Session Number: 1377 Create, Target, and Optimize: Memorable Web Experiences with IBM Web Content Manager at Cardinal Health Darnley Etienne, Cardinal Health Mary Ann Johnson, IBM1
2 IBMs statements regarding its plans, directions, and intent are subject to change or withdrawal at IBMs sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion.
3 Abstract Are you looking to enhance your customer-facing Web sites with dynamic presentation elements to exceed your customer expectations, streamline Web effectiveness, and convert site visitors into loyal, repeat customers? Attend this session to understand the latest innovations of the IBM Customer Experience Suite and IBM Web Content Manager offerings as we share and demonstrate how three simple concepts -- Create, Target, and Optimize -- can transform your online presence to create persuasive content for your businesses. Learn from the Cardinal Health team as they share their experiences applying the capabilities of this platform to deliver rich, informative and engaging web experiences to their external audiences. We will also share how the IBM Web Content Manager continued product innovation and integration with social and web analytic solutions can help organizations simplify their Web experience management.
5 About Cardinal Health (NYSE: CAH) $99 B Global Company Headquartered in Dublin, Ohio Ranked No. 17 on the Fortune 500 Employs more than 30,000 people in five continents Global manufacturer & distributor of medical and surgical supplies and technologies Largest distributor of Pharmaceuticals & Medical supplies worldwide Largest provider of Specialized Nuclear Pharmaceuticals Serving Health Care industry with products & services – Hospitals, Medical Centers, Retail and Mail-order Pharmacies, Pharmacists and other Healthcare Providers
6 About Cardinal Health (NYSE: CAH) Dedicated to making healthcare safer and more productive Everyday… Help dispense more than 5 million doses of medicine Manufacture more than four million products Have products used in 50% of all surgeries Have products used by 90% of all hospitals in the U.S. Employ more than 1800 pharmacists and 100 scientist Make more than 50,000 deliveries to 40,000 customers
7 Our Businesses Healthcare Supply Chain Services - Pharmaceutical Our Pharmaceutical segment consolidates pharmaceuticals from hundreds of manufacturers into site-specific deliveries to retail pharmacies, hospitals, mail- order facilities, physician offices, surgery centers and long-term and other alternate care facilities. Through this segment, Cardinal Health offers the most secure, efficient and economical source of pharmaceuticals, specialty plasma products and value-added services to healthcare providers and pharmaceutical manufacturers. Healthcare Supply Chain Services – Medical In addition to delivering medical-surgical products to ambulatory care centers, physician offices, clinical laboratories and hospitals across the U.S. and Canada, the Cardinal Health Medical segment also manufactures high-volume replenish able products such as gloves, gowns, surgical drapes, scrubs and fluid management products. In addition, the Medical segment includes the Cardinal Health surgical and procedural kitting operations that assemble all necessary single-use surgical products and apparel for specific procedures into one kit, allowing clinicians to focus on the patient.
8 History In Mid 2010, we were at crossroads … Aging OS/Web platform Windows/IIS Aging hardware HP Proliant To continue use of IIS and Windows meant – Upgrade existing Versions – Stay with current versions with extended support Funds had to be used before fiscal end of year
9 Business & Technical Challenges Reduce overall IT cost and expand revenue opportunities IT Standards alignment Implement web content management system for public facing site and stand up temporary environment in legacy DMZ to support new system. Leveraging WCM to enable the business to “publish” content – providing self service content for owners and contributors Reuse existing Portal hardware Decommission aging software and hardware Use WCM to update look and feel of the current Web site Consistent management and support of infrastructure Legacy Deployment Process Resolve problems with hardcoded static pages - Branding challenges
10 Addressing the Challenges Target Create Exceptional Web Experience Optimize
11 Create Author Text, Documents, Audio, Video Blogs, Wikis, Comments, Tags etc Multilingual Content, Inline editing Generate Design Website Templates Dynamic Content Publishing Micro-sites Mobile Delivery Blogs/Wikis Templates Reuse presentation templates Industry Templates Theme customizer Content Collaboration Parallel Workflows Integration with document & ECM software Audit Trails Import from Microsoft Word ® Track changes & comments Ingest directly from external repositories Integration with Sametime Content retention and archival
12 Target Customize Leverage templates and reusable content to target site visitors Utilize recommendation engine to publish related content Assimilate related application data Personalize/ Segment Relevance Groups and roles based content delivery Easily create personalization rules to publish content User profiling & matching Map site-visitor preferences to Create web and email personalized content campaigns Deliver Publish compliant content for multichannel delivery (browser, mobile, print, XML, RSS etc)
13 Optimize Analyze Integrated data/log capture for web-analytic vendors Analyze web site and content usage, including search engine queries Measure campaign effectiveness Report Discover Leverage web-analytic reports to publish site visitor and content Create Search Engine usage patterns Optimized content and web Content creation reports sites (mytasks, workflow items, locked Integrated search engine content etc) for optimal content Capture site visitor behavior publishing Respond Optimize content management process Create effective campaigns Build better microsites Mobile device independent optimized content
15 Options Analyzed three different options 1. Do nothing • Leave the current environment as is • Incur extended & sustained support agreements 2. Upgrade • Supported version – Windows / IIS • Newer hardware 3. Migrate to WebSphere Portal • Build out WebSphere Portal • Migrate content to WCM
16 Decision Migrate to WebSphere Portal HP Blade Chassis HP Blade Server Quad-Core Intel Xeon x5460 (3.16GHz) processors Linux OS SUSE Linux Enterprise Server Current standard for Cardinal Health Linux standardization No virtualization in this phase Is current direction
17 Why WebSphere Portal / WCM? Existing in-house expertise with Portal Server – Worked with Portal since 4.1.4 – Smaller Learning curve – Stake holders comfortable with the risk of newer technology Scalable, flexible and standards based infrastructure Lower TCO and faster ROI Room for future growth and scalability – Portal and WCM are in the long-term roadmap
19 Web Content Management Distributed In a distributed model, Web Content Management software is running on a separate set of servers from your production WebSphere Portal servers. – More hardware – Reduced license cost – Reduced workload – Slower local processing Integrated In a integrated model, Web Content Management software is running on all of your production WebSphere Portal servers – Less hardware – High license cost – Increased workload – Faster local processing
21 Technical Accomplishments Content Migration Migrated all of our branding look and feel into portal theme. Extracted pages into reusable components and fields instead of previous free form pages. Still have to further enhance by creating more targeted authoring pages for full business self enablement. Standardized on consistent tooling (Portal and WCM) with our existing e-Commerce applications making content portable between sites.
22 Technical Accomplishments Shared Authoring Server Multiple libraries going to different cells Possibly a future direction Syndication Content does not follow the SDLC Groups Multiple Business units sharing the same hardware
23 Technical Accomplishments Authoring Groups
24 Technical Accomplishments Integrated our Web Traffic analysis tool into theme Web Trends – Smart Source Data Collector Tracking code is all contained in a webtrends.jsp file This file gets embedded as part of the Authoring template Create a .jsp component and call it from WCM (in the footer) For Search Tracking, Web Trends expects certain META tags to be present in the generated HTML WCM doesn’t support adding META tags to content items IBM has partnered with Web Analytics companies to make this easier
25 Software Stack IBM HTTP Server WebSphere Plug-ins WebSphere Portal Server WebSphere Application Server DB2
26 Implementation Details Context Root – Most implementation leave /wps/portal as the default context • Changed ours to /mps/public – modify-servlet-path IBM HTTP Server – ReWrite rules • ReWritie for SEO and Backward compatibility – RewriteRule ^/search/?$ /mps/public/public/search [NC,PT,L] – RewriteRule ^/search.asp$ /mps/public/public/search [NC,PT,L] – Proxy Rules • ProxyPass /MyReport http://18.104.22.168/MyExisting URL • IHS Setup to pickup static files Testing URL – Host file trickery • Resolve hard coded paths Create XML access scripts – Portlet deploy – Pages – Theme and skin
27 Implementation Details Ephox Rich Text Editor – Standard in Portal 6.1 and Portal 7.0 – Must purchase for Portal 6.0 Portal Server tuning – cachespec.xml <not-value>/mps/wcm/connect/us/en/AllscriptsMyWay/AllscriptsMyWay</not-value> – Heap Size • MIN 256 / MAX 1536 – VERBOSEGC enabled – XLORATIO 0.2 » If you see fragmentation of the Java heap because of large objects (>= 64 KB) and there is a significant number of allocation failures due to these objects, then you can enable Xloratio with 0.2 or 0.3.
28 Search Cardinal Portlet – Calls the IBM Search and Indexing API – Default Search and DCS within Portal • Search and DCS deployed to same JVM • Improved relevancy of search • No HA – Remote-Search JVM » Restrict processing to itself
29 Theme & Skin Two Themes – Open for Business • Username and Password sign-in available – Closed for Maintenance • Remove Username and Password sign-in
31 Project Accomplishments •Implement web content management system for Public facing CardinalHealth.com site •Developed / Implemented 5 Authoring Templates •Developed / Implemented 6 Presentation Templates •Migrated over 1000 pages of content into new content management tool •Migrated 53 JSP Forms to WCM •Created over 300 HTML/Rich Text touts •Migrated over 120 redirects and URL configurations •Configured & Stood Up two new load balanced web servers •Configured & Stood Up two new Portal servers & 2 two new database servers •Configured 3 new content repositories using existing environments (Reuse savings of $125K) •Tuned environments (stage & prod.) to handle full capacity at under 20% CPU •Largest WCM content driven implementation at Cardinal to date •Provided ability to login to ordering on every page (cutting out express login step) •Provided multiple-path information architecture to allow users comfortable navigation •Implemented unified look and feel to all pages within cardinalhealth.com website •Combined promotional landing page & micro site homepage templates through new design •Allowed footer links to provide quick links to prominent and/or CH initiatives **Project Time frame (Initiated to Close) was 4.5 Months
33 Conclusion 1 CREATE 2 TARGET 3 OPTIMIZE Streamlined content Enhanced and effective Optimized online presence delivery of content Measured the effectiveness of Enhanced usability for your non-technical users Increased brand awareness online presence Achieved interoperability with Designed and implemented Responded to demand and campaigns to respond to created competitive advantage existing or new content valued customers Optimized recommendations, Adapted content to suit a improved effectiveness of multicultural world Gained flexibility by targeting delivered content multiple devices Measured participation behavior Increased revenue with and drove higher level targeted content participation Improved customer adoption Slashed Time-To-Market and Grew Revenue and Increase Market Size Increased Profitability Reduce Cost
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