1. Our website audience – Patients and volunteers in clinical trials and medical research. The demographics vary significantly, and include 18-80, male and female, Australia and the US, low and mid socio economic strata, people with any medical condition, carers and those with minor accessibility issues (poor eyesight, older, low technology literacy etc).
2. Our clients – Wide ranging, including research companies, not-for-profit research organisations, universities, nutrition & supplement companies etc. The people within these organizations include executives, managers, scientists, doctors and nurses.
The design should invoke feelings of trust. We are repositioning our service to be very patient centric. The public has a poor perception of clinical trials (eg. human guinea pig), despite them playing a very important role in our health. Every medication, including life-saving medications, went through the clinical trial process. We are positioning ourselves as a trusted source of clinical trial information, and want to educate the public as to the role clinical trials perform.
The template also has to convey a sense of professionalism to our clients. Our clients are usually not familiar with online marketing at all, and it is important they feel that we are a professional company providing an important service, in the same way that a print marketing company would.