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Website RedesignExecutive Overview
Jim Venable
October 2008
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Agenda
Project Background
Redesign Strategy
User Experience
Functionality
Custom Applications
Bells & Whistles
Launch Plan
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History What were we solving?
Yesterday Multiple sites and web based solutions
No interface b/w sites
Inconsistent user experience
Sites were not scalable
Outdated & uncommon language
Inconsistent platforms
Inconsistent User Experience
High cost to run and maintain
At mercy of vendor for maintenance at
premium rates
Not able to keep pace w/ our growth
Lost revenue - Loss of traffic
Limited SEO in current platforms
Frustrating user experience = high
abandon rate
Tomorrow
One Global Site
Best practice driven
Content Management System (CMS)
environment
We control and administer content
updates faster and cheaper
User experience brought to life
Content Multimedia Interactivity
Drive Revenue
Call to action on every page
Locate a Doc (consumer)
Request more info (Dr)
Robust Search Functions
Site search find if fast
Organic site traffic SEO compatible
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Bells & Whistles Custom and Enhanced Functionality
Cutting edge Locate a Doc search Predominate placement on every page
Menu of search filters
Range of parameters
Dr specific tracking
Media rich Photo Gallery
Filter by treatment type Search by condition, treatment or body
part
Easy uploads via CMS
Progression photos
Multi media interactivity
Maximize lead gen through on-line
strategies and permission based dialogues Request more info predominate on every
page
On line survey
Add whitepapers to marketing mix
RSS feeds
Engage users via multi-media contentthroughout the site
Patient testimonials
Media center / PR coverage
Event Marketing / Mgt to the next level
More features
M
ore tracking and metrics Easy access webinar links
Robust Search capabilities
CMS platform
Real time updates by business owners
Maximize and adapt for SEO, SEM
Foundation for social community (e.g.Fraxel forum)
Platform for Sales and Distributor portals
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Launch Timeline Key Milestones
10/24 10/3110/17 10/24 11/1 - 12/31
X
XSite Delivered
Reliant QA
Internal Presentations
Launch Communication
-e-blast (sales)-e-last (customers)-e-blast (prospects)
Go Live (est 10/27)
Press Release (launch +2)
Webinar (launch +5)
Site Enchantments RSS Event Mgt
Site Maintenance &Updates
X
X
X
XX
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Page Templates
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Entry Page
Easily reconfigured for NewCo launch
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Consumer/Patient Homepage
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Consumer/Patient Homepage
Strategic choice - engage with media and motion 1st. Then dive deeper into content
Present on every page
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Physician Homepage
Dr User Experience: Bells and whistles minimized. Content is immediately visible
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Top NavSub Page Template
Comprehensive navigation/search options minimizes risk of abandonment
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Deeper Dive Sub Page Template
Balance of content rich text with media interface drives rational and emotional connections
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Multi-media template
Multi media; streaming video, patient testimonials, and in the news
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