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Is it time for your organization to reclaim the digital channel? The wealth of cost-effective technologies and professional services available today mean that you no longer need suffer a less than effective digital presence, and there has never been a better time to revisit and renew your company's commitment to the digital channel and to reap the associated benefits. This presentation, brought to you by Ayantek, LLC will focus on the following key areas: * White Elephants on the Web: Outdated websites * Analysis/Work Steps: Initial review and roadmap generation * The Key Technology Foundation: CMS evaluation * Results: Lessons learned and the path forward We'll examine the case study of Haemonetics Corporation and how it used research to determine what a website really befitting the organization might look like; and how it might continue over time to engage in and commit more significantly to the digital channel.
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April 8, 2023
Digital RenewalIs it time for your organization to reclaim the digital channel?
AGENDA
• Purpose
• White Elephants on the Web
• Digital Renewal Case Study
• Lessons Learned
• Questions
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Purpose
THE PURPOSE OF THIS WEBINAR IS TO
• Identify an outdated and static website as a problem for any organization
• Acknowledge the concerns that deter organizations from embarking on digital renewal projects
• Inspire organizations to overcome the inertia by describing an example of an organization that is investing in a digital renewal project
Roadmap Development CMS Evaluation & Selection Process Results and the Path Forward
• Share some lessons learned from a digital renewal project
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White Elephants on the Web
WHITE ELEPHANTS AND WEBSITES
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DOES THIS SOUND FAMILIAR?
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DOES THIS SOUND FAMILIAR?
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WHY DON’T ORGANIZATIONS ACT - PERCEPTION
• Too expensive
• Too time consuming
• Lack of resources and/or expertise
• Too many other priorities
• The need to deal with those guys in IT
• The web is not a sales channel for us
• Etc., etc., etc. ….
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WHAT IS AT RISK - REALITY
• Your website is What a majority of people
will use to form their first impression of your organization
• Your website does
Impact existing visitors’ feelings/perception about your organization, its health, vitality, and prospects for the future
• How much longer can you afford not to act?
April 8, 2023 10
Digital Renewal - Case Study
Haemonetics - Introduction
HAEMONETICS CORPORATION (HAE)
• A successful global business engaged in the blood management solutions market that has pursued a strategic acquisition strategy over the past several years
• Products Medical Devices and Consumables Software Products Consulting Services
• Customers Hospitals Blood Centers Plasma Centers
• FY 2011 Financial Statistics Revenue - $680 million Net Income - $80 million
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HAEMONETICS’ PRIOR DIGITAL STRATEGY
• Focused on Corporate Website
Designed, implemented and hosted by a digital agency
Making update process costly and time consuming
Primary focus was as a means to provoke investor interest and then direct them to the investor relations site
Secondarily, the site provided U.S. domestic job seekers with the ability to view and apply for open positions
Dated visual design and user experience
• Fragmented, Inconsistent and Incomplete Product Information
The acquisition strategy resulted in HAE’s inheriting a dozen or more additional websites
These website were left largely intact with original branding, except for the addition of the HAE logo
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HAEMONETICS PRIOR WEBSITE HOMEPAGE
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Haemonetics – Roadmap Development
ANAYLYSIS & RESEARCH ACTIVITIES
Strategy Workshops
•2 Workshops•Directors, VPs, General Managers,
Marketing Managers etc.
Stakeholder Interviews
•8 interviews•CFO, CMO, Regional VPs etc.
Stakeholder Surveys
•19 + 2 respondents•Directors, Product Managers etc.
CSR Focus Group
•6 participants•Customer Service, Field Service etc.
Customer Interviews
•16 interviews•Blood Center, Hospital and Plasma
segments
Site Reviews
•4 sites•Boston Scientific•CaridianBCT•Fenwal•Medtronic
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KEY RECOMMENDATIONS Create a singular Haemonetics web presence that brands and defines
HAE’s industry position in BMS for Blood Center, Hospital and Plasma customers
Provide a comprehensive and market focused product catalog with deep and broad information on HAE Devices, Software, and Services
Offer a service-oriented portal to train, educate and allow deep collaboration with and between customers (certificates of compliance, latest training materials, service manuals, and user guides)
Establish a secure, personalized platform with features such as replacement parts order, order tracking, access to customer letters etc.
Localized messaging and content for Europe, Japan, China, and rest of World
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IMPACT MATRIX
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Competitive DifferentiatorIncremental
Strategic InitiativesCustomer Valued
Competitive ImpactLow High
Cu
sto
mer
Im
pa
ctH
igh
Lo
w
Clinical Research Library
Rich Product Catalog
Market & Solutions
Customer Service & Field Service
Localized Sites
Product Comparison Tools
E-commerce
Distributor Portal
Position as BMS Leader
Personalization
Enhanced Localization
Social Media Investments
Mobile Experience
Training
INITIATIVES ROADMAP
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Phase 1 - Iteration 1: The Leader in Blood & Plasma Management Solutions
Reflect HAE Brand & Position
Recent News & Updates Full Product Catalog
Devices Software Services
Easy to Navigate Maintain current regional
sites
Phase 1 - Iteration 2: Enhanced Customer Experience
Solutions-based content Clinical/Research Insights Training & Collaboration
Platform Customer & Field Service
Phase 2 and Beyond: A comprehensive e-business channel
Ongoing Maintenance Localized sites Personalized experience E-commerce And more…
FY 2012
FY 2013 and beyondProduct Catalog Market & Solutions Training
Customer & Field Service Clinical Research Localization
BMS Leadership Position
Haemonetics - CMS Evaluation & Selection
CMS CANDIDATE SELECTION
• The Web Content Management System space is very dynamic and includes 100s, if not 1,000s of different vendors today
• From schedule, budget, and overall practicality perspectives, an evaluation of this nature requires casting a wide net and then zooming in – through an informed selection process – on candidate CMS that meet Haemonetics’ short-term and long-term needs
• Ayantek leveraged:
Knowledge of the web CMS market
Understanding of Haemonetics’ needs, information technology environment and direction
Gartner’s Magic Quadrant for Web Content Management
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CMS CANDIDATE SELECTION
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The candidate selection process identified three CMS products for further evaluation
• Sitecore
• Oracle
• Ektron
CMS CANDIDATE EVALUATION
• The results of our evaluation are summarized in the following key areas
Feature Delivery & UX– will the product support the implementation of the functionality defined by Haemonetics
Authoring Functionality – how well does the product support and deliver key authoring functionality
Cost and Schedule – expense (license and development) and time required to deliver a solution meeting Haemonetics’ requirements
Other Considerations – considerations for Haemonetics’ CMS selection that go beyond feature delivery & UX, authoring functionality, cost and schedule
April 8, 2023 24
CMS RECOMMENDATION
• Ayantek recommended Haemonetics select Sitecore for it’s CMS to provide it with the strongest foundation, as well as the greatest flexibility and extensibility
Today, Sitecore will provide Haemonetics
All of the features it seeks and a first class end user experience
A polished and intuitive authoring user experience
The highest level of content granularity and control
As rich a set of web CMS features available today
Moving forward, Sitecore will provide Haemonetics the greatest potential to grow its presence in the digital channel
An evolving and expanding Haemonetics web presence
Significant and continued growth in digital marketing initiatives
Other initiatives
• Sitecore is The strategic selection for Haemonetics
May 22, 2012 25
Haemonetics – Results & The Path Forward
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COMPARISON OF SELECTED ANALYTICS
• Bounce Rate 70.20%
• Pages/Visit 1.99
• Avg. Visit Duration 72
seconds
• % New Visits 82.71%
• Bounce Rate 39.38%
• Pages/Visit 3.80
• Avg. Visit Duration 182
seconds
• % New Visits 64.86%
• > 70 Form Submissions/MonthApril 8, 2023 34
THE PATH FORWARD – BUILDING ON THE FOUNDATION
• Translation, Translation, Translation
• Customer Service & Backend Integration
• Personalization & Targeted Marketing
April 8, 2023 35
Lessons Learned
SELECTED LESSONS LEARNED
• Digital Renewal is the First Step of a Journey
• Communicate and Manage Expectations
• Engage Legal & Regulatory Personnel
• Proactive Management of International Outreach is Required
• IT Department Engagement is Critical
• Engage with a Trusted Digital Partner
May 22, 2012 37
CLOSING THOUGHTS AND QUESTIONS
• Bounce Rate - Reduced by
30%
• Pages/Visit – Essentially doubled
• Avg. Visit Duration – > Doubled
• Returning Visitors – Up by 18%
• > 70 Form Submissions/Month
• The risks of ignoring your digital strategy are high Today and continue to increase
• The technology and professional services to help have never been more cost effective, or had wider availability
• Digital renewal is a critical first step in reinvigorating your organizations use of the digital channel
• If you don’t, your competitors will
April 8, 2023 38
THANK YOU!
James Maconochie
Program Director
email: [email protected]
W: www.ayantek.com
B: blog.ayantek.com
T: twitter.com/ayantek
F: facebook.com/ayantek
Ayantek, LLC
Digital Solutions for Market Leadership
Web | Mobile | Search | Social Media
