A truly Global web presence
Through rigid governance and effective workflows, the new ConvaTec.com web ring was launched online on August 1st 2008. This completely brand new e-marketing platform consisted of 15 fully featured websites including US, Canada, major European countries, Australia, New Zealand, Japan, etc.; more than 80 satellite mini sites in local languages to offer coverage in all the countries where ConvaTec is present.
These sites feature: new corporate branding, local contact information, local news and useful links, email capture and local language.
Traffic coordinator to effectively target users
A country routing system was also implemented across all the ConvaTec web sites to effectively direct users to the web site which is most relevant to them based on language relevance, market relevance and business objectives.
Interactive Product Catalog
The range of product and solutions offered by ConvaTec is presented to the users in the form of a dedicated portal which acts like an interactive shop window. Navigation through the portal is always simple and consistent – with no more than 3 effortless clicks, the user arrives at the desired product page where all the comprehensive information and tools are available.
E-learning portal for CME
Given the increasing focus on best practices and evidence-based decisions, ConvaTec founded the Academy to provide health care professional with access to learning opportunities. In efforts to extend ConvaTec's digital reach into the CME field, PHI also developed a professional medical education platform – the ConvaTec Academy platform.
This platform, which was also launched on 1st August 2008 alongside the other ConvaTec.com websites, would then become the foundation for CME of healthcare professionals in the Wound Therapy field in the US.
Customised branded sites to offer complementary Service and Support
For the Ostomy business franchise, additional programmes were designed and developed for Healthcare Professionals in the field of Ostomy. ConvaTec Link is an on-demand ostomy resource for Ostomy Nurses which links them in this community where they are able to share experience, tips and other learning opportunities, whereas the ConvaTec Starter Kit is a web ordering tool customised by defined nurses' profiles and empowers Ostomy nurses with a customised patient care plan to aid them in their practice.
The strategic approach that had been adopted was divided into 2 different perspectives: Stakeholder versus Operational perspective.
From the Stakeholder's perspective, ConvaTec was treated as a global company with a global product portfolio yet localized offerings, an innovative and interactive communication program capable of delivering ConvaTec's core messages about her brand and products needed to be in place, user experience had to be compelling and highly interactive, relationships with customers needed to be sustained and reinforced through a trusted high value-exchange process.
Finally, ConvaTec was to be presented as a market leader with a proud history of innovation and commitment to discovery and creativity.
From an Operational perspective, all features, content and services had to be developed and established at a Global Platform level, each local market would enjoy its own localized and customized web site but had to adhere to the guidelines of the Global Platform, a 70/30 rule of the thumb was established between the global versus local messages in this GLocal approach.