With a goal of improving cardiovascular health by 20% before 2020, American Heart Association (AHA) knew they needed to make significant changes in order to reach their audience with preventative and proactive health solutions. They were challenged, however, with connecting this macro goal with their customer experience, hampered by an old CMS system, disparate micro and third-party sites, and standalone landing pages. With more than 150 disconnected digital assets, they knew they needed a solution that could provide brand consistency and a personalized user experience.
The solution had to manage the needs of many disparate groups while providing the necessary content management, multi-language personalization, analytics and more needed to reach end users with targeted messages and increase conversions.
With this in mind, Quisitive created a strategy using Sitecore as the primary vehicle to create a foundation that could help AHA become organized and cohesive, paving the way for continued innovation throughout the organization and bringing their future mindset into reality. The starting point of this initiative was designing the digital experience for AHA’s Healthy for Good program, which would serve as the foundational piece to implementing their global digital strategy over the next two and a half years.
Early on, we utilized marketing customer experience strategists to draw out and focus on AHA’s end-users and what mattered to them. This included analyzing research from AHA health studies, Google Analytics data, Facebook Audience Insights and competitive data to enable informed decisions for structuring site content and driving end user behavior. Further, to facilitate personalization of content through Sitecore we created a persona model that leveraged data-supported summaries of users including their behavior, demographics, and characteristics. This provided valuable insights to drive digital engagement and design criteria while giving AHA the flexibility to grow and expand the model as the needs of the organization changed. It also allowed individual business units to have different levels of maturity in the granularity of personas they created, providing a means to create personalized digital experiences.
Throughout the project, even though we were building digital experiences to support the Healthy for Good program, we maintained that we were actually building a global infrastructure. It had to be multi-lingual and capable of supporting many different sites. In essence, we were building for the future and the fact that large amounts of content would need to be shared across multiple diverse business units. This led us to create a more robust back-end structure with reusable templates and components that could support AHA as they continued to grow and provide personalized experiences for their end-users.
Before the implementation of this solution, creating campaigns was a painful process due to the lack of integrated resources. With Sitecore in place, AHA was able to take advantage of funding provided by Subway to very quickly build a consumer-friendly site as part of the Healthy for Good program. Because the infrastructure was in place, the site and national campaign were completed and launched in just a few short months. Before this solution that wouldn’t have been possible.