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Website RedesignExecutive Overview

Jim Venable

October 2008

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Agenda

Project Background

Redesign Strategy

User Experience

Functionality

Custom Applications

Bells & Whistles

Launch Plan

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History What were we solving?

Yesterday Multiple sites and web based solutions

No interface b/w sites

Inconsistent user experience

Sites were not scalable

Outdated & uncommon language

Inconsistent platforms

Inconsistent User Experience

High cost to run and maintain

At mercy of vendor for maintenance at

premium rates

Not able to keep pace w/ our growth

Lost revenue - Loss of traffic

Limited SEO in current platforms

Frustrating user experience = high

abandon rate

Tomorrow

One Global Site

Best practice driven

Content Management System (CMS)

environment

We control and administer content

updates faster and cheaper

User experience brought to life

Content Multimedia Interactivity

Drive Revenue

Call to action on every page

Locate a Doc (consumer)

Request more info (Dr)

Robust Search Functions

Site search find if fast

Organic site traffic SEO compatible

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Bells & Whistles Custom and Enhanced Functionality

Cutting edge Locate a Doc search Predominate placement on every page

Menu of search filters

Range of parameters

Dr specific tracking

Media rich Photo Gallery

Filter by treatment type Search by condition, treatment or body

part

Easy uploads via CMS

Progression photos

Multi media interactivity

Maximize lead gen through on-line

strategies and permission based dialogues Request more info predominate on every

page

On line survey

Add whitepapers to marketing mix

RSS feeds

Engage users via multi-media contentthroughout the site

Patient testimonials

Media center / PR coverage

Event Marketing / Mgt to the next level

More features

M

ore tracking and metrics Easy access webinar links

Robust Search capabilities

CMS platform

Real time updates by business owners

Maximize and adapt for SEO, SEM

Foundation for social community (e.g.Fraxel forum)

Platform for Sales and Distributor portals

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Launch Timeline Key Milestones

10/24 10/3110/17 10/24 11/1 - 12/31

X

XSite Delivered

Reliant QA

Internal Presentations

Launch Communication

-e-blast (sales)-e-last (customers)-e-blast (prospects)

Go Live (est 10/27)

Press Release (launch +2)

Webinar (launch +5)

Site Enchantments RSS Event Mgt

Site Maintenance &Updates

X

X

X

XX

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Page Templates

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Entry Page

Easily reconfigured for NewCo launch

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Consumer/Patient Homepage

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Consumer/Patient Homepage

Strategic choice - engage with media and motion 1st. Then dive deeper into content

Present on every page

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Physician Homepage

Dr User Experience: Bells and whistles minimized. Content is immediately visible

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Top NavSub Page Template

Comprehensive navigation/search options minimizes risk of abandonment

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Deeper Dive Sub Page Template

Balance of content rich text with media interface drives rational and emotional connections

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Multi-media template

Multi media; streaming video, patient testimonials, and in the news