Enterprise CRM Modernization
Enterprise CRM upgrade at a Fortune 5 healthcare firm.
- Systems Analysis
- Development
Project Impact
Key metrics and outcomes from this transformation
24M+
Annual Visitors
Unified experience delivered
~$32M
Program Investment
Multi-year initiative
Global
Scale & Reach
Harmonized experiences
Project Overview
For a leading medical-device manufacturer, we analyzed systems and helped lead the project to rebuild healthcare professional (HCP) and product experiences, harmonizing site structure to better meet user needs and improve findability and conversion.
Our Strategic Approach
Challenges
- • Scope of unmet needs surfaced by very high visitor volume.
- • Legacy site constraints required careful planning for redirects and information architecture (IA) changes.
- • Resource reallocation/retraining to align to the new strategy.
- • Legacy technology integration and data integrity risks.
- • Content management at scale: ensuring accuracy, relevance, and compliance.
- • User experience (UX) optimization across channels based on research and testing.
Solutions
- • Analyzed and recommended enhanced website structure for streamlined product and healthcare professional (HCP) journeys.
- • Led training and education initiatives on global strategies, systems, and contact processes.
- • Guided integration planning to remove silos and improve collaboration.
- • Developed technology migration strategy to modern platforms with minimal disruption.
- • Designed content approval tools and workflows for efficient, accurate publishing.
- • Collaborated on user-centric design approach with iterative testing and analytics.
Benefits
- • Increased reach & engagement; higher conversion rates.
- • Improved customer experience via clearer structure and content management system (CMS) usage.
- • Operational efficiency across sales/marketing tasks.
- • Better data accessibility via integrated systems.
- • Scalability for future growth.
- • Regulatory compliance assurance with workflow controls.
- • Brand differentiation via consistent, modern user experience (UX).
The Bottom Line
Multi-year (~$32M) program delivered harmonized experiences and measurable gains in engagement, operations, and data accessibility.
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