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| www.hollister.com |
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| MEETING GLOBAL CORPORATION'S EVOLVING NEEDS: A CONSISTENT WORLDWIDE WEB PRESENCE, LOYALTY PROGRAM TO SECURE LIFETIME CLIENTS, AND ONLINE EDUCATION COURSE FOR KEY REFERRAL GROUP |
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| Challenge |
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| In 2001, Hollister International, a worldwide healthcare products manufacturer, came to visionbox with a problem: The corporation's "brochureware" website had been online since 1995 and needed much more than a facelift. Plus, there was no consistent and unified web presence between Hollister corporate and its numerous country-specific websites. Hollister needed to strengthen its corporate image and solidify its worldwide brand. |
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| Before |
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| All the country websites needed to incorporate common content and functionality. Yet each country's website also needed to flexibly address unique requirements driven by legalities, localization issues, and specific product offerings. |
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| Phase I: Update all international websites to be consistent with corporate standards |
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| Following our 5-step Strategic Process, visionbox launched a website to update Hollister's brand. To present a unified worldwide web presence, we designed and developed a web application that can be localized into any language for Hollister's country websites. The solution enables countries to initiate and maintain their sites independently, while controlling corporate brand consistency and minimizing development costs. |
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To date, visionbox has localized 13 country websites for Hollister International. |
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| To ensure a unified brand, visionbox developed corporate standards and guidelines for country websites to ensure consistency throughout all web-based applications. In addition, we modeled Hollister's various product lines into a normalized database structure, enabling the company to showcase detailed product information on the website. |
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| To help Hollister maintain current, dynamic content on its website, visionbox developed a comprehensive, web-based content management system (CMS). A key feature of the CMS is a workflow subsystem that allows a content administrator to define multiple content contributors and content reviewers. |
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| After |
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| Phase II: Meet Hollister's evolving business needs by adding robust content to deepen customer relationships and implement a strategy to capture lifetime clients |
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| Hollister recognized that adding significant, useful content on its website would deepen relationships and increase loyalty with the corporation's three key audiences: |
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- healthcare professionals who recommend Hollister products to patients,
- distribution partners, and
- select lifetime customers who purchase products directly from Hollister (versus distribution partners).
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| visionbox actively participated in the strategy to add robust content to the website, determined the most effective ways to segment the content, and created highly detailed content flow charts to ensure easy-to-navigate paths for the three customer groups. |
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| Meanwhile, Hollister recognized that visionbox could help the corporation streamline an existing process for a core business objective: Enhance the relationship and loyalty with healthcare professionals — trusted professionals working with patients — and make it easy for these healthcare providers to enroll patients (potential lifetime customers) into Hollister's Secure Start program. |
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| The existing program required nurses and other busy healthcare professionals to call or fax Hollister to enroll patients into this program. Making it easier for healthcare professionals to enter information at any time, day or night, would significantly impact this important revenue-generating program. |
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| To streamline and enhance this process, visionbox created a secure application on Hollister's website. Nurses access this secure site to quickly and easily enter patient information and enroll the patient in the Secure Start program. Patients receive free product samples (appropriate to their health need), a newsletter with supportive information, and instructions to easily order the healthcare products they need from Hollister. |
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| Secure Start enhances the ease of use for nurses and deepens their loyalty with Hollister. In turn, these trusted healthcare professionals recommend and enroll patients with Hollister's program — patients who may become lifetime clients. |
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| The number of patients enrolled in the Secure Start program has grown steadily since its inception in June 2006. By December 2006, nurses enrolled 2,697 patients, with an average of 385/month. In 2007, enrollments leaped to 11,031, with a much higher average of 919/month. In 2008, enrollments grew to 13,047, with an average of 1,087/month. This secure, easy-to-use program is much more than a lead-generating marketing effort. With Secure Start, Hollister International and visionbox created a strategic program that successfully builds loyalty with nurses, creates a trusting bond with key prospects, and provides lifetime clients for the company. |
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| Continuing to meet Hollister's business needs: Online continuing education course |
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| Hollister International is acutely aware that nurses and other healthcare professionals are an important referral source for the company's products. Nurses are required to obtain CEU credits and can obtain credits by taking Hollister's continuing education course, "Nursing Care of the Person with an Ostomy." (An important product line for Hollister is ostomy products.) |
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| Previously, healthcare professionals needed to drive to locations to attend scheduled live courses. Hollister recognized that offering healthcare providers the opportunity to take this course online, free, in their own homes, at any time of the day or night would clearly benefit this audience, which would contribute to their loyalty to Hollister and its products. |
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| Hollister turned to visionbox to build an interactive course based on the live CE course. visionbox designed and developed a course that includes text, graphics, interactive graphics, embedded video, narration, and links to downloadable resources. |
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| After going through the course, nurses register to take the test and receive their CE credits. The registration process collects basic demographic information and allows them to create an account. Nurses use their accounts to log into the website, take the test, review test results, print their certificate, and evaluate the course. |
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| Hollister considers this course to be an extremely successful program to meet an important business objective. This free CE course deepens Hollister's brand recognition and loyalty with key customers. |
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| visionbox continues to partner with Hollister International to evaluate real business needs and deliver real business solutions. |
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