Powerful Start- the Key to Project Success, Barbara Laskowska
1377 impact v9_final_2
1. Session Number: 1377
Create, Target, and Optimize:
Memorable Web Experiences with IBM Web Content
Manager at Cardinal Health
Darnley Etienne, Cardinal Health
Mary Ann Johnson, IBM
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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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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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Addressing the Challenges
Target
Create Exceptional
Web Experience
Optimize
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Create
Author
Text, Documents, Audio, Video
Blogs, Wikis, Comments, Tags etc
Multilingual Content, Inline editing
Generate Design
Website Templates
Dynamic Content Publishing Micro-sites
Mobile Delivery Blogs/Wikis Templates
Reuse presentation templates Industry Templates
Theme customizer
Content Collaboration
Parallel Workflows
Integration with document & ECM software Audit Trails
Import from Microsoft Word ®
Track changes & comments
Ingest directly from external repositories
Integration with Sametime
Content retention and archival
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Target Customize
Leverage templates and reusable content
to target site visitors
Utilize recommendation engine to publish
related content
Assimilate related application data
Personalize/
Segment
Relevance
Groups and roles based
content delivery Easily create personalization
rules to publish content
User profiling & matching
Map site-visitor preferences to
Create web and email
personalized content
campaigns
Deliver
Publish compliant content for
multichannel delivery
(browser, mobile, print, XML,
RSS etc)
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Optimize Analyze
Integrated data/log capture for web-analytic
vendors
Analyze web site and content usage,
including search engine queries
Measure campaign effectiveness
Report
Discover
Leverage web-analytic reports to
publish site visitor and content
Create Search Engine usage patterns
Optimized content and web Content creation reports
sites
(mytasks, workflow items, locked
Integrated search engine
content etc) for optimal content
Capture site visitor behavior
publishing
Respond
Optimize content management process
Create effective campaigns
Build better microsites
Mobile device independent optimized
content
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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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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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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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Technical Accomplishments
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
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Technical Accomplishments
Authoring
Groups
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Technical Accomplishments
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
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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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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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Conclusion
1 CREATE 2 TARGET 3 OPTIMIZE
Streamlined content Enhanced and effective Optimized online presence
delivery of content Measured the effectiveness of
Enhanced usability for your
non-technical users Increased brand awareness online presence
Achieved interoperability with Designed and implemented Responded to demand and
campaigns to respond to created competitive advantage
existing or new content
valued customers Optimized recommendations,
Adapted content to suit a
improved effectiveness of
multicultural world Gained flexibility by targeting
delivered content
multiple devices
Measured participation behavior
Increased revenue with and drove higher level
targeted content participation
Improved customer adoption
Slashed Time-To-Market and Grew Revenue and Increase
Market Size Increased Profitability
Reduce Cost
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