Americaneagle.com, Sitecore, and the American Dental Association (ADA) discuss how the ADA successfully implemented a personalized web strategy with the Sitecore DMS.

1. Transform your Digital Strategy
with Web Site Personalization
Presented by:
American Dental Association, Americaneagle.com, & Sitecore

2. Presenters
• Timothy Callahan, Regional Sales Manager,
Sitecore
• Jerry Boduch, Director of Strategic
Partnerships, Americaneagle.com
• Toni Mark, Chief Technology Officer,
American Dental Association

3. Agenda
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Company backgrounds
Personalization
The ADA Story
Challenges & Objectives
The Solution
Expected Results

4. Who we are
• Sitecore
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A web content management system software company that provides enterprise website,
intranet, portal and marketing automation software.
17 Offices with over 500 employees around the world
• Americaneagle.com
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With over 30 years in the industry, Americaneagle.com offers website design, development,
hosting, and marketing to hundreds of healthcare organizations
22 Certified Sitecore developers and 25 Certified Sitecore project managers on staff
• American Dental Association
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The American Dental Association (ADA) is the world's largest and oldest national dental
association and promotes good oral health to the public while representing the dental
profession.

5. What is personalization?
Explicit Profile
Member Profile Data
Device Type
(PC, IPad, Android,
Email, Printer)
CRM Profile Data
Location
(Country, Prov., City,
Postal Code)
Referrer
(Website, Campaign,
Search Engine
Keyword)
Implicit Profile
Browsing Behavior –
Preferences Interests
Visitor Profile
(Explicit or Implicit)
Content
Delivery
Conditions

6. What is personalization?

7. What is personalization?

8. About the American Dental Association
• The ADA is the professional association of dentists that fosters the
success of a diverse membership and advances the oral health of
the public.
• 160,000 member dentists
• ADA Goals
– Provide support to dentists so they may success and excel throughout their
careers
– Be the trusted resource for oral health information that will help people be good
stewards of their own oral health
– Improve public health outcomes through a strong collaborative profession, and
through effective collaboration across the spectrum of our external stakeholders

9. The Basic Premise
• Dentists are trained
for clinical excellence,
but often need assistance
managing the business
side of practice

10. The Challenge
• To provide relevant
and impactful
solutions to the business
problems dentists face
every day in their offices

11. With a Long Term Vision to
• Create a launching pad
for practice management
resources and innovation

12. Center for Professional Success
Into three content areas:
Practice – Manage Your Career
Learn – Expand Your Knowledge
Live – Balance Your Life

13. Center for Professional Success
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Fresh new user experience
Continuous rolling content
Enhanced search and navigation
Links to internal and external
resources
New practice apps and business
calculators
Organic and configured personas

14. Center for Professional Success

15. Center for Professional Success

16. Center for Professional Success

17. Center for Professional Success

18. Center for Professional Success

19. Our Goal
• To become one of the top
five most highly rated
ADA member benefits
within five years

20. The Implementation Strategy: Step 1
1. Audience Review/Analysis
– Research
– Segmentation
– Gather data
– Prioritize
– Make them real

21. The Implementation Strategy: Step 2 - 3
2. Setting Up Personas in Sitecore
– Determine personality attributes
– Validate attributes
– Configure the persona profile and keys
– Set up profile cards
– Add content
3. Create Goals
– What outcome do you want out of each user?

22. The Implementation Strategy: Step 4 - 6
4. Create an Engagement Plan
– Group of goals that define success
– Configure conditions
– Enter a user into the Engagement Plan
5. Customize Your Content
6. Analyze and Optimize!

23. Personalization in Action
• Proof of concept website
– View it at
www.americaneagle.com/hcic

24. Thank you!
Tim Callahan │ tca@sitecore.net
Jerry Boduch │ jerryb@americaneagle.com
Toni Mark │ markt@ada.org