Biotechnology Is All About Life--Biotech Websites Should be Alive – Not Lifeless

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AxxiemCorp ( introduces an innovative approach to presenting start-up biotech firms on the Web.

Biochemistry is a subject which is all about life. Yet so many biotech websites are flat and, well, lifeless. But the target audience of these sites, scientists, researchers, investors, media, etc., like anyone else, like to be engaged in the subject at hand, especially those that may be looking at hundreds of sites regularly. The new Axxiem site,, includes a number of unique features designed to make the site both visually appealing and approachable to a range of audiences.

“Cara Therapeutics is a clinical-stage biotechnology company focused on discovering and developing novel, superior therapeutics to treat pain and inflammation associated with diverse medical conditions,” says Derek Chalmers, Cara’s President and CEO. “It was important to us that our website present our work, our philosophy and our organization in a way that would be clear and interesting to a variety of audiences.”

“Whatever the subject, we define and understand the audience, then we build an engaging website for that audience,” says Susan M.H. Lewenz, President of AxxiemCorp. “For us, getting the design right, from first impression to action taken, is what we’re all about.” In Cara’s case that meant bringing in professional medical illustrators to develop custom animations to tell the Cara story. The site also makes use of a unique active glossary feature. Visitors unfamiliar with some of the industry terms used throughout the site simply mouse-over the terms and popup definitions appear, making the site more available to a broader audience.

“We focused a lot on the design of the pipeline graphic (” says Pan Gupta, Axxiem’s New Delhi Project Lead. “We know that the pipeline is often the first destination for many visitors in the biotech area. So it deserves a lot of focus on design. That’s what we gave it and I think the result is one of the most unique pipeline presentations on the web today."

About AxxiemCorp.

Based in Westchester, NY, Axxiem boasts a powerful team of internet business consultants, designers, content writers, SEO specialists, project managers and programmers. Axxiem’s 50+ design, programming and build teams are located in New Delhi, India. AxxiemCorp was the winner of the 2005 Web Marketing Association’s Outstanding Website Award.

About Cara Therapeutics.

Cara Therapeutics is a privately held biotechnology company focused on developing novel, superior therapeutics to treat pain and inflammation associated with diverse medical conditions. Cara's current pipeline includes near-term clinical drug candidates within a number of classes of peripherally-acting analgesics.


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Susan Lewenz
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