Visana 借助 Magnolia 成为瑞士健康保险公司的数字服务领导者

借助 Magnolia,Visana 期望成为瑞士数字医疗服务的领导者 - 该网站是其数字化转型战略的关键要素

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行业
医疗保健,保险

国家/地区
瑞士

实施方
Namics

网站
www.visana.ch

领先的数字医疗服务

Visana Services AG 是瑞士一家领先的健康和意外保险公司。该公司为私人和企业客户提供强制性健康保险、可选保险和意外保险。Visana Services AG 通过多种合作伙伴关系促进竞争和休闲运动及训练,以及适合瑞士的活动。 

在过去的几年中,Visana Services AG 一直将 Magnolia 应用于内联网领域,但从最近才开始使用数字业务平台开展面向外部的数字业务。借助 Magnolia,该公司期望成为瑞士数字医疗服务的领导者 - 该网站是其数字化转型战略的关键要素。

挑战

从昂贵的遗留系统继续

Visana Services AG 的网站统计数据反映了业务规模:Visana Services AG 的内联网平台每月可获得 35 万次页面浏览量,每月下载 1.5 万次文档。这些文档是员工的重要资源,涵盖手册和统计数据到电子表格。Visana Services AG 在面向外部的数字呈现上每月记录 40 万次页面浏览量,使该网站成为必不可少的沟通渠道。使用先前的 CMS,Visana Services AG 无法正确或有效地管理渠道,这对其数字化领导地位构成了严重威胁。

Visana Services AG 先前的 CMS - Vignette(现在的 OpenText)- 过于复杂,进而自然地被淘汰。使用该方法进行开发非常麻烦,并且很难集成到现有的开发过程中 - 特别是对于部署和自动化。此外,对于编辑人员而言,它的可用性很差 - 添加简单的内容并进行维护远比内容本身复杂得多。最重要的是,该系统也会消耗 Visana Services AG 的成本。

在执行切换 CMS 相关评估的过程中,Visana Services AG 曾考虑过几种替代方案:Jahia、Adobe Experience Manager 和 OpenCMS - 但 Magnolia 显然名列前茅。

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THE SOLUTION

Freedom to curate and publish

Working to a tight deadline for the global rebrand, Liberis required a reliable, out-of-the-box CMS that would give the marketing team complete control over the company’s content. 

Liberis turned to Magnolia to help build a more flexible, intuitive and scalable system that would be able to grow with the business and meet changing customer and organisational demands.

In 2019, Liberis implemented Magnolia’s Cloud CMS, selecting the platform based on a number of key features and benefits:

All-in-one design

 

Magnolia’s slick user interface and out-of-the-box tools meant that Liberis’ marketing team could get to work curating, planning and optimising content right away. 

Liberis can now manage all of its content in one hub, using Magnolia’s Campaign Manager to rapidly run digital campaigns across multiple pages and sites. Using Magnolia’s Visual SPA editor, marketers can also fully preview pages ahead of publishing, allowing them to see exactly what a user will experience, regardless of which platform or channel they use.

Magnolia also provides Liberis with an open framework, allowing the CMS to easily integrate with the brand’s existing CRM, along with other marketing tools, apps and add-ons. This gives the company a comprehensive view of its entire marketing environment, all within a single, unified platform. 
 

Smarter personalisation

 

Liberis needed a solution that would show personalised content depending on where a consumer is located or what industry they work in. 

Using Magnolia, Liberis can now ensure that site visitors from the UK only receive financial information which relates to the rules and regulations in their country. Similarly, those visiting from the USA will receive their own customised information and resources. 

As Liberis expands, this personalisation will also become more detailed, offering individualised experiences according to user profile and intent. Through this personalised approach, the company hopes to offer better customer experiences and ultimately encourage greater engagement with the brand.
 

Create once, publish everywhere

With a large marketing presence, Liberis needs to be able to quickly push campaigns across multiple landing pages simultaneously. With the older CMS, Liberis could not make bulk edits to its websites, meaning that each edit had to be performed individually and in a single, local silo. This caused huge delays when launching digital campaigns.

Through Magnolia’s Create Once Publish Everywhere (COPE) feature, Liberis can create a piece of content and then publish it multiple times across other pages. With financial guidelines, relevant advice and legal requirements constantly changing, Liberis’ marketing team can now ensure that visitors are always kept up-to-date — regardless of which site they’re visiting. 

成果

现代化的数字呈现,以访客的需求为中心

该网站有三种语言版本,内联网则有两种语言版本。对于面向外部的网站,Visana Services AG 使用了三种语言树(出于 SEO 的原因)。对于内联网,他们仅使用了一种(包括一个备选项,如果某段内容仅在某个语言树中可用,则将其重定向到另一种语言)。该网站的手机版是通过使用响应式设计来实现的。

该网站中包含了两种重要的客户工具:MyVisana 门户和在线保费计算器。在 MyVisana 上,客户可以组织和更新其个人联系方式和保险单,并下载重要文件,如合同和账单。通过在线保费计算器,潜在客户可以快速轻松地计算每月的健康保险费用(根据性别、出生日期和居住地)。 

个性化是内联网和外部站点的一个重要特点。在内联网上,将主要根据相关性对内容进行个性化 - 不同部门可自动查看自己的内容。 

在应用 Magnolia 之后,Visana Services AG 认为 Magnolia 的以下特点尤其与商业相关:

  • 其可用性和明确的创作理念(缩短入职时间,甚至无需培训)
  • 事实上很容易扩展(使其可根据组织的需求轻松定制)
  • 高质量产品文档(可快速解决问题并提供问题的首选资源)
  • 使用标准技术(实现快速开发和高可靠性)

Visana Services AG 现在正享受着更加稳定的平台带来的好处。如果需要,其开发流程达到快速且灵活的状态。最后,同样值得注意的是,它降低了技术费用的总成本 - 并显著增加了其数字呈现的流量。

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