Anika Therapeutics partnered with 3 Media Web to turn four legacy web properties into one custom WordPress experience. The engagement included reviewing more than 350 pages, reorganizing content around patient and medical-professional needs, and pairing SEO-conscious migration planning with a regulatory-aware content-review workflow.
Anika Therapeutics
A Medical Device Website Redesign Unifies Four Web Properties
Web Development / Website Design / SEO and Content Strategy
The Challenge: Four Web Properties and 350+ Pages
Anika Therapeutics is the global leader in the design, development, manufacturing, and commercialization of hyaluronic acid (HA) innovations for joint preservation and restoration. Following its 2024–2025 divestitures, the company sharpened its focus — but its digital presence hadn’t caught up. Web content lived across four separate properties: anika.com plus standalone product sites for Cingal, Hyalofast, and NanoFx, each launched independently over time. Together they held more than 350 pages, including legacy content tied to formerly owned product lines.
Anika also needed more from its web partner: direct administrative ownership of its own platform, predictable delivery, and clearer communication. And while the existing site was organized product-first, search data showed substantial demand from people searching by condition — a mismatch the rebuild needed to address.
The scope of the consolidation, by the numbers.
Consolidated at launch
4
Web properties unified into a single anika.com
Reviewed & rationalized
350+
Legacy pages inventoried across all four properties
Primary audiences
2
Patients and medical professionals, each with clear pathways
An Audience-Informed Information Architecture
Patients and medical professionals come to anika.com looking for different things — a patient wants to understand a treatment; a surgeon wants clinical evidence and product specifics. Our research into how each audience actually searches and navigates shaped the new information architecture: resource groupings, page templates, internal pathways, and calls to action were all built around those two audiences within a clear, product-led navigation. Patient-focused content earned a dedicated home — including a “Just for Patients” section inside a reorganized Resources hub — so both audiences find their path without wading through content meant for the other.
Why a Technical Audit Changed the Scope
The engagement began as a content consolidation and refresh of the existing site. But during onboarding, our technical audit surfaced code-quality issues that a refresh would have carried forward — patching around them would have meant investing in a weak foundation. We brought Anika a clear recommendation: a custom WordPress rebuild from the ground up, with a new theme, a full responsive design system, and reusable content blocks their team could manage themselves. Anika agreed, and the project pivoted from refresh to rebuild — a bigger lift, and the right one.
Consolidating Web Properties While Protecting Search Equity
Folding three product sites into anika.com meant moving content that had earned search rankings over years — and rankings don’t survive careless migrations. We planned a phased consolidation with full SEO migration and redirect mapping: every legacy URL across all four properties mapped to its new home, so search engines and visitors alike land where they should. The result is one authoritative domain instead of four properties competing for attention.
A Regulatory-Aware Content and Review Workflow
For a publicly traded company in a regulated industry, website copy isn’t just marketing — product and clinical claims carry real compliance weight. We built the content process around that reality: product and clinical claims, along with references touching the divested business lines, were routed through Anika’s review process before publication. The same discipline is now baked into how the site gets updated going forward, so Anika’s team can move quickly without stepping outside its guardrails.
We are very pleased with the progress we’re making and love working with your team.
Marketing Communications Manager, Anika Therapeutics
The Result: A Unified Foundation for Growth
At launch, Anika had one consolidated platform in place of four fragmented web properties — with clearer, audience-informed pathways for patients and medical professionals, direct WordPress administrative access for its own team, and a scalable, regulatory-aware content system for everything that comes next. Post-launch marketing results are still being measured under the ongoing engagement.
What 3 Media Web delivered:
- Audience and search-behavior research
- Information architecture and wireframing
- Custom WordPress design and development
- Content inventory and consolidation
- Redirect mapping and migration planning
- Regulatory-aware content workflow
- Client training and administrative access setup
Thank you all for all of your work, help and partnership throughout this! So excited!
Director of Marketing Operations, Anika Therapeutics
An Ongoing SEO, AEO, and Paid Media Partnership
Search-informed information architecture and migration planning guided the rebuild. After launch, Anika expanded the partnership into ongoing SEO, answer-engine optimization, and paid media — including schema review and AI-search visibility baselining. It’s the model we believe in for biotech and life sciences web design: one team accountable for the website, organic search, and paid media, instead of three vendors pointing at each other.
