In Case You Missed It: 5 Lessons from Axis41’s Adobe Summit 2015 Presentation


Topics: Adobe Experience Manager, Content Management Systems (CMS)

For the third consecutive year, Axis41 was a featured presenter at Adobe Summit 2015. This year’s presentation, “Healing through Science, Compassion and a Patient-Centric Website,” explored our partnership with Stanford Health Care and the implementation of Adobe Marketing Solutions into their platform.

In case you missed it, here are 5 things we learned from Axis41’s presentation with Stanford Health Care at Adobe Summit 2015.

1. Adobe Experience Manager was the best solution for Stanford Health Care’s extensive Content Management System migration.

Stanford University is a worldwide leader in technology. The Stanford Medicine Web presence alone has over 200,000 pages, 825 websites, 500+ authors and more than 4 million page views per month. Add to that a high volume of complex, inconsistent content they were dealing with, some of which was hosted on third-party data sources and all of which was being created in open-source templates, and it’s clear that the migration to a Web content management system was not only necessary, but also a massive undertaking.

When Aditya Bhasin, Vice President of Software for Stanford Health Care, was faced with the challenge of selecting and directing the implementation of a Web CMS, it became clear to him that he needed an incredibly robust CMS to handle the level of content migration required, redesign the site and implement an entirely new platform.

By partnering with Axis41, they were able to meet their goal of full implementation within one year with an Adobe Experience Manager implementation. In fact, the first three sites were launched and live within three months. Adobe Experience Manager helped streamline over 60,000 pages and is the perfect enterprise-level solution for a tech leader like Stanford.

2. Stanford’s organizationally oriented site needed to shift to a patient-centric one.  

Not only did Stanford have a massive amount of Web pages and content that needed to be organized and streamlined into a newly designed website, but none of it was patient-friendly. Most of the content was written in highly technical and industry-specific terms, and each site was publishing content differently, creating an even more inconsistent and confusing experience for patients.

It became clear that the new website needed to put the patients’ user experience front and center, all while being able to handle the massive amount of traffic the site sees. Axis41 set out to completely revamp the user experience and content architecture to build a consumer-friendly, easy-to-use site. We recognized the complexities of the health care system and designed a UX to help patients navigate through it and find what they’re looking for quickly and easily.

3. A full-fledged search function was the key element to the patient experience.

”What can we help you find?” Aditya Bhasin explained that the majority of patients visiting the Stanford Health Care site are looking for one of three things: to find a doctor, find a clinic or get the organization’s point of view on conditions and treatments.

Axis41 employed Adobe Search&Promote to account for the various reasons patients visit the site. The cloud-based search we implemented took advantage of content mapping through Adobe Experience Manager and integrated third-party data, specifically from Stanford Medicine, which hosts the organization’s directory of doctors.

In conjunction with the patient-centric UX, the search bar became the most prominent element of the website and features dynamic functionality, including auto-completion, predictive text and suggested searches.

4. A website built for a cutting-edge tech leader needs the ability to constantly adapt.

Curtis Mortensen, a software architect at Axis41, shared the challenge the Axis41 team faced that highlighted the need for a constantly adapting website. In consumer testing, it became clear that users could not find search—the central function of the site—from secondary pages. This brought to light not only the need for immediate changes to the design, but also the need to continually adapt to changing user behaviors and technology that drives the Stanford experience.

By implementing Adobe Analytics, Axis41 was about to track how patients use the site as well as build out new components that feed data from click tracking and A/B testing into reports. Adobe Target gave Axis41 a deeper look into the findings from analytics. The ability to offer Stanford Health Care a dynamic site that continually adapts to the needs of patients through technology embodies Stanford Health Care’s mission statement of “healing humanity through science and compassion, one patient at a time.”

5. The implementation of Adobe Marketing Cloud Solutions needed to be constantly aware of patient privacy.

The health care industry poses a unique challenge. Not only does a Web CMS implementation need to take into account complex categorization of conditions, locations and doctors within the user experience, but it needs to do so with a continual awareness and protection of patient privacy. Segmentation and personalization optimize the user experience, but can also infringe on patient privacy policies. The Axis41 team was able to carefully ensure that patient data is protected through all Search&Promote and Adobe Analytics and Targeting functionality while maintaining a patient-friendly user experience.

Watch the full Adobe Summit 2015 presentation below and be sure to catch our interview with Aditya Bhasin on AEM Podcast.

Contact our Adobe Experience Manager team to learn more about how Adobe Experience Manager and other Adobe Marketing Solutions can help you and your organization streamline and optimize.