Overview:
Davol, a division of the Bard Group, had an issue we come up against very often in our projects. They were struggling with a legacy CMS (content management system) that did not support the marketing initiatives they required, was proprietary to the company that built it, and was not very well supported.
The Davol marketing department had difficulty accessing all of the pages on the site, and it was very difficult to add new content or landing pages. The CMS was also not SEO friendly, the URL structure contained unnecessary db symbols and they couldn't easily manipulate the meta information on the pages.
Davol was working with our partner, Catalyst, on all of their off-line and online marketing initiatives, and because of the issues with the site, it was difficult to create campaign specific landing pages and provide meaningful feedback regarding ROI.
Solution:
The Davol marketing team and Catalyst were supporting two websites, davol.com focused on the physician community and herniainfo.com, a resource site targeting patients. ten24 partnered with Catalyst to re-architect the sites and then implement the new Catalyst designs into our robust CMS, bringing them in-line with the Bard Group branding. The sites are launched in the same instance of the CMS, allowing administrators for Davol to log in once to manage all content for both sites.
In addition to the standard CMS features, ten24 also provided several custom components for the project. A Physician Search was built for the herniainfo.com site, allowing patients to click on a map, choose a state, or enter a zip code to find hernia doctors within a specific radius. Davol administrators can add/edit the doctor listing through the CMS interface.
There is also a Google maps integration for the Physician training events on the davol.com site. Davol admin can enter the event details, type of event, documents, and latitude and longitude coordinates in the CMS. On the front end the event is displayed on a Google map with an icon corresponding to the event type. Users can click the icon to get a pop-up with event details and doctors.
An additional component to the project was a landing page specific URL. While the new site was delayed in regulatory approval, Catalyst needed landing pages for several key campaigns. ten24 was able to set up a third domain within the CMS, davollanding.com, and give Davol the ability to create custom landing pages for these initiatives.