Swipe Health
Incept built the original Swipe Health brand from scratch. When the business outgrew it, we came back to evolve it. New website strategy, refined visual identity, and a cleaner experience built for the pharma and medtech decision-makers Swipe Health was now selling to.
Client & Brief
Incept built the original Swipe Health brand. At the time, the brief was to position a bold, tech-forward disruptor entering a conservative industry. It worked. The business grew.
But growth created a new problem. The platform matured. The client list expanded to 30+ global pharma companies. The original website no longer matched the calibre of the business it was representing.
Swipe Health came back to Incept with three things to fix: clarify the offer and outcomes, improve lead capture and site flow, and refresh the brand's expression without abandoning the equity that had been built.
Solution
Website strategy came first. The existing site was structured around what Swipe Health does. The new site was restructured around who it serves and what they need to believe before they make contact. Decision-makers in pharma and medtech don't respond to feature lists. They respond to clarity about outcomes and evidence of credibility. The information architecture was rebuilt around that logic.
Applied neuroscience shaped the UX and UI decisions throughout. Friction points in the existing flow were identified and removed. Messaging hierarchy was tested against how time-poor decision-makers scan and evaluate. Conversion paths were simplified so the right prospect could get to the right action without working for it.
The visual identity was evolved, not replaced. The original brand had equity worth protecting. Incept introduced a more confident colour palette, refined the typography, and extended the system into territory the original couldn't reach, more considered, more mature, built for the rooms Swipe Health was now in.
Deliverables:
Website strategy and information architecture
Applied neuroscience conversion framework
UX and UI design
Visual identity evolution
Creative direction
Full Framer build and launch
Result
The updated site projects the credibility Swipe Health had earned but wasn't communicating. Positioning is tighter. The story is cleaner. The paths to action are clear. Decision-makers in pharma and medtech can get to what they need to know without friction.
Two things about this project are worth noting for prospective clients.
First, the two-act relationship. Incept built the original brand and came back to evolve it when the business outgrew it. That's only possible when the original system was built with enough rigour to be worth evolving rather than replacing. A brand built on applied neuroscience principles doesn't date the same way a trend-driven one does.
Second, the brief didn't change between engagements. Clarity, credibility, and conversion. The same principles that shaped the original brand shaped its evolution. That consistency is the point.
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