

Arima had already established itself as a leader in the field of genomics research; however, to support its further strategic objectives, its stakeholders had to start ideating the picture of perfect for their ideal communications and marketing approach. While the realm of genomics research is a selective niche, consisting of highly professional institutions and not saturated by competition, many of the leading players in the industry need a more up-to-date digital strategy. 

Arima wanted to differentiate. With its ongoing growth and advancements, there was more than enough room for the business to progress further and adapt. This led us to craft a website that was unlike other platforms in the space. 

Elevating Experiences.

One of the first things that Arima Genomics recognized is that a website is more than just its visual appearance — rather, it serves as the digital gateway to an organization’s identity. 

Beyond the surface, the new strategic objective was to elevate user experience, going above aesthetics or content to offer a platform that seamlessly engages audiences with different needs. Arima aimed to create an interface that guides visitors with intuitive navigation, curated content, and interactive elements that align with the organization’s mission and essence. 

Ultimately, the intention was to transform a client’s digital interaction from simply transactional to experiential, fostering meaningful connections that would mirror Arima's commitment to scientific innovation.

Industry Repositioning.

The strategic transformation would not be confined to simple rebranding but aimed to redefine Arima's position in the genomics technology realm. 

The medical research field is a highly regulated, high-stakes sector. In order to maintain the role of a scientific expert, it’s crucial for institutions to create an impression of legitimacy and trustworthiness in everything they do and across all public-facing channels.

In line with that, Arima sought to cement its stature as a trailblazer driving genomics research and its applications. The industry repositioning would recalibrate the brand narrative, reflecting Arima's journey as a key player not just within genomics but across the broader landscape of scientific inquiry.

Knowledge Sharing. 

Arima's collection of scientific publications is a treasure trove of knowledge. Unfortunately, its readability was hindered by technical complexities and a lack of structure on the existing website. 

Aligning with the overarching strategic objective, seamless data migration and organization could help ensure that this database was accessible to audiences. The goal was two-fold: preserving the integrity of the publications while enhancing accessibility and maintaining Arima’s position as an expert in medical technology and research.

The challenge wasn't just to move data from one place to another but to create an environment where researchers could effortlessly access, explore, and leverage this knowledge in their work.

Understanding Audiences.

Arima Genomics' current client base comprises a diverse array of stakeholders within the medical and research sectors. Generally, this includes pathologists, oncologists, clinics (and their staff), and researchers from various scientific institutions. 

Each of these user personas brings unique motivations for discovering Arima Genomics and visiting their website. Pathologists and oncologists seek to access cutting-edge cancer research and insights to inform their diagnostic and treatment decisions, making the site a vital resource for enhancing patient care. Clinics utilize the platform to explore innovative genomic solutions that can augment their service offerings and operational efficiency. Research organizations are drawn to the site's wealth of scientific publications and resources, which contribute to their ongoing studies and broader understanding of genomics. 

Essentially, the Arima Genomics website caters to these distinct user personas by offering valuable knowledge, insights, and solutions that meet their specific needs within the medical and research domains.

Diagnosing Pain Points.

During the preliminary assessment, our analysis revealed the critical areas where Arima Genomics was facing challenges that blocked its potential for growth and impact. These challenges, reflective of a changing industry and evolving user expectations, formed the cornerstones for Arima's strategic overhaul:

• The current website structure, with its outdated features and design, hindered user engagement and undermined the company's digital appeal.
• Complex navigation and unclear presentation of information were affecting user experience, which is particularly critical for medical researchers seeking accessible insights.
• Operating in a regulated sector, Arima faced the challenge of building trust and credibility among a highly educated and professional audience, creating the need for a better strategic approach.
• The intricate process of data migration, coupled with the need for seamless resource organization and integration, posed a significant challenge.
• Balancing scientific authority with efficient knowledge delivery demanded precision to align with Arima's aspiration to be an authoritative yet accessible source.

Strategy Blueprint: Crafting a Comprehensive Framework.

In response to the identified challenges, Mäd collaborated with Arima Genomics to architect a multifaceted strategic approach that would holistically address the complexities standing in the way of the organization's growth and impact. 

Central to the strategy was the reimagining of Arima's online presence. Mäd, with user-centricity at our core, proposed and executed the end-to-end delivery of a new website that seamlessly blended visual presentation with improved technical usability. 

The outcome was an interface that merged interactive elements, intuitive navigation, and smooth interactions to engage visitors and hold their attention. This fusion of aesthetics and functionality was key to nurturing a user experience that fosters meaningful interactions between Arima and its clients.

Information Migration. 

As part of the website delivery, our developers undertook a significant data migration to preserve, present, and organize the vast content library of Arima that was central to their communications. This process was an intricate operation that required thorough planning and precise execution.

Arima collaborated closely with Mäd to systematically transfer the knowledge base and present its extensive collection of resources in an accessible and structured way. Alongside this, we worked closely with the communications team to implement a complex Hubspot integration to offer more granular control over the platform's content and data management. Publications were moved from the back end of the old website — where many of them were initially stored — to a front-facing research library with advanced filtering and organizational functionalities.

The result was a smooth data transition that maintained the integrity of scientific publications while opening easy access for researchers and other clients. The website now houses a large database of knowledge from various experts and research organizations in the field of genomics and cancer studies. 

This practical collaboration removed barriers, enabling Arima’s audience to navigate the available information with ease.

Final Thoughts.

This case study underscores the strategic alignment, precise execution, and remarkable results of this transformative project journey.

The successful outcomes of Arima Genomics’ repositioning could be attributed to a well-crafted strategy that addressed various aspects of the organization and its goals. The process encompassed web transformation, brand realignment, and data migration — a comprehensive approach that was not only tailored to tackle each challenge individually but also boosted their collective impact. As these goals converged, Arima laid the groundwork for a shift that amplified its brand, enhanced user interactions, and facilitated knowledge sharing and accessibility. The fusion of these objectives served as a testament to Arima Genomics’ commitment to innovation, collaboration, and the advancement of cancer research.

By embracing innovation not only in their work but also in their company’s digital presence and data management, Arima achieved enhanced engagement, redefined positioning, and improved data accessibility, aligning with their mission to drive scientific discovery on a broader scale. This expertise continues to set Arima apart, positioning it at the forefront of genomics research.

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If you’re interested in pursuing innovation to enhance your company’s strategy and improve operational excellence, don’t hesitate to reach out to us at hi@mad.co.