How Cheesecake Labs partnered with a veterinary pharmaceutical leader to modernize its digital experience, double leads, and improve IT efficiency.
Serving over 70,000 veterinarians and millions of pets annually, Wedgewood is one of the oldest and largest compounded animal medication providers in the United States.
In 2023, the company expanded its capabilities by acquiring several related businesses. The most notable was Blue Rabbit, an online veterinary pharmacy platform that supports prescription management and home delivery services.
The tech tailspin: Growth outpaced technology.
As Wedgewood rapidly expanded, its website began to show signs of strain. The platform had been built over time using a mix of technologies, which made it increasingly difficult to scale efficiently or introduce new content and functionality with ease.
The platform’s growing complexity impacted Wedgewood’s daily workflows and limited its ability to adapt quickly to strategic priorities. This resulted in:
High maintenance costs
Running the old system required extensive developer time and resources.
The prescription for performance: A headless CMS solution.
That’s why Wedgewood sought out Cheesecake Labs to build a website that could grow alongside their business. We handled all technical aspects of the project and provided strategic recommendations on content structure and integration.
Our goal was not just to overhaul their legacy system but to deliver a platform they can independently maintain and grow long-term.
Upgrading Wedgewood’s tech stack with surgical prescision.
Here’s how we leveraged the application modernization strategy for innovation:
Migrated to Contentstack
Moving existing website content to this modern headless CMS immediately improved content management and allowed non-technical staff to edit and publish pages without coding.
30+ modular for dynamic page creation
Moving existing website content to this modern headless CMS immediately improved content management and allowed non-technical staff to edit and publish pages without coding.
Integrated critical legacy systems
We linked some of Wedgewood’s core legacy technologies, including Klevu and Salesforce, to maintain and enhance essential functionalities like search capabilities and inventory management.
Enhanced SEO for ranking and conversion
Our team used Next.js to drive the website’s search visibility and crawlability. The tech stack also delivers snappier performance for users, whether they’re vets browsing formulations or pet owners ordering refills.
Optimized hosting performance
We deployed Contentstack's Launch service to speed up page loading and increase uptime. This dependable managed setup automatically adjusts server resources to handle traffic spikes and streamline delivery — all with lower maintenance overhead.
Key technologies.
1. Frontend
We built the frontend with React — a powerful JavaScript library that supports component reusability — and used Next.js for server-side rendering to improve the site’s search engine ranking and overall performance.
A modern digital experience fetches more leads.
The revamped Wedgewood website is now reliably scalable and intuitive — a stark contrast to a clear improvement over the previous platform's limitations. Aside from being easier to manage, it’s also driving better business outcomes across the board:
23% lead growth
The overhauled site converts visitors far more effectively. Now, twice as many veterinarians and pet owners use it to manage veterinary prescriptions.
Vetting the results: Wedgewood’s take on the transformation.
Wedgewood’s leadership immediately noticed how much simpler and more effective their web operations became. Here’s what they think of their modern upgrades:
“The process is a lot smoother than it was with our previous solution. As the web is our main focus for leads, improving website performance and streamlining content management has significantly simplified our lead generation efforts.”
Theresa Malaspina
Digital Marketing Coordinator @ Wedgewood