Dexcom needed to rapidly grow brand awareness in EMEA.
The company needed to launch numerous customized and regulatory-compliant sites for up to 45 countries across EMEA – without relying on an agency to design, develop, and launch each one individually.
Drupal CMS, Acquia Site Factory
Since the project started in June 2021, Dexcom has launched 30 websites across EMEA, which have attracted 86,000 users and 200,000 page views. The UK website's contact form, which launched in October 2021, has generated 165 leads.
Dexcom manufactures life-saving continuous glucose monitoring (CGM) products, pairing wearable sensors with a suite of accompanying glucose data analysis tools. It enables people with diabetes and their healthcare professionals (HCPs) to manage their glucose easily and effectively without the need for painful, invasive finger prick tests.
Despite having a leading position in the United States, Dexcom was a challenger brand in EMEA and needed to rapidly grow brand awareness in multiple regional markets. It identified an opportunity to do this by targeting and educating the healthcare professional (HCP) audience on the unique benefits of using Dexcom products and how they can help patients.
Due to the complexity of healthcare regulations across EMEA, however, each country had to have its own dedicated website and tailored materials for HCPs. The company needed a solution that could meet its goals of launching secure, reliable websites quickly and easily in multiple languages and countries, and serving as a central platform to drive future digital marketing initiatives.
To achieve its goal of quickly building brand visibility and engagement, Dexcom needed a dedicated digital platform that could take its existing U.S. HCP brand assets and use them to create a robust template able to host customized, regulatory-compliant HCP content for up to 45 different countries across EMEA.
The underlying challenge was to launch a large number of websites with an easily scalable solution without having to rely on an agency to design, develop, and launch sites individually – something that would have been extremely costly and time-consuming. Given the new country markets and potential clients, the business needed to generate HCP lead capture and marketing opt-in functionality for email engagement. Dexcom also wanted a dedicated digital touchpoint to share the latest product, clinical evidence, and resource information.
Dexcom worked with digital transformation agency Cyber-Duck to analyze its existing U.S. HCP website to better understand user interaction. Cyber-Duck analyzed user interactions using existing data touchpoints, created core content modules that would work on Drupal 9, and mapped the content requirements and information architecture to create a robust website template for each market in Acquia Site Factory. Cyber-Duck also built an integration with Salesforce to capture lead form data and newsletter sign-ups. This allowed the sales team to follow up with leads and the marketing team to send targeted emails.
To keep users returning, Cyber-Duck set up a webinar section on the website, educating users on the benefits of Dexcom’s products. Dexcom also used emails to keep its audience informed and regularly updates its websites with the latest product information and educational content – something Site Factory makes easy for each country’s team to manage.
Acquia Site Factory allowed Dexcom to easily launch high usability, accessible websites in multiple languages, resulting in both time and cost savings – allowing Cyber-Duck to focus on higher value development tasks like accessibility, SEO optimization, and regression testing. Additionally, Acquia provided a reliable, secure platform that reinforced HCPs’ confidence in the quality of the product and the Dexcom brand. And finally, Acquia lets Dexcom deliver a consistent user and brand experience across all sites, while still being tailored to meet local regulatory needs and allowing local teams to individually manage site content.
Acquia Site Factory allowed Dexcom’s EMEA operations to rapidly scale. Dexcom easily created multiple websites across EMEA with targeted HCP content. Since the project started in June 2021, Dexcom has launched 30 websites across EMEA, which have attracted 86,000 users and 200,000 page views. The UK website's contact form, which launched in October 2021, has generated 165 leads. The company plans to launch 15 additional websites over the next year.