Intergenerika has recently been given a fresh new look: from the new logo with the integrated statement “Medicines for Switzerland” to the unification of the generics and biosimilars divisions under one (web) umbrella, Netgen was in charge of the comprehensive redesign project.
The modernized image supports the association's vision of being perceived and experienced as a “respected market player and partner in the Swiss healthcare system”.
Intergenerika is the association of leading generics and biosimilars companies in Switzerland. Intergenerika promotes the acceptance of generics and biosimilars by educating medical professionals, professional associations, health insurance companies, and patients and promotes their distribution as medicines that are (at least) equivalent in quality but cheaper.
The association also plans and coordinates contacts with the media, authorities, and associations in the medical and healthcare sectors. With all these measures, Intergenerika aims to appropriately represent generics and biosimilars in the Swiss pharmaceutical market and the Swiss healthcare system.
Client since 2018
Netgen is responsible for consulting on new brand architecture, the conception and realization of the refreshed logo, and the UX design, content structure, and development of the new website.
Since 2020, the association has been campaigning for good framework conditions for biosimilars in addition to generics. The original brand identity did not cover the association's mission to represent both areas equally. The former website Intergenerika focused on generics, while biosimilar.ch focused on biosimilars; both areas were represented by the same association and yet were separated.
Phase 1 - Logo
The first step was to upgrade the existing Intergenerika logo as part of a gentle evolution and define new colours and imagery for the association's digital communication presence.
Phase 2 - Website
Over the years, a considerable amount of content, including text, graphics, images, and videos, had accumulated on the two existing websites. Before the website was redesigned, the entire content was analyzed, and a decision was made as to which information was relevant and should be retained. The definition of an appropriate information architecture was a milestone in the project.
Based on the new structure, the new UX design was created, a website prototype was built, and finally, the website was implemented.
Handy feature - Specialty list
The FOPH's official list of specialities contains the original preparations reimbursed by the OKP and cheaper generics and biosimilars with prices. A medicinal product authorized by Swissmedic and listed in the SL must be effective, appropriate and economical. The list is a central information point for healthcare professionals in the medical-pharmaceutical sector but is not practical for everyday use. Intergenerika, therefore, decided to build an interface to the list and display it on the new website in a simplified and clearer form.
In this way, the association wants to be valued by its stakeholders as the preferred provider of relevant information and data in the relevant business area.
New claim “Medicines for Switzerland”
Netgen has developed and implemented the new brand design. The new logo, which is reminiscent of a Celtic knot, combines the aspects of “Switzerland”, “medicine”, and “affiliation/networking” and emphasizes the newly formulated claim “Medicines for Switzerland”. This refers to the fundamental mission of the association and its members to supply the Swiss healthcare sector with high-quality generics and biosimilars in a long-term and cost-efficient manner.
Consistent UX design
A minimalist design was defined for the new website based on the logo colours and the shape of the figurative mark: Unagitated blue tones and design elements in the shape of a pill, the common thread running through the entire website. The redesigned website is modern and concise thanks to the consistent use of form, colour and typography.
Vast information in just a few clicks
The website is the hub for finding information for all association stakeholders –parliamentarians, authorities such as the FOPH, health insurance companies, the media and service providers from the healthcare market. The new content concept follows the requirement “Reduce to the max”, whereby the intuitive menu enables targeted navigation through the content-rich website.
The site should always show the latest findings from studies, announcements and statements from the association, and the latest news.
The new platform was built on Ibexa DXP. The flexible CMS makes it easy to edit content and offers a well-thought-out modular principle.
We are extremely satisfied with the result. No one other than a specialist in the field like Netgen could have better estimated the scope of the work involved in renewing the website.
Managing Director of Intergenerika
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