Website Redesign


Heron Therapeutics looked to engage Overdrive as they felt that their digital presence, specifically their website, did not reflect the mature, commercial stage of the company. They also needed a new website to promote their exciting new pharmaceutical product, Zynrelef, that was due for FDA approval.

  • Strategy
  • UI/UX Strategy Implementation
  • Web Guidelines Development
  • Responsive Web Design
  • MarTech Integration
  • Web Development
  • Conversion Rate Optimization
  • Search Engine Optimization (SEO)

CMS and Martech Development

Overdrive’s development process ensured smooth integrations for the client’s MarTech stack (marketing technologies), as well as making it easier for the client to edit pages and create new ones using tools that dramatically speed up the process. With a focus on responsive design, Overdrive created customized templates to tell Heron’s story from top to bottom, rather than the generalized templates of the past.

Information Architecture

Overdrive proposed a new site map and architecture that not only aligned with best practices, but allowed users to see the “whole” of who Heron is, as well as the core, individual building blocks that support it.


Several wireframe options were created using a patient-focused frame of reference for every decision made structurally, including rearranging the nav, the header slider, and the variable content within. Secondary audiences of investors, clinicians, and potential employees were factored in for content blocks for the homepage, and their hierarchy of importance within the infrastructure.

Homepage Concept

Four patient-focused homepage concepts were created using the chosen wireframe direction encapsulating the key themes of innovation, compassion, and leadership.


The concept “Sum of All Parts” was selected as the design direction. Content and other marketing materials were migrated from the old site and restructured within the new design. The variable content header was utilized to announce the exciting approval of their product, which coincided with the site launch.

White Hat SEO

Overdrive assessed Heron’s online natural search presence for all major search engines, using our findings to improve search rankings, natural site traffic, and lead flow.

  • Content Development
  • Meta Tag Development
  • Keyword Deployment 
& Interlinking
  • Call-to-Action Integration
  • Company-Wide Trainings
  • Overall Site Health Assessments
  • Blog & Site Assessments
  • Code Compliance
  • XML Sitemap
  • Keyword Level Rank & 
Competitive Tracking


Dev Tool:

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