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Connections That Matter

The Evolution of Content Management Systems in Digital Marketing

Posted by Tom I., April 5, 2012

The digital marketing “ecosystem” much like a natural ecosystem is constantly in flux. Solutions in this space arise like species in a natural ecosystem and then either find their niche and flourish or decline and become extinct. The market forces of supply and demand act as the mechanism of natural selection for the species of solutions that survive. The difference between these man-made ecosystems and natural ecosystems is that we can, presumably by intelligent design, identify gaps in consumption and provision and fill them accordingly.  An example of this process within the digital marketing ecosystem is the appearance and evolution of the web Content Management System (CMS).

Grown out of a need to deal with web marketing content in simpler terms and more efficiently than afforded by web servers and databases, the modern CMS system is a combination of features that provides significant business value to those who adopt them. Some of these features are:

  • Brand consistency ensured by managing sites from a single platform
  • Easy, in place editing of content on a page
  • Ability to change the page layout of a web site without coding
  • Publishing and management of sites in multiple languages
  • Publishing of sites to multiple formats (e.g. web, phone, tablet)
  • Management and integration of digital assets for use on site pages
  • Workflow integrated into the content management cycle
  • User interfaces that support administrators, content creators and editors, and not just engineers

 

The key is that these systems provide a simpler, more marketing centric and user friendly way to manage web content and digital assets, and remove the need for IT development staff  in the content production cycle. This is a tremendous change from the silos of web content and assets that companies with multiple brands have had to deal with in the past.

A CMS based approach allows for a more holistic way of managing multiple brands while ensuring  adherence to overarching divisional or enterprise branding and guidelines. This appeals to corporate and brand marketing managers.  The CMS approach also allows for a consolidation of hardware and software because websites that were formerly scattered across multiple web servers can now be consolidated onto a single secure CMS instance. This is very appealing IT Infrastructure groups.

The workflow capabilities of these systems can assure that content edits and submissions go through appropriate legal and regulatory review,  thereby reducing rework from legal and medical regulatory errors.  Additionally, these systems free up IT development resources to work on developing extensions and new functionality instead of being involved in the content update process.  Finally, because these systems have consolidated content, assets, workflow, security and site management onto a single platform, CMS vendors and developers now have a solid platform on which to start building and integrating more advanced features such as social or translation capabilities.

With all of these features and benefits, it is no wonder that Content Management Systems have become a necessary and powerful part of any company’s digital marketing ecosystem. Therefore, when choosing a Digital Agency partnership, it is essential to choose an agency that is knowledgeable in the selection and implementation of content management systems. This includes understanding best of breed CMS’s such as EpiServer, SiteCore,  Oracle Web Center Sites (formerly Fatwire), Autonomy TeamSite, Adobe CQ5 (formerly Day), SDL Tridion, and SharePoint as well as open source systems such as Drupal, WordPress, and Joomla  just to name a few. Finally, it is important to work with a partner that is expert at content migration and the consolidation of curated content that occurs when combining disparate sites into a cohesive taxonomy and hierarchy. This process is often a large portion of the cost of any CMS content consolidation project.

In all, the Web Content Management System is a “species” of solution that is just reaching its stride in evolutionary terms.  These systems have a long life ahead. For companies that are just now making the move to web Content Management, feature sets and prices are becoming very competitive making this an excellent time to implement a CMS as part of your digital marketing ecosystem.

VISINE Digital Media

Engaged Eyes Drive Sales

Consumer|OTC

VISINE Digital Media
The Challenge

Engage bleary-eyed, workaholic desk jockeys as well as till-the-break-of-dawn partiers with a clever campaign to use VISINE's two new premium eye drop formulas-"Tired Eye Relief" and "Maximum Redness Relief." These two distinct passion-pursuer market segments identified from market research are often apathetic about eye drops, but would surely benefit from the newly released products.

The Work

LBi Health created a unique campaign that emotionally connected VISINE to each consumer segment's specific lifestyle and needs. Copy and placements for provocative interactive banners targeted the consumers' specific interests based on browsing habits, while messaging in Facebook ads directly correlated to keywords in a user's status updates. Users also received coupons, promoting immediate sales. We further enhanced the campaign with a Twitter-based lifestyle analysis, the first of its kind. The application could scan a user's tweets for signs of too much work or too much fun, and recommend the right VISINE product for each person.

The Result

With average interaction rates upwards of 5% across the campaign, the banners defied expectations and, in many placements, exceeded benchmarks by over 300%. The campaign reengaged existing consumers and generated awareness of the new products, driving sales through brand interaction. The humble banner was elevated, and reminded bleary-eyed consumers everywhere of the difference a little drop can make.

AstraZeneca Global Redesign

Global Platform for Local Markets

Corporate|Pharma

AstraZeneca Global Redesign
The Challenge

Develop a new global corporate digital strategy based on AstraZeneca's new brand position, "Health Connects Us All" and apply it across the digital space. Redesign AstraZeneca's website with a CMS platform that allows for timely updates for global communications.

The Work

During the summer of 2010, LBi Health worked with stakeholders around the world to define AstraZeneca's Global Country Site Framework, delivering a platform for realizing the digital strategy globally and locally by providing a consistent portrayal of AstraZeneca around the world. LBi Health also provided AstraZeneca with a secure and robust hosting solution, including a new intranet solution and a publishing support team to offer around-the-clock support.

The Result

By working with LBi Health's global network, AstraZeneca was able to execute a digital plan, bring global consistency to the brand, and establish a digital infrastructure for the ongoing development of corporate and product communications.

ACCU-CHEK® Global Marketing

Platform for Localization & CRM

Patient|Medical Device

ACCU-CHEK® Global Marketing
The Challenge

Unify and align the international online presence of Roche's ACCU-CHEK® diabetes brand across more than 50 international websites, as well as develop a 3-year strategy to move digital marketing to the center of operational focus, including areas for growth in digital investments, resources and technology systems. Additionally, develop global Customer Relationship Marketing (CRM) standards to improve customer communications and retention.

The Work

LBi Health worked closely with a core international marketing team of approximately 24 stakeholders in 15 countries to create a streamlined global user interface and a compelling graphic platform flexible enough to allow for the localization of content. By leveraging a single common design and variable information architecture, a consistent, comprehensive global platform was developed capable of accommodating the unique needs of individual markets. LBi Health also produced a series of videos demonstrating product use in a variety of authentic scenarios for multiple countries.

The Result

In January 2011, we began implementing the
3-year digital marketing strategy according to the roadmap created in 2010. The redesigned ACCU-CHEK® global platform was successfully launched and provided scalability and targeting that exceeded client expectations. Brand guidelines were supported and strictly adhered to while offering increased opportunities for localization and greater product insight across multiple media.

K-Y Social Media and Website

Making Love Better

Consumer|OTC

K-Y Social Media and Website
The Challenge

Redesign the K-Y website to educate consumers about their products and drive purchase. Everyone knows what K-Y is, but not everyone knows that K-Y makes a range of other products besides basic lubricant to foster healthy intimacy. Additionally, although an earlier campaign had created a community of 30,000 on Facebook, their activity had grown stagnant, and K-Y tasked LBi Health with reactivating its community.

The Work

To highlight all of the different K-Y products, LBi Health came up with the idea of a streamlined site that features couples who fall into "types" that correspond with a certain product. For example, "the newlyweds" use K-Y Brand KISSABLE SENSATIONS to make every night as exciting as their wedding night. By creating personas to go with the products, it makes choosing a product easier and more engaging. To revive their Facebook presence, we created K-Y's Couples Place page, featuring a new brand tonality, compelling content, promotions and giveaways.

The Result

The new K-Y.com was created at record speed and went live ahead of schedule, just in time for Valentine's Day. In its first 4 weeks, the new site was visited over 300,000 times. On Facebook, the number of 'Likes' increased by 500% in less than 2 months, with interaction rates that were significantly above average. The K-Y brand now has 150,000 enthusiastically engaged advocates on Facebook, and that number only continues to grow.

FibroTogether

Building a Support System Online

Patient|Pharma

FibroTogether
The Challenge

Create awareness and show a true understanding of Fibromyalgia, a condition that is largely misunderstood although 4 to 6 million people in the United States have it. Forest Labs, the maker of SAVELLA - one of only 3 FDA-approved treatments - wanted to reach out and connect this underserved population and provide ongoing education and support, as well as build a database to communicate about the brand and ultimately drive doctor discussions.

The Work

For sufferers of Fibromyalgia, the only thing worse than the chronic pain, memory issues and feelings of despair is the fact that patients are regularly told, "It's all in your head." Based on this insight, LBi Health created FibroTogether, a robust Fibromyalgia community rich with user-generated resources, information and social tools to empower patients and provide a platform for sharing stories, demystifying and de-stigmatizing the condition. FibroTogether offered a complete support system, including a Relationship Marketing program with practical help and tips from patients and medical professionals.

The Result

Today, the FibroTogether community has thousands of registrants and continues to grow. Users are exchanging tips and learning about SAVELLA and other non-prescription treatments. Best of all, sufferers are taking back control of their lives, with the knowledge that they're not alone anymore.

NHS Map of Medicine

Point-of-Care Evidence-based Medicine

Healthcare Professional|Provider

NHS Map of Medicine
The Challenge

Supply a community of diverse clinicians, with
up-to-date, accurate, best practice treatment guidelines at the point of care. These clinicians are part of the National Health Service (NHS), the publicly funded health system in the UK, and a long-time client of LBi Health.

The Work

LBi Health developed an interactive "Map of Medicine," which provided healthcare professionals with easy and fast access to specialty-focused medical information through an intuitive web-based interface. At the heart of the Map of Medicine was evidence-based clinical information that drew on best practices for over 1200 treatment pathways. Clinicians across the UK were able to modify and add content to their version of the Map to better reflect their specific healthcare economies. LBi Health led both user experience and systems integration for this complex and important initiative.

The Result

Over 40% of clinicians within the NHS now have access to the Map of Medicine at the point of care. The success of the web-based Map of Medicine led to the development of additional products for clinicians to use on mobile devices, including PDAs.

WebMD Health Utilities

Innovative Tools for Better Health

Corporate|Health Media

WebMD Health Utilities
The Challenge

Design the next generation of health utilities for WebMD, the world's largest online consumer health destination, and create experiences that help people take charge of their health.

The Work

User experience and design teams from LBi Health worked with WebMD to transform consumer insights into several engaging online utilities. The Food and Fitness Planner is a behavior modifier that targets women and moms who wanted to lose weight. The Symptom Checker, WebMD's most trafficked tool, lets users select symptoms via an integrated body map, list or search function to create a possible self-diagnosis and facilitate conversations with their doctor. Questions and Answers uses the strength of community and the knowledge of experienced professionals to provide user-generated answers to health questions.

The Result

These forward-thinking utilities delivered on a core need for improved user experience and heightened design on the number one health media site, and made a measurable impact in WebMD's user experience Key Performance Indicators (KPIs), including pages consumed, the source of WebMD's ad revenue.

MGH Institutional Redesign

Digital at the Heart of Medicine

Corporate|Provider

MGH Institutional Redesign
The Challenge

Consolidate and redesign Massachusetts General Hospital's website. Founded in 1811, MGH is the second-oldest hospital in America. It has consistently been ranked among the top 5 hospitals in the nation and was recently designated a Magnet hospital - the highest honor for nursing excellence. By all accounts MGH has a long and prestigious heritage. However, the hospital's broad and deep range of services, coupled with its decentralized culture and web publishing process, had led to a fragmented web presence that no longer represented the distinctive strengths of the institution.

The Work

LBi Health redesigned the MGH website from the ground up, paying particular attention to preserving MGH's heritage, and promoting its continued leadership in standard-setting medical care. Using best-in-class user experience, design, and editorial standards, we seamlessly integrated 50,000 discreet web pages across 50 different centers of excellence into one coherent site. LBi Health also developed several customer service features including Find a Doctor, Schedule an Appointment and faceted search tools. We also designed a centralized, automated publishing process and deployed a new Interwoven CMS.

The Result

The new website has been a tremendous success and has been recognized by the industry as one of the leading hospital sites. Our work has won multiple awards and, best of all, our lead clients praised us as "one of the best consultants they'd ever worked with."

Galvus Prelaunch Education

Conditioning the Market

Healthcare Professional|Pharma

Galvus Prelaunch Education
The Challenge

Prepare the market for the arrival of a new diabetes treatment (Vildagliptin), within a new class of diabetes medicines called incretin mimetics. Educate healthcare providers about incretins, the medicinee' role in lowering blood sugar, as well as Vildagliptin's promising Phase III clinical trial results.

The Work

LBi Health created a series of online advisory boards consisting of groups of regional opinion leaders. Advisors from different locations were able to review slides and then engage in a remote live discussions with a national opinion leader through a proprietary online meeting platform. LBi Health also partnered with the Johns Hopkins University School of Medicine to publish "Incretin eForum," a monthly CME-accredited newsletter designed to educate endocrinologists on incretins. An editorial board of opinion leaders oversaw the newsletters, and each issue was written by a rotating board of regional opinion leaders.

The Result

The online advisory tactic earned 97% top-box satisfaction rates and captured over 10 hours of interaction time. Additionally, the online advisory tactic lowered cost/consultant by 34% vs offline ad boards. The "Incretin eForum"newsletter enrolled over 3,000 endocrinologists, sustained 50% open rates and scored 90% top-box satisfaction rates.

Case Studies
VISINE Digital Media AstraZeneca Global Redesign ACCU-CHEK® Global Marketing K-Y Social Media and Website FibroTogether NHS Map of Medicine
WebMD Health Utilities MGH Institutional Redesign Galvus Prelaunch Education
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