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PHONE: +1 816 200 2595E-MAIL: shout@fmkagency.com
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Clinical Reference Laboratory's (CRL) HubSpot Upgrade: Precision-Driven CRM & Data Management

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Quick Hits

  • Transformed CRL's digital infrastructure by consolidating all CMS and marketing activities within HubSpot, moving away from WordPress.
  • Built a dynamic, user-friendly test catalog powered by HubDB to streamline data management.
  • Designed an intelligent user routing system to ensure clients connect with the right departments seamlessly.
  • Enhanced operational efficiency through scalable and precise digital tools tailored to CRL’s needs.
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The Problem

CRL—a trusted leader in laboratory testing services—found themselves at a digital impasse. Responsible for essential drug testing for government agencies, corporations, and insurance-related services, their digital tools were falling behind their operational capabilities.

Key issues included:

  • Inefficient user routing, causing delays in client service delivery.
  • Disconnected systems, which hindered seamless CRM integration.
  • Outdated design, eroding their reputation as a forward-thinking laboratory.
  • Complex test catalog management, requiring significant modernization.
  • Multi-department communication bottlenecks, impacting project efficiency.

These challenges were significant barriers for an organization dedicated to delivering critical testing services with accuracy and speed.

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The Solution

With a clear understanding of CRL’s challenges, FMK Agency executed a comprehensive digital transformation. Our approach was driven by precision, innovation, and scalability—qualities that mirror CRL’s scientific ethos.

PHASE 1:

Strategic Research

  • Conducted in-depth competitive analysis and user story mapping.
  • Identified pain points in user routing and content organization.
  • Developed a strategic roadmap tailored to CRL’s long-term needs.
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PHASE 2:

Architecture & Design

  • Reconstructed the website sitemap to streamline user journeys.
  • Refreshed visual identity while maintaining brand integrity.
  • Built a custom test catalog structure powered by HubDB for dynamic, scalable data management.
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PHASE 3:

HubSpot Implementation

  • Leveraged HubSpot’s Power theme for seamless CRM integration.
  • Implemented department-specific contact routing for precision.
  • Designed mobile-optimized interfaces for an improved user experience.
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PHASE 4:

Content Coordination

  • Established structured workflows for multi-department collaboration.
  • Created reusable content templates for consistency and efficiency.
  • Developed sustainable content management procedures to future-proof operations.
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Key Services Provided

Strategic Digital Planning & Analysis

Comprehensive benchmarking, user journey mapping, and stakeholder interviews ensured solutions addressed both current and future needs.
Content Architecture & Implementation

Robust content structures simplified information delivery while ensuring scalability. The custom test catalog reduced manual data management, enabling efficiency.
Technical Development & Platform Migration

Executed a seamless migration from WordPress to HubSpot, with custom solutions like the dynamic test catalog enhancing functionality.
Design System Implementation

Modernized CRL’s design system to reflect their technical expertise and innovation.
Stakeholder Coordination & Training

Streamlined communication protocols for multi-department input and approvals, fostering efficient content development.

Results

Our digital experiment exceeded expectations. CRL’s new 40+ page website represents a complete evolution in client interaction and operational capability:

01

CUSTOM TEST CATALOG

The custom test catalog streamlined complex data management, turning it into a user-friendly and efficient system.

02

INTELLIGENT ROUTING SYSTEM

The intelligent routing system connected clients to the right departments with unparalleled accuracy.

03

DYNAMIC IMPLEMENTATION

HubDB’s dynamic implementation transformed static data into a living digital ecosystem.

04

SEAMLESS DESIGN

The platform’s seamless design proves that technical excellence and user-friendly functionality can coexist beautifully.

More than a website, this is a testament to what happens when innovation meets practicality. For an organization entrusted with critical laboratory services, the website now operates with the same precision as the science.

No lab coats were harmed in the making of this project.