This document summarizes a session by Darnley Etienne of Cardinal Health and Mary Ann Johnson of IBM on how Cardinal Health used IBM Web Content Manager to create, target, and optimize their web experiences. The session agenda includes an overview of Cardinal Health, the challenges they faced with an aging website platform, and how they addressed those challenges by using Web Content Manager's capabilities to create dynamic content, target content to specific user groups, and optimize the site through analytics.

1. 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, IBM
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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.

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Agenda
 About Cardinal Health
 Challenges
 Addressing the Challenges
– Create
– Target
– Optimize
 Options
 Decision
 Why WebSphere Portal / WCM?
 Implementation
 Project Accomplishments

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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

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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

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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.

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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

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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

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Addressing the Challenges
Target
Create Exceptional
Web Experience
Optimize

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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

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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)

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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

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Web Analytics and Web Effectiveness

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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

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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

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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

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Implementation

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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

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Web Content Management Installation
 Installation
 Typical Portal installation
 Clustering
 Database split
 DB2 FS layout
 /db2/<DBNAME>/data1
 /db2/<DBNAME>/data2
 /db2/<DBNAME>/data3
 /db2/<DBNAME>/data4

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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.

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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

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Technical Accomplishments
 Authoring
 Groups

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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

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Software Stack
 IBM HTTP Server
 WebSphere Plug-ins
 WebSphere Portal Server
 WebSphere Application Server
 DB2

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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://162.244.100.145/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

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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.

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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

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Theme & Skin
 Two Themes
– Open for Business
• Username and Password sign-in available
– Closed for Maintenance
• Remove Username and Password sign-in

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Static Page

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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

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Public Site

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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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Copyright and Trademarks
© IBM Corporation 2011. All Rights Reserved.
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