Is it time for your organization to reclaim the digital channel? The wealth of cost-effective technologies and professional services available today mean that you no longer need suffer a less than effective digital presence, and there has never been a better time to revisit and renew your company's commitment to the digital channel and to reap the associated benefits. This presentation, brought to you by Ayantek, LLC will focus on the following key areas: * White Elephants on the Web: Outdated websites * Analysis/Work Steps: Initial review and roadmap generation * The Key Technology Foundation: CMS evaluation * Results: Lessons learned and the path forward We'll examine the case study of Haemonetics Corporation and how it used research to determine what a website really befitting the organization might look like; and how it might continue over time to engage in and commit more significantly to the digital channel.

1. Digital Renewal
Is it time for your organization to reclaim the digital channel?
June 1, 2012

2. AGENDA
• Purpose
• White Elephants on the Web
• Digital Renewal Case Study
• Lessons Learned
• Questions
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3. Purpose

4. THE PURPOSE OF THIS WEBINAR IS TO
• Identify an outdated and static website as a problem for any
organization
• Acknowledge the concerns that deter organizations from
embarking on digital renewal projects
• Inspire organizations to overcome the inertia by describing an
example of an organization that is investing in a digital renewal project
 Roadmap Development
 CMS Evaluation & Selection Process
 Results and the Path Forward
• Share some lessons learned from a digital renewal project
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5. White Elephants on the Web

6. WHITE ELEPHANTS AND WEBSITES
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7. DOES THIS SOUND FAMILIAR?
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8. DOES THIS SOUND FAMILIAR?
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9. WHY DON’T ORGANIZATIONS ACT - PERCEPTION
• Too expensive
• Too time consuming
• Lack of resources and/or expertise
• Too many other priorities
• The need to deal with those guys in IT
• The web is not a sales channel for us
• Etc., etc., etc. ….
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10. WHAT IS AT RISK - REALITY
• Your website is • How much longer can you afford
 What a majority of people will not to act?
use to form their first
impression of your
organization
• Your website does
 Impact existing visitors’
feelings/perception about
your organization, its health,
vitality, and prospects for the
future
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11. Digital Renewal - Case Study

12. Haemonetics - Introduction

13. HAEMONETICS CORPORATION (HAE)
• A successful global business engaged in the blood management
solutions market that has pursued a strategic acquisition strategy over
the past several years
• Products
 Medical Devices and Consumables
 Software Products
 Consulting Services
• Customers
 Hospitals
 Blood Centers
 Plasma Centers
• FY 2011 Financial Statistics
 Revenue - $680 million
 Net Income - $80 million
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14. HAEMONETICS’ PRIOR DIGITAL STRATEGY
• Focused on Corporate Website
 Designed, implemented and hosted by a digital agency
 Making update process costly and time consuming
 Primary focus was as a means to provoke investor interest and then
direct them to the investor relations site
 Secondarily, the site provided U.S. domestic job seekers with the
ability to view and apply for open positions
 Dated visual design and user experience
• Fragmented, Inconsistent and Incomplete Product Information
 The acquisition strategy resulted in HAE’s inheriting a dozen or
more additional websites
 These website were left largely intact with original branding, except
for the addition of the HAE logo
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15. HAEMONETICS PRIOR WEBSITE HOMEPAGE
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16. Haemonetics – Roadmap Development

17. ANAYLYSIS & RESEARCH ACTIVITIES
Strategy
Workshops CSR Focus
Stakeholder Stakeholder Customer Site Reviews
Interviews Group Interviews
Surveys
• 2 Workshops
• 6 participants • 4 sites
• Directors, VPs, • 8 interviews
• 19 + 2 respondents • Customer
• 16 interviews • Boston Scientific
General • CFO, CMO, Regional • Blood • CaridianBCT
VPs etc. • Directors, Product Service, Field Service
Center, Hospital and
Managers, Mar Managers etc. etc.
Plasma segments
• Fenwal
keting • Medtronic
Managers etc.
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18. KEY RECOMMENDATIONS
 Create a singular Haemonetics web presence that brands and defines
HAE’s industry position in BMS for Blood Center, Hospital and Plasma
customers
 Provide a comprehensive and market focused product catalog with
deep and broad information on HAE Devices, Software, and Services
 Offer a service-oriented portal to train, educate and allow deep
collaboration with and between customers (certificates of compliance,
latest training materials, service manuals, and user guides)
 Establish a secure, personalized platform with features such as
replacement parts order, order tracking, access to customer letters etc.
 Localized messaging and content for Europe, Japan, China, and rest of
World
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19. IMPACT MATRIX
High Customer Valued Strategic Initiatives
Rich Product Catalog
Position as BMS Leader
Training
Market & Solutions
Product Comparison Tools
Customer Service
& Field Service
Customer Impact
Clinical Research Library
Localized Sites
Personalization
E-commerce
Distributor Portal Enhanced Localization
Social Media Investments
Mobile Experience
Low
Incremental Competitive Differentiator
Low Competitive Impact High
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20. INITIATIVES ROADMAP
Phase 1 - Iteration 1: Phase 1 - Iteration 2: Phase 2 and Beyond:
The Leader in Blood & Plasma Enhanced Customer Experience A comprehensive e-business
Management Solutions channel
 Reflect HAE Brand & Position  Solutions-based content  Ongoing Maintenance
 Recent News & Updates  Clinical/Research Insights  Localized sites
 Full Product Catalog  Training & Collaboration  Personalized experience
 Devices Platform  E-commerce
 Software  Customer & Field Service  And more…
 Services
 Easy to Navigate
 Maintain current regional
sites
FY 2012
Product Catalog BMS Leadership Position Market & Solutions Training
FY 2013 and beyond
Customer & Field Service Clinical Research Localization
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21. Haemonetics - CMS Evaluation & Selection

22. CMS CANDIDATE SELECTION
• The Web Content Management System space is very dynamic and
includes 100s, if not 1,000s of different vendors today
• From schedule, budget, and overall practicality perspectives, an
evaluation of this nature requires casting a wide net and then zooming
in – through an informed selection process – on candidate CMS that
meet Haemonetics’ short-term and long-term needs
• Ayantek leveraged:
 Knowledge of the web CMS market
 Understanding of Haemonetics’ needs, information technology
environment and direction
 Gartner’s Magic Quadrant for Web Content Management
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23. CMS CANDIDATE SELECTION
The candidate selection
process identified three CMS
products for further evaluation
• Sitecore
• Oracle
• Ektron
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24. CMS CANDIDATE EVALUATION
• The results of our evaluation are summarized in the following key areas
 Feature Delivery & UX– will the product support the
implementation of the functionality defined by Haemonetics
 Authoring Functionality – how well does the product support and
deliver key authoring functionality
 Cost and Schedule – expense (license and development) and time
required to deliver a solution meeting Haemonetics’ requirements
 Other Considerations – considerations for Haemonetics’ CMS
selection that go beyond feature delivery & UX, authoring
functionality, cost and schedule
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25. CMS RECOMMENDATION
• Ayantek recommended Haemonetics select Sitecore for it’s CMS to
provide it with the strongest foundation, as well as the greatest flexibility
and extensibility
 Today, Sitecore will provide Haemonetics
 All of the features it seeks and a first class end user experience
 A polished and intuitive authoring user experience
 The highest level of content granularity and control
 As rich a set of web CMS features available today
 Moving forward, Sitecore will provide Haemonetics the greatest
potential to grow its presence in the digital channel
 An evolving and expanding Haemonetics web presence
 Significant and continued growth in digital marketing initiatives
 Other initiatives
• Sitecore is The strategic selection for Haemonetics
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26. Haemonetics – Results & The Path Forward

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34. COMPARISON OF SELECTED ANALYTICS
• Bounce Rate 70.20% • Bounce Rate 39.38%
• Pages/Visit 1.99 • Pages/Visit 3.80
• Avg. Visit Duration 72 seconds • Avg. Visit Duration 182 seconds
• % New Visits 82.71% • % New Visits 64.86%
• > 70 Form Submissions/Month
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35. THE PATH FORWARD – BUILDING ON THE FOUNDATION
• Translation, Translation, Translation
• Customer Service & Backend Integration
• Personalization & Targeted Marketing
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36. Lessons Learned

37. SELECTED LESSONS LEARNED
• Digital Renewal is the First Step of a Journey
• Communicate and Manage Expectations
• Engage Legal & Regulatory Personnel
• Proactive Management of International Outreach is Required
• IT Department Engagement is Critical
• Engage with a Trusted Digital Partner
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38. CLOSING THOUGHTS AND QUESTIONS
• The risks of ignoring your digital
strategy are high Today and
continue to increase
• The technology and professional
services to help have never been
more cost effective, or had wider
availability
• Digital renewal is a critical first
• Bounce Rate - Reduced by 30%
step in reinvigorating your
organizations use of the digital
• Pages/Visit – Essentially doubled channel
• Avg. Visit Duration – > Doubled • If you don’t, your competitors will
• Returning Visitors – Up by 18%
• > 70 Form Submissions/Month
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39. THANK YOU!
James Maconochie
Program Director
email: james.maconochie@ayantek.com
W: www.ayantek.com
B: blog.ayantek.com
T: twitter.com/ayantek
F: facebook.com/ayantek
Ayantek, LLC
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