CSL

Launching the new CSL corporate website with storytelling at the heart

Client Overview

CSL Behring is a leading global biotech company driven by its promise to save and improve lives. Seqiris is a world leader in influenza vaccines. Together they are members of the CSL Group of companies.

Technologies Applied
  • Sitecore
  • Google Analytics
The Challenge

How to communicate the difference that CSL makes every day for its patients

The mission of CSL is to discover, develop, and deliver innovative therapies that improve patients' quality of life. Vertic was tasked with humanizing and digitizing the corporate communication of this mission, while putting a face to the thousands of patients and their caregivers for whom CSL’s treatments make a difference each day.

Despite the traditionally conservative nature of the healthcare industry, Vertic saw an opportunity for CSL to spearhead a change and become a front-runner in driving Share of Life with their audiences.

The Vision
Patients and other stakeholders are looking to the company for our biotechnology expertise. Content from us, and not always about us, reinforces our leadership. As I frequently tell the team, emotionally compelling and informative storytelling will win the day. We are increasing “Share of Life” with the patients and their families who rely on us.
Anthony Farina
Chief Communications Officer of CSL Ltd.
The Strategy

Differentiate CSL in the increasingly crowded rare disease space by providing the user with information they want.

The Solution

Finding the stories

Digitizing CSL's mission by communicating real patient stories through the website was an intricate part of the user experience. Through these patient stories, CSL conveyed the value of its corporate brand above and beyond the products and treatments it provides.

As brands can no longer afford to be faceless, and authenticity is essential to create affiliation, the corporate website showcases its dedication to the patient through unique stories of finding diagnosis, access to treatments and living day-to-day.

By understanding the various audiences (HCPs, patients, caregivers included) Vertic identified their critical information needs, validating data from our insights exercises of topics and themes, and key vocabulary terms.

Cutting-edge technology

The new corporate website leverages an intelligent search functionality to help users find information that is relevant. Built on Sitecore for scale, the platform strategy and execution encompassed 29 sites over an 18 month period.

Impact

The corporate website has been an award-winning design launched around the world.

29

Websites launched in 18 months

250

Stories published so far

19

Languages sites were localized into

Recognition

Awards the site has earned along the way

Award
Project
2018
Communicator Award
CSL.com
2018
Internationalist Award for Innovation
CSLBehring.com
2018
PRSA Pepperpot Award.
CSL Vita
Year

Services provided

Our Work

Redefining the digital world
with our clients