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Injecting Life into Biotech Websites

Biochemistry is a subject that closely deals with all aspects of life and life forms. Although this is true, many of the biotech websites on the Internet are completely lifeless. While the audience reading these websites may be of a more strict discipline, scientists, researchers, investors and many others like to be engaged and `involved` in the material they read and the subject being discussed, just like anyone else. The new Axxiem site, including many unique features designed to make the site both visually appealing and approachable to numerous audiences, is here to change the way biotech websites look.

`Cara Therapeutics is a clinical-stage biotechnology company focused on discovering and developing novel, superior therapeutics to treat pain and inflammation associated with diverse medical conditions,` says Derek Chalmers, Cara?s President and CEO. `It was important to us that our website present our work, our philosophy and our organization in a way that would be clear and interesting to a variety of audiences.`

`Whatever the subject, we define and understand the audience, then we build an engaging website for that audience,` says Susan M.H. Lewenz, President of AxxiemCorp. `For us, getting the design right, from first impression to action taken, is what we?re all about.` In Cara`s case that meant bringing in professional medical illustrators to develop custom animations to tell the Cara story. The site also makes use of a unique active glossary feature. Visitors unfamiliar with some of the industry terms used throughout the site simply mouse-over the terms and popup definitions appear, making the site more available to a broader audience.