Nutricia tasked Whereoware with personalizing their customers' online experience using Silverpop and EPiServer. Whereoware created detailed personas based on attributes like age and health condition. The website and automated emails then show targeted and dynamic content relevant to each visitor's persona. Behind the scenes, the persona is used to determine which content and forms a visitor sees. This personalized experience has improved Nutricia's customer experience and lead generation.

1. Pulling It AllTogether
Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Faith Albers + Bill Haskitt
@whereoware

2. Whereoware: who we are
Creating engaging emails, websites,+ mobile applications
The stats:
15 years in the business
Silverpop Platinum Partner
2013 consulting partner of the year
2011 agency partner of the year
18 Silverpop-certified email specialists
3 full time email designers
17 developers
Over 50 email clients
1100 individual marketing campaigns
sent byWhereoware last year
certified partner

3. A few of our clients

4. Nutricia, a healthcare division of the food Danone, is focused on nutrition care for
individuals for whom a normal diet is not sufficient or possible.

5. Patient
Caregiver
HCP
Sample
Nutricia offers a variety of different products for individuals based on age and heath
condition. Nutricia tasked Whereoware with personalizing their customers’ online
experience.

6. Lifetime customer
?
Using the Silverpop and EPiServer integration,
Whereoware personalizes website content and
automated emails relevant to each visitor.

7. 90% of Nutricia’s customer base has
Phenylketonuria (PKU): a genetic
disorder in which a baby is born without
the ability to properly break down an
amino acid called phenylalanine.
PKU
90%
Non-
PKU
10%Pheny What?

8. Personas
Caregiver of Child (5-12) PKUCaregiver of Young Child
(1-4) PKU
Caregiver of Infant PKU (0-1)
HCP
Teen (13-17) PKU
Non-PKU Other/Unknown
Whereoware created personas based on age and
condition, so both the website and automated emails
show targeted content relevant to the visitor.

9. The website
How we integrate the personas into the website

11. Visitor selects Caregiver of infant (ages 0-5), under Other Metabolic Conditions.

12. The sidebar navigation reflects all the “other” metabolic conditions.

13. But what happens if you select Caregiver of infant (ages 0-5), under PKU, instead?

14. Sidebar navigation, Learning Center content, and the header navigation all change to reflect your PKU
condition; providing the personalized content and information you’re seeking.

15. Non-PKU
PKU Child
PKU Adult
The “request a sample” box also
changes based on the user’s persona

16. Behind the scenes

18. Behind the scenes
Persona is auto-populated in a hidden field, based on the visitor
group selected on the website.

19. But, if we don’t know their persona, we ask their condition

20. The cookbook request form is progressive. If we already know the answers to the required
fields, those fields don’t show up in the form.This way, we don’t ask questions we already
know the answers to. IE if we know they have PKU, we don’t ask again.
Behind the scenes
– a progressive
form
What site visitors see:

21. Behind the scenes
- Database collects responsesBehind the scenes
– a progressive
form
What site visitors see:

22. Behind the scenes
(address is personalized
using an iframe)
Dynamic, personalized
confirmation page

23. For each section on the site, we
can determine which visitor
groups are allowed to see
which content.

24. It’s a show/hide function.
Most pieces of content are
visible to Everyone by
default – but we can restrict
certain content to certain
visitor groups.

25. Automated emails
How we integrate the personas into email

26. Website Personas: Email Personas:
PKU Infant (0-12m) PKU Infant (0-12m)
PKUToddler (13m-4year) PKUToddler (13m-4year)
PKUYoungChild (5-12) PKUYoungChild (5-12)
PKUTeen (13-17) PKUTeen (13-17)
PKUAdult (18+) PKUAdult (18+)
Non-PKU Non-PKU
Health Care Provider Health Care Provider
MSUD
TYR
GA1
HCU
MMA
PPA
UCD
FAOD
IVA
We’ve set up all the
website personas, plus
additional personas based
on other possible
metabolic conditions.

27. Hero image changes based
on age
Product image changes based
on age + metabolic condition
Email copy and images are then
personalized based on persona.

28. Personalized email content + images based on persona.

29. Confirmation
email
Sample
requested
Survey email
Additional
steps needed
Sample
approved?
yes no
Sample request
SPOP features used
Relational Tables
Personalization
Lead Routes
Webforms (iframe)
Silverpop steps when a product sample
request is filled out.

30. Sample Request Program
Sample request
form submitted

31. Sample Request Program
Confirmation
email
Sample
requested
Survey email
Sample
approved?
yes

32. Sample
Request Program
Confirmation
email
Survey email
Sample
approved?
yes
Personalized
based on
sample type
requested
Each “button”
takes customer
to a different
survey
If approved, an
automated email is
sent with a survey
about the sample the
customer received.

37. Sample Request Program
Confirmation
email
Sample
requested
Survey email
Additional
steps needed
Sample
approved?
yes
no
If denied, customer is sent an email asking them to
take additional actions to get a sample.

38. Behind the scenes

39. Lead Routes
send survey
information to
sales rep for a
follow-up.
Behind the scenes

40. Lead Routes
send survey
information to
sales rep for a
follow-up.
Behind the scenes

42. The future
Where do we go from here…

43. Future Plans
• Add an onboarding program to nurture
patients through different life stages
• Focus on HCPs more with automated nurture
programs
• Add lead scoring to help sales reps identify
hot leads

44. Lead Scoring
HCPs actions Pts
Clinic + patient sample requests 10
Visits website 3
Opens email 3
Clicks email 5
When lead score = 20 + not
prescribing Nutricia products

45. Big picture
• Identify the goal of your website and email
program
• Categorize your personas + understand how
their needs differ from each other
• Map out each personas’ communication path
• Ensure content on your website + email support
each other

46. Bill Haskitt
bhaskitt@whereoware.com
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
get in touch