Our Work
Summit Veterinary Pharmaceuticals
Delivering a seamless customer ordering experience with full CRM integration
The Brief
Summit Veterinary Pharmaceuticals is a UK-based veterinary specials manufacturer, supplying high-quality pharmaceutical products tailored to the needs of veterinary professionals.
Their previous website had become outdated and difficult to manage, with a cumbersome ordering process and limited backend flexibility. Customers reported confusion when navigating the site, and Summit’s team found it inefficient to update content or track orders. With a growing client base and increasing reliance on digital ordering, the business needed a scalable, user-friendly solution that integrated tightly with its backend CRM and ordering platform, OrderTime.
UX Strategy
User journey mapping, stakeholder workshops and back-end system integration planning.
Web Design
Modern responsive design with clean user experience tailored to veterinary professionals.
Web Development
Drupal content management system with robust admin controls and e-commerce-style order functionality.
Systems Integration
OrderTime CRM integration via RESTful API, enabling automatic syncing of orders and customer data, plus live chat to support customer enquiries.
Key Objectives
Streamlined ordering
Developing a secure and intuitive online ordering system tailored to busy veterinary professionals.
Data migration
Preserving existing customer data, accounts, and order history through meticulous import planning and validation.
CRM integration
Eliminating manual order re-entry by integrating the website directly with Summit’s OrderTime system.
User validation
Launching a live test site shared with selected customers to validate design decisions and functionality before going live.
Our Solution
Discovery & Technical Planning
We worked closely with Summit’s team, including their IT Director, to audit the existing website, review backend processes, and identify friction in the ordering journey. This phase helped define the technical requirements and create a clear roadmap for the new platform.
CRM Integration & Data Migration
We developed a custom integration with OrderTime’s RESTful API so orders placed on the website flow directly into Summit’s CRM. We also migrated customer accounts, product data, and order history from the legacy platform to ensure a smooth transition.
UX Design & Platform Development
We designed and built a modern, mobile-responsive Drupal website that gives Summit a more professional and user-friendly digital presence. The new platform combines clean design, intuitive navigation, and a secure role-based ordering system tailored to the needs of a veterinary specials manufacturer.
Invite-Only Testing, Launch & Hosting
Before launch, we created an invite-only demo site for a small group of selected customers, while the existing website remained live in parallel. This gave Summit the opportunity to validate the user experience, ordering functionality, and OrderTime integration in a controlled environment before committing to launch. Once the client was fully confident in the new platform, we deployed it to our high-performance hosting environment, supported by proactive maintenance, security updates, and hourly backups.
What our client said...
“Genetic Digital transformed our online ordering experience. The new site not only looks fantastic, but works brilliantly for both our customers and internal team. We’ve had great feedback from our customers, and the OrderTime integration has made a huge difference to efficiency. It was a real pleasure working with the team throughout the project — they were dedicated, supportive, and clearly cared about delivering the best possible outcome for us. The result is a site we’re proud to share with our customers“
Head of Commercial at Summit Veterinary Pharmaceuticals
