Zimmer Biomet unlocks the power of personalization with Adobe
Zimmer Biomet is a Fortune 500 manufacturer of orthopedic and musculoskeletal products and technologies that partners with healthcare providers in more than 100 countries. The company, nearly a century old, has grown from developing aluminum splints to selling over $7 billion worth of products and services per year, improving the lives of patients globally.
Many healthcare organizations provide personalized content to consumers to inform and educate them on improving their health. Focusing primarily on patients and caregivers, Zimmer Biomet needed a magazine-style content resource covering a wide range of topics, including information on pre-surgery planning, surgery, recovery, and leading a healthy lifestyle. The website would also provide patient success stories and include an option to find a doctor. Zimmer Biomet turned to PK, with our expertise in experience design, technology, and content strategy, for a solution.
PK designed and built Zimmer Biomet’s first direct-to-consumer content hub on Adobe Experience Manager that engages patients, and caregivers, across their journeys with joint replacement. The platform combines interactivity, content, and an underlying analytics strategy to form an inbound marketing and engagement engine. Current traffic patterns, leveraged from Adobe Analytics, show the success of this approach with significant increases in inbound traffic from organic and paid search and direct access. Email opt-in, story, and social sharing are also showing a consistent upward trend.
Beyond the design and build of the new experience, PK developed and delivered a content strategy and content tagging structure that defines relationships between articles across journey phases, guiding users toward the most useful information and conversion based on a set of robust personalization factors. Our approach and solution, created with Adobe Target, use implicit and explicit personalization based on the user’s journey stage and on-site behavior. In addition, we built our creative theme and technical architecture for scalability and integration with both Marketo and social channels. We continue to work with Zimmer Biomet’s digital marketing team on analytics to optimize website performance, content, and SEO programs.