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Create, Target, and Optimize: Memorable Web Experiences with IBM Web Content

Manager at Cardinal Health

Darnley Etienne, Cardinal Health

Mary Ann Johnson, IBM

Session Number: 1377

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Abstract

Are you looking to enhance your customer-facing Web sites with

dynamic presentation elements to exceed your customer expectations,

streamline Web effectiveness, and convert site visitors into loyal,

repeat customers?

Attend this session to understand the latest innovations of the IBM

Customer Experience Suite and IBM Web Content Manager offerings

as we share and demonstrate how three simple concepts -- Create,

Target, and Optimize -- can transform your online presence to create

persuasive content for your businesses.

Learn from the Cardinal Health team as they share their experiences

applying the capabilities of this platform to deliver rich, informative

and engaging web experiences to their external audiences.

We will also share how the IBM Web Content Manager continued

product innovation and integration with social and web analytic

solutions can help organizations simplify their Web experience

management.

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Agenda

About Cardinal Health

Challenges

Addressing the Challenges

– Create

– Target

– Optimize

Options

Decision

Why WebSphere Portal / WCM?

Implementation

Project Accomplishments

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About Cardinal Health (NYSE: CAH)

$99 B Global Company Headquartered in Dublin, Ohio

Ranked No. 17 on the Fortune 500

Employs more than 30,000 people in five continents

Global manufacturer & distributor of medical and surgical supplies and technologies

Largest distributor of Pharmaceuticals & Medical supplies worldwide

Largest provider of Specialized Nuclear Pharmaceuticals

Serving Health Care industry with products & services

– Hospitals, Medical Centers, Retail and Mail-order

Pharmacies, Pharmacists and other Healthcare

Providers

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About Cardinal Health (NYSE: CAH)

Dedicated to making healthcare safer and more productive

Everyday…

Help dispense more than 5 million doses of medicine

Manufacture more than four million products

Have products used in 50% of all surgeries

Have products used by 90% of all hospitals in the U.S.

Employ more than 1800 pharmacists and 100 scientist

Make more than 50,000 deliveries to 40,000 customers

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Our Businesses

Healthcare Supply Chain Services - Pharmaceutical

Our Pharmaceutical segment consolidates pharmaceuticals from hundreds of manufacturers into site-specific deliveries to retail pharmacies, hospitals, mail-order facilities, physician offices, surgery centers and long-term and other alternate care facilities. Through this segment, Cardinal Health offers the most secure, efficient and economical source of pharmaceuticals, specialty plasma products and value-added services to healthcare providers and pharmaceutical manufacturers.

Healthcare Supply Chain Services – Medical

In addition to delivering medical-surgical products to ambulatory care centers, physician offices, clinical laboratories and hospitals across the U.S. and Canada, the Cardinal Health Medical segment also manufactures high-volume replenish able products such as gloves, gowns, surgical drapes, scrubs and fluid management products. In addition, the Medical segment includes the Cardinal Health surgical and procedural kitting operations that assemble all necessary single-use surgical products and apparel for specific procedures into one kit, allowing clinicians to focus on the patient.

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History

In Mid 2010, we were at crossroads …

Aging OS/Web platform Windows/IIS

Aging hardware HP Proliant

To continue use of IIS and Windows meant

– Upgrade existing Versions

– Stay with current versions with extended support

Funds had to be used before fiscal end of year

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Business & Technical Challenges

Reduce overall IT cost and expand revenue opportunities

IT Standards alignment

Implement web content management system for public facing site

and stand up temporary environment in legacy DMZ to support new

system.

Leveraging WCM to enable the business to “publish” content –

providing self service content for owners and contributors

Reuse existing Portal hardware

Decommission aging software and hardware

Use WCM to update look and feel of the current Web site

Consistent management and support of infrastructure

Legacy Deployment Process

Resolve problems with hardcoded static pages - Branding challenges

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Exceptional

Web Experience

Create

Target

Optimize

Addressing the Challenges

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Text, Documents, Audio, VideoBlogs, Wikis, Comments, Tags etc

Multilingual Content, Inline editing

Website TemplatesMicro-sites

Blogs/Wikis Templates

Industry Templates

Theme customizer

Dynamic Content PublishingMobile Delivery

Reuse presentation templates

Integration with document & ECM softwareImport from Microsoft Word ®

Ingest directly from external repositories

Content retention and archival

Parallel WorkflowsAudit Trails

Track changes & comments

Integration with Sametime

Generate

Author

Design

CollaborationContent

Create

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Leverage templates and reusable content to target site visitorsUtilize recommendation engine to publish

related content

Assimilate related application data

Easily create personalization rules to publish contentMap site-visitor preferences to

personalized content

Groups and roles based content deliveryUser profiling & matching

Create web and email

campaigns

Publish compliant content for multichannel delivery (browser, mobile, print, XML, RSS etc)

Segment

Customize

Personalize/Relevance

Deliver

Target

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Report

Integrated data/log capture for web-analytic vendorsAnalyze web site and content usage,

including search engine queries

Measure campaign effectiveness

Leverage web-analytic reports to publish site visitor and content usage patternsContent creation reports

(mytasks, workflow items, locked

content etc) for optimal content

publishing

Create Search Engine Optimized content and web sitesIntegrated search engine

Capture site visitor behavior

Optimize content management processCreate effective campaigns

Build better microsites

Mobile device independent optimized

content

Discover

Analyze

Respond

Optimize

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Web Analytics and Web Effectiveness

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Options

Analyzed three different options

1. Do nothing

• Leave the current environment as is

• Incur extended & sustained support agreements

2. Upgrade

• Supported version – Windows / IIS

• Newer hardware

3. Migrate to WebSphere Portal

• Build out WebSphere Portal

• Migrate content to WCM

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Decision

Migrate to WebSphere Portal

HP Blade Chassis

HP Blade Server

Quad-Core Intel Xeon x5460 (3.16GHz) processors

Linux OS

SUSE Linux Enterprise Server

Current standard for Cardinal Health

Linux standardization

No virtualization in this phase

Is current direction

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Why WebSphere Portal / WCM?

Existing in-house expertise with Portal Server

– Worked with Portal since 4.1.4

– Smaller Learning curve

– Stake holders comfortable with the risk of newer technology

Scalable, flexible and standards based infrastructure

Lower TCO and faster ROI

Room for future growth and scalability

– Portal and WCM are in the long-term roadmap

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Implementation

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Web Content Management

Distributed

In a distributed model, Web Content Management software is

running on a separate set of servers from your production

WebSphere Portal servers.

– More hardware

– Reduced license cost

– Reduced workload

– Slower local processing

Integrated

In a integrated model, Web Content Management software is

running on all of your production WebSphere Portal servers

– Less hardware

– High license cost

– Increased workload

– Faster local processing

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Web Content Management Installation

Installation

Typical Portal installation

Clustering

Database split

DB2 FS layout

/db2/<DBNAME>/data1

/db2/<DBNAME>/data2

/db2/<DBNAME>/data3

/db2/<DBNAME>/data4

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Technical Accomplishments

Content Migration

Migrated all of our branding look and feel into portal theme. Extracted pages into reusable components and fields instead of previous free form pages.

Still have to further enhance by creating more targeted authoring pages for full business self enablement.

Standardized on consistent tooling (Portal and WCM) with our existing e-Commerce applications making content portable between sites.

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Shared Authoring Server

Multiple libraries going to different cells

Possibly a future direction

Syndication

Content does not follow the SDLC

Groups

Multiple Business

units sharing the

same hardware

Technical Accomplishments

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Authoring

Groups

Technical Accomplishments

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Integrated our Web Traffic analysis tool into theme

Web Trends – Smart Source Data Collector

Tracking code is all contained in a webtrends.jsp file

This file gets embedded as part of the Authoring template

Create a .jsp component and call it from WCM (in the footer)

For Search Tracking, Web Trends expects certain META tags to be

present in the generated HTML

WCM doesn’t support adding META tags to content items

IBM has partnered with Web Analytics companies to make this

easier

Technical Accomplishments

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Software Stack

IBM HTTP Server

WebSphere Plug-ins

WebSphere Portal Server

WebSphere Application Server

DB2

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Implementation Details

Context Root

– Most implementation leave /wps/portal as the default context

• Changed ours to /mps/public

– modify-servlet-path

IBM HTTP Server

– ReWrite rules

• ReWritie for SEO and Backward compatibility

– RewriteRule ^/search/?$ /mps/public/public/search [NC,PT,L]

– RewriteRule ̂ /search.asp$ /mps/public/public/search [NC,PT,L]

– Proxy Rules• ProxyPass /MyReport http://162.244.100.145/MyExisting URL

• IHS Setup to pickup static files

Testing URL

– Host file trickery

• Resolve hard coded paths

Create XML access scripts

– Portlet deploy

– Pages

– Theme and skin

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Implementation Details

Ephox Rich Text Editor

– Standard in Portal 6.1 and Portal 7.0

– Must purchase for Portal 6.0

Portal Server tuning

– cachespec.xml

<not-value>/mps/wcm/connect/us/en/AllscriptsMyWay/AllscriptsMyWay</not-value>

– Heap Size

• MIN 256 / MAX 1536

– VERBOSEGC enabled

– XLORATIO 0.2» If you see fragmentation of the Java heap because of large objects

(>= 64 KB) and there is a significant number of allocation failures due to these objects, then you can enable Xloratio with 0.2 or 0.3.

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Search

Cardinal Portlet

– Calls the IBM Search and Indexing API

– Default Search and DCS within Portal

• Search and DCS deployed to same JVM

• Improved relevancy of search

• No HA

– Remote-Search JVM

» Restrict processing to itself

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Theme & Skin

Two Themes

– Open for Business

• Username and Password sign-in available

– Closed for Maintenance

• Remove Username and Password sign-in

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Static Page

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Project Accomplishments

•Implement web content management system for Public facing CardinalHealth.com site•Developed / Implemented 5 Authoring Templates•Developed / Implemented 6 Presentation Templates•Migrated over 1000 pages of content into new content management tool•Migrated 53 JSP Forms to WCM•Created over 300 HTML/Rich Text touts•Migrated over 120 redirects and URL configurations•Configured & Stood Up two new load balanced web servers•Configured & Stood Up two new Portal servers & 2 two new database servers•Configured 3 new content repositories using existing environments (Reuse savings of $125K)•Tuned environments (stage & prod.) to handle full capacity at under 20% CPU•Largest WCM content driven implementation at Cardinal to date•Provided ability to login to ordering on every page (cutting out express login step)•Provided multiple-path information architecture to allow users comfortable navigation •Implemented unified look and feel to all pages within cardinalhealth.com website •Combined promotional landing page & micro site homepage templates through new design •Allowed footer links to provide quick links to prominent and/or CH initiatives

**Project Time frame (Initiated to Close) was 4.5 Months

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Public Site

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1 CREATE

Streamlined content

Enhanced usability for your

non-technical users

Achieved interoperability with

existing or new content

Adapted content to suit a

multicultural world

2 TARGET

Enhanced and effective

delivery of content

Increased brand awareness

Designed and implemented

campaigns to respond to

valued customers

Gained flexibility by targeting

multiple devices

Increased revenue with

targeted content

3 OPTIMIZE

Optimized online presence

Measured the effectiveness of

online presence

Responded to demand and

created competitive advantage

Optimized recommendations,

improved effectiveness of

delivered content

Measured participation behavior

and drove higher level

participation

Improved customer adoption

Slashed Time-To-Market and Reduce Cost

Grew Revenue and Increase Market Size

Increased Profitability

Conclusion

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