Two companies became one, and the website never stopped bringing in leads

A merger announcement puts every eye on the website

In December 2024, Greenlight Health Data Solutions and Pattern Health announced, in the words of their press release, "their merger to form a unified company". The combined business would go forward "continuing under the name Greenlight Health Data Solutions".

We had looked after Pattern Health's website for years. It was the working center of their marketing: every contact request, demo request, and download went through a form on the site and straight into Pardot, the system their sales team works from.

For the marketing lead, the announcement started a clock. Customers, partners, and reporters would look up the new name. The website had to say who the combined company was, and sales could not go a day without the leads the old site delivered.

A rebuild was the obvious move, and the risky one

A new name usually comes with a new website, and a rebuild would have been the natural thing to propose. For this team it carried a real cost. Every form would have to be rebuilt, and its connection to Pardot tested again. Every page layout the marketing team knew how to use would change at the moment they had the most to publish.

The old site also had a long memory. Its pages were linked from research publications, partner sites, and news coverage. Move to a new domain carelessly, and those links lead nowhere.

There was also the matter of time. A merger announcement does not wait for a web project, and a rebuild is measured in months. The marketing lead needed the new name in front of people while the news was still fresh.

And the audience had grown. Pattern Health had mostly spoken to researchers. The combined company needed to speak to healthcare providers, researchers, insurers, and patients, each arriving with a different question.

We rebranded the site they already had

We kept what worked. The site's page sections, its forms, and its connection to Pardot were sound, so we left them in place and changed what visitors see. The marketing lead did not spend the merger re-testing forms, and sales kept receiving leads the way it always had.

We layered the new brand into the existing design. Colors, type, and logo changed across the site, while the sections the marketing team used to build pages stayed familiar. The people writing the new pages already knew their tools.

We reorganized the site around the four audiences. Providers, researchers, insurers, and patients each got a clear way in from one navigation, and the new pages were built from sections the site already had, with no new templates to wait for.

We brought both companies' work into one place. The news archive and the research portfolio now hold the history of both companies, so a longtime customer of either one finds what they remember under the new name.

We reviewed every address on the old site. Each one was matched to its new home, and the ones that mattered were redirected, along with the old domain itself. A link in a research paper or a news story from before the merger still takes the reader somewhere useful.

One company, one website, and nothing dropped

The combined company came out under its new name on a website its own team already knew how to run. The marketing lead kept publishing through the busiest stretch the company had seen, using the same sections as before. The forms went on feeding Pardot, so sales worked from a full queue the whole time. The old domain still forwards to the new one today.

For the marketing lead, the before and after is easy to state. Before, one company's website spoke mostly to researchers. After, the combined company speaks to all four of its audiences, from a site whose tools did not change underneath the people using them.

Because the foundation stayed put, the work since has been ordinary in the best sense. New product pages and announcements go up the same way as always, and we keep the site hosted, updated, and ready for whatever marketing needs next.