Medela, Inc. USA
e-commerce strategy Business Based in Switzerland and operating in more than 80 countries, the United States operating group markets and distributes breast pumps and accessories to nursing moms via various types of medical facilities, health care professionals and leading retailers across America. Challenge Medela USA desired to develop a cohesive, supporting and non-direct e-commerce strategy for certain aspects of its business - without losing the personal and professional touch the company is recognized for worldwide. Moreover, recognizing the passion and respect that medical professionals and consumers have for the brand, it was imperative to design and incorporate certain release points that would enable the professional, or the consumer, to quickly identify and locate their desired Medela products - and immediately engage a Medela CSR is desired. Approach Understanding the sensitivity regarding the brand and the User's experience, we quickly ascertained several key intellectual components that required design, delivery and open access - if selected. Additionally, providing transparency to the transactions and or queries was essential - while instilling confidence and trust in the system proved to be beneficial to the health professional, consumer and Medela CSR. Results Medela proved successful in supporting its valued health care professionals and consumers and retailers through its new e-approach to service after the initial sale. Improved enablement and reduced time requirements by the Users and transparency provided a higher level of satisfaction and allowed the brand to further solidify itself with the health care professional, consumer and retailer. |
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