Leading the Industry with Authoritative Content:
PharmChek
A Client Success Story
Services Provided
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Gain a deeper understanding of what makes your brand tick and equip your team with a strategy to share your story in a new and powerful way.
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From print collateral and website design to lead magnets, social content, and more, stand out from the crowd with visuals that support your brand and enhance your story.
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Align your content with key business objectives, ensuring it has a clear purpose and goal, across all mediums.
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Through meaningful, relevant, and engaging content, we help establish you and your business as thought leaders in your industry.
The PharmChek® Drugs of Abuse Sweat Patch, owned and manufactured by PharmChem, Inc. in Forth Worth, TX, is a long-term and continuous drug testing device used by our nation’s criminal justice system for over three decades.
Worn on the upper arm for 7–10 days, PharmChek® tests for the use of marijuana, cocaine, meth, PCP, fentanyl, and several other illicit drugs of abuse.
Our Challenge
When Clixable began working with PharmChem in 2021, they were gearing up to expand their product sales team with the goal of increasing company revenue. But before that could happen, some fundamental branding and marketing challenges needed to be addressed and overcome.
The original PharmChem and PharmChek® logos
First, both PharmChem and PharmChek® had outdated logos. There were even near-identical logos in circulation from decades past that led to confusion in the market.
Clixable was tasked with developing a fresh look for both entities to make them feel related yet visibly distinct.
Second, PharmChem wished to be more intentional with its marketing efforts. However, the nature of their industry and clientele presents challenges for conventional digital marketing. Regardless of their nature, drug-related ads tend to be restricted on most ad platforms, and much of their target audience operates behind firewalls that make targeting and serving ads difficult.
And the PharmChek® target audience is broad: judges, district attorneys, drug court officials, specialty court coordinators, pre-trial/probation/parole directors, and privately owned businesses contracted to facilitate drug testing and monitoring.
Lastly, the drug testing industry is a serious business. In nearly all cases, lab results directly and significantly impact the lives of those with substance use disorders and their families.
For Clixable, that means everything we do for PharmChek® must be accurate, and professional, and contribute to building trust, credibility, and authority in the eyes of PharmChem’s target audience.
Our Solution
When evaluating the use case of each logo, we determined that the PharmChek® brand was more universally known within the criminal justice sector than PharmChem. Even PharmChem’s customers referred to them as PharmChek® rather than PharmChem.
So, we strategically decided to elevate the PharmChek® brand and let the PharmChem name take a back seat. The final redesign of both logos retains the subtle characteristics of the originals while definitively establishing new looks for the company and its product.
New PharmChek® Logos
New PharmChem Logo
Supporting Material
To help the sales team articulate the rationale for the rebrand and energize their customers, Clixable developed a simple insert to include in new product orders.
Sales Material
The PharmChek® sales team had many outdated brochures and customer support materials that needed to be replaced. Clixable helped simplify the content of their existing pieces, then recreated them to reflect the new brand standards.
Content Marketing
From day one, PharmChem recognized the value of a long-term content strategy. And their leadership put total trust in Clixable to identify, research, and develop the content their audience cared about and would drive qualified traffic to the PharmChek® website.
When getting started with intentional content development in late 2022, our biggest challenge in developing a successful plan was two-fold:
Learning the internal and external terminology of a very technical topic and industry
Acquiring a deep understanding of their target audience segments
Our discovery process quickly helped us overcome both challenges. More specifically, the process led to creating audience personas, helping us understand the type of content needed to best support PharmChem’s sales strategy.
Shown Above: PharmChek® Audience Personas
Ultimately, our approach utilized the company’s existing blog, where we could publish large volumes of SEO-optimized content. We also leveraged PharmChem’s active LinkedIn presence for additional content distribution and promotion.
Promotional Video
When PharmChek® expanded from the criminal justice sector into workplace drug testing, they turned to Clixable to create a short video ad to promote the PharmChek® Drugs of Abuse Sweat Patch to HR professionals nationwide.
PharmChek® for the Workplace - Video Ad
Proven Results
One example of how Clixable wins the SEO game for PharmChek® is the article we developed about “super meth.”
Also known as P2P meth, super meth is a relatively new form of methamphetamine that is more potent than standard meth and far less expensive for illicit labs to produce. As a result, its presence on the streets is surging.
The PharmChek® Sweat Patch tests for various forms of meth, so when there are new developments relating to this drug, it’s critical that PharmChek® shows up in relevant searches.
Google SERP for “P2P methamphetamine”
The article we developed is outranking similar content from around the web, often landing in the top 1–3 listings and beating sources such as The Atlantic, Daily Mail, DEA.gov, the National Institute of Health, and many other local and national news agencies covering the topic.
Between its publication in February 2023 and December 2023, the Super Meth article has been responsible for nearly 45,000 views on PharmChek.com. And users are fully engaged with the content, spending an average of over six minutes on the website when they find the Super Meth article via search.
Views
44,987
Avg. Time on Page
00:06:14
In other words, a single article developed by Clixable generates an incredible amount of qualified, engaged traffic to the PharmChek® website. And as long as this article exists and remains accessible, it will continue to generate qualified organic traffic for no additional cost.
In the world of marketing, that’s gold. And this is just one example of dozens we have created for PharmChek®.
Year-over-Year Comparison of Website Users
Organic vs. Direct Traffic, 2022
Organic vs. Direct Traffic, 2023 YTD
Clixable has been a vital and trusted resource for our Forth Worth, TX-based company. In addition to helping us focus our message and build our brand, they have enhanced our SEO efforts and helped convert website visitors into customers. They have exceeded all expectations.
—Kerri Wagner, CRO, PharmChem
Want to know more?
We’re confident that we can help bring clarity to your marketing, equip you to tell your story, and help you grow your business, just like we’re doing for PharmChek®.