Paradigm Spine (Coflex)

Design • Development

The Client

Paradigm Spine, LLC was formed in 2005 to be a leader in the field of non-fusion spinal implant technology. The Company is committed to improving the quality of life of patients with spinal diseases through its mission: to provide products that are surgeon centric, indication specific, and data driven. Paradigm Spine is now an innovative leader in the global spine market and believes there is a significant opportunity to improve treatment options for patients suffering from lumbar spinal stenosis and age related spinal deformities. The coflex® Interlaminar Stabilization® device is a single-piece titanium implant that goes in the back of your spine to treat moderate to severe spinal stenosis. It’s amazingly simple, very strong, and flexible enough to support your spine without having to fuse your bones together. The coflex device comes in five sizes to fit most patient anatomy, is implanted directly following a surgical decompression, and can be performed in an outpatient setting.

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Existing Problems

Lori was the Marketing Director at LDR when we designed and built their award-winning Cervicaldisc.com site. Since leaving LDR, she was a medical consulting specialist and was brought on by the Paradigm Spine team to find a design company to design and build them a new marketing site for their upcoming new product (Coflex) launch. She immediately thought of Clarity, since we'd already spent a significant amount of time working with her in building the many LDR sites over 6 years. Her biggest issue was that she didn't have a lot of time to train and transfer knowledge to a development company, since she was busy getting ready for the press release and product tours, so there was a tight timeline with very little oversight.

Our Solutions

Since the Paradigm Spine team had some previous WordPress experience, we chose WordPress for the CMS. We then started with building a Surgeon Locator and custom mobile responsive template. We then started building out custom animations, so you could navigate through the different product pages without leaving the content area. Many visitors of Paradigm's are older, so we stuck to clean, bright, larger fonts, clear pictures - Simple and Clean.The navigation was reduced to a single level, requiring only the pages needed to properly set up and configure the site for SEO, to drive traffic and be competitive within their product's market targets.

Paradigm Spine (Coflex)

The Exclusive Lumbar Motion Preservation Solution

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The Benefits

Clarity was able to design, build and launch a website within an abnormally short timeframe, which enabled the client to have it for their product launch. The site provides the clinical trials data for the surgeons researching the product, and provides an easy to use Surgeon locator for candidates who are looking for a local Surgeon to discuss if the product would be right for them.Clarity build in a wizard-like questionniare for visitors to walk through to see if they are a candidate for the product, and provides an animated, friendly user experience to learn more about the device. FAQs, separate link for Insurance coverage questions, larger than normal fonts, high contrast colors are all just a few of the design elements used to ensure that the wide demographic of visitors would be able to experience the site easily, improving conversion rates.

 

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Technologies

Due to the short timeframe and internal customer experience with WordPress, it was chosen as the CMS for this site. Custom PHP coding was used for the Surgeon locator. Modernizr, CSS3, HTML5, JQuery, JavaScript and Bootstrap were all used for the user experience.

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