Transform your Digital Strategy with Web Site Personalization

Presented by: American Dental Association, Americaneagle.com, & Sitecore

Presenters

• Timothy Callahan, Regional Sales Manager, Sitecore

• Jerry Boduch, Director of Strategic Partnerships, Americaneagle.com

• Toni Mark, Chief Technology Officer, American Dental Association

Agenda

• Company backgrounds• Personalization• The ADA Story• Challenges & Objectives • The Solution• Expected Results

Who we are

• Sitecore– A web content management system software company that provides enterprise website,

intranet, portal and marketing automation software.– 17 Offices with over 500 employees around the world

• Americaneagle.com – With over 30 years in the industry, Americaneagle.com offers website design, development,

hosting, and marketing to hundreds of healthcare organizations– 22 Certified Sitecore developers and 25 Certified Sitecore project managers on staff

• American Dental Association– The American Dental Association (ADA) is the world's largest and oldest national dental

association and promotes good oral health to the public while representing the dental profession.

What is personalization?

Explicit Profile

CRM Profile Data

Member Profile Data

Browsing Behavior – Preferences \ Interests

Implicit Profile

Device Type(PC, IPad, Android,

Email, Printer)

Location(Country, Prov., City,

Postal Code)

Referrer(Website, Campaign,

Search Engine Keyword)

Visitor Profile(Explicit or Implicit)

Content Delivery

Conditions

What is personalization?

What is personalization?

About the American Dental Association

• The ADA is the professional association of dentists that fosters the success of a diverse membership and advances the oral health of the public.

• 160,000 member dentists• ADA Goals

– Provide support to dentists so they may success and excel throughout their careers

– Be the trusted resource for oral health information that will help people be good stewards of their own oral health

– Improve public health outcomes through a strong collaborative profession, and through effective collaboration across the spectrum of our external stakeholders

The Basic Premise

• Dentists are trained for clinical excellence, but often need assistance managing the business side of practice

The Challenge

• To provide relevant and impactful solutions to the business problems dentists face every day in their offices

With a Long Term Vision to

• Create a launching pad for practice management resources and innovation

Center for Professional Success

Into three content areas:

Practice – Manage Your Career

Learn – Expand Your Knowledge

Live – Balance Your Life

Center for Professional Success

• Fresh new user experience• Continuous rolling content• Enhanced search and navigation• Links to internal and external

resources• New practice apps and business

calculators• Organic and configured personas

Center for Professional Success

Center for Professional Success

Center for Professional Success

Center for Professional Success

Center for Professional Success

Our Goal

• To become one of the top five most highly rated ADA member benefits within five years

The Implementation Strategy: Step 1

1. Audience Review/Analysis

– Research

– Segmentation

– Gather data

– Prioritize

– Make them real

The Implementation Strategy: Step 2 - 3

2. Setting Up Personas in Sitecore

– Determine personality attributes

– Validate attributes

– Configure the persona profile and keys

– Set up profile cards

– Add content

3. Create Goals

– What outcome do you want out of each user?

The Implementation Strategy: Step 4 - 6

4. Create an Engagement Plan

– Group of goals that define success

– Configure conditions

– Enter a user into the Engagement Plan

5. Customize Your Content

6. Analyze and Optimize!

Personalization in Action

• Proof of concept website

– View it at

www.americaneagle.com/hcic

Thank you!

Tim Callahan │ tca@sitecore.net

Jerry Boduch │ jerryb@americaneagle.com

Toni Mark │ markt@ada.org