Case study


The Association of the British Pharmaceuticals Industry is the trade association for over 120 companies in the UK producing prescription medicines. Their member companies develop, manufacture and supply 80% of the medicines prescribed through the NHS. Their mission is to make the UK the best place in the world to research, develop and use new medicines; and their members supply cutting edge treatments that improve and save the lives of millions of people.

The Challenge 

ABPI’s original corporate website had a number of issues including complex and unreliable publishing, poor user experience and inconsistent site stability. Additionally, the old site was based on the SharePoint platform, which Microsoft no longer recommends for external-facing websites. Overall, there was a potential risk to the reputation of the business by remaining on the unreliable SharePoint platform.

The new ABPI website reflects their role as a leader in the Pharmaceutical industry
The new ABPI website reflects their role as a leader in the Pharmaceutical industry


ClerksWell built a scalable, stable, and accessible Umbraco cloud supported CMS which would be capable of supporting their long-term goal of bringing their 5 websites onto a single streamlined digital estate. The project was completed in 4 months from a full discovery phase where ClerksWell worked with ABPI to structure the Information Architecture and improve the User Experience of their site.

The ABPI followed ClerksWell’s recommendation as Certified Umbraco experts and employed this best of breed open-source platform. During the build phase of the project, ClerksWell opted to build Umbraco SaaS and provide fully managed hosting service for this. ClerksWell designed a more engaging and innovative website which was a better visual representation of the ABPI’s brand in addition to being more user-friendly. 

The result

ClerksWell’s solution for the ABPI had a strong requirement for growth, the flexibility to create micro-sites quickly and easily, as well as having a user-friendly content management experience so Umbraco's SaaS was the perfect option. With an Umbraco CMS, the ABPI can adapt and re-publish their content quickly and effectively which is essential as the voice of the pharmaceutical industry in the UK.

Although the organisation had documented brand guidelines, ClerksWell’s work with the ABPI identified that the brand was no longer consistent across their sites in language, tone, design standards and brand application. As a result, ClerksWell was able to work with the ABPI to ensure that the branding on their corporate site was in accordance with their guidelines.