So many opportunities, so many challenges. Where to start?Haemonetics, a global leader in blood management, realized that its strategic acquisitions had outpaced its technology platform, and that the firm’s websites were not serving the changing needs of its many constituents. Should the company update individual sites first, or build one site to serve every need? How to deal with the issues of language? Of new markets? Of new types of customers? How to implement change in the face of shifting market conditions?
Listen, analyze, prioritize, plan.We spent several months speaking with stakeholders inside and outside the company. We heard what customers wanted, and the business impact Haemonetics hoped to achieve from a site would do for business. We dug deep into where the blood market was going. We analyzed the research findings, prioritized actions based on need and result, and then came up with a plan to phase-in change in three stages.
- 2 Workshops
- Directors, VPs, General Managers, Marketing Managers etc.
- 2 Workshops
- 8 Interviews
- CFO, CMO, Regional VPs etc.
- 19 + 2 Respondents
- Directors, Product Managers etc
- Vendor Analysis
- Infrastructure Strategy Managers,
- 16 Interviews
- Blood Center, Hospital and Plasma Segments
- 4 Sites
- Boston Scientific
- Caridian BCT
Our solution: Build a strategic roadmap.The answer went to the heart of effective change management—don’t try to do everything at once; think of change as a series of actions along a defined path. Before building a new platform, we’d build a strategic roadmap—one that could be realized in phases, as market and business conditions warranted.
1. Unify. 2. Globalize. 3. Personalize.We delivered a three-phased strategic roadmap. The first phase would create one unified site to serve the basic needs of stakeholders everywhere. The second would localize that site in Chinese, French, German, Italian, Japanese and Russian, to reflect key markets of opportunity for Haemonetics’ growth, with a customer service portal available in each language. The third phase would provide a secure, personalized, mobile platform, with many customizable features, to address the specific needs of individual stakeholders. Since our plan was delivered, we have been building-out a new technology platform for Haemonetics—a platform that is giving it a distinct advantage over its blood market competition.
“Ayantek was instrumental in ensuring the overall success of our web site redesign program, providing strategic guidance, strong project management and a depth of understanding of the key online technologies used to enable an engaging customer experience. We are very pleased with the quality of the work and look forward to continuing our work with them on building out our long-term, strategic plan.”
– Joe Laskowski, Director of Marketing/Communications and eBusiness