Our Work
Summit Veterinary Pharmaceuticals
Designing and delivering a more efficient digital ordering platform with CRM and OrderTime integration
The Brief
Summit Veterinary Pharmaceuticals is a UK-based veterinary specials manufacturer supplying pharmaceutical products tailored to the needs of veterinary professionals.
Its previous website had become difficult to manage and the online ordering journey was creating friction for both customers and the internal team. Navigation was unclear, backend content updates were inefficient, and order handling relied too heavily on manual processes.
With a growing customer base and increasing reliance on digital ordering, Summit needed more than a new website. The business needed a scalable digital platform that would improve the customer experience, support internal efficiency and integrate cleanly with its CRM and OrderTime systems.
UX Strategy
User journey mapping, stakeholder input and technical planning to shape a clearer ordering experience.
Web Design
Modern responsive design tailored to veterinary professionals and built around usability, clarity and trust.
Web Development
Drupal development with stronger content management, robust admin controls and secure online ordering functionality.
Systems Integration
Custom integration with OrderTime via REST API, enabling automated order and customer data flow between systems.
Key Objectives
Streamlined ordering
Create a secure, intuitive online ordering experience suited to busy veterinary professionals.
Data migration
Preserve customer accounts, product information and order history through careful migration and validation.
CRM integration
Reduce manual handling by integrating the website directly with Summit’s OrderTime system.
User validation
Test the platform with selected customers before launch to validate the user experience and core functionality.
Our Solution
Discovery & Technical Planning
We began by working closely with Summit’s team, including its IT Director, to review the existing website, understand backend processes and identify friction in the ordering journey. This helped us define the technical requirements early and shape a practical roadmap for delivery.
CRM Integration & Data Migration
We developed a custom integration with OrderTime’s REST API so that online orders could flow directly into Summit’s CRM environment. We also migrated customer accounts, product data and order history from the legacy platform to support continuity and reduce disruption at launch.
UX Design & Platform Development
We designed and built a modern, mobile-responsive Drupal platform that gave Summit a clearer, more professional digital presence and a more usable ordering experience. The new site combined intuitive navigation, stronger content management 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 test environment for a selected group of customers while the existing website remained live in parallel. This allowed Summit to validate the user experience, ordering workflow and OrderTime integration in a controlled setting before launch. Once approved, we deployed the new platform to our hosting environment with proactive maintenance, security updates and hourly backups in place.
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
