What was the problem?
Mirion is not one product line. It is an industrial business and a medical business, each holding brands that arrived through acquisition, each with its own catalogue, documentation and installed base. The web platform has to present that as one company without flattening brands the customers already know by name.
- Two visitors arrive with opposite starting points: one already knows a product or brand name, the other only knows the problem they have to solve.
- Acquired brands carry existing customer recognition, so folding them into a single voice loses the equity, and leaving them as separate microsites loses the group.
- A technical catalogue is only useful with its documentation attached, and documentation is what goes stale first.
- Existing customers come to the site for support far more often than prospects come to it to buy.
