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ANA Breaks out of the Pack with  Episerver Erik Hartman Director of Enterprise Applications ANA Breaks out of the Pack with  Episerver Erik Hartman Director of Enterprise Applications

ANA Breaks out of the Pack with Episerver Erik Hartman Director of Enterprise Applications - PowerPoint Presentation

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ANA Breaks out of the Pack with Episerver Erik Hartman Director of Enterprise Applications - PPT Presentation

ANA Breaks out of the Pack with Episerver Erik Hartman Director of Enterprise Applications amp Online Services American Nurses Association Frank Klassen CEO Brightfind ANA Enterprise The ANA Enterprise is the umbrella organization for ANA ANCC and ANF The ANA Enterprise is dedicated to the N ID: 762873

nurses ecommerce customer ana ecommerce nurses ana customer nursing digital content cms experience solution business episerver enterprise web health

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ANA Breaks out of the Pack with Episerver Erik HartmanDirector of Enterprise Applications & Online ServicesAmerican Nurses AssociationFrank KlassenCEO, Brightfind

ANA Enterprise The ANA Enterprise is the umbrella organization for ANA, ANCC and ANF. The ANA Enterprise is dedicated to the Nursing profession and the health care industry as a whole.

American Nurses Assocation Nurses advancing our profession to improve health for all.ANA is the only full-service professional organization representing the interests of over 3.4 million registered nurses. The ANA advances the nursing profession by fostering high standards of nursing practice, promoting the rights of nurses in the workplace, projecting a positive and realistic view of nursing, by lobbying the Congress and regulatory agencies on health care issues affecting nurses and the public .

American Nurses Credentialing Center The mission of the American Nurses Credentialing Center (ANCC), is to promote excellence in nursing and health care globally. ANCC certifies and recognizes individual nurses and healthcare organizations that promote nursing excellence ANCC accredits healthcare organizations that provide and approve continuing nursing education. ANCC also offers educational materials to support nurses and organizations as they work toward their credentials.

American Nurse Foundation The American Nurses Foundation is dedicated to transforming the nation’s health through the power of nursing. The Foundation complements the work of the ANA Enterprise by raising funds and developing and managing grants to; support advances in research, education, and clinical practice. The Foundation programs benefit nurses and consumers wherever nurses practice.

We are a specialized digital design and web development agency. Web StrategyUser ExperienceDesign CMS Implementation Usability Testing Development Integration Experience Insight

Our challenge; Finding a platform technology that meets our broad business needs;Our broad audience:Members – RNs that join ANA to; Receive member benefits Constituents – registered nurses interested in; i mproving nursing practice, promoting the rights of nurses in the workplace, p rojecting a positive and realistic view of nursing, lobbying the Congress and regulatory agencies on health care issues. Customers – registered nurses interested in; Advancing their education Purchasing products (books and reference materials) Obtaining certification and accreditation

The Business Needs (Strategy)

The Technology Strategy Reduce our already complex technology ecosystem and implement a centralized ecommerce solution Easily integrates with Personify and the technology ecosystem Ecommerce built on top of a best in class CMS solution CMS must provide flexibility and allow agility MVC web architecture

The Technology Strategy Flexible and best in class web framework:Human-centric design The UI is UX focused Mobile first Targeted content and ‘personalization’ Flexible database architecture for cross selling, up selling, etc. Reduce reliance on a single vendor

The Choices CURRENT FUTURE

The Choices Current PlatformAssociations traditionally have leveraged their AMS for ecommerce AMS companies understand back office applications AMS companies do not understand the online customer experience AMS ecommerce has been characterized by: Tightly coupled presentation and data Poor performance Slow to adopt new user experiences (such as responsive) Not marketing focused Transaction flow tied to back office structures and methods, not customer-facing expectations

The Choices Ecommerce ChoicesPersonify ecommerce - existing Association Management System (AMS) Volusion ecommerce Shopify ecommerce Course Merchant Using Amazon for ecommerce iApps ecommerce Magento ecommerce Ektron ecommerce Episerver ecommerce

The Realization The best ecommerce solutions are built on top of (or tightly connected to) strong CMS platforms. Why? The rise of Digital Business Digital information Digital commerce Digital engagement Our organization’s value proposition is closely tied to it’s Content and Content Strategy – we are a membership organization, where our members rely on us to provide them with a ton of valuable information…

The Realization Who cares about Digital Business?The largest corporations in the world are building out their Digital Business infrastructures. Why shouldn’t ANA ? Digital Business is a fundamental change in the way we do business with our customers ( members/constituents ). Key difference – putting the customer at the center of all activity. It is the Enterprise going to the customer versus the customer coming to us.

The Solution This spring ANA purchased Episerver as our CMS and ecommerce solution

The Solution What puts Episerver ahead of the pack? Episerver uses the MVC web architecture Allows developers to work on individual components of the application independent of the other components. Speeds up development time Drastically improves the website performance

The Solution What puts Episerver ahead of the pack? Superior Web CMS Flexible page templates for easily drag and drop of content blocks, images, videos, or forms Create and edit content directly on the page and see what a visitor will see Quickly and easily change the page layout while maintaining brand guidelines Intelligent autocomplete and superior search capabilities

The Solution What puts Episerver ahead of the pack? Superior Member Engagement and Digital Marketing Personalize content on landing pages specific to visitor segments Ability to use A/B and multivariate testing to find what is really driving conversations Easily update site content and see how the changes will look in different social channels Quickly push updates to the site via different social channels

The Solution What puts Episerver ahead of the pack? Superior Digital Commerce (ecommerce) Leverage the capabilities of web CMS and Member Engagement within the ecommerce suite The platform will self-learn visitor activities for behavioral merchandising Auto segment visitors by different member type, market segments and other criteria One platform and multiple channels for consistent and relevant content

Strategic Alignment

Strategic Alignment The Business, IT and Leadership Agree:Centralized ecommerce for the enterprise Deep integration into our customer database - Personify The ability to have a true 360 view of member/customer/constituent activities down to the customer and product levels Customer’s ability to experience targeted content and have a “personalized” experience.

Getting There

Getting There Strategy, UX, Design, Integration, ImplementationBrightfind’s approach to Experience Design (Customer Centric) and Continuous Improvement Storefront, product detail, product listings, cart, purchase Integration points – login, account creation, membership status, inventory, orders Targeting, Calls To Action, Marketing Analytics Moving from one CMS to another Building for the end-user, AND for the administrator

Getting There What is the vision of success?An amazing user experience for the customers Flexible and agile online platform More sales Cross sell and upsell for a one stop shopping experience Reduced calls to customer service Better understanding of how the online experience enhances and/or degrades the customer’s actual journey

Questions