A Complete Website Redesign for AscellaHealth's Complex Healthcare Audience

AscellaHealth is a global specialty pharmacy and healthcare services organization serving patients, payers, life sciences manufacturers, and providers. Recognized three years running as one of America's Fastest-Growing Companies by the Financial Times, AscellaHealth needed a website that could match the scale and sophistication of their organization, while clearly communicating a complex, multi-stakeholder value proposition to distinctly different audiences.

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Their existing website was outdated, difficult to navigate, and not built to serve the nuanced needs of their two primary audiences: life sciences manufacturers navigating drug commercialization, and payers managing specialty drug costs and member outcomes. Kreativa Group was brought in to solve that.

Website Redesign We undertook a complete redesign of the AscellaHealth website, modernizing the visual identity and rebuilding the user experience from the ground up. The design challenge was significant: AscellaHealth serves four distinct stakeholder groups, each with different goals, priorities, and decision-making contexts. Our solution was a unified experience with clear, intentional entry points that guide each audience, with primary focus on life sciences and payers, toward the information and pathways most relevant to them. No audience feels like an afterthought, and no page tries to speak to everyone at once.

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Component System Rather than delivering a static set of designs, we built a comprehensive component system in Figma that AscellaHealth's internal development team could build against. This gave the client a scalable, consistent design language they can extend as the organization grows, without needing to reinvent the wheel every time a new page or feature is needed.

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Content Strategy and Writing We developed and executed a full content strategy for the redesigned site, and every word was written by our team, not generated by AI. In a healthcare context where accuracy, credibility, and audience trust are non-negotiable, that distinction matters. Our content was built around a funnel approach, meeting each audience where they are and guiding them toward the right conversation with AscellaHealth.

Year over year, the redesigned AscellaHealth website has delivered meaningful improvements across every key engagement metric.

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Engaged sessions grew by 105%. Organic search traffic increased by 96%, reflecting both stronger content and a site architecture built for discoverability. Average session duration improved by 65%, and engagement rate rose 16%, signaling that visitors are finding what they need and spending real time with it.